Mirum launches in Middle East and Africa

On 1 November, Mirum will launch in the Middle East and Africa, bringing together three regional digital powerhouses, Clear tag, HeathWallace, and Quirk. Renowned for their innovative and entrepreneurial cultures, they will form what is effectively one of the region’s most influential technology and innovation agencies.

Mirum is a new breed of digital agency created by the J. Walter Thompson Company in 2015, joining its most innovative and specialized digital marketing companies worldwide into a network of over 2,400 staff across 46 offices.  Mirum’s goal is to “make what’s next” for clients who understand and embrace digital technology’s transformative power.

Mirum is a global digital agency that creates experiences people and businesses need.  Named a Visionary in the 2016 Gartner Magic Quadrant, Mirum helps guide brands in business transformation, experience design, and commerce activation. The agency operates in 20 countries, with more than 46 offices and 2,400 professionals.  Mirum partners with blue chip clients like Airtel, Capitec Bank, Distell, DStv, Google, Kellogg’s, HSBC, Qualcomm, Mazda, Visa, McDonald’s, Microsoft, Old Mutual, PepsiCo, Unilever, Woolworths, and Investec.  Mirum is part of the J. Walter Thompson Company and WPP Network.

Dan Khabie, Mirum’s global CEO, says, “Mirum is not an ‘agency’ – we are a digital experience design business that is part strategic consultancy, part technology lab, part idea hothouse.  Our global vision is to use our deep understanding of technology and human behavior to make experiences that businesses want and people need.”

Cleartag Co-founder and CEO Tarek Dajani, taking on the Mirum MEA CEO role, added, “I believe that the Middle East and Africa will drive a lot of the next decade’s innovation as we harness the power of digital technology to overcome structural barriers and disrupt traditional business models and cultural paradigms.  Mirum is perfectly positioned to help our clients thrive in this ever-changing environment as Cleartag, HeathWallace, and Quirk bring together the perfect mix of expertise, experience, and local insight.“

Roy Haddad, Chairman of the J. Walter Thompson Company, Middle East and Africa, says, “We are incredibly excited to launch Mirum in the region.  From the outset, Mirum will be a major player across the MEA region’s digital landscape. These three businesses already work together and give our clients a powerful base of more than 300 technology and digital specialists on the ground.  As part of Mirum, they also have seamless access to a global pool of strategists and delivery teams to make what’s next for our clients in these fast-developing markets. From building an innovation center for Bank Audi’s “egallery” in Beirut to enabling Google voice search for McDonald’s in South Africa, the team has already shown how to bring the Mirum vision to reality.”