ABR 2011: MRM Worldwide

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Marc Landsberg
Marc Landsberg

Principals: Marc Landsberg, CEO (pictured); Bill Kolb, president and COO
Ownership: McCann Worldgroup (Interpublic Group of Companies)
Offices: 38 wholly owned globally; 5 in US

Capabilities

General Motors Co. was the vehicle driving MRM Worldwide's successful 2010. The Manhattan-based agency, which specializes in data and analytics, search, mobile, social media and CRM, opened an office in Detroit specifically to handle the GM account, for which it was building a sophisticated global CRM system, increasing the account's staffing from roughly 20 to 300.

Accounts

MRM Worldwide signed several top accounts in the last year, including Intel Corp., Wells Fargo and Century 21. It also retained the high-profile US Army recruiting account earlier this year with its McCann brethren.

Existing clients Exxon Mobil Corp., Johnson & Johnson and Verizon expanded work with the firm, while account losses for the year included 21st Century Insurance and The Home Depot.

Staff

Agency staff changes started at the top last year with Marc Landsberg replacing Reuben Hendell in late September. Hendell later joined GSI Commerce. Jon Burleigh became CFO in March 2010. Other staff moves include Michael Miller's promotion to chief growth officer.

MRM Worldwide has 1,700 employees globally and 600 in the US.

Performance

Parent company Interpublic Group singled MRM out as a strong performer in the second and third quarters of 2010.

“We have in-class revenue growth on the high end,” says Landsberg. He describes the agency's five-year plan as, “becoming the world's leading marketing technology solutions agency at scale.”

As part of that plan, the agency will focus on 10 key geographic markets as opposed to the 35 markets it had previously honed in on.

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