MRM McCann 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 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, MRM was named for the third consecutive year as one of 11 leaders in Gartner's "Magic Quadrant" study of global marketing agencies. It was AdAge's B2B Agency of the Year for 2018. The network works closely with sister units such as the main ad agency, PR agency Weber Shandwick or sales promotion network Momentum. Kate MacNevin succeeded Michael McLaren as global CEO in 2018, reporting to Bill Kolb, global president of diversified agencies within McCann Worldgroup. As of 2017, the network's global footprint extended to almost 40 offices in 25 countries. Advertising Age estimated worldwide revenues of $339m in 2018, including $270m in the US. The network has 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 McCann name. One of the few exceptions is US ecommerce agency Optaros, added in 2014, which retains separate branding as Optaros by MRM McCann. 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 9th May 2019
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Recent stories from Adbrands Update:
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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