M Booth: PRWeek Global Agency Business Report 2016

All of M Booth's practices rose by more than double-digit percentages in 2015.

Dale Bornstein, CEO, M Booth
Dale Bornstein, CEO, M Booth

Principals: Margi Booth, chairman; and Dale Bornstein, CEO
Ownership: Next Fifteen Communications Group
Offices: Atlanta, Austin, Boston, Charlotte, Chicago, Miami, New York, and San Francisco
Revenue: $25,546,472

M Booth’s revenue increased north of 35% last year — more than four times the 8.2% it saw in 2014. Existing clients made up 32% of revenue growth, with new business accounting for the rest.

This March, the Next Fifteen agency won Midsize Agency of the Year at the PRWeek Awards. "It was a combination of the right talent, evolution, and growth of capabilities," CEO Dale Bornstein says. "We also stayed focused on culture, character, and authenticity."

All practices rose by more than double-digit percentages, but consumer, lifestyle, and corporate achieved "exponential" organic and new business growth, specifically in spirits, travel, food, consumer tech, and retail, she adds.

Analytics fueling creative
Mtelligence, a continually evolving suite of analytics planning and insight tools, continues to fuel and inform the firm’s strategy and creative. Account wins included Pier1, Canada Goose, St. Ives, JC Penney, Weight Watchers, Jägermeister, Intel, Autodesk, and Fiserv. The firm ran multiple celebrity and influencer programs for clients, such as Weight Watchers’ Beyond the Scale with Oprah Winfrey.

M Booth was also brought on by Carnival Cruise Line for a yearlong integration featuring Carrie Underwood and Operation Homefront. The effort garnered 1.35 billion media impressions, and over 1,000 stories were generated in the first 48 hours of the partnership’s announcement.

Work ended last year with Dyson and Rent.com, along with projects for Intel, Doctor On Demand, Plated, Hood, and Cox Media. All were North American accounts.

Early in 2015, Jennifer Friedman joined as talent manager to freshen and expand M Booth programs devoted to personal and professional growth. New initiatives included Innovators in Residence, whereby creatives ranging from graffiti artists to videographers spend a month at the agency to introduce staff to new ways of thinking; and Booth Camp training sessions.

The firm added 39 new staff, including Mark Malinowski, SVP, director of creative and strategic brand partnerships, and Margo Schneider, SVP, MD, media. Matthew Bautista, VP, media relations was brought on to deepen M Booth’s media capability. Matt Kipper, VP, digital products, departed. Staff turnover was 19%.

"It has been a magnet year for us," says Bornstein. "We needed to diversify our talent and add capabilities and new skillsets to the account teams and specialty areas."

This summer, the agency is moving to a new office in New York City that aims to support a "creative and inspiring culture," explains Bornstein.

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