Rogers said his mandate will be to build a more “standardized” way of working with MRM's larger global clients across its 35 offices. Clients want a lot of the platforms and infrastructure to be global, “and they're looking for efficiencies as we head into a slightly more frugal time," he said.
Given the uncertain economic environment, “retention of existing customers for brands, upselling existing customers [and] cross-selling existing customers that are already in their ecosystem is priority No. 1 because it means they're not wasting money on media that's targeting those people already in their ecosystem,” Rogers said.
One area of focus will be integrating MRM’s commerce capabilities across the agency, as well as integrating resources from RafterOne, a Salesforce-based commerce solutions provider that parent Interpublic Group of Cos. acquired in October 2022.
“We've seen just tremendous success out of New York collectively in our commerce business in terms of new capabilities, whether that's commerce as a service, or marketplaces as a service, or platform development work,” MacNevin said. “We have a tremendous opportunity to take our commerce story and embed that in across all of our offices globally.”
MRM New York experienced double-digit revenue growth in 2022, according to the agency, and added new business assignments from brands in the technology, gaming, entertainment and financial sectors. Some key clients for MRM New York include The United States Postal Service, Cigna, and Reckitt.