The move combines MRM Partners with Zentropy, its digital marketing unit, and Miller Starr, its database and analytics agency. It positions MRM Worldwide as a global agency network of digital and direct response marketing, strategy, analytics and database management professionals, according to the agency.
One reason for the realignment was client demand. “Companies like Microsoft have required us to build this globally,” said Reuben Hendell, CEO at MRM Worldwide. Microsoft Corp. and Intel Corp. are the agency’s largest b-to-b clients.
“The more they come together, the easier it is for us to deliver on the promise of relationship marketing,” said John Kahan, general manager, global relationship marketing group at Microsoft Corp.