Mass Minority names Cheryl Gosling president

As part of the next stage of its evolution, tech-driven full service shop Mass Minority has hired Cheryl Gosling as president.

Gosling was recently promoted to the role of president at King Ursa from her previous position as VP, managing director, which she took when she arrived at the agency in the fall of 2022.

Prior to King Ursa, Gosling was VP and managing director at No Fixed Address, responsible for managing a team of 20 in NFA’s account service department. Her career has also included stops at some of the country’s best-known network shops including Leo Burnett and BBDO.

“I knew she was the right person to champion businesses eager to make data-informed decisions towards improving their marketing effectiveness and efficiencies,” says Mass Minority founder and CEO Brett Channer.

Mass Minority’s recent work includes handling Edward Jones’ first Canadian brand campaign and an inclusivity initiative for Rugby in the Square.

Part of what Mass Minority says appealed to Gosling was its integrated agency structure and the fact that it is fueled by a proprietary tool called Bam Analytix, a patented technology that provides real-time end-to-end marketing performance intelligence, which Mass Minority spun off last summer.

Bam Analytix operates independently from Mass Minority, and while not included in Gosling’s purview, the division does underpin the agency’s creative media offering. Gosling notes that Bam Analytix provides an interesting new dimension that can be used to help the 50-person shop attract new talent and clients.

“It’s differentiating to have a proprietary tool that we can use from end to end, from client insights all the way through to reporting in one place,” Gosling says. “[Mass Minority is an] integrated agency with data on steroids and I’m thrilled to be working with them on their growth and evolution.”

Gosling joins a senior leadership team at Mass Minority’s holding company that, in addition to Channer, includes managing partner Christine McArthur, who will focus on new vertical growth opportunities initiated out of Mass Minority’s Austin, Texas office.