MRM Worldwide, the Interpublic-owned digital shop, has created a new production unit called MRM Supply that will specialize in large-scale digital projects and platform distribution for clients and agencies around the world.
“We recognize that in the digital world, in order to be best in class, it is becoming more critical to our clients to provide specialized services that allow them to leverage the efficiencies promised by digital content and technology,” said MRM Worldwide CEO Reuben Hendell.
Key clients such as Microsoft and Intel pushed for and are accessing the MRM Supply services, the agency said.
In effect, MRM Supply is a global network of offshore digital development and production centers supported by a global network of project managers and technologists focused on scale production and distribution operations. MRM Supply’s facilities are currently in Buenos Aires, Argentina; Toronto, Frankfurt, Germany; Bangkok, Thailand; and Hong Kong. Additional centers will be rolled out in other regions next year, and all will leverage individual MRM agencies that have locations in 40 countries.
The move is part of an ongoing trend among global digital shops to offer more efficient scalable production and distribution services to big clients operating in multiple markets. The creation of MRM Supply is similar to efforts under way in other holding companies. Publicis split off Prodigious from Digitas and WPP set up Deliver to address similar efficiency issues.
MRM said it identified the need for cost-effective digital production on a global scale for its clients several years ago and has been developing the capabilities to meet that need ever since.
Hendell has appointed Mark Ryhorski, evp, global account director at MRM Worldwide, as CEO of the new company. “As digital marketing and CRM have matured and grown, clients are now looking for larger-scale, more cost-effective production than their local agencies can provide,” Ryhorski said. “We are bringing a production efficiency approach that complements the strategic and creative skills of agencies to create more ‘customer utility’ per dollar for marketers.”
Bill LaRoe, currently COO of MRM Worldwide in the U.K., has been appointed COO of MRM Supply. MRM Supply’s executive headquarters are in London, where Ryhorski and LaRoe continue to be based.
Commenting on the move, MRM client Jon Roskill, corporate vp, U.S. business and marketing officer, Microsoft Corp., said, “One of the areas that Microsoft has identified as critical as we continue to improve the efficiency of our marketing spend is to increase our reliance on lower-cost digital asset production. More and more, we are asking our support agencies to identify the appropriate work where we can leverage lower-cost offshore talent. “
MRM Supply will work primarily as a partner for all of MRM Worldwide’s offices, its sister companies in McCann Worldgroup (McCann Erickson, McCann Healthcare, Momentum, FutureBrand, Universal McCann and Weber Shandwick), as well as other agencies within IPG and outside vendors.