M Booth: Agency Business Report 2014

M Booth had an eventful 2013, marked by significant revenue growth, a number of additional staffers, and a new CEO.

Principals: Margi Booth, chairman; Dale Bornstein, CEO (pictured)
Ownership: Next Fifteen Communications Group
Office: New York and Atlanta
Revenue: $17,413,062
Headcount: 93

M Booth had an eventful 2013, marked by significant revenue growth, a number of additional staffers, and a new CEO.

Last October, Ketchum veteran Dale Bornstein took the reins at the Next Fifteen agency, while former CEO Margi Booth assumed the role of chairman. The latter remains actively involved in the firm and its client work.

With 19.7% revenue growth in 2013, the firm had a strong year, which Bornstein attributes to growth in the social and digital space, as well as from existing clients and new accounts. Organic growth made up 13% of the firm’s overall revenue with traditional PR clients adding social media to the remit and social accounts asking for earned media work.

One of M Booth’s marquee client wins was Google Enterprise, says Bornstein. The work began as a project and then expanded into a longer-term relationship.

The agency also won work with Hyatt’s Andaz Hotels, Anheuser-Busch, Auto nsurance.com, On the Go, British Virgin Islands, Bill Gates-backed food company Beyond Meat, and GOED (Global Organization for EPA and DHA Omega-3 fatty acids). Losses included Green Mountain Coffee, Aerosoles, Montage Hotels, and it lost Foursquare AOR status to DKC this February.

The agency increased its staff from 78 to 93, bringing in senior leaders such as former M Booth staffer Bonnie Ulman, who is based in Atlanta, to serve as chief insights and planning officer, and Jon Paul Buchmeyer as SVP of travel.

Departures included retiring managing partner Brad Rodney. Josh Rosenberg, SVP and head of digital and social media practice FirstWord Digital; Brad Laney, SVP and head of the consumer tech practice; and digital VP Rob Longert all left to start their own venture, Day One Agency.

Expanded offerings
M Booth opened an office in Atlanta and closed its Los Angeles location last year due to a lack of business opportunities. It is planning to position staffers in Chicago and Austin, TX, this year, but the operations will not be full service.

Bornstein wants to expand the agency’s social media and integrated efforts.

"We think and play big, but we are nimble and can easily restrategize in this world of real-time marketing," she adds.

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