MRC Group

What MRC Group does

MRC Group is a privately held trade marketing professional services group headquartered in Miami, founded in 1997 and operating across 20 countries in the Americas with approximately 4,000 employees. The company serves brand-side clients seeking sales strategy, growth marketing, and physical-footprint execution throughout Latin America, delivered through a multi-brand architecture: Marco (global trade marketing strategists), Xinnux (omnichannel cross-border technology platform), Blueo (innovation and thinking lab), and Agora (annual trade marketing trends conference held since 2016).

The underlying technology layer is the Xinnux omnichannel platform, which functions as a cross-border hub processing physical and digital interactions. Disclosed platform metrics include 15M cross-data events processed with sub-second latency, 1.5TB of stored query data, and 18.7M successful physical and digital sales interactions annually, supporting a reported 98.9% sales performance in serviced programs. Pricing is not publicly disclosed and is structured as quote-based professional services engagements; no contract sizes, customer logos, or revenue figures are publicly available.

MRC Group monetizes through professional services for trade marketing and sales execution, augmented by event-based revenue and sponsorships through the Agora conference platform. Customer segments are described at a segment level as "brands throughout Latin America," with the company positioning itself around a global-vision trade marketing ecosystem rather than a single product line. The Group combines strategic consulting (Marco), enabling technology (Xinnux), innovation research (Blueo), and industry convening (Agora) into a single integrated offering for multinational and regional brand marketers.

Name

MRC Group

Website

https://mrc-grp.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

MRC Group is a Miami-based trade marketing professional services group operating across 20 countries in the Americas with ~4,000 employees, delivering omnichannel sales, growth marketing, and footprint strategies to brands throughout Latin America through its Marco, Xinnux, Blueo, and Agora sub-brands.

Ownership category

akta.pro rank

Headquarters

HQ city

Miami

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Trade Marketing Services: Professional services including sales strategies, growth marketing, and footprint experiences for brands throughout Latin America.

Go-to-market motion2 records

Distribution channels1 record

Marketing channels2 records

Core offering

MRC Group delivers end-to-end trade marketing services across Latin America, combining strategic consulting, omnichannel technology, and brand experience design. The firm operates an integrated ecosystem of specialized brands (Marco, Xinnux, Blueo, Agora) to help consumer brands optimize in-market presence, sales execution, and shopper experiences across 20 countries in the Americas.

Product overview

MRC Group operates as a trade marketing ecosystem comprising multiple sub-brands: Marco (strategic trade marketing consulting with 25+ years of experience), Xinnux (omnichannel technology solutions and platforms), Blueo Thinking Lab (innovation hub focused on disruptive thinking), and Agora (event platform for trade marketing trends). The Group delivers physical and digital sales interactions across 20 countries in the Americas, processing 15M cross data with sub-second latency and supporting 4,000 employees.

Differentiator

Problem solved

Functional benefit

Brands

• Marco: Global Trade Marketing Strategists with more than 25 years of passion for sales strategies and growth marketing experiences for brands throughout Latin America.
• Xinnux
• Blueo
• Agora

Products and services

• Marco
• Xinnux
• Blueo
• Agora

Quantifiable outcome

• 98.9% Sales Performance in serviced programs
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered platinum sponsor.

• HD (hd.company)platinum sponsorStrategic or Co-development Partner · 1 January 2022HD (hd.company) served as a Platinum sponsor at the 2022 Agora conference, supporting the major Trade Marketing trends event for Latin America organized by MRC Group.
• Involvesplatinum sponsorStrategic or Co-development Partner · 1 January 2022Involves served as a Platinum sponsor at the 2022 Agora conference, supporting the major Trade Marketing trends event for Latin America organized by MRC Group.

Scale indicators7 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Acosta: Acosta is a leading sales and marketing services agency serving CPG brands with retail execution, trade marketing, and shopper marketing solutions across the Americas. It is the closest large-scale direct peer to MRC Group given the overlap in trade marketing services, multi-country Americas coverage, and CPG brand customer base.
• Geometry (WPP): Geometry is WPP's global shopper marketing and commerce agency offering trade marketing, shopper insights, and retail activation services for major brands. Comparable to MRC Group's Marco brand in delivering trade marketing strategy and execution for multinational clients.
• Actionline: Actionline is a Brazilian trade marketing, merchandising, and retail execution services firm operating across Latin America. Directly comparable to MRC Group in providing outsourced trade marketing and in-store execution for brand clients in the region.
• 4Service: 4Service is a Brazilian trade marketing and field marketing services provider serving CPG and retail clients across Latin America. Directly comparable to MRC Group given its focus on trade marketing execution, field operations, and Latin American geographic footprint.
• The Trade Center (TTC): The Trade Center is a global retail and trade marketing services provider with operations across the Americas and other regions. Comparable to MRC Group in offering outsourced trade marketing, merchandising, and in-store execution services for consumer brands.

Others

• IPSOS: IPSOS is a global market research and consumer insights firm serving brands across Latin America. Comparable as an enabling research and analytics participant whose data and insights capabilities complement MRC Group's trade marketing and growth marketing service offerings.
• Kantar: Kantar is a global market research, data, and insights provider serving the consumer goods industry. Comparable as an enabling ecosystem participant whose shopper insights and retail data products intersect with MRC Group's trade marketing analytics value chain.

Broad incumbents

• Cheil Worldwide: Cheil is a global advertising and marketing agency with strong retail, shopper, and trade marketing capabilities across Latin America. Comparable as a broader incumbent offering overlapping capabilities within a much larger portfolio of services.
• DraftLine: DraftLine is AB InBev's global in-house creative and trade marketing agency network, delivering brand activation and trade marketing at scale. Comparable as a broader incumbent shaping the LatAm trade marketing services landscape, though it primarily serves its parent AB InBev.

Emerging players

• Involves: Involves is a Brazilian SaaS platform for retail execution, trade marketing, and field team management, used by CPG brands across Latin America. Comparable as an emerging technology-enabled trade marketing player; an existing Agora Platinum sponsor indicates partnership overlap with MRC Group.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mrcgrp

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MRC Group