Principals: Margi Booth, chairman; Dale Bornstein, CEO
Ownership: Next Fifteen Communications Group
Offices: New York, Atlanta, Chicago, Austin, and San Francisco
While M Booth saw less than half of the revenue growth in 2014 that it did in 2013, 8.2% compared to 19.7%, CEO Dale Bornstein doesn’t view it as a slowing down period, but rather a refocusing of where the firm wants to go in the future.
"We are curating a portfolio for the future and having great success becoming partners with terrific brands," explains Bornstein. "At the same time, we are able to look at the kind of business we want to be in the future."
Going forward, M Booth wants to concentrate on working with companies that take an integrated approach to communications, so the firm can leverage expertise across paid, earned, and owned media.
Growth across many sectors
In 2014, the Next Fifteen agency saw growth in social b-to-b, with work expanding for Google. Growth in its corporate sector was up 25% last year, lifestyle/spirits increased 50%, and consumer brand marketing and consumer tech saw an uptick of 20%.
Account wins include corporate work for Twitter, as well as Mercedes-Benz USA, Patrón, Godiva, Coupons.com, We-Vibe, Tradesy, Kelley Blue Book, Lutron, Aperol, The Macallan’s social media account, Google Science Fair, and Google for Education. M Booth also expanded work with some long-term clients, such as picking up social media business for Brooks Running.
Work ended last year with Schwan’s, Beyond Meat, and IT services and solutions company CSC. The agency lost some startup accounts as well.
"In a lot of cases, the relationship and partnership was stronger than ever and the work was terrific," continues Bornstein, "but the client’s own strategy and business was not doing well enough and they needed to pull back."
M Booth employees also work out of Next Fifteen office space in San Francisco and the former has a few staffers on the ground in Atlanta and Chicago. The goal is to up headcounts in each city this year.
The firm added nine new employees in 2014, including Jeff Bodzewski as chief analytics officer and co-lead of Mtelligence, a suite of analytics planning and insight tools, along with chief planning and insights officer Bonnie Ulman.
"We’re integrating upfront research analytics and planning to drive insights and informed creative," says Bornstein. "Intelligence tools help us drive across that section and bring forth ideas we think are game changing."
In January 2015, Adrianna Bevilaqua, previously MD of creative and strategic planning at DeVries Global, joined the agency as chief creative officer.
In the next 12 months, M Booth plans on growing its retail work across borders in Canada with its Next Fifteen sister agencies, and globally with sister firms on the consumer tech side.