London-based agency mcm productions has changed its name to the mcm Creative Group as it grows beyond production into strategic communications. The business, founded in 2001, has already begun to expand into consultative strategic communications with clients including HSBC, John Lewis and Marks & Spencer.

Nicky Milligan, mcm Creative Group's managing director, said: "We've grown from a modest 2009 turnover figure of £2.7m to a healthy £6.2m in 2010/11. We're still growing, with fantastic wins from Coca-Cola, BrightHouse and M&S, and actually are managing more business with less staff – our head count now is 24."

Chairman Neil Crespin added: “The main reason for the name change is that we have grown and expanded over the last 18 months and are no longer just in the business of producing events, videos and films. Much of our work now is strategic and, while the delivery side is absolutely at the heart of what we do for our clients, we are seeing growth from consultative and strategic opportunities – underpinned with creativity. We have now aligned our group elements and recruited senior experts who have a great deal of strategic and communications’ planning experience."

Crespin said a slight reduction in headcount had been countered by investment in other areas, including sales and the recruitment of strategic roles, including bringing in Milligan as managing director to help reshape the way the business was operated and the recruitment of Simon Maier in November in the new role of director of client strategy.

"We're delighted that the actions we took at the start of the economic downturn have had such a clear and positive effect on mcm's bottom line, and while we remain cautious about the future marketplace both in the UK and in mainland Europe, we're confident as well because many of our clients are focusing spend on areas in which we excel."