McCanns revamps account structure

McCann-Erickson is creating its own ’internal market’ in which account groups will compete with each other for the right to handle incoming business.

McCann-Erickson is creating its own ’internal market’ in which

account groups will compete with each other for the right to handle

incoming business.



Five groups of 20 people will vie to be the best at winning creative

awards while increasing revenue and profitability - and for a bonus at

the end of the year.



Ben Langdon, the McCanns chief executive, said: ’This is an attempt at

something which has always eluded big agencies - the creation of the

energy and drive of a small agency within a large one.’



Under the system, all briefs from new-business prospects will go up for

internal pitch. Each group will produce a strategy as well as planning

and top-line creative ideas.



Langdon and Mike Court, the executive creative director, will select the

winning presentation to go before a would-be client. If the pitch is

won, the group that won the internal contest will handle the

business.



’There will be winners and losers but there’s no suggestion that the

losers will be punished,’ Langdon said.



Each group will be run by a pair of joint group directors who will share

an office. The groups will have responsibility for training and Langdon

claimed the system would avoid a ’domino effect’ when a senior manager

departed,



by allowing the gap to be filled quickly and seamlessly. Creative teams

will move between groups.



Meanwhile, McCanns has boosted its planning capability by hiring Laura

Cannon, Gossard’s former marketing director, and Paul Collins from

Saatchi & Saatchi. The agency is also likely to seek a planning director

to succeed Katherine Hannah, who will not return to the role after

maternity leave.



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