LRW Group rebrands as Material

LRW Group, formerly Lieberman Research Worldwide, was founded in 1973 and is headquartered in Los Angeles, with offices in 13 cities across the US and UK. It has around 1,200 employees.

The group’s businesses include insight agencies Kelton and LRWTonic.

In 2015, LRW Group partnered with private equity firm Tailwind Capital for a capital growth investment. In the last year, it has made a number of acquisitions, including digital marketing agency T3, strategic comms firm Karma Agency and Greenberg Strategy (now LRWGreenberg).

The newly integrated company is structured into three divisions: Material Analytics, Material Intelligence and Material Experience.

Chief executive Dave Sackman will continue to lead the company.

Sackman said the move had been made in response to brands seeking an “integrated partner” to develop marketing strategies based on “data and analytics, but also on a deeper understanding of human behaviour”.

Jeremy Sack, president of LRW, is now president of Material Perspective; Kelton chief executive Gareth Schweitzer has been appointed president of Material Action; and Rachel Spiegelman, President of integrated marketing at LRW Group, is now president of Material Connections.

Spiegelman said: "We exist to drive material impact for our clients. Through meaningful interactions and knowledge sharing – both internally and with client partners – Material will help brands meet the needs of modern consumers and shape the future of marketing services."