Combine and Conquer
MW WORLDWIDE, an agency making its debut at this month’s Direct Marketing Association fall conference, will seem mighty familiar to industry observers.
The firm is the result of three agencies-Dimac Direct, The McClure Group and Wilcox & Associates-joining forces to become what it claims is one of the top 10 firms in the DM business, with combined revenue of $80 million and total capitalized billings of $150 million.
According to Thomas McClure, chairman/CEO of the new agency, DMW can stand for either Dimac, McClure and Wilcox or Direct Marketing Worldwide.
Its client roster has been assembled from its once individual parts: Microsoft, Xerox, Blockbuster, Chase Manhattan Bank, Barnes & Noble, and several Blue Cross/Blue Shield organizations, among others. The agency claims to have over 200 clients.
DMW informed clients of the change by telephone and a follow- up letter. Account teams will remain the same. McClure describes the merger as a reorganization, and says there will be no layoffs.
Despite hefty enough laurels to rest on, McClure expects to reach $160 million in three years; he likes three-year plans, and updates them annually. He hopes to acquire new business from former Dimac clients in sister companies.
Other expansion plans involve establishing a relationship with a London agency to provide American clients with European access and expertise, and to establish a bridge for Europeans who want American access and expertise. Latin America in general and Brazil in particular are seen as fertile ground for expansion.
The merger actually took place in late June, but McClure says the firm decided to hold off on making an announcement to capitalize on attention generated by the fall conference.
“It’s the biggest direct marketing event of the year,” he notes. “We’d have to wait another year for an opportunity like this.”
DMW Worldwide’s headquarters are in Philadelphia. There are branches in New York, St. Louis and Boston.
The main office, formerly The McClure Group, is headed by Warren Hunter. Bob Wilcox runs the New York office, which had been Wilcox & Associates. Marcia Piacentino is president of the office in St. Louis, and the Boston location’s president is Tom Hurley. The latter two offices were onetime homes of Dimac Direct.
