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(May 21, 2001) -- Interpublic Group of Cos.' McCann-Erickson WorldGroup merged its relationship marketing agency MRM Worldwide and digital shop Zentropy Partners to form MRM Partners Worldwide, in an effort to provide expanded customer relationship management services.

The two agencies have been working together since October, when Interpublic aligned Zentropy with McCann, and share clients such as General Motors Corp., Johnson & Johnson and L'Oreal.

The new entity will be made up of several units including the MRM Agency Network, Zentropy Partners and the new Enterprise Relationship Strategic Consultancy.

Pamela Maphis Larrick, previously president-chief operating officer of MRM, will be president-CEO of the combined agency. Stan Rapp, previously MRM's chairman, becomes chairman of the new entity. Zentropy President Michael Tey will continue as president of MRM Partners' digital and interactive services arm. -- Cara Beardi

Copyright May 2001, Crain Communications Inc.

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