The move comes after the company joined the New York-based J. Walter Thompson Company chain, alongside Lebanese agency Cleartag and UK agency HeathWallace. These three companies will form the base of Mirum’s Middle East and African operations.
The rebrand also sees a shuffle in management. Quirk founder and long-term CEO Rob Stokes — who Memeburn understands resigned from Quirk two months ago* — takes on a role as chairperson in the newly-branded agency. Current Quirk MD James McKay will operate as Mirum’s local CEO, while Andrew Bloom takes up the role of Mirum CCO.
Quirk’s London office will also be included in the rebrand.
Founded in 1999 by Stokes, Quirk employs around 230 staffers in South Africa and England. The agency also manages the accounts of Woolworths and Savanna, to name a few.
But while Quirk’s name will now be consigned to history, Stokes explains that the move is still a “great moment” for the company.
Founded in 1999, Quirk employs around 230 staffers in three South African cities, including a satellite office in London
“Quirk has always known that digital requires a global capability for both talent and execution. Joining Mirum will ensure our clients thrive in today’s digitally enabled world,” Stokes explains.
McKay also explains that Mirum and Quirk were both moving in similar directions in the industry.
“We’ve been part of the Mirum group for a few years and it just made sense to embrace the growing opportunities within the network. Mirum has been heading in this direction since its inception. Another motivating factor was the common values we hold with Mirum – like Quirk, Mirum places curiosity at its core,” he notes.
“Our future success will be created over time by the quality of people we employ and how keep an ‘always learning’ culture in our business.”
As for Mirum, the agency employs around 2400 staffers across 46 global offices. But it’s not just an “agency”, claims global CEO Dan Khabie.
“Mirum is not an ‘agency’ – we are a digital experience design business that is part strategic consultancy, part technology lab, part idea hothouse,” he notes.
“Our global vision is to use our deep understanding of technology and human behaviour to make experiences that businesses want and people need.”
The rebrand is in effect as of 1 November 2016.
*Quirk and Mirum have both denied that Stokes resigned from the former.