McCann Erickson - or just plain McCann as it is increasingly better-known - still claims to be the biggest worldwide agency network by global footprint. The main agency specialises in traditional advertising, but it also offers a broad range of other marketing services under the banner of the McCann Worldgroup, which coordinates input from several other Interpublic-owned agencies including Momentum, MRM, Futurebrand and Weber Shandwick. A dynamic force during the 1990s, McCann stumbled badly at the beginning of the following decade, distracted by accounting irregularities and management problems. The loss of the prestigious Coke Classic account in several important markets was a severe blow. McCann recovered some of its composure and steadily re-strengthened its client portfolio during the 2000s, before stumbling again from 2010 onwards. Despite its worldwide presence, it has come under intense pressure from more nimble competitors in several key markets, and has had to fight hard to keep hold of key clients like Verizon, Microsoft and General Motors. A change of CEO at the end of 2012 restored McCann's poise and performance since then has been generally solid. McCann was Adweek's Global Agency of the Year in 2019, for the first time in two decades.
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|Avrett Free & Ginsberg||The Martin Agency|
|MacLaren McCann Canada||McCann Australia|
|McCann Japan||McCann Germany|
Adbrands Daily Update 27th Nov 2019: "Lucy & The Reindeer". To their considerable credit, Microsoft and their dedicated McCann agency m:united have side-stepped traditional holiday sentimentality for this year's Christmas campaign. That might not seem to be the case judging by the ad's first 40 seconds, but the pay-off offers a refreshing twist on the usual guff. The ad also offers a clever and unobtrusive demo of Microsoft's current hot sales priorities: the Surface laptop/tablet and Microsoft Translator software. It's a late arrival to the Christmas party, but gets here just in time for the Black Friday rush.
Adbrands Daily Update 18th Sep 2019: "Rube Goldberg meets The Invention Age". It's hard to resist the visual appeal of "chain reaction" machines like those devised (on paper only) by American cartoonist Rube Goldberg or his British counterpart Heath Robinson. Inevitably it's also been a source of continuing fascination for real world engineers (as well as any one who ever played that board game Mouse Trap) to devise the most ingenious and outlandish ways of triggering each different process. Even before Honda's famous 'Cog' ad from 2003, it's also been fertile ground for commercials. To promote mobile component developer Qualcomm's Snapdragon chip, McCann New York teamed up with a collection of different contributors including the San Diego First Tech Challenge event, domino artist Lily Hevesh and chain reaction engineer Steve Price. The results are absolutely breathtaking, combining old school domino reactions with clever technology processes. Amazing.
Adbrands Daily Update 24th Jun 2019: McCann New York added a second Grand Prix to its collection on the final day of the Cannes Lions, with the startling "Generation Lockdown" campaign created for lobbying group March For Our Lives. It was awarded the Grand Prix for Good. "We see so much on this subject," said the judges, "but this was a new way to see it. This was so visceral, and shattering. That's what this subject needs."
Adbrands Daily Update 21st Jun 2019: With two Cannes Lions Grand Prix already under its belt for satellite McCann Health, the main New York outpost of McCann joined the awards party with the Grand Prix for Brand Experience & Activation, shared with Microsoft Xbox. The winning campaign was for Xbox's adaptive controller, which makes it easier for people with physical disabilities to play videogames. The award recognised not just the product's emotive Super Bowl campaign this year, but also all the accompanying marketing material, which generated more than 1bn social media impressions.
Adbrands Social Media 28th May 2019: "Battle of the Flavours". European advertising for Coca-Cola's Fanta brand has been dominated over the past few years by a horrendous campaign in which, supposedly, "teens take over Fanta's marketing". It's a toe-curlingly, teeth-grindingly awful campaign, translated into a gazillion different European advertising for blanket coverage. So what a breath of fresh air to find that McCann Madrid have now finally been allowed to do something completely different. In a big nod towards 'Game of Thrones', Fanta's new flavours go to war with one another to claim ultimate supremacy. Very cute, with a few nice sight gags.
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