MRM is the direct and digital relationship marketing network within McCann Worldgroup. Traditionally, the agency has had a somewhat lower profile than rival networks; that fact prompted a rebrand in 2017 to MRM McCann from its previous name of MRM Worldwide. A moment of particular glory came that same year, when MRM McCann Spain won the network's first ever Grand Prix at Cannes with a campaign for Santander. In 2019, though the McCann tag was dropped once more. It was AdAge's B2B Agency of the Year for 2018, and in 2021 was named for the fifth consecutive year as one of 11 leaders in Gartner's "Magic Quadrant" study of global marketing agencies. The network works closely with sister units such as the main ad agency, PR agency Weber Shandwick or sales promotion network Momentum. During the 2010s, MRM gradually expanded its footprint through acquisition. In 2011, for example, MRM's London office was merged into newly acquired agency Meteorite to form MRM Meteorite. Brazilian agency E/OU was acquired in 2013, becoming E/OU MRM. However, virtually all outposts now carry a standardised MRM or MRM McCann name. At the same time, the network footprint has been pruned back. In 2021, there were 26 MRM offices in 20 countries, with representation elsewhere through McCann. Kate MacNevin succeeded Michael McLaren as global CEO in 2018, reporting to Bill Kolb, global president of diversified agencies within McCann Worldgroup. Advertising Age estimated worldwide revenues of $347m in 2019, including $274m in the US. The business was founded from what was originally McCann Direct, the direct marketing arm of McCann-Erickson. It rebranded as McCann Relationship Marketing in 1997 after IPG persuaded direct marketing guru Stan Rapp, co-founder of Rapp Collins, to come onboard as chairman (until 2002). A succession of mergers and acquisitions followed, most notably the absorption of Interpublic's separate Zentropy Partners digital business between 2001 and 2004. As such, MRM was one of the first agency networks to combine digital and direct marketing under the same banner.
Capsule checked 30th March 2021
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Adbrands Weekly Update 22nd Jun 2017: Ads of the Week "Beyond Money". There's a big dose of Black Mirror to this beautifully realised short story commissioned by Banco Santander from MRM/McCann and director Kike Maillo. Money isn't everything, even to a bank. The film delivered McCann's 4th Grand Prix to-date at Cannes 2017, this time in the new Entertainment category. Settle down in a comfortable chair and indulge yourself for 15 minutes.
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