Principal: Margi Booth, CEO
Ownership: Next Fifteen Communications Group
Offices: New York and Los Angeles
In 2012, M Booth deepened its digital capabilities. The agency, which posted a 3% revenue increase, is now providing digital and social media support for the vast majority of its clients, explains CEO Margi Booth.The firm launched two new offerings for its FirstWord Digital sector, Framed and Domino. The former is a social media approach aimed at helping clients create visual content that tells brand stories and engages audiences in the digital space. The latter is an influencer program that focuses on getting consumers talking through word of mouth. Green Mountain Coffee, Brugal Rum, and American Express, among others, are tapping into the firm's digital and social media resources.
“The center of everything we do is our creativity,” says Booth. The agency also expanded its digital and social department, adding six staffers. It plans on bringing on four or five additional team members.
Last year was M Booth's year of innovation, which was all about doing something fun and different each month at the agency, explains Booth. Some examples in 2012 included revamping its office space and adding a collaboration room for the staff.
Aside from its ingenuity, the firm had a strong year for new business, bringing on clients such as Foursquare, Krug Champagne, Tourism Victoria, Castello Banfi, Burlington Coat Factory, Bluebird by American Express, StumbleUpon, American Express social media, General Electric, and ApartmentGuide.com.
M Booth earned additional responsibilities for Schwan's to include consumer PR support for its Red Baron, Tony's, Edwards, Freschetta, and Mrs. Smith's frozen food brands. Similarly, M Booth was named US AOR for Lands' End in 2012.
Due to client budget constraints, the agency parted ways with Wyndham Rewards. In addition, the firm did not repitch for the US Virgin Islands Department of Tourism account.
For 2013, Booth says the two main objectives for the firm are to build its research and insight capability, as well as its branded content capability.
“This year has gotten off to a hugely good start,” reports Booth. “We expect to make big strides in our consumer digital and consumer tech areas throughout the year.”