CMRignite
CMRignite is a woman- and minority-owned behavior change marketing agency that helps federal, state, and local governments plus Fortune 500 companies reach "hard-to-reach" multicultural and underserved audiences through research, creative, media, and direct community engagement services.
- Company typePrivate
- Founded1995
- HeadquartersMilwaukee, United States
- Headcount51–100
- GTM typeB2B
- OfferingServices
What CMRignite does
CMRignite (legal name Creative Marketing Resources, Inc.) is a privately held, woman- and minority-owned full-service behavior change marketing agency founded in 1995 by Jacqueline Moore and headquartered in Milwaukee, Wisconsin. The agency specializes in reaching "hard-to-reach" audiences—multicultural, underserved, and high-impact demographic segments that general-market agencies typically underperform in serving. It operates through a six-service model: Research and Evaluation, Strategic Planning, Creative Services, Integrated Media, Direct-to-Community Engagement, and Technology Integration. The firm's core proprietary assets are the trademarked Hidden Market Ignition™ research process and the StratMap strategic planning methodology, supplemented by an in-house Demand-Side Platform launched in January 2025 that provides AI-powered audience targeting across 25,000+ segments and 30+ data providers.
The agency's revenue model is anchored in three streams: federal government prime contracting (HHS, USDA, HUD, DOL, DOJ, EPA), secured through GSA Multiple Award Schedule, federal BPAs, and the Compel JV joint venture with Fors Marsh Group; state and local government contracts (Wisconsin Lottery, Wisconsin Department of Health Services, Milwaukee Election Commission, Chicago Transit Authority, Milwaukee County Transit System); and fee-for-service professional services for nonprofits, healthcare systems, and Fortune 500 corporations (Northwestern Mutual, General Electric, Children's Wisconsin). Project budgets range from under $10,000 to over $500,000, with multi-year contract cadence typical for government engagements. The firm is SBA-certified as a WOSB and EDWOSB, completed the SBA 8(a) program in 2018, and is the largest minority-owned communications agency in Wisconsin.
CMRignite employs approximately 60 full-time professionals across three offices (Milwaukee headquarters, Charlotte regional hub opened December 2025, and Washington DC). The agency has completed over 500 projects in 30 years and earned 240+ industry awards including Hermes Creative Awards and MarCom Awards. It appeared on the Inc. 5000 list of fastest-growing private companies for four consecutive years with a 709% three-year growth rate, and is led by founder/CEO Jacque Moore, President David Bowles (since 2021), and a deep VP bench covering research, public health, creative, paid media, and contracts/compliance.
CMRignite firmographics
Firmographics- Name
- CMRignite
- Legal name
- Creative Marketing Resources, Inc.
- Website
- https://cmrignite.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- CMRignite is a woman- and minority-owned behavior change marketing agency that helps federal, state, and local governments plus Fortune 500 companies reach "hard-to-reach" multicultural and underserved audiences through research, creative, media, and direct community engagement services.
- Ownership category
- akta.pro rank
CMRignite industry classification
Industry- Product category
- Advertising and Marketing Services
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising Agencies (7311), Services-Advertising (7310)
- akta.pro primary industry
- Community Health, Health Promotion & Behavior Change (SBCC) (BPADAIAL)
- akta.pro secondary industries
- Localization Technology & Workflow Services (TMS, CMS, Automation) (MPAAANAI), Change Management & Transformation Leadership (EDABAAAD)
Keywords
Where CMRignite is headquartered
LocationHeadquarters
- HQ city
- Milwaukee
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
CMRignite business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Government Contract Revenue: Federal government prime contracting (15+ years) with agencies including HHS, USDA, HUD, DOL, DOJ, EPA. Maintains GSA Multiple Award Schedule (SINs for advertising, PR, web marketing, market research, video production, graphic design, integrated marketing, IT services), HUD BPA, USDA BPA, FHFA BPA, and federal IDIQ vehicles. Successfully completed SBA 8(a) Business Development Program in 2018.
- Nonprofit and Social Service Organizations: Fee-for-service campaigns for nonprofit organizations, healthcare systems, and social service agencies focused on behavior change outcomes.
- Corporate/Private Sector: Cause marketing and behavior change campaigns for Fortune 500 companies and private sector clients in financial services, healthcare, and other industries.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Project budgets range from under $10,000 to over $500,000 |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
CMRignite product offering
Product offeringCore offering
CMRignite is a full-service behavior change marketing agency that plans, creates, and executes integrated advertising, communications, and community engagement campaigns for government, nonprofit, healthcare, and corporate clients. The agency's core deliverables span Research and Evaluation, Strategic Planning, Creative Services, Integrated Media (powered by a proprietary in-house Demand-Side Platform), Direct-to-Community Engagement, and Technology Integration services, all designed to reach hard-to-reach and multicultural audiences.
Product overview
CMRignite is a full-service behavior change marketing agency that offers an integrated suite of services centered around reaching 'hard-to-reach' and underserved audiences. The core service portfolio includes Research and Evaluation, Strategic Planning (powered by the StratMap process), Creative Services, Integrated Media (with proprietary in-house Demand-Side Platform), Direct-to-Community Engagement, and Technology Integration. The agency also employs its proprietary Hidden Market Ignition™ process for campaign development. Recent additions include an in-house proprietary DSP launched January 2025 for programmatic advertising, and the O.U.R. Alliance coalition focused on opioid recovery launched May 2025.
Differentiator
Problem solved
Functional benefit
Products and services
- Research and Evaluation Qualitative and user research, survey research, audience segmentation, message and creative testing, data visualization, and impact evaluation using behavioral science; offered to government, nonprofit, healthcare, and corporate clients.
- Strategic Planning Community planning, customer journey mapping, social marketing, change management, and marketing strategy consulting using the proprietary StratMap process; offered to government, nonprofit, healthcare, and corporate clients.
- Creative Services Naming and branding, graphic design, content development, video production, illustration and animation, and creative surge support; offered to government, nonprofit, healthcare, and corporate clients.
- Integrated Media Data-driven media planning, digital media buying, social media management, traditional media buying, search engine optimization, and email marketing powered by an in-house Demand-Side Platform; offered to government, nonprofit, healthcare, and corporate clients.
- Direct-to-Community Engagement Partnership management, social influence management, earned media, event planning, and corporate sponsorships; offered to government, nonprofit, healthcare, and corporate clients.
- Technology Integration Integrated digital strategy, user experience design, agile web development, AI integration, and testing and training services; offered to government, nonprofit, healthcare, and corporate clients.
- In-House Demand-Side Platform (DSP) Proprietary Demand-Side Platform enabling direct execution and management of digital campaigns with AI-powered automation, omnichannel programmatic capabilities, advanced audience targeting, MRI data access, 25,000+ audience segments, DMP solutions, cross-cultural capabilities, and social impact amplification; used to deliver client media campaigns.
Quantifiable outcome
- Campaign performance 200-300% above industry benchmarks
- +3 more outcomes
Companies that use CMRignite
Customer profileNamed customers20 records
Segments6 records
Ideal customer profiles4 records
CMRignite technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability7 records
Feature3 records
CMRignite partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered minor and core.
- ApparominorCharlotte-based nonprofit organization partnering with CMRignite as part of the agency's commitment to the Charlotte community and local ecosystem.
- Legal Aid of North CarolinacoreNonprofit law firm with 40+ years of experience; CMRignite partnered with LANC on the 'Breaking the Silence' domestic violence awareness campaign reaching 23M people. Also partnering on Charlotte market initiatives.
- O.U.R. Alliance (Opioid Use & Recovery Alliance)coreNational coalition launched by CMRignite in May 2025 to address the opioid epidemic. Composed of trusted messengers, health experts, and individuals with lived experience. Includes members: Brittaney Bethea (Co-Founder/VP Public Health), David Bowles (Co-Founder/President), Michelle Corbin (SUD Health Communications Strategist), Molly McGrath (Senior Advisor Policy Communications), Shaunna Newton (Senior Advisor Research & Strategy), Brittany Reid (Senior Advisor Strategic Partnerships), Anthony Towns (Grassroots Engagement Advisor).
- Compel JV, LLCcoreJoint venture between Creative Marketing Resources, Inc. (CMR) and Fors Marsh Group, LLC (FMG) created pursuant to an SBA-approved Mentor-Protégé Agreement. Accesses federal IDIQ vehicles including U.S. Office of Personnel Management IDIQ, HHS SAMHSA IDIQ, and OASIS contract vehicles for expanded government contracting opportunities.
- Fors Marsh GroupcoreMentor in SBA-approved Mentor-Protégé Agreement; collaborated on HHS COVID-19 We Can Do This campaign at onset of pandemic. Strategic partner in government contracting through Compel JV.
- HOPA (Hematology/Oncology Pharmacy Association)coreCollaboration on 'Time to Talk Diversity in Clinical Trials' campaign to address need for increased diversity in cancer clinical research. Developed multilingual, multifaceted campaign including HOPA's first-ever podcast.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
CMRignite competitors and assessment
Company assessmentDirect peers
- Burrell Communications Group: One of the largest minority-owned, full-service advertising agencies in the U.S., focused on multicultural and African-American consumer marketing. Highly comparable on minority-owned certification, multicultural client base, and cause-marketing positioning.
- Subject Matter: Public-affairs and advocacy advertising agency with deep federal and association client base. Comparable on issue-advocacy, public-affairs campaigns, and federal contract execution (similar HUD/DOL/EBSA-style engagements).
- Fors Marsh Group: Behavior-change research and communications firm and CMRignite's mentor in the SBA-approved Mentor-Protégé Agreement that created Compel JV. Both firms specialize in federal public-health, defense, and civic campaigns using research-driven methodology.
- Rescue Agency: Behavior-change marketing agency specializing in public-health campaigns for federal agencies and nonprofits (similar HHS/CDC-style engagements). Directly comparable on research-driven behavior-change methodology and federal-cause client base.
- Hattaway Communications: Strategic communications firm focused on social-impact and purpose-driven campaigns for nonprofits, foundations, and federal agencies. Comparable on research-first strategy, behavior-change communications, and nonprofit/public-sector client mix.
- Carol H. Williams Advertising: Largest African-American-owned full-service advertising agency in the U.S. CMRignite self-identifies as the nation's largest Black-owned cause marketing agency, making CHWA a directly comparable peer on ownership positioning, cause-marketing focus, and federal/major-brand clientele.
- IMRE: Healthcare and consumer PR/communications agency with strong public-health and patient-engagement practices. Comparable on healthcare-cause campaigns (HOPA, Froedtert, Children's Wisconsin-style engagements) and integrated media capabilities.
- Blue State: Digital-first creative and media agency for nonprofits, causes, and political campaigns. Directly comparable on cause-marketing focus, integrated digital/programmatic capabilities, and nonprofit/advocacy client base.
Broad incumbents
- Ogilvy: Global advertising and PR network with purpose-driven, behavior-change, and social-impact practices serving federal agencies and global brands. A broad incumbent that competes on integrated campaigns, government procurement, and multicultural marketing RFPs.
- Edelman: Global public-relations and communications holding-company with dedicated health, public-affairs, and social-impact practices that compete for the same HHS/CDC/DOL RFPs as CMRignite. Larger and broader, but overlapping on federal-cause and health-equity client work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
CMRignite social profiles
Digital presenceCMRignite compliance and trust
Trust signalCompliance9 records
CMRignite financial estimates
Financial estimateRevenue estimate
Valuation estimate
CMRignite leadership team
Management profileNumber of profiles
Profiles13 records
CMRignite funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CMRignite M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CMRignite
What does CMRignite do?
CMRignite is a full-service behavior change marketing agency that plans, creates, and executes integrated advertising, communications, and community engagement campaigns for government, nonprofit, healthcare, and corporate clients. The agency's core deliverables span Research and Evaluation, Strategic Planning, Creative Services, Integrated Media (powered by a proprietary in-house Demand-Side Platform), Direct-to-Community Engagement, and Technology Integration services, all designed to reach hard-to-reach and multicultural audiences.
Is CMRignite a public or private company?
CMRignite is a private company. It is classified as family owned and is currently operating.
When was CMRignite founded?
CMRignite was founded in 1995. It employs 51 to 100 people.
Where is CMRignite based?
CMRignite is headquartered in Milwaukee, United States, in the North America region.
How does CMRignite make money?
Three revenue lines are on record. Government Contract Revenue is the primary driver. The others are nonprofit and Social Service Organizations and corporate/Private Sector.
Who are CMRignite's main competitors?
Direct peers on record are Burrell Communications Group, Subject Matter, Fors Marsh Group, Rescue Agency, Hattaway Communications, Carol H. Williams Advertising, IMRE and Blue State. Broad incumbents are Ogilvy and Edelman.
Does CMRignite have an API?
No public API is recorded for CMRignite.
What industry is CMRignite in?
CMRignite's product category is Advertising and Marketing Services. Its primary akta.pro industry code is BPADAIAL, Community Health, Health Promotion & Behavior Change (SBCC), with a secondary code of MPAAANAI, Localization Technology & Workflow Services (TMS, CMS, Automation). Its NAICS code is 5418 and its SIC code is 7311.