MRM Gains Global Perspective

NEW YORK To reflect its recently added integrated global capabilities, MRM Partners said it has changed its name to MRM Worldwide.In the year since CEO Reuben Hendell joined the company from Digitas, the agency has reconfigured its direct and customer relationship marketing almost entirely to the digital world under key new leaders with an emphasis on analytics and database management.As a key part of Hendell's restructuring, he folded Interpublic Group-owned companies Zentropy (digital) and Miller Starr (database analytics) into MRM.Hendell installed Greg Johnson, who had been president of agency services at Digitas, as MRM's global director of digital innovation, and brought in Scott Sorokin, managing director of Modem Media's San Francisco office, as global account director on the Intel business. From Miller Starr, he elevated co-founder Bradley Starr to evp of database and analytics at MRM.MRM is a division of IPG's McCann WorldGroup, and executives said the transformation would enable it to more directly and effectively engage consumers, who are increasingly using diverse media.In a statement, Hendell said the agency was "born out of an innate understanding of how customer relationship management has changed in the 21st century. Content is exploding through a number of new channels, giving consumers significant control over where, when and how they interact with a brand."The emergence of new media channels such as cell phones, DVRs and PDAs has shifted more control to consumers in terms of when and where they receive ads, Hendell said. Determining how to reach specific consumer targets through these media can result in less expensive, more effective marketing for clients, he said.With 67 offices in 34 countries, MRM works with clients such as Microsoft, General Motors, UPS, Intel, Nestle, Johnson & Johnson, MasterCard and Dell.John Kahah, Microsoft's general manager, global relationship marketing group, praised the newly formed integration, noting in a statement that Microsoft's partnership with MRM "is important to our effort to drive world-class customer and partner satisfaction. Their integrated approach with their McCann Erickson advertising colleagues, coupled with their strong worldwide capabilities, are key ingredients" in its relationship marketing effort.MasterCard USA's svp of brand marketing Amy Fuller said in a statement, "Achieving integrated communications is indeed a team sport. Our next great thing in marketing as MasterCard is to more tightly and more effectively leverage our brand idea at all points of target audience contact." MasterCard's partnership with MRM makes that more possible, she said.

Brand Marketing

MRM Gains Global Perspective

Kathleen Sampey

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Kathleen Sampey