2006 Agency Business Report: M Booth & Associates

M. Booth showed impressive growth last year with its 32% increase in revenue and further commitment from major clients, such as Unilever.

M. Booth showed impressive growth last year with its 32% increase in revenue and further commitment from major clients, such as Unilever.

The firm's new-business performance underlined its reputation as a consumer specialist, and its 32% growth more than made up for its disappointing 8% decline for 2004.

The agency's key focus last year, says CEO Margaret Booth, was on keeping its employees happy. It requires all of its staffers to take a training course, BoothCamp, as well as other staff-learning initiatives.

"We have a really great culture here at the agency," says Booth.

Name of global CEO and US CEO (or most senior equivalent)
Margaret Booth

What is your current headcount, and how has it changed from this time last year?
57. Up from 39 in February 2005

What was the percentage of staff turnover?

Have you made any acquisitions in the past year, or merged with another agency?
We started a Fashion & Retail practice, and grew our Travel & Lifestyle group.

How many offices do you have globally?

M Booth & Associates is headquartered in New York City. We have affiliate agencies in the following cities in North America: Washington, Atlanta, Boston, Chicago, Minneapolis, Miami, Los Angeles and Toronto. We also have on ground support in major markets in Europe, Asia and South America.

How many practice areas do you have?
Six: Consumer, Fashion & Retailing, Travel & Lifestyle, Healthcare, Corporate, and Public Issues

Which ones are new?
Fashion & Retailing practice
Of those, which ones are part of the core strategy of the agency?
All practice areas are part of the core strategy for the agency

What practice areas showed the most growth?

Which practice areas showed the least growth?

What is the distribution of accounts across practice areas? Healthcare – 16%
Fashion – 21%
Corporate – 17%
Travel – 22%
Food/Beverages – 24%

What key account wins did you have in 2005?
Akzo Nobel, Cointreau (Remy Cointreau USA), easyCruise, Global Home Products, God's Love We Deliver, JCPenney, Maidenform ,Tylenol PM (McNeil Consumer and Specialty Pharmaceuticals), Science Center

What key accounts did you lose in 2005?
Fuze Beverage

Did you expand any existing accounts into new domestic or international markets?
The agency grew its Unilever assignments for Vaseline Intensive Care Lotion, Country Crock, and Ben & Jerry's. For Remy Cointreau USA, the firm added two brands, JMR Easy drinking Whisky and Cointreau.

The Tavel & Lifestyle practice's MGM MIRAGE business expanded to include SkyLofts, West Wing, and The Signature at MGM Grand. We also grew our American Express business for OPEN from American Express and for American Express Prepaid Products and Services. The agency also took on expanded assignments with Yahoo! Travel.

Did any dormant clients start to spend with you again?
I Can't Believe it's Not Butter (Unilever brand), Rolex

What proportion of your clients are on a retainer?

Has this changed over the past year?

What was your 2005 US revenue?
$8,069, 262

What was the % change over 2004 US revenue?

What was your 2005 global revenue?

What was the % change over 2004 global revenue?

Did you experience top-line or bottom-line growth in the past year?
We experienced both top-line and bottom-line growth in 2005.

How did your performance, in terms of revenue and growth, meet expectations you had for the year?

We exceeded our expectations by approximately 15%. We balanced our focus on growing and expanding existing business with outreach to new client prospects across all practice areas.

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