MRM Bolsters Custom Publishing Through New Buys

Share this article:
MRM Partners Worldwide, the customer relationship management arm of advertising agency McCann-Erickson WorldGroup, has bought TPD, London, and its Seattle sibling, Fluent Communications, in an effort to bolster its custom publishing business.


Both acquired firms will function as independent units of The Publishing Agency International, MRM's custom publishing and branded content network.


Terms of the sale were not disclosed.


"What this effectively means is that MRM has five publishing agencies in five cities -- London, Madrid, Amsterdam, Seattle and New York," said Simon Kelly, president of Fluent.


With this acquisition, The Publishing Agency will have 300 executives in those cities and projected billings this year of more than $120 million. The Publishing Agency produces branded content to increase customer loyalty and retention for clients.


In 2000, The Publishing Agency bought the Netherlands' vdBJ Communications Group, followed by Reporter, a Spanish custom publisher.


The acquisition of Fluent gives The Publishing Agency more depth in online custom publishing. Fluent integrates online, print and e-mail messages into a single communication program. Clients include Microsoft Corp. and The Spiegel Group.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Word to the Wise: 100% Viewability

Word to the Wise: 100% Viewability

100% viewability is quite the myth.

12 Big Data Facts for Marketers in 2014

12 Big Data Facts for Marketers in 2014

The idea of Big Data is nothing new, but its potential to solve today's problems and spark innovation is unprecedented.

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.