CMW, the agency set up by Jonathan Clark, Janet McKay and Steve Walpole in the Nineties, has ditched its name and rebranded as Stack, in a move designed to reflect its wider marketing proposition.
The one-time home of Martin Nieri (now at Partners Andrews Aldridge), Chris Whitson (ex-VCCP me), Jamie Bell (VCCP me), Bob Nash (WPN) and Ben Rachel (Soul), the agency says it has expanded beyond its direct marketing roots and last year also started offering activation and experiential services.
Set up in 1995, originally as Clark McKay Buckingham, the agency was forced into its first rebrand when Mark Buckingham quit after just over 18 months and was replaced by Walpole.
It was bought for £5m by Media Square (now MSQ Partners) in 2004, in a move which would ultimately lead to the departure of the entire management team. McKay was the first to leave in March 2006, and was replaced by Nieri. In October of the same year, Clark stepped down to take an advisory role at the group, while Walpole departed just six months later.
CMW chief executive Liz Wilson, who succeeded Nieri in June 2011, said: “For most marketers the idea of an audience living in one channel is long dead. People and therefore ideas need to cross channels and technologies constantly.
“[Stack] feels really close to some of the stuff that we’re doing at the moment. It really points to our approach, where you have to operate across the full marketing stack to be really effective.”
CMW’s clients include Peugeot, which it first won in 2005, sister brand Citroen, Nestle, Premier Foods and Canon.
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