M Booth: Agency Business Report 2012

Parent company Next Fifteen singled out M Booth for contributing to the holding company's 12% year-over-year growth in consumer PR in North America last year.

Principal: Margi Booth, CEO
Ownership: Next Fifteen Communications Group
Offices: New York and Los Angeles
Revenue: $14,098,982
Headcount: 71

Parent company Next Fifteen singled out M Booth for contributing to the holding company's 12% year-over-year growth in consumer PR in North America last year.
 
M Booth continued to bolster its consumer tech practice last year, which has grown significantly since 2010, says CEO Margi Booth. The firm recently picked up an AOR account with Foursquare, as well as business from GE, Airbnb, CafePress, TrueCar, and OpenTable.
 
Eye on consumer tech
“We'll continue to focus on our broad consumer sector of CPG, wines and spirits, travel, and all that we've been doing well,” explains Booth, “but in addition, the consumer tech arena is a really big one for us.”
 
The agency also won work with wedding retailer BHLDN, Brooks Sports, Disney Consumer Products, Allianz Global Assistance, and Wyndham Rewards. The firm lost its six-year account with JCPenney late last year, as well as the Myrtle Beach Area Chamber of Commerce.
 
Overall, revenue rose 22% over 2010 to $14.1 million. Profit improved 39% year over year during a 12-month period when 40% of growth was driven by new business.
 
Booth also credits the agency's digital practice, First Word Digital, with driving growth. “We're doing apps, content, ambassador, and word-of-mouth programs,” she says. “We're integrating digital into absolutely everything we do.”
 
Its wine and spirits practice picked up Brugal and Banfi, while also expanding its work with Remy into new US markets.
 
Headcount in 2011 increased marginally to 71 staffers from 67. The agency opened its first West Coast office last year in Los Angeles with Jamie Foley, VP in its travel practice, at the helm. It hopes to open a San Francisco outpost in the next year.
 
“We have a huge amount of West Coast business,” notes Booth. “We want to be able to have a presence out there.”
 
In February, the firm also hired former Lou Hammond & Associates VP Katie Barr Cornish as head of its travel practice.
 
M Booth hosted its first “Take Your Relative to Work Day” event in March, encouraging staff to bring friends or family members into the office to give them an inside look at the world of PR.

“We've really made creativity our thing,” says Booth. “When people are having fun at work, they're doing better work.”

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