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JWT floats new global digital agency Mirum

The company will unite 11 independent agencies with 40 offices in 17 countries. Former Digitaria CEO Dan Khabie will take the helm as Mirum Global and North America CEO

BestMediaInfo Bureau | Mumbai | January 30, 2015


J Walter Thompson Company announced today the launch of Mirum, a new global company uniting 11 digital agencies spanning 17 countries and 40 offices. Former Digitaria CEO Dan Khabie will take the helm as Mirum Global and North America CEO. 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 J Walter Thompson Company’s Global CEO, Gustavo Martinez, and be based between the West Coast and the East Coast, USA.

The name Mirum, inspired by the Latin word for ‘amazing’, is a new company created with a pioneering spirit, built by bringing together successful regional companies that have a deep understanding of local market needs. Mirum’s principles are rooted in innovation, design, data, marketing and technology to drive business transformation in a world of constantly evolving behaviours and expectations.

“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,” said Martinez. “Mirum is poised to deliver both the technology and creative solutions that global brands demand.”

“Dan’s natural entrepreneurial instincts and passion will foster Mirum's start-up mentality as he drives growth forward across our global network,” said Stefano Zunino, Head of Digital Worldwide, J Walter Thompson, and Chairman of Mirum.

Mirum’s capabilities are organized around Strategy & Consulting services, Creative & Content, User Experience & Platforms, Analytics & Insight and Product Development & Mobile. Additionally, Mirum has deep vertical service offerings in Digital Retail, Behavioural Media and Financial Services.

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 honoured to have been given this exciting yet humbling role in leading some of the most talented thinkers and makers in the world,” said Khabie. “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. We have become a borderless agency with a collaborative, passionate culture, and it has already led us to win global clients that will be announced on a later date.”

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.

Daiga Atvara will be Chief Design Officer; Matt Webb, Chief Technology Officer; Dave Wallace, Chief Operations Officer; Nick Read, Chief Financial Officer; Sarah Kotlova, Global Head of Agency Services; and John Baker, Chief Marketing Officer. Khabie plans on naming a Chief Creative Officer, Chief Strategy Officer and Global Head of Data & Analytics over the next six months.

Khabie has also named his global leadership team, which includes Robin Bade and Markus Hakala, Europe; Rob Stokes, MEA; Guilherme Gomide, LATAM; Nanda Ivens, APAC; Mark Goodman, NA; Alex Kavinski, Behavioural Media; and Kevin Weisberg, Digital Retail Marketing.


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