McCann-Erickson is to roll out its media brand, Universal McCann,
around the world, renaming its in-house media department in the key US
Universal is already established as a brand across Europe, where it
claims billings of dollars 5.6 billion and a client portfolio which
includes Reckitt & Colman and Microsoft.
Now the name and proposition is being exported to Asia, Latin America
and North America in a bid to create a consistent media network.
John Dooner, the chairman and chief executive of McCann-Erickson
Worldwide, said: ’Our goal in launching Universal McCann globally is to
create the next generation of media practice.’
Although McCann has won dollars 1 billion of media business this year,
it is hoped that the introduction of a consistent proposition which
works overtly across all markets will drive new media-only business.
Around 45 per cent of Universal McCann’s media business in Europe is
independent from the main agency.
As well as re-branding in-house media departments, the move will see the
worldwide take-up of media tools which have been developed by Universal
Robin Kent, the chairman of Universal McCann in Europe, Middle East and
Africa, said: ’The new global Universal McCann will enable us to
accelerate the worldwide roll-out of all our new proprietary research,
modelling capabilities and internet-based systems.’