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Global Heavyweight McCann WorldGroup Focused on Growth and Execution

The people that run one of the biggest creative groups on the planet are trying to balance two priorities: sustaining positive growth among its many agencies and continuing to produce quality work that is ahead of the curve. Executives spoke at the 2005 AdForum Summit in New York, telling consultants that they have a positive vision for themselves.

According to CEO John Dooner, the agencies of the WorldGroup have added some impressive names to their blue-chip client list, including Nikon, Verizon, and Intel, while adhering to common foundations. "Our vision is to be recognized as a Category of One," he said.

To achieve this, the WorldGroup is sticking to its guns: proprietary and quantitative tools, and brilliant execution. It has retained many strong clients. ExxonMobil has been a client since 1912, and Sony since 1988. Success of the group's agenices has been seen across the board: Marketing Week Magazine magazine ranking McCann Erickson #1 in the U.K.; FutureBrand acquiring recent wins as Verizon Wireless and Intel; Universal McCann optimizing a revitalization plan.

Joyce Thomas, Chief Creative Officer, spoke of the eye-catching campaign to redefine the Levi's 501 Jeans brand. The campaign began by looking at the overcomplicated pop-fashion culture and sought to simplify it. The result was a website and series of 'web films' promoting a simpler kind of jean.

Some other successful campaigns included that of Acuvue, which saw a 26% growth in the U.S., the XBox gaming system which outsold Playstation, MasterCard surpassing Visa in volume, and Intel. Jon Cranin, Worldwide Creative Officer, called the Intel campaign "quite provocative and simple."

The bottom line, according to Executive VP Eric Einhorn, is to generate demand creation. "It has become a demand economy," he said. "New business becomes ongoing business, where the pitch is just the beginning of the relationship."

According to Dooner, relationships do matter. "At the end of the day, it's all about the people," he said. "We won't let you down!"