McCann UK advertising & marketing assignments

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Selected McCann UK advertising

McCann Erickson - now generally know as simply McCann - has long served as one of the pillars of the UK advertising industry. Originally founded in 1927, McCann-Erickson London was the US agency's first international office, set up initially to handle international client Exxon, whose UK arm was the Esso petrol brand. Almost 95 years later, the London office forms the hub not just of McCann Worldgroup's European network, but also of Britain's biggest regional advertising network. Nielsen (in Campaign) estimated billings of £341m in 2020, placing it #2 behind local leader Adam&Eve DDB. Yet despite its undoubted size and power, McCann London's creative output was until recently a little patchy. That resulted in a series of shake-ups of the creative department between 2010 and 2012. Rob Doubal and Laurence Thomson were eventually poached from Wieden & Kennedy London in 2012 to become co-chief creative officers, and quality has gradually improved. The main London office is also partnered by a separate standalone agency in Manchester and regional network McCann Central with offices in Birmingham, Bristol and Leeds. Sheryl Marjoram stepped down as CEO of McCann London at the end of 2021. Her successor is Polly McMorrow. Karen Buchanan heads McCann Manchester. Mark Lund stepped down in 2022 as chief executive of the wider McCann Worldgroup UK, which also houses local outposts of B2B agency McCann Enterprise and Weber Shandwick, Momentum, MRM, McCann Health, Futurebrand and the production division Craft. His successor is Fernando Fascioli. Although London tends to be regarded as the dominant office, the three main arms of the agency are comparatively evenly matched. McCann Erickson Advertising Ltd is the legal entity of the London office. It reported revenue of £36.3m on turnover of £106.9m, but a net loss of £194k. McCann Manchester Ltd added revenue of £32.1m on turnover of £137.8m and net profit of £2.8m. McCann Erickson Central had revenue of £34.5m on turnover of £95.9m and net profit of £1.6m.

Capsule checked 6th January 2022

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Recent stories from Adbrands Update:

Marketer Moves 17th Mar 2022: New president at McCann UK & Europe. See Marketer Moves (members only).

Marketer Moves 6th Jan 2022: New CEO confirmed at McCann London. See Marketer Moves (members only).

Marketer Moves 17th Sep 2021: New CEO TBC at McCann London. See Marketer Moves (members only).

Adbrands Daily Update 15th Jun 2021: "It's a Wimbledon Thing". The sense of the relief at the return of major sporting tournaments around the world is palpable, even if the Olympics are still shrouded in an air of uncertainty. The world's most famous tennis tournament will be back as well of course, although yesterday's postponement of a full lifting of Covid restrictions in the UK has cast something of a cloud. There is no tennis event quite like Wimbledon of course, and McCann London's campaign to launch the 2021 event is a delight. That's not least because it focuses its attention not on the players (as previous campaigns from the same agency for the same event have tended to do) but on the viewing audience, not just in the UK but around the globe. Game, set and match to McCann and the All-England Lawn Tennis & Croquet Club.

Adbrands Daily Update 12th May 2020: "Did Somebody Say ft Snoop Dogg". Fine work by McCann London in getting Calvin Cordozar Broadus Jr to lend his stoner alter ego to the food delivery cause for Just Eat. (Or is Calvin Broadus the alter ego of Snoop Dogg? Hard to tell the difference, I imagine). In truth, these days, pretty much everything Snoop does is for kicks. Apparently he hardly even needed to leave home: most of the ad was shot on location in his own home in LA. There can be few other rappers who are so widely known and universally recognised, and this campaign is being rolled out globally to all Just Eat's global markets.

Adbrands Social Media 11th Jun 2019: "The Story Continues". McCann London delivers another powerful campaign to launch this year's Wimbledon tournament for the All-English Lawn Tennis & Croquet Club. (Funny how no one makes as much fuss about the croquet any more...) This year, McCann have gone for historical context, juxtaposing famous champions with the global events that took place the same year. "The story of Wimbledon began in 1877 and we've been making headlines ever since," says AELTC head of commercial & brand James Ralley. "Each tournament creates new heroes and new stories, while our greatest moments have shared the front page with two world wars, the moon landings and the invention of the internet." It's a nice piece of work, featuring some lovely graphic design.

Adbrands Social Media 24th May 2019: "Jack & The Beanstalk". Vauxhall Motors unveiled its first big pan-European campaign from new dedicated agency Velocity McCann. It's a big and bold idea: famous fairy tales told backwards to highlight the benefits of the Astra's reverse camera, and illustrated with top-notch CG. There are three tales so far; they're all good, but the other two (Cinderella, The Ugly Duckling) don't work quite as well in reverse. All three use different animators; London prodco Coffee & TV did Jack & The Beanstalk. So far these films have mainly been running on social media. However, a TV run is expected later in the year in the UK, and presumably the same concept will be adapted for sister brand Opel across Europe.

Adbrands Social Media 8th May 2019: "Did Somebody Say...?". McCann London's first global campaign for food delivery service Just Eat is still a distinctively British affair. It will be interesting to see how they will adapt it for Spain and Denmark, for example; apparently France, Italy and Switzerland will get different ads altogether. Australia's version is out already. It's more or less the same, but with a name-change to local brand Menulog; the couple is increased to four people (do couples not order takeaways in Australia?); and the Chinese meal turns into pizza. Global brand director Susan O'Brien says "It celebrates how we deliver not only food but the delight people feel when their favourite takeaway arrives, no matter where in the world they are. We've all experienced that moment of joy when the doorbell rings and your food arrives - our new 'Did somebody say Just Eat' mnemonic celebrates that perfectly." By way of passing in-joke, note that the wrestling match shown on the TV is between Thomson and Doubal, who also happen to be joint creative chiefs of McCann London.


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