In recent years, Meredith Corporation, which publishes the
magazines Family Circle, Better Homes and Gardens, and Fitness, among others,
has been aggressively snatching up agencies to create content for advertisers. In the past several months, however, with a shift in
executives and strategy, these agencies, each with its own area of focus, have
been brought under one roof called Meredith Xcelerated Marketing, or MXM.
Meredith is no longer just a magazine company; it’s a marketing company, too. “We retired all the brand names,” said Doug Rozen, MXM’s
chief innovation officer. “Over the last year, we created new a leadership team
to drive this forward, setting it up to be integrated as a single structure
versus eight different independent [agencies].” MXM’s emphasis on high-quality content and the effective
distribution of that content through social, digital and mobile. It works with
Fortune 500 brands, like Chrysler, NBC and Kraft Foods, to create custom
publications or websites, manage social feeds, or develop video for brands to
post online or in a store. MXM then distributes content wherever a brand feels
it’s best suited: print, Web, email, mobile, offline or social media.
