JWT has announced the new global digital agency called Mirum, formed from 11 separate shops, including HeathWallace, Quirk and Activeark JWT in the UK.
The new agency, which will be made up of 11 digital agencies in 17 countries, will mean the end of the well-established XM name, which over two decades years has graduated some of the best names in Asia’s digital marketing industry, including PHD APAC boss Susana Tsui and former Yahoo Southeast Asia head Ken Mandel.
Mirum is a new company created with a pioneering spirit, built by bringing together successful regional companies that have a deep understanding of local market needs. Mirum’s principles are rooted in innovation, design, data, marketing and technology to drive business transformation in a world of constantly evolving behaviors and expectations.
The former chief executive of the JWT-aligned Digitaria, Dan Khabie, will run Mirum Global and North America as its new chief executive. Khabie said;
Over the past year we have worked hard as a leadership team to integrate all of these agencies together under one common vision and operational structure while keeping the entrepreneurial spirit in each region. We have become a borderless agency with a collaborative, passionate culture, and it has already led us to win global clients that will be announced on a later date.
Khabie will oversee Mirum’s overall growth strategy, including P&L responsibility, managing key client relationships and aligning resources to service clients globally. He will report to J. Walter Thompson Company’s global chief executive officer, Gustavo Martinez, and be based between the West Coast and the East Coast.
The launch of Mirum is an integral part of our strategy to continue building on J. Walter Thompson Company’s many assets and capabilities in order to drive business transformation. Mirum is poised to deliver both the technology and creative solutions that global brands demand.
Mirum’s capabilities are organized around Strategy & Consulting services, Creative & Content, User Experience & Platforms, Analytics & Insight and Product Development & Mobile. Additionally, Mirum has deep vertical service offerings in Digital Retail, Behavioral Media and Financial Services.
Current clients include CBRE, Cyrela, Daum Kakao, Finnair, HSBC, Magazine Luiza, Mazda, Microsoft, Nokia, Petco, Singapore Tourism Board, TD Bank, Walmart and XL, among others.
You may have a look at Mirum’s website for further details about the new agency.