School Reports 2018
[Extended edition]
McCann London



McCann London



Type of agency & ownership:  Integrated creative agency, owned by Interpublic Group
Nielsen billings 2017: £324m (-17%)
Declared income: n/s*
Total accounts at year end: 58
Accounts won: 11 (biggest: Nurofen)
Accounts lost: 0
Number of staff: 250 (n/a)
Key personnel: Alex Lubar, chief executive; Sheryl Marjoram, managing director; Rob Doubal, co-president and chief creative officer; Laurence Thomson, co-president and chief creative officer; Theo Izzard-Brown, chief strategy officer
Star player: Karen Crum, head of planning

Year in review

Lots of people enjoy a nip of whisky at Christmas, but few as much as McCann London, which capped off a solid year by winning the global account for Pernod Ricard brand Chivas Regal from nine-year incumbent Havas London.

It was one of 11 wins for the agency, which grew its business with RB by adding Nurofen to its existing Dettol account, widening its Subway business to include Europe and picking up Bing without a pitch, on the strength of other activity for Microsoft. The latter included McCann’s most acclaimed work in recent years, 2015’s "Survival billboard" for Xbox.

That was a hard act to follow, but the agency did so admirably with December 2016’s "Zombie Christmas", which reinvented the billboard, and bagged a pair of Cannes Lions. Last November, McCann brought its lateral thinking to the video-game tutorial by getting Real Madrid players to recreate their moves in Fifa 18, also using Xbox’s social feeds to teach players button combos in real time, during live games.

There was strong creativity for an Alzheimer’s Society campaign that took Britain’s divisions by the horns, and an all-female table football game, created for Mastercard at the Women’s Champions League final.

The agency bolstered its top team in June by bringing in former Saatchi & Saatchi managing partner Sheryl Marjoram as managing director, and promoting head of strategy Theo Izzard-Brown to chief strategy officer. If McCann can push its lengthy list of clients to be creatively bold, more great work could lie ahead.

Agency's Year In A Tweet


"Bucking the trend! 2017 saw 23% growth, 11 new clients added, 81 awards for great work and loads of new hires from the industry and beyond."

Scores


Score this year: 7
Score last year: 7
How the agency scores itself: 8
Management strength: 7
Creativity: 6
Innovation: 8
New business: 8
Diversity: 6

Business performance and accounts

Gross income

Latest: £158.9m
Previous: £152.9m
Change: 3.90%

Operating profit

Latest: £12.9m
Previous: £12.5m
Change: 3.50%

List of total accounts Retained:

Aldi

Alzheimer's Society

Bayer

BBO

Beko

Bing

Black & Decker

Cereal Partners

Chivas Regal

Cigna

Coca-Cola Europe

Dettol

Facebook

Godiva

Johnson & Johnson

L'Oreal

Lloyds of London

Mastercard UK

Mastercard EMEA

McCarthy & Stone

MGM

Microsoft

Moneycorp

Nestle Nequik

Nestle Purina

Nurofen

Pandora

Premier Foods

Rockwall

SKF

Sony

Subway UK

Subway Europe

Tata

Tempur

Travel Republic

Vauxhall

Zurich

Projects:

Chelsea FC

Ipso

Teenage Cancer Trust

Kiwi.com

Help for Heroes

Ralph Lauren

Netflix

Wimbledon

Cheapflights/Kayak

Johnson & Johnson (Acuvue)

Nespresso

Mattel

Cannes Lions

Great Western Railway

General Mills - Nature Valley

Kew Foundation

Picturehouse Cinemas

Qatar Financial Center

South African Tourism

Unilever

Top three spending accounts:

Microsoft (n/s)

L'Oreal (n/s)

RB – Dettol and Nurofen (n/s)

Number of retained accounts: 38
Number of accounts that are projects: 20
Biggest win: Nurofen (n/s)
Biggest loss: n/s

Diversity


Awards

Haymarket award wins


Campaign Big Awards: 2