'Material' is New Name for LRW Group

US-based insight-led marketing services firm LRW Group has been renamed 'Material', bringing its ten companies into one unified offering.

Launched in 1992 as a 30-person market research company named Lieberman Research West, the firm later became Lieberman Research Worldwide, and then LRW Group as it expanded through acquisition. Last year, the group bought five companies: research consultancy Greenberg Strategy; visual communication agency Killer Visual Strategies; branding agency Salt; communications firm Karma Agency; and digital marketing and innovation agency T3.

Earlier, it had acquired consumer insights specialist Kelton Global; customer experience and culture design firm Strativity Group; social media insights company MotiveQuest; online community specialist Tonic Insight; and community insight platform icanmakeitbetter, together with its parent company Sentient Services.

Dave Sackman (pictured), formerly Chairman and CEO of the LRW Group, will continue to lead Material as its CEO, with support from three divisional Presidents: Jeremy Sack, President of Material Perspective; Gareth Schweitzer (Material Action); and Rachel Spiegelman, (Material Connections).

Commenting on the re-brand, Sackman said: 'Today's brands are craving a truly integrated partner that can create and implement marketing strategies that are built not only on data and analytics, but also on a deeper understanding of human behavior. This is the white space that Material intends to fill. And we will do so through radical collaboration that ignites growth'.

Web site: www.materialplus.io .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.