Moroch : advertising & marketing assignments

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Moroch is an independent full-service advertising and marketing agency, but specialises in regional retail marketing, with a network of offices crisscrossing the US, as well as outposts in Canada and Mexico. The group has acquired a number of small regional agencies since 2000 to strengthen its offering, especially in its home city of Dallas. These include media planner/buyer NextMedia in 2004, as well as Oklahoma-based George Grube Advertising in 2005. In 2015, the agency acquired and absorbed digital agency MePlusYou. McDonalds is the agency's biggest client, generating around 60% of revenues, mostly through the fast-feeder's local franchisees. The agency was founded in 1981 by Tom Moroch, formerly a field marketer for KFC and McDonald's. It developed a close working relationship with Leo Burnett in the 1990s and this was formalized in 1999, when Leo Burnett acquired a 30% stake in the company. For a while Moroch became Burnett's principal field marketing division, adopting the name Moroch Leo Burnett. This reverted to plain Moroch again around 2002 after Leo's strengthening of its own Arc network. Moroch subsequently bought back Leo Burnett's shares in 2005 and the agency now operates once again as an independent. Tom Moroch, well known in the industry for his habit of only ever wearing a white suit, remains a director although he retired from an executive role in 2008. Rob Boswell is CEO. Subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

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Capsule checked 3rd April 2018

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