MCCAN ERICKSON

ASLI KÖSEOĞLUBİLLUR YÜMLÜ

ONUR ERDOĞANSİBEL TEMÜRLENK

SARAH UNTERBURGER

HISTORY 1902: Alfred Erickson forms his own advertising agency in Manhattan, USA.1912: Harry McCann, along with four partners, launches H.K. McCann Co,

introducing the still used credo "Truth Well Told”.1927: McCann opens offices in Paris, Berlin and London.1930: McCann and Erickson merge companies.1935: Latin American offices open in Buenos Aires and Rio de Janeiro.1957: McCann became the first U.S. advertising agency to bill $100 million

in TV and radio sales.1959: Australian office opens, as well as European offices in Italy,

Netherlands and Switzerland.1960: The company is organised into four independent operating units

reporting into McCann Erickson, Inc. (later to become the Interpublic Group in 1961). Office opens in Japan.

1964: The Spanish government of Francisco Franco hires the agency to improve its image in the United States.

1973: McCann International and McCann US reunite into the single agency McCann Erickson Worldwide.

1997: McCann Worldgroup formed, includes: McCann Erickson Worldwide, Universal McCann and what would become MRM Worldwide, Momentum, McCann Healthcare Worldwide, Weber Shandwick and FutureBrand.

HISTORY (contd.) ◊ In 1997 McCann Erickson had grown to be the world's

largest agency network. But McCann Erickson recognized that evolving market trends required new ways of doing business and decided to meet those changes head on. Thus, McCann Worldgroup was born. To better serve its clients, McCann Worldgroup was established as seven different companies — now eight — all delivering skills strategically essential to McCann Erickson’s clients' growth. Today these eight best-in-class companies form the world's leading marketing solutions network. The combined talents and global reach of our WorldGroup companies allows McCann Erickson to offer its clients tailored solutions that aim to transform their brands and grow their businesses.

CLIENTS• American Airlines• Bacardi/Martini and Rossi• Black and Dwepper• Cadbury Schweppes• Cathay Pacific• Coca Cola• Credit Suisse• Exxon Mobil• General Mills• General Motors• GlaxoSmithKline• Harley Davidson• Hewlett Packard

• Johnson and Johnson• L’oreal• Lufthansa• Master Card• Microsoft• Nestle• Novartis• Pfizer• Siemens• Sony Ericsson• SSL international/Durex• Tiffany • Unilever• Xbox

MISSION STATEMENT• The strategic cooperation based

on partnership relation with clients and coworkers and the creativity that revives the strategy, allows to set high standards in the integrated marketing communications and to achieve mutual success on the markets with the client and their brands.

VISION STATEMENT• To know more, to overcome the

borders, to break down the barriers, to understand the truth, to turn the truth into a professional defined strategy, that functions and is implemented faultlessly.

EXTERNAL ANALYSISMACRO ENVIRONMENT MICRO ENVIRONMENT

1) Economical Analysis2) Political Analysis3) Social Analysis4) Technological

Analysis

1) Suppliers2) Distributors3) Customers4) Competition

COMPETITORSDirect Competition• BBDO WORLDWIDE, Inc.• DDB WORLDWIDE COMMUNICATIONS

GROUP, INC.• TBWA WORLDWIDE

Indirect Competition• DUVAL/GUILLAUME• MORTIERBRIGADE

INTERNAL ANALYSIS

• WORKFORCE • COMPETITIVE ANALYSIS • ORGANIZATIONAL STRUCTURE • FIVE FORCES MODEL • SWOT ANALYSIS

ORGANIZATIONAL STRUCTURE

MCCANN ERICKSON’S POLICY• Ethics and good reputation as the basis for successful business• Strategic insights as the basis for creativity• A multi office network to serve the blue chip clients more effectively• Focus on selling ideas and vibrant creativity in advertising

BRAND AND VALUES,PROMOTION AND PRODUCTS• McCann Erickson’s brand values are summed up in its long standing and well known mantra- “TRUTH WELL TOLD” • Truth is a demanding standard but the company aspires to be in it in all aspects of its work. Truth in terms of building trust with clients by providing them with honest and impartial advice and truth in terms of developing communication strategies built on essential tools about brands, the companies behind them and customers that buy them.• The meritocratic working environment promotes teamwork, openness and imagination, respect for ideas and craft skills that are necessary to produce effective communication.• The market leader in advertising industry, McCann Erickson seeks to exercise the highest ethical standards in everything it does.• It runs an issues-led marketing program aimed at existing and potential clients which highlights the company’s commitment to thought leadership, creativity and effectiveness. It produces a range of materials to keep clients and prospects informed of company’s developments. These include a website, regularly updated show reels and award mailings.• McCann Erickson also successfully raises its profile by entering all the major award schemes for the advertising industry.

PRODUCTS• The different subdivisions within the McCann

Erickson group provide its customers with a wide array of communication solutions.

1. McCann Erickson An ad agency in the traditional sense of the

word,McCann Erickson provides its clients with above the line communication and advertisement products. All channels are covered from radio and TV to local papers and magazines, internet and guerilla marketing actions.

2. McCann Antwerp McCann Antwerp provides the same services as McCann

Erickson, but operates from Antwerp to create a closer relationship with its Flemish partners.

3. McCann People McCann People specializes in corporate communication and

especially employer branding and job ads for Vacature, Jobat and national newspapers.

4. MRM MRM services all McCann Erickson’s clients with solid and

effective below the line communication solutions.Direct Marketing based on databases provided by the client or by third parties is MRM’s specialty

5. McCann Digital McCann implements digital and internet communication tools

through McCann Digital which delivers full websites, banners and animations.

SWOT ANALYSIS• STRENGTHS 1) Planning is a major strength of this agency. This is because McCann is

the only agency whose president is the planner. 2) Also, as far as overall account planning ability , McCann Erickson

stands 4th amongst all advertising agencies worldwide. 3) On the creative ability front, McCann Erickson bags third position in

the list of top ten advertising agencies. 4) McCann Erickson is a worldwide organization with its roots firmly

penetrated into the soils of advertising and marketing with many subsidiaries and group concerns , Mc Cann Erickson has aggressively tapped the world market and consolidated its ground in all spheres.

5) McCann Erickson is a highly professionally managed organization. Its executives are its major assets as is clear from their contributions to McCann and their portfolios.

6) In India, an overall basis i.e. on the grounds of quality of client servicing, overall creative quality, account planning, overall partnership, media, market recognition, overall organization/people, billing procedures, management of financial dealings with clients &logistics, McCann stands 4th in the list of Top 20 agencies.

• WEAKNESSES 1) Client Servicing is a major weakness for Mc Cann Erickson.

On grounds of client servicing, Mc Cann is the 5th position in the list of 15 advertising agencies; way behind agencies like JWT, O&M, Lowe &Mudra

2) Also, though McCann bags the third position on grounds of creative ability, it is mainly due to the strength of its Coke campaign and to a lesser extent the work on chlormint.

3) As far as media planning is concerned, universal McCann is not very strong. It’s on the 9th position and just followed by R K Swamy .In terms of market recognition also, Mc Cann is not very commanding. McCann Erickson hasn’t bagged too many awards and it’s also not very strong at managing its P.R.

4) Universal McCann also lags behind most of its competitors in media buying and planning. That is to say, it does not incur much of an expenditure on advertising buying media, research and development.

• OPPORTUNITIES 1) McCann Erickson is a worldwide organization ; having its branches in

many parts of the world. With international tie-ups and subsidiaries in every nook and corner of the world, McCann is in a very strong position to fruitfully tap the resources unique to every country and also make an optimum exploitation of the conditions and the environment prevailing in each of these nations.

2) McCann is empowered with professionals having diversified experience and skills in the field of advertising and marketing. This can be utilized by the organization in overcoming its above-mentioned weaknesses to a greater extent.

3) Empowered with a worldwide reputation, McCann is also capable of diversifying into other sectors of advertising and marketing and also other forms of media. Besides, being an organization of international repute, it is also capable of recruiting some of the best people in the industry on whose individual strengths it can continue to remain a world-leader and a trail-blazer in this field.

• THREATS 1) If McCann does not improve its client-servicing, then it can

prove to a major threat in the growth of the organization. This is because of the fact that most of the other organisations who are close competitors of McCann have already improvised on their client-servicing abilities.

2) McCann’s poularity is mainly due to some of its successful campaigns. It has still to improve a lot on its creative abilities. Barring a few clients like Coke and Chlormint, the other ad campaigns of McCann have lacked creativity. So in order to remain in the top frame, McCann has to concentrate on its creativity.

3) Lack of proper media planning is also a major threat for McCann. It has to improve a lot on this aspect to survive the competition.

AWAR

DS

& R

ECO

GN

ITIO

NS AW

ARDS &

RECOG

NITIO

NS

AWARDS & RECOGNITIONS

McCann Worldgroup Philippines has scored the two top honors of the recent annual 4A’s Creative Guild Kidlat Awards. 

The agency won gold in the Integrated/Multimedia Campaign Of The Year category for work titled ‘iamninoy’ and silver in the ‘TV Ad Of The Year’ for Nestle All Purpose Cream television commercial titled ‘ The Offering ’ 

McCann Worldgroup (Hong Kong) becomes the big winner at 2009 LongXi Worldwide Chinese Language Advertising Awards The Grand Prix of LongXi Awards goes to McCann Worldgroup (Hong Kong)’s “Flirting with Sounds” for ELEMENTS Shopping Mall in the “Break the Rule” category of “Catch Awards”.

March 2009

Clio Awards 2011: McCann Worldgroup leads Indian shortlists 

Mirchi Kaan Awards: McCann Worldgroup wins Agency of the Year

The Crystal Award was also bagged by McCann Worldgroup

McCann Worldgroup CFO Honored With 'Crain's 40 Under 40' Award

McCann Worldgroup picked up the most awards at the BAD Awards 2010, the Bangkok Art Directors' show, with a total of 7 bests and 21 Certificates of excellence. McCann Worldgroup also picked up the Best of Show in the Positive Change category, the equivalent of a Titanium award, for its One Email One Tree campaign for LG.