In his homeland, he's frequently portrayed as someone with significant influence in South American football, particularly in Uruguay and Argentina (he arranged for Maradona to play five-a-side exhibition football here a few years back) - but I suspect this is due to the overhyping tendencies of the Norwegian sports press.

Mr. Matthews portrayed agencies as frightened bystanders to a "shift in the balance of power" between advertisers and retailers with enough influence and data to demand subservience from consumer-products manufacturers who want their merchandise on their shelves.