TITLE

McCann adopts the Universal badge

AUTHOR(S)
Snyder, Beth
PUB. DATE
November 1999
SOURCE
Advertising Age;11/1/1999, Vol. 70 Issue 45, p64
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on reorganization and rebranding of media operations of McCann-Erickson Worldwide under the name Universal McCann. During the previous years, advertising agency McCann invested heavily in media departments under various names. But executives began to realize that one operation with disparate names is a disadvantage to the agency and its client. Thus, the rebranding of the operation. With the rebranding comes an increased budget for worldwide research, tools and training. One of the first will be the Media in Mind study about how consumers relate to media and products in their lives. Other expansions include the agency's computer-based modeling programs and a media-neutral budget-allocation system.
ACCESSION #
2489710

 

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