TITLE

McCann's secret: Strategic team

AUTHOR(S)
Snyder, Beth
PUB. DATE
May 1999
SOURCE
Advertising Age;5/17/1999, Vol. 70 Issue 21, p26
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article reports on the success of the strategic planning team formed by McCann-Erickson Worldwide executives Suresh Nair and Ignazio Puccio. According to them, tools, teamwork and a healthy dose of common sense are the secret ingredients of their success. All presentations start in strategic planning and involve creatives and account planners along with the new-business team. The work they do together then becomes the basis for tools and processes that eventually spread across the agency. Some of the processes started in planning that are now part of everyday life at McCann include the way the teams reach a selling idea and the procedure for handing off ideas from strategic to creative groups.
ACCESSION #
1872003

 

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