Editorial: Is McCann selling itself and adland short?

McCann Erickson believes that donating £10 million of its time "in kind" is trumped by the PR and prestige and internal morale-boosting that will flow from taking on the 2012 Olympics account.

At a time when the advertising industry is under such financial pressure, taking business on such terms is a risk. It will be fascinating to see what McCann gives and what it gets.