New MRM Chief Restructures Offices

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Reuben Hendell, CEO of MRM Partners Worldwide, shook up top management and the office structure at McCann Worldgroup's direct marketing agency three months into the job.

The restructuring led to the departure of Steve Woolford, managing director of MRM interactive agency Zentropy Partners' Los Angeles office. Also out at MRM Partners UK's office in London was one of its managing directors, Tim Hipperson.

Brian Powley has been promoted to general manager of MRM's Los Angeles office. He also will keep that post at the agency's San Francisco office, a position he has held since mid-2002.

The move will lead to increased senior management support for the Microsoft account headed by the San Francisco office, but with work also from the Los Angeles base. MRM handles customer relationship marketing for Microsoft's business client enterprise software and its small, medium and partner business.

Also, the Zentropy New York office merged with MRM New York. Anders Ekman leads the new MRM Partners New York office as general manager.

Across the Atlantic, Hendell consolidated Zentropy UK with branded content provider just communications and the MRM Partners UK office. All London-based, they will work with Miller Starr, MRM's database analytics and marketing arm. Alastair Duncan will head the consolidated MRM Partners UK as executive vice president. He was previously managing director of Zentropy UK.

MRM has 62 offices in 37 countries. Hendell may make further changes in some of those outposts.

"Overall, we're integrating the offerings to a greater degree," Hendell said. "In New York and London, we're putting the two offerings of the direct marketing and interactive companies together because that's what the clients are asking. Overall, that's what we're moving toward."

Mickey Alam Khan covers agency newds for DM To keep up with the latest agency news subscribe to our free e-mail newsletter DM News Daily by visiting

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