Digitaria Minneapolis Rebrands As Mirum

Digitaria Minneapolis Rebrands As Mirum

The new company brings together agencies across the globe to provide deeper technical and creative capabilities for clients.

Local digital marketing firm Digitaria Minneapolis is coming together with other agencies around the world to form a new organization.
 
The new company, Mirum, brings together 11 agencies in 17 countries under one brand. The agency is owned by J. Walter Thompson Company, a marketing holding company based in New York.
 
The Minneapolis office works with several national and local clients, including Royal Caribbean, American Medical Systems, Andersen Windows and Renewal by Andersen.
 
“We are beyond excited to tap into our talented worldwide team while we become a local leader in the Midwest market,” Joyce Zincke, a senior vice president in the Minneapolis office, said in prepared remarks.
 

Client demand for deeper technical and creative capabilities was the rationale behind uniting the disparate brands, the company said.
 
“Mirum 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,” JWT global CEO Gustavo Martinez said in a statement.
 
Although the transition occurred at the end of January—with company-wide celebrations being held today—client services senior vice president Jennifer Levenhagen said the change was palpable.
 
“Our Minneapolis staff and clients are already feeling the impact of being part of Mirum,” she said. “The level of collaboration across the globe began on day one and will only continue to get stronger.”
 
This is the second rebrand in two years for the Minneapolis office. Originally branded as a local JWT office, it changed its name to Digitaria in 2012 to reflect its digital focus.