ASLI KSEOLU BLLUR YML 4/22/12 ONUR ERDOAN

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.
4/22/12 1930: McCann and Erickson

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 4/22/12 seven different companies now

CLIENTS
American Airlines Bacardi/Martini and Rossi Black and Dwepper Cadbury Schweppes Cathay Pacific Coca Cola 4/22/12

Johnson and Johnson Loreal Lufthansa Master Card Microsoft Nestle Novartis Pfizer Siemens

4/22/12

4/22/12

4/22/12

4/22/12

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.
4/22/12

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.

4/22/12

EXTERNAL ANALYSIS
MACRO ENVIRONMENT
MICRO

ENVIRONMENT 1) Suppliers 2) Distributors 3) Customers 4) Competition

1) Economical Analysis
2) Political Analysis

3) Social Analysis
4) Technological Analysis
4/22/12

COMPETITORS
Direct Competition BBDO WORLDWIDE, Inc. DDB WORLDWIDE COMMUNICATIONS GROUP, INC. TBWA WORLDWIDE Indirect Competition
4/22/12

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

4/22/12

ORGANIZATIONAL STRUCTURE

4/22/12

MCCANN ERICKSONS 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

4/22/12

BRAND AND VALUES,PROMOTION AND PRODUCTS

McCann Ericksons brand values are summed up in its long standing and Asl known mantra- TRUTH WELL wellalt balk stilini dzenlemek iin tklatn 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 4/22/12 that buy them.

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 4/22/12 line communication and

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 4/22/12 job ads for Vacature, Jobat and

SWOT ANALYSIS
STRENGTHS
1) 2) 3) 4) Planning is a major strength of this agency. This is because McCann is the only agency whose president is the planner. Also, as far as overall account planning ability , McCann Erickson stands 4th amongst all advertising agencies worldwide. On the creative ability front, McCann Erickson bags third position in the list of top ten advertising agencies. 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. 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. In India, an overall basis i.e. on the grounds of quality of 4/22/12 client servicing, overall creative quality, account planning,

5)

6)

 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. Its 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 hasnt bagged too many awards and its 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.

Asl alt balk stilini dzenlemek iin tklatn

4/22/12

 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 abovementioned 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.

4/22/12

 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) McCanns 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.

4/22/12

4/22/12

Awards & Recognitions

Awards & Recognitions

Awards & Recognitions

4/22/12

March 2009 McCann Worldgroup Philippines has scored the two top honors of the recent annual 4As Creative Guild Kidlat Awards. (Hong Kong) McCann Worldgroup

becomes the big winner at 2009 LongXi Worldwide Chinese Language The Grand Prix of LongXi Awards goes AdvertisingWorldgroup (Hong Kong)s to McCann Awards Flirting with Sounds for ELEMENTS Shopping Mall in the Break the Rule The agency won gold in the category of Catch Awards. 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 4/22/12

Clio Awards 2011: McCannWorldgroup leads Indian shortlists McCann Worldgroup CFO Honored With 'Crain 40 Under 40' Award The Crystal Award was also bagged by McCann Worldgroup

Mirchi Kaan Awards: McCann Worldgroup win Agency of the Year 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 4/22/12 Change category, the equivalent of a