M Booth & Associates: Agency Business Report 2010

Next Fifteen's acquisition of M Booth in August 2009 helped contribute to a successful year during which the agency experienced top-line, organic growth from clients such as JCPenney and Travelzoo.

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

Staff
Headcount increased to 63, from 55 in 2008, including the addition of creative director Andrew Rossi to lead a new creative team. VP Loren Fisher left the firm.

Practice areas
Added wellness food group Better4You to its main consumer practice. Others include travel, lifestyle and spirits, corporate, and FirstWord Digital, a cross-practice service.

Accounts
Key account wins included the American Headache Society, frozen-food company Schwan's Home Service, and rent.com.

Financial performance
CEO Margi Booth says revenue increased 3% to 5% over 2008's figure of $11,367,557.

Analysis
Next Fifteen's acquisition of M Booth in August 2009 helped contribute to a successful year during which the agency experienced top-line, organic growth from clients such as JCPenney and Travelzoo.

"We've had access to bigger and better resources, particularly in the areas of social media, research, insight, and analytics," says Booth, who notes that the agency earned extra income from clients across the board in the digital space.

Additionally, the launch of Better4You contributed to new business in the food sector, including Schwan's and Johnson & Johnson's Sun Crystals.

Booth explains that delving into the consumer tech space, in part related to work with Next Fifteen's tech clients, contributed to the firm's growth.

She adds that the firm will continue to focus on generating new business from big-name, established brands, as well as expand its digital, marketing, and global resources.

"We're being very careful about the clients we're going to take on," she says.

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