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