M Booth & Associates: Agency Business Report 2011

The agency increased its headcount from 57 in 2009 to 67 in 2010, with 10% turnover.

Principal: Margi Booth, CEO
Ownership: Next Fifteen Communications Group
Office: New York

Staff
The agency increased its headcount from 57 in 2009 to 67 in 2010, with 10% turnover. The firm made a number of senior-level staff promotions, including Lauren Swartz, who was promoted to SVP of the wines and spirits group, and Matthew Hantz, who was promoted to SVP of the corporate practice.
 
Practice areas
Practice areas include consumer, corporate, consumer tech, travel, and digital. Of those, the firm saw some of the most significant growth in consumer tech, which was "very natural for us because of the Next Fifteen world we live in," says CEO Margi Booth.
 
Accounts
Organic growth accounted for 60% and new business for 40%. Major AOR wins included Zynga, Dyson, and Michelin. The agency also expanded its work on Hershey brands, American Express, and JC Penney. Losses included Travelzoo, eBay classifieds, and Maidenform, which Booth says the agency chose to resign.
 
Financial performance
Revenue was $12.1 million, an 11% increase over 2009 revenue of $10.9 million.
 
Analysis
In its first full year under Next Fifteen, the company experienced top- and bottom-line growth, both through organic expansion and new business from independent sources and agencies within the network.
 
The agency also leveraged global consumer insights and research resources from the integration between M Booth and Next Fifteen's UK-based Redshift.

"The Redshift-Booth integration helped us grow organically and made our new business much stronger," explains Booth. "We have done some really good work that people have heard about."

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