MRM Rebrands to Reflect Restructuring

McCann Worldgroup’s direct and interactive agencies, which have been integrated into one company over the past year, have rebranded as MRM Worldwide to reflect the changes.

The Interpublic Group firm was previously known as MRM Partners. It encompasses the previous Zentropy Partners, Miller Starr, and the MRM Partners agency.

MRM Worldwide CEO Reuben Hendell said the company hasn’t merely brought together the resources of the various component parts. It has also re-focused to put digital marketing at the forefront of its efforts.

“Direct marketing, or customer relationship marketing, in the 21st century is digital, or at least going that way pretty rapidly,” Hendell told ClickZ News. “That’s not to say we don’t do a whole lot of direct mail and collateral, because we do. But clearly on a percentage basis, the global 500 companies are more and more leveraging the digital capabilities.”

MRM Worldwide has hired hundreds of people with interactive experience over the past several months, and shed staff lacking it, Hendell said. Key new employees include Greg Johnson, former president of agency services at Digitas, who is MRM’s global director of digital innovation. Scott Sorokin, who had been managing director of Modem Media’s San Francisco office, joined to become global account director on the Intel account.

“We brought in a lot of account and marketing leadership on behalf our clients who come from backgrounds that are much more interactively-based than may have been traditionally based,” Hendell said.

The new MRM Worldwide has around 2000 employees in 65 offices in 35 countries. Key clients include General Motors, Microsoft, Intel, MasterCard and UPS.