M Booth & Associates: Agency Business Report 2009

Even with revenue flat compared to 2007, M Booth posted a "solid year," says CEO Margaret Booth.

Outlook
Even with revenue flat compared to 2007, M Booth posted a "solid year," says CEO Margaret Booth. "With this economy," she adds, "if people were being honest with you, they would tell you that being flat is a win this year."

The agency grew both organically, with additional work from JC Penney, the US Virgin Islands, and Unilever, as well as adding new clients in 2008. But with a "disappointing" Q4, Booth says the agency is looking ahead to Q1 and 2009.

"There is some good new business," she says, "and Q1 is a very solid quarter."

Staff
At 55, the firm's staff decreased by two in 2008. Four SVPs left: Joan Bloom, Joan Brower, Dennis Tartaglia, and Chiara Coletti. M Booth hired Jody Johnson as chief people officer, managing all HR needs, including recruiting and BoothCamp, its in-house training curriculum.

Structural changes
Brad Laney was promoted to SVP, travel. Josh Rosenberg became SVP of wine and spirits, also leading the FirstWord Digital service, focusing on social media.

Practice areas
M Booth has five, after adding wine and spirits and phasing out nonprofit. The other four – consumer, travel, online brands, and corporate – encompass specific industries including consumer health, fashion, retail, financial services, tech, and CSR. The consumer practice is the strongest, in both client count and billings.

Accounts
TravelZoo, Greenland, Frommer's Travel brand, eBay division Kijiji, and Skippy Peanut Butter were all new accounts. The agency reported losing two key clients: Alberto Culver VO5 and AkzoNobel.

Financial performance
US revenue was reported at $11,367,557 for 2008, which was even to 2007.

Key facts
Principal: Margaret Booth, CEO

Ownership: Independent

Offices: One, in New York

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