McCann-Erickson rolls out Universal brand worldwide

McCann-Erickson is to roll out its media brand, Universal McCann, around the world, renaming its in-house media department in the key US market.

McCann-Erickson is to roll out its media brand, Universal McCann,

around the world, renaming its in-house media department in the key US

market.



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

in Europe.



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.’



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