Isabel Coletta, COO of MRM Brasil, discusses the partnership shaping personalized brand experiences

MRM Brasil, the digital transformation agency of McCann Worldgroup, brought together key industry leaders to discuss generative AI, automation, data, and the practical application of technology following the 2024 Adobe Summit

Survey reveals shifts in digital consumer behavior and highlights the importance of shopping experience and socio-environmental values in brand choice.

After eight years of collaboration, Bayer has announced MRM Brazil as the new agency responsible for managing digital content for its corn brands Dekalb, Agroceres, and Agroeste. This move positions MRM as a strategic partner in building comprehensive digital journeys, especially within the Customer Experience (CX) ecosystem focused on agribusiness. The agency will be responsible for creating relevant content for producers, with an emphasis on performance, proximity, and a strong digital presence. “Having MRM by our side is essential to ensure that Bayer’s corn brands stay increasingly close to rural producers, offering information, innovation, and ongoing dialogue,” said Fernanda Carvalho of Bayer. Fábio Souza, CEO of MRM Brazil, highlighted that strengthening this partnership reinforces the agency’s position as a hub for integrated solutions: “We are very proud to expand our relationship with Bayer. Brazilian agribusiness is dynamic and highly digitalized, and we want to continue contributing with strategies that generate real results and meaningful experiences in the field.” With this expansion, MRM strengthens its role as a specialist in e-commerce and CX for major players in the agricultural sector, driving innovation and connecting Bayer to new demands within the rural digital ecosystem.

MRM Brazil will be the agency responsible for the CRM and data account of the L’Oréal Group in Latin America. With this move, MRM now services all of the beauty company’s brands in the region. The agency will handle brands such as L’Oréal Paris, Garnier, Maybelline, Niely, Vichy, La Roche-Posay, Kérastase, Lancôme, and Giorgio Armani, among others, across L’Oréal’s four business divisions — consumer products, dermatological beauty, professional products, and luxury. MRM takes on the mission of structuring a data and content ecosystem capable of generating personalized, scalable, and AI-driven actions. “With an integrated approach — spanning strategic vision, hyper-personalization, automation, and insight-driven creative production — we aim to further enhance customer experience across L’Oréal’s brands,” said Fábio Souza, CEO of MRM Brazil.

MRM Brazil has been chosen by Purina to lead a strategic digital project for the brand, which is part of Nestlé, the global leader in pet nutrition. The project spans all of Latin America. This partnership reinforces MRM’s position as a strategic partner in digital transformation and brand experience, strengthening its presence in the region and expanding its role in developing solutions that connect data, technology, creativity, and innovation. “Working with a global brand like Purina reinforces our ability to operate in an integrated way and highlights MRM’s role as a strategic partner in brands’ digital transformation,” says Fábio Souza, CEO of MRM Brazil.