It’s a busy day in marketing and social media today, particularly concerning two global corporations: LBi and MRY, which announced their merger. This completes the integration process that began following LBi’s acquisition of Mr Youth in 2011.
It is a merger made in heaven, combining the best of the two agencies: LBi’s traditional strategies, along with technologies; and Mr Youth’s social media and analytics program. But the merger has an important impact on LBi: its Global operations are now separated from the US operations. Globally, LBi will operate under Digitas (DigitasLBi), while MRY will integrate all the US operations. And that’s not all.
LBi is also losing it brand identity. The new entity will no longer be known as LBi in the US, but will be called MRY, and will relaunch as an expanded agency with about 500 employees (150 from MRY and the rest from LBi). It will operate as a standalone entity within Publicis Groupe’s Digital Technology Division, which also includes DigitasLBi and Razorfish. And it already has a lot on its plate, providing services to some of the world’s biggest brands including Coca-Cola, Visa, Bayer, Symantec and Neutrogena.
The relaunched MRY continues under the leadership of founder and Chief Executive Matt Britton, and will provide a wide range of services, like content creation and distribution, mixed-media analytics, global social media management, media planning & buying, SEO and CRM. This broad spectrum of services wouldn’t be possible without LBi.
“We are living in a people-curated world where consumers have taken control of their media and become hyper-connected,” said Britton. “The merger of MRY and LBi US to create an entirely new agency under the MRY brand will allow us to help brands connect conversations to meaningful business results.”
The new management team at MRY also includes Judith Carr as President; Cedric Devitt as Chief Creative Officer; Paolo Yuvienco as Chief Technology Officer; Matt Rednor as Chief Strategy and Innovation Officer; and Jeff Melton as Chief Distribution Officer.