In a move that should give it some semblance of scale and create a digital network, JWT has consolidated 11 of its digital agencies, spanning 17 countries and 40 offices, under a newly created brand – Mirum. Mirum companies include Digitaria (US), XM (Asia Pacific), CASA (Brazil), ActivearkJWT (Finland, Sweden, India and UK) and Twist Image (Canada). Lunchbox (US), i-Cherry (Brazil), HeathWallace (UK), Quirk (South Africa and UK), Clarus (Mexico) and X-Prime (France) will also join Mirum.
Mirum will be headed by former Digitaria Chief Executive Officer Dan Khabie who will don the role of Mirum Global and North America CEO. Rob Stokes will lead the MEA region.
JWT states that Mirum is created with a pioneering spirit, built by bringing together successful regional companies that have a deep understanding of local market needs. Mirum will look into innovation, design, data, marketing and technology to drive business transformation.
“The launch of Mirum is an integral part of our strategy to continue building on J. Walter Thompson Company’s many assets and capabilities in order to drive business transformation. Mirum is poised to deliver both the technology and creative solutions that global brands demand”, commented Gustavo Martinez, JWT Global CEO.
In his role, Mr Khabie will have oversight of Mirum’s overall growth strategy, including P&L responsibility, managing key client relationships and aligning resources to service clients globally. He will report to Mr Martinez.
“Dan’s natural entrepreneurial instincts and passion will foster Mirum’s startup mentality as he drives growth forward across our global network,” said Stefano Zunino, Head of Digital Worldwide, JWT and Chairman of Mirum.
Mirum current clients include CBRE, Cyrela, Daum Kakao, Finnair, HSBC, Magazine Luiza, Mazda, Microsoft, Nokia, Petco, Singapore Tourism Board, TD Bank, Walmart and XL, among others.
“I am extremely honored to have been given this exciting yet humbling role in leading some of the most talented thinkers and makers in the world. Over the last year we have worked hard as a leadership team to integrate all of these agencies together under one common vision and operational structure while keeping the entrepreneurial spirit in each region,” said Mr Khabie.