Interpublic’s global digital marketing agency, MRM Worldwide, has consolidated its overseas development and production centers into a new subsidiary company called MRM Supply.
Described by MRM Worldwide as a “global network” of offshore entities, the new company’s current facilities are in Buenos Aires, Toronto, Frankfurt, Bangkok and Hong Kong. However, MRM Worldwide said it plans to open more centers next year in other regions and said all of them will “leverage individual MRM agencies” situated in 40 countries.
Mark Ryhorski, who formerly served as MRM Worldwide’s executive vice president, is now CEO of MRM Supply. “This is something we’ve been working on with a number of our clients for a number of years,” said Rhyhorski. “Those are clients who are big global marketers working across many geographies.”
He said the clients often generate campaigns centrally that they want to take regionally and globally. Doing so requires a great deal of work best suited for local companies adept at regional languages, digital ad format unit differences and other unique factors, said Ryhorski. He said the company’s global clients were looking for a way to “do things more cost-efficiently” with a partner such as MRM Supply that can operate “across borders” and bring cost advantages due to less expensive labor costs.
In announcing the new company, MRM Worldwide said it identified the need for global-scale, cost-effective digital production more than three years ago and began working on what eventually became MRM Supply. Among the new company’s current clients are Microsoft and Intel.
In a statement, Jon Roskill, Microsoft’s corporate VP, U.S., business and marketing officer, said Microsoft has identified as being “critical” the need to increase is “reliance on lower-cost digital asset production.” The software giant is increasingly asking its support agencies “to identify the appropriate work where we can leverage lower-cost offshore talent,” added Roskill.
MRM Worldwide’s UK COO, Bill LaRoe, is now serving as COO of MRM Supply, which is headquartered in London. The new company will serve as a partner with Interpublic Group agencies and MRM Worldwide’s offices and sister companies in McCann Worldgroup, including McCann Erickson, McCann Healthcare, Momentum, FutureBrand, Universal McCann and Weber Shandwick.
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