• by Richard Whitman , Columnist, January 27, 2021

Marketing agency MRM, part of Interpublic’s McCann Worldgroup, has struck a new partnership with Founders Factory, influential start-up studio and accelerator.  

According to the agency, the agreement is designed to help keep MRM at the forefront of innovation and technology and the agency in tune with changing consumer behavior and expectations. 

Started by Brent Hoberman, Henry Lane Fox and George Northcott, Founders Factory has received investment from corporations such as Johnson & Johnson Innovation, Marks & Spencer, L'Oréal, easyJet, Guardian Media Group, Aviva and others.

The company has built over 40 ventures and invested in almost 200 start-ups to date, including numerous efforts that received enterprise contracts and direct investments.  

The deal will provide MRM access to global start-ups across digital, martech, data and commerce, as well as workshops on how best to scope and deploy partnerships and other benefits.

MRM has its own incubator, Lab13 by MRM, and the agency’s Chief Technology Officer Jayna Kothary says the new agreement with Founders Factory will build on that effort.

“We see immediate opportunities to bring our CPG, consumer health and auto clients together with some of the brilliant Founders Factory portfolio, which are shaping the future of marketing, data and commerce,” Kothary stated.