MRM Worldwide is New Name for McCann WorldGroup's DM Shop

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McCann WorldGroup's MRM Partners Worldwide dropped the "Partners" from its name as part of a yearlong agency rebranding and restructuring that consigned the Zentropy Partners brand to history.

The New York-based agency now calls itself MRM Worldwide, offering online and offline CRM. Core agency services that previously were offered by different MRM units are customer strategy, database and analytics, direct response, interactive marketing, Web site development and branded content.

"We fundamentally changed the offerings, the value proposition and we're no longer a partnership," said Reuben Hendell, CEO of MRM, New York. "We're one company with integrated offerings."

Another major change at MRM is taking project management responsibilities away from account managers. The new structure calls for project managers with professional experience in that area.

MRM Worldwide posted $1 billion in global billings from clients like General Motors Corp., United Parcel Service, Johnson & Johnson, Dell Inc., Microsoft Corp., Nestle and Intel Corp. The agency has 2,000 employees in 67 offices across 34 countries.

Overseas and in the United States, Hendell is placing his bets on interactive marketing to reach and cultivate prospects and customers.

"I think CRM is going digital," he said. "We'll do a lot of offline collateral, but from a forward perspective, there's a not a lot more revolution going on in traditional channels. There's more revolution going on in the digital channels."

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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