McCann Germany advertising & marketing assignments

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Selected McCann Germany advertising

McCann Erickson Germany is among the country's leading agency networks, but has suffered a series of major account losses in recent years. That led to the closure of several offices in early 2012. After a difficult couple of years, it has regained stability since 2014 under a new management team. In a resounding endorsement of the revived agency, it won back the Opel auto account in 2018. McCann Erickson first established a presence in Germany in 1928, opening an office in Berlin to serve US client Standard Oil (now Esso). The following year, the fledgling agency was also appointed by General Motors, following its acquisition of local car manufacturer Opel, which became McCann's biggest local client for most of the next 80 years. A series of other offices followed over the next few decades. However, performance flagged at the end of the 2000s, culminating in a dramatic series of account losses, including cornerstone client Opel, Nestle's Nescafe, Becks and the global Lufthansa account. As a result, the group unveiled a major restructuring in early 2012, shutting down the main McCann agencies in Hamburg and Munich, and consolidating resources in Frankfurt, Berlin and Duesseldorf. It maintains these three outposts; a new dedicated agency was launched in Frankfurt in 2019 to handle the recaptured Opel business, under the name of Velocity McCann. The restructuring also caused considerable upheaval to the agency's management team. Several senior managers came and went after 2011. However Ruber Iglesias has stood firm as group CEO since 2013. Sebastien Hardieck is chief creative officer.

Capsule checked 26th June 2018

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Recent stories from Adbrands Update:

Adbrands Weekly Update 4th Oct 2018: McCann scored a major victory in Europe with the recapture of the Opel car account, now owned by PSA Groupe. McCann and Opel had worked together for over 80 years until the business was shifted in 2011 to WPP's Scholz & Friends (and Y&R in some markets), supported by Omnicom's Heimat. McCann's win comes after a review which had been contested by both Publicis Groupe and Havas. The latter manages both Peugeot and Citroen, and had been considered the favourite to add Opel to its portfolio until being eliminated a few weeks ago. Heimat withdrew from the competition after the review was called.

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