The rebrand of The Marketing Group, to become Ryvl, is the end of a two-year process for the company’s chief executive, Adam Graham, towards the development of its ‘future’ model.
Graham leads the global marketing agency network which has 15 wholly owned subsidiary brands and has previously stated its commitment to remaining ‘lean, agile and anti-bureaucratic’ as it scales through acquisition.
The rebrand will run across all of the network’s agency brands such as Channelzero, Ranieri and Truth to include Ryvl alongside their respective names.
“We are called Ryvl because we rival the legacy network model and we are setting out to provide an alternative for global clients who feel they are not getting value from their current set up. We feel the big network model is ripe for disruption,” Graham explained to The Drum after unveiling the new look.
The former Weapon 7 chief executive joined the business in October of 2016 and promised to lead a spate of acquisitions quickly to achieve scale.
“Over the last 18 months we have tightened up the proposition and created a more unified team. Everyone joined up on a global collaboration platform which means as we scale we won’t become fat and bloated through levels of bureaucracy; which means we will be better positioned to focus on delivering value for clients,” he continued.
“Unlike the big holding companies we won’t have competing agency brands in the same regions so there’s no duplication and no internal fighting. This helps support a highly collaborative culture where everyone is part of one global team and we have worked hard to break down the silos.”
The chief executives across the business are all shareholders and have a vested interest in ensuring the success of the overall venture, rather than concentrate on growing their own agency brand.
“The rebrand marks the completion of this process and embodies the future strategy – the end of the old model and the beginning of the new.”
Alongside the rebrand, it was revealed that the focus of future acquiring will be around technology-centric businesses and that scale through ‘a matrix organisational structure’ would be adopted under Graham’s lead.