MRM Awarded CRM AOR for Opella’s 12 Self Care Brands

MRM, McCann Worldgroup’s specialist relationships agency, has been appointed CRM Agency of Record in North America for Opella’s 12 self-care consumer brands, including some well-known household names such as Icy Hot, Allegra, and Dulcolax. MRM, a global leader in CRM, CX, and Commerce, will handle strategy, creative, and deployment as part of its new partnership, while servicing the business out of Detroit and New York.

Opella, Sanofi’s consumer healthcare business, sought a CRM partner who could help them elevate and modernize their CRM as part of its overall mission “to radically simplify self-care” for today’s consumers. Opella also saw CRM as underrepresented, undervalued area of business that needed to transform and go from “basic to brilliant.”

Core to MRM is its belief that “Every Relationship Counts.” The agency has built its winning offering around that human-centred ethos and its purpose: to help brands build enduring relationships with its customers.

“CRM is not transactional: rather, modern, effective CRM must deepen the connection brands have with real people. CRM should not just drive purchases but encourage loyalty and brand advocacy by creating a trusted ecosystem, and in the case of Opella, making self-care easier for people,” said Grant Theron, MRM global CEO.

Opella’s full self-care brand line up includes Allegra, Bisolvon, Buscopan, Cenovis, Doliprane Tabs, Dorflex, Dulcolax, Enterogermina, Essential, Eve, Icy Hot, Magne B6, Novalgina, Pharmaton, and Qunol.

MRM has opened 2025 with new business momentum after naming Grant Theron global CEO back in September of 2024 and announcing key executive appointments earlier his month, including Jon Taylor to chief data officer; Joi Patrick to global chief talent officer; and Alfonso Marian to chief creative officer, MRM New York.