McCann UK : advertising & marketing profile

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McCann Erickson has long served as one of the pillars of the UK advertising industry. The London office forms the hub not just of McCann Erickson Worldwide's European network, but also of Britain's biggest regional advertising network, spanning four cities in the UK and Ireland. Yet despite its undoubted size and power, McCann London's creative output has been patchy in recent years to say the least. That resulted in a major shake-up of the creative department at the end of 2010, but results have been slow to materialise. McCann remains the UK's second-largest agency after AMV BBDO, but the latter's lead has widened considerably since 2012 as a result of further erosion of McCann's billings.

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Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. Subscribers may access the following website links here:

McCann London


McCann Manchester McCann Birmingham
McCann Bristol Lakestar McCann


McCann Worldgroup

Recent stories from Adbrands Weekly Update:

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.

Adbrands Social Media 25th Apr 2019: "Visit Xbox". A different kind of tourism ad here from McCann London, encouraging viewers to visit the magical lands to be found inside the new Xbox One X Enhanced console. It's a great idea; a welcome change of both style and pace from traditional gaming ads, which either usually offer gameplay or some live action movie-style sequence "inspired" by the game. This ad lets the graphics of the games and the console do all the talking, and the results are lovely to watch. Now all we need is a crib sheet so we known which landscape belong to what game; or you can check out the linked website for more details.

Adbrands Social Media 14th Feb 2019: "Less Rah. Get Real". Always nice to see pan-European manufacturers take the time and trouble to make dedicated ads for the UK market, rather than just re-purpose a regional Euro-pudding, with all the driving sequences flipped to get the steering wheel on the correct side of the car for British roads. Will that still be the case post-Brexit? Dedicated Opel/Vauxhall agency McCann Velocity just dropped this rather good spot for the Crosland X SUV, built around one of those everyday truths with which all parents are familiar. To Vauxhall's credit, this has long been one of its strengths, even at previous agencies. Its UK-made ads have always focused very strongly on the family angle. Still doesn't explain just how you're expected to get all that mud off the upholstery though.

Adbrands Social Media 8th Nov 2018: "Kevin and the Wicked Parsnip". It turns out that McCann UK's Coke Truck/Italian Job spoof was actually only the appetiser for Aldi's real Christmas ad. It's a traditional fairytale epic of the battle between Good (Kevin the Carrot, natch) and Evil (Pascal the dastardly - and French! - parsnip). It's a fun romp very much in the style of previous years' campaigns, complete with trusty Jim Broadbank voiceover and mildly cheeky innuendo ("Right in the nuts!"). But we're a little disappointed to find no further spoofing. So how did Kevin rescue those cliffhanger carrots from the previous ad?

Adbrands Weekly Update 8th Nov 2018: Ads Of The Week: "Kevin's Christmas Cliffhanger". In which alternative universe would you expect the Christmas ad from Aldi to trounce the offerings of every other big retailer for humour, cheeky injokes and overall appeal? Well it's the one you're living in. Kevin the Carrot returns for the third consecutive year - and how about that for brand confidence? - in the first part of McCann UK's Christmas campaign for the master retail disrupter. Previous ads got into trouble with regulators for their cheeky humour ("I think I pea-ed myself") and alcohol consumption. The latest pokes fun at Coca-Cola's long-running Christmas truck concept, before morphing into an affectionate tribute the classic British movie 'The Italian Job'. You can just picture the scene in the McCann creative department a month or two ago: "Hang on lads, I've got a great idea...".

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