J. Walter Thompson launches Mirum
By Adnews Staff
J. Walter Thompson of New York has launched a new international digital marketing company called Mirum. The company will encompass 11 digital agencies operating 40 offices in 17 countries. Its services will include strategy consulting, creative and content production, user experience development, analytics, product development and mobile communications. The company will be headed by global CEO Dan Khabie, formerly CEO of Digitaria.
Mirum's member companies include Digitaria and Lunchbox in the US, Twist Image in Canada, XM in the Asia Pacific region, CASA and I-Cherry of Brazil, ActivearkJWT in Finland, Sweden, India and UK, HeathWallace of the UK, Quirk of South Africa, Clarus of Mexico and X-Prime of France.
Mark Goodman, CEO of Toronto-based Twist Image, has been appointed CEO of Mirum in Canada and the North American member of Mirum's leadership group. Twist Image has rebranded itself as Mirum.
"In deciding to become part of WPP last May, our main goal was to join a network that had similar goals, skills, culture and entrepreneurial spirit," said Goodman. "We wound up becoming very close with several other digital marketing agencies from across the J. Walter Thompson network, who are extremely similar to us, but occupy different geographic regions. We are very excited to shift from Twist Image to Mirum, and look forward to many more opportunities for us to demonstrate digital marketing excellence."
Current Mirum clients include CBRE, Cyrela, Daum Kakao, Finnair, HSBC, Magazine Luiza, Mazda, Microsoft, Nokia, Petco, the Singapore Tourism Board, TD Bank, Walmart and XL, among others.