Companies & Industries

The feud: Joel Matlin vs AlarmForce

Cause for alarm?

The conflict: Joel Matlin helped turn AlarmForce into a national firm worth more than $100 million since founding it in 1988. He also starred in the company’s TV ads. Stiffly and usually without blinking, Matlin advised viewers to “call AlarmForce today,” at which point the company’s artless jingle would burrow into your brain. In July, the board of directors abruptly fired Matlin after a strategic review.


The outcome: Matlin, who said he was “shocked” by the board’s “political manoeuvre,” filed an $11-million wrongful dismissal suit against the company in September. The lawsuit alleges Matlin’s firing caused him mental distress and damaged his reputation. He’s told reporters he’s considering rallying shareholders to reinstate him. The company has not publicly responded to Matlin’s claims.