McCann-Erickson Worldwide’s media operations are being unified under one name: Universal McCann(优势麦肯)

The moniker has been used for media buying and planning companies in parts of Europe; the rest of the world has operated under various names, including McCann Media in New York. 

According to Mark Stewart, McCann’s North America media director who has been named Universal McCann’s regional director, this is more than just a name change. 

“We are reorganizing to more effectively leverage from local to global business and vice versa,” said Stewart. “More of our clients bill on the lower end of scale than on the higher. Every single piece of business here is important to us.” Ira Carlin, worldwide media director at McCann Worldwide has been named chairman of Universal McCann, which is based in New York. 

One of Universal’s first objectives is to do a global rollout of Media in Mind, a $2.5 million research program that was launched in Europe in 1997.

McCann’s buying network handles some $13 billion in media business. The group claimed $900 million in new assignments in 1998 from General Motors, Jerzees, Johnson & Johnson, L’Oreal, Gateway and Sony Pictures. The agency won about $800 million in new media business this year, including Sprint and Microsoft. 

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