MNTN’s Ryan Reynolds and Mark Douglas Share the Keys to Killer Marketing

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This is a snippet of an article featured on Ad Age.

Ryan Reynolds has always loved commercials. They’re a quick, impactful form of storytelling. And if a spot doesn’t hit, that’s OK. It’s just a commercial, Reynolds told attendees Friday at the Inc. 5000 Conference in Palm Desert, California.

Reynolds was joined onstage by Mark Douglas, founder, president, and CEO of the Austin-based advertising software company MNTN, which acquired Reynolds’s marketing company Maximum Effort in 2021. The two businesses were a natural fit, as MNTN was on a “mission to democratize TV advertising, make it accessible to essentially any size brand and bring it on a par with search and social,” Douglas said. The two companies agreed to a merger after just three days of negotiations, with Reynolds becoming chief creative officer of MNTN.

“I asked to be admiral,” Reynolds joked. “That’s not a title at a business—yet.” 

There’s obvious synergy: MNTN (pronounced “mountain”) helps companies—particularly small and midsize businesses—target television ads to potential customers effectively. Maximum Effort, the marketing company Reynolds founded with George Dewey in 2018, was known for quirky, of-the-moment ads.

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