We’re not only reacting to the digital landscape, but we’re also actively shaping it: Matt Caiola of HOW Agency

“Immersive technologies and artificial intelligence are among the latest technologies we’re working with to create interactive and personalized digital user experiences.”

The HOW Agency is a digital agency committed to radical accountability. It specializes in influence and its programs are custom designed to take global audience on a holistic brand journey. In today’s world, every touchpoint must be designed to impress, educate, convert, and be optimized to reach consumers at the right moment and on the right channel. For clients from Samsung SmartThings to G-SHOCK, to ThriftBooks and Orveon, HOW has delivered results that include the most successful organic launch of a business on LinkedIn and building a business into the number one seller of books on TikTok.

HOW’s work has been recognized by industry leaders such as the PR Daily Social Media and Digital Awards, and its team was recently named a Top 20 Digital Marketing Agency of the Year.

The firm is headquartered in New York, NY.

The Silicon Review reached out to Matt Caiola (Co-CEO, 5WPR, & Leader of HOW) and Paul Miser (EVP & Group Director, HOW), and here’s what they had to say.

Interview Highlights

Q. Mr. Caiola, please tell us about the circumstances or events that led to the founding of HOW Agency.

As an extension of the 5WPR brand, which was named for the five enduring and universal principles of effective communications: who, what, when, where, and why, there has always been a sixth principle: how. HOW Agency takes these principles and applies them to modern communications, in which digital communications cannot be ignored. Spun out of 5W’s award-winning digital practice, after consistent year-over-year growth, we recognized the practice could not only stand on its own but flourish further as its own agency.

Q. Mr. Miser, what strategies does HOW implement to exceed client expectations?

HOW Agency knows growth is the goal across the board for our clients, and we tailor our solutions to tackle this ask through performance thinking, connected storytelling, and radical accountability—keeping in mind every digital dollar must be able to demonstrate ‘how’ it grows business and creates opportunities.

Q. Mr. Caiola, as a leading digital agency, what are HOW’s key focus areas?

HOW’s capabilities span the entire customer journey; from the top of the funnel through to the end, we marry conversation and conversion. As a full-service digital agency, our capabilities span strategy, analytics, content, technical, and paid campaigns.

Q. Mr. Miser, can you provide us with one or two success stories, detailing specific client challenges and how HOW’s solutions contributed to their success?

Every client has its own unique digital goals, and with this knowledge, HOW approaches each program with a clear plan, offering each band its own kinetic toolkit, which is deployed with real-time precision and expertise. One long-time client, a web-based used bookseller, tasked HOW with growing its overall social community, expanding share-of-voice, and driving meaningful engagement to increase customer retention and conversation. Over an 18-month period, the team increased the client’s overall social community by 22%, reached the 100k follower milestone on Instagram for a platform growth of 47%, and increased average engagements by 25%, ultimately deepening brand love.

Q. Mr. Caiola, tell us about the HOW Agency team. What value do they bring to the company?

We know every digital agency can pull together the same laundry list of services, so we are extremely aware that the team we’ve built and the leaders are the difference. It is their approach to our strategies that leads to our success. While much of the team has built their careers alongside 5W and now HOW, others have worked across the digital marketing industry, building it from the ground up.

Q. Mr. Miser, what new endeavors is the HOW Agency currently undertaking?

We’re not only reacting to the digital landscape, but we’re also actively shaping it. Immersive technologies and artificial intelligence are among the latest technologies we’re working with to create interactive and personalized digital user experiences. 

“HOW’s capabilities span the entire customer journey; from the top of the funnel through to the end, we marry conversation and conversion. As a full-service digital agency, our capabilities span strategy, analytics, content, technical, and paid campaigns.”

“HOW Agency knows growth is the goal across the board for our clients, and we tailor our solutions to tackle this ask through performance thinking, connected storytelling, and radical accountability—keeping in mind every digital dollar must be able to demonstrate ‘how’ it grows business and creates opportunities.”