John Baker, Global CMO of Mirum Agency has One Goal: To Make Mirum into One of the Best Global Digital Agencies on the Planet

Mirum Agency spread across 24 countries throughout the world is united by a shared desire to be global and interconnected, to work collaboratively with clients, and to break down the silos that keep brands from delivering meaningful customer experiences. It likes to learn from the data, how to make things better and take an agile approach to continually improving the experiences it makes. Whether it is a social campaign or an enterprise application, Mirum looks for new ways to solve problems and make an impact. Its parent company is Wunderman Thompson and it is a part of WPP.

What Mirum does?

Mirum recognizes that an agency isn’t what it says, it is what it does. Its global network is an incredibly diverse collection of talent and it has invested in tools to get the right team on each project. Having the right people in the room allows the company to make experiences people want and businesses need.Its core competencies are Business Transformation (Strategy & Planning, Data Analysis & Modeling, and Innovation), Experience Design (Studio, Design, Content etc.), Commerce Activation (Campaign Creative & Execution, Retail Activation, Social Marketing etc.).

How Mirum works?

By Being Borderless: The company has a wide network. It removes the borders between its people and process to create work that is more efficient, more impactful, and more enjoyable than ever before.

By Balancing Motivations: Brands need people. And people need brands. So by always understanding the balance between business needs and human motivations, Mirum creates solutions that transform the lives and futures of both.

By Always Innovating: Mirum’sentire agency is united by and entrepreneurial drive to innovate. So whether its challenge is to transform business, design immersive experiences, or activate new audiences, it pushes what's possible.

Work Profile

ManulifeMOVE: With technology changing the insurance industry, Manulife needed to move from health protection to health promotion, and find a way to reach a new, younger set of customers. The company created ManulifeMOVE. This mobile and web application harnesses the power of wearable technologies to empower customers to be proactive in managing their health and links activity to premium discounts.

American Family Insurance: American Family Insurance is a brand that champions the American dream, but research showed that people were struggling in their own dream pursuits. They were stuck. They were being undermined by their own fears and worries. They needed something or someone who could give them confidence, creativity, and focus. Mirum discovered that people begin to lose their ability to dream creatively as they age losing up to 80% of that ability by the time they’re eight. That’s right! The world’s best dreamers have barely completed kindergarten. American Family Insurance partnered with Mirum to create a digital campaign to encourage these dreamers and create a bigger conversation around dreams.

Mazda USA: Mazda needed to revamp their online experience to better connect with tech-savvy car buyers.Utilizing an analytics-driven platform, clean design optimized for desktop, tablet, mobile, and digital tools to customize and price a vehicle, Mirum together with lead agency Garage Team Mazda created a digital experience that fits the needs of Mazda’s US customers.

With engaging video experiences, immersive visuals and animation, and interaction cues to guide the customer, the new site better articulates the personality of Mazda’s evolving brand. The platform also enables the business with increased speed and efficiency when publishing new content.Within the first two months of launch, MazdaUSA.com received nearly 5 million unique visitors and more than 200% improvement in engagement with key site features, including Build & Price, Inventory Search and Find a Dealer.

InterContinental Hotels Group: “Stories of the InterContinental^® Life” is a series of podcasts, documentary films, and animations that develops Mirum’s target audience’s sense of worldliness by sharing genuine, meaningful and personal experiences that empower new perspectives and enrich their understanding of the world. Each story showcases a different InterContinental^® property, giving a glimpse into the InterContinental^® Life and how to experience travel authentically.

Meet the Global Marketing Head

John Baker, CMO: John has been working as a digital marketing specialist in agencies for about 20 years and believes passionately that technology can change marketing for the better. He started in 1995 at a little digital agency called Modem Media as an MBA intern and never looked back. His career has allowed him to really see how agencies work across direct, digital, advertising and sales promotion and how these teams build their clients' businesses. 

He has worked in New York and London and has held global roles helping clients source teams to support their digital transformation. John has been with Mirum and J. Walter Thompson since 2010. As part of the JWT Global Digital team, John helped drive the creation of Mirum, and today is the Global Chief Marketing Officer. His focus is helping to build the business, shaping how Mirum works with partners and driving digital strategy for clients. As a regular industry speaker, he has been a cyber-jury member at Cannes and worked with the DMA and IPA on councils at different times.

“Across the globe, we make experiences that people want and businesses need.”