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Joel Matlin, face of AlarmForce and former CEO, launches new marketing firm

Joel Matlin, the recently ousted CEO of AlarmForce Industries, is taking his marketing skills elsewhere while he awaits the outcome of a battle with the company he founded 25 years ago.

December 2, 2013  By The Canadian Press

Matlin says he has launched an advertising and marketing firm, Matlin Creative, along with his son Adam, who was also abruptly laid off from the home-security company in July.

Joel Matlin has previously launched two startups during his career, and has been involved in marketing and advertising for decades, including at AlarmForce, which did its own ads.

They featured Matlin as the familiar voice and face of the company, which features two-way voice communication as part of its home security monitoring system.

Matlin says his new business is unrelated to AlarmForce or the $11.3 million wrongful dismissal suit he has pending against that company.


But he says that if the shareholders of AlarmForce would see fit to reinstate him and his son, that’s “obviously something that we’d seriously consider.”

He also says both men are likely to present themselves for seats on AlarmForce’s board of directors at the next annual meeting, but that reinstatement wouldn’t affect the new business, since much of Matlin’s work at AlarmForce is related to marketing.

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