MRM’s Global CEO Grant Theron: “An Enduring Relationship Is a Valuable Relationship”
In September, Grant Theron was appointed the global CEO of MRM, McCann Worldgroup’s CRM brand. At the time, the network reported that as brands’ access to customer data had increased, the demand for MRM’s specialty, helping deliver personalised marketing at scale, had accelerated – prompting this change ahead of Q4 2024.
“The opportunity at MRM was compelling because it connects deeply with my interest in technology, creativity and innovation,” Grant tells LBB’s Ben Conway. “I’ve always been drawn to areas where data and creativity intersect. While I have loved my prior roles, the prospect of diving deep into areas of specialisms that the market is craving, was just too good to ignore.”
These prior roles he references include global CEO of Commonwealth//McCann, and his former dual position as president of MRM Detroit and global business lead for GM - the latter now being occupied by McCann Worldgroup’s Detroit president, Belinda Leworthy.
Having had recent success with organising his Detroit office around AI-powered data analytics and customer relationship mapping, Grant is also known as something of a production specialist, and brings experience from around the world, having worked for the likes of Wunderman, TBWA and McCann in South Africa, London and the States.
“Every market and culture adds a layer of value, and I’ve learned to adapt and choreograph efforts to get the best out of every circumstance,” he says.
“The ability to bring diverse, talented teams together and align them around solving complex client challenges is a skill I am constantly refining. People always chuckle when I say this, but over the years I have figured out how to look at all possible outcomes and see them as equally true. If you can master that, then wherever you end up is not a surprise or difficult to accept.”
In his first five months as global CEO, Grant shares that the focus has been on sharpening MRM’s vision and refining its key capabilities. This clarity, he says, has already made a tangible difference in how the company approaches opportunities for its clients.
“MRM stands out as a modern, creative relationship marketing agency, which manifests through our capabilities: CRM, CX and commerce. Winning a Cannes Lion in the Creative Commerce category for our work on General Motors’ CarBravo was exactly the result we are seeking at scale and proof that one-to-one engagement has commercial value and can be really interesting too.
“As a leader, it’s my job to ensure the team is aligned around a compelling vision and that we’re operationalising it at scale for our clients,” he adds. “It’s hard to be great at everything. Impossible even. If the market demands what is built into your DNA, then focus on that. That is my mission at MRM.”
While progress towards this mission has already been made in less than half a year, Grant says that the real work lies ahead in building momentum and expanding MRM’s impact for both existing and new clients.
“In 2025, we’re aiming for ambitious growth by showcasing the enduring value that we deliver through CRM, CX, and commerce. Our differentiators are strategy and creativity, and my ambition is to ensure that our expertise shines as brightly as possible.
“People are more informed, connected and savvy than ever and trust in platforms and even technology has eroded, particularly lately,” he continues. “The irony is that our industry is flooded with the tools, data and technology to enhance precision, yet we seem to have lost focus on what makes us human. In our own small way, we are tackling this challenge by being relentlessly focused on the person. This means moving beyond transactional metrics and focusing on the long-term value of relationships. It sounds obvious, but an enduring relationship is a valuable relationship."
Hoping to strengthen the foundations for long-term success, MRM made some further leadership changes at the start of the year, appointing a new global data lead, Jon Taylor, global talent officer, Joi Patrick, and a new CCO for its New York office, Alfonso Marian.
“When we bring new leaders into MRM, it’s not just about their expertise or resume, it’s about the energy they add to the team,” explains Grant, sharing that he admired all three for challenging him during conversations. “I absolutely love that, because it fosters a culture of healthy debate in the spirit of being better. I fundamentally believe this will make us a better agency.”
He recalls, “I had dinner with Alfonso during the process and he not only disagreed with me at least five times but changed my mind on three of the points. I was convinced he was the right person right there and then. I pitched with Jon before he took the role. The key thing about Jon is that he isn’t just a data guy; he’s a storyteller with the most wonderful, dry sense of humor. Unbeatable. And as for Joi, she is reimagining how we think about talent; she’s not just here to fill roles but to architect careers and challenge the status quo of how we work together.”
As for Grant’s personal goals for 2025, he says his sights are set on testing himself with novel problems that don’t already have a playbook. “I get bored quite easily, so when it is easy to call the plays, my mind wanders. Nothing excites me more than growth that sparks from the friction and uneasiness of the unexpected.
“I suspect 2025 will have more than enough of that in store, and I am looking forward to all of it!”
