Matthew Randell Acquires SmartCreative

Houghton Creative Agency Aims to Scale with New CEO and Services

HOUGHTON, MI – September 21, 2020 – SmartCreative today announced that Matthew Randell has acquired the Upper Peninsula creative agency and has assumed the role of CEO. He succeeds Scott Niska who founded the agency in 2011.

Randell was born and raised in the Copper Country and went on to obtain his bachelor’s degree in Athletic Training from Northern Michigan University. He worked at UP Health Systems – Portage as a Certified Athletic Trainer for three years, during which time he completed his Masters in Business Administration with a concentration in Marketing.

“The difference between other companies and SmartCreative is that other companies may deliver what you want, but SmartCreative will give you what you need,” said Randell. “There is a great team here and I’m excited for the opportunity to work with local and regional businesses in creating their brand story.”

Over the past several years, Randell has held sales and marketing roles in corporate and small business settings in Minnesota and Michigan. As a personal sales strategist, he has a passion for leveraging digital marketing to drive conversations, increase sales, and bring new products to market.

“I look forward to building on the success that Scott and his team have achieved over years by continuing to provide marketing solutions with a friendly, no-pressure approach,” said Randell. “SmartCreative has a track record of delivering creative solutions on time and on budget, and that will remain important as we move forward,” he added.

Since 2011, SmartCreative has worked with many local and national companies to support their creative and marketing efforts. During that time, the agency launched over 400 websites and supported its clients with photography, videography, branding, and various marketing services.

Niska said, “I feel fortunate to have had the opportunity to work with so many great clients over the years. SmartCreative is positioned to scale and I am confident that Matthew will take the agency to places I never dreamed possible.”

This transition comes as founder Scott Niska pursues his passion in creating content for hunting, fishing, and adventure brands. He will remain on board as an advisor to the SmartCreative team for the next few months.

About SmartCreative
SmartCreative is a full-service creative agency founded in 2011 in Houghton, Michigan. The company works with B2B and B2C clients in a variety of industries, across the Midwest and beyond. The SmartCreative team provides a wide range of creative and marketing services including engaging websites, strategic branding, photography, videography, stunning graphic design, and more. Visit and explore how this Keweenaw creative agency is helping brands take a stance and make a statement.