LUMINANT WORLDWIDE CORP.: Roll-up needs to build unified vision, culture

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executives at Luminant Worldwide Corp. would be the first to agree that interactive advertising and marketing are not their main revenue generators, not at the moment anyway.

"The highlight of the last year was that we emerged as an Internet e-service company, bringing together an elite group of companies into a strong national firm," says Gil Marmol, CEO. "That process was further enhanced by the completion of our integration process, which has established a formidable foundation upon which we can build."

Luminant was created with the company's September initial public stock offering and simultaneous acquisition of eight interactive services ventures, including the New York office and clients of Young & Rubicam's Brand Dialogue.


Luminant now is building up its consulting and e-business units, giving it a play on both the advertising creative as well as the systems integration fronts.

"I do believe we have always been extraordinarily strong in creative and marketing-driven e-business solutions development, and we expect that to continue," Mr. Marmol says. "For clients such as Dr Pepper and M&M/Mars, we have significant ad tech goals for their sites. We've also done marketing and strategy for MasterCard and that relationship continues to grow.

"Where creative, marketing and technology needs meet, that's where clients are turning to us."

One area in which Luminant is playing a strategic role is the development of digital marketplaces for the airline, financial services and energy utility industries.

"We're undertaking as many of these assignments as anyone in this segment," Mr. Marmol contends.

As part of its partnership with business-to-business Internet company Ariba, Luminant handles project work relating to supply chain management and development.


Luminant this year is building its mobile solutions capabilities, an area in which Mr. Marmol believes the company will become a major contender.

Wall Street is waiting to see real business results from Luminant. Revenue is growing rapidly, though Luminant is unprofitable because of the cost of amortizing its acquisitions. Luminant lost $45.1 million last year on revenue of $52.1 million. It lost $29.6 million on first-quarter revenue of $33.6 million. Luminant went public in September at $18 a share, reaching $52 before heading south. It traded in mid-June below $11 a share.

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