The more simple and single minded the “selling idea” is, the easier it is for us to create bold and imaginative ideas that consumers understand and respond to. In today’s media savvy climate, consumers are bombarded with messages from more places and in more ways than ever before, so clarity and simplicity of thought must be paramount.

The days of agencies only thinking about a TV commercial or press ad are long gone, at McCann we aim for ‘Total communication’ and work with our group companies to achieve that. We start with a relevant strategic insight about our target that gives us the building block from which to build an idea. We then follow that strategy relentlessly. For this reason we are not a creative department that makes ads; but rather we generate ideas that can be implemented across all relevant disciplines.

Sometimes it’s about generating an immediate response to an offer and other times it’s about changing perceptions toward abrand or product. But in all cases, the best work always reaches both the heart and the head. At McCann, we are partners with our client so when we present there are no surprises in terms of direction. The news is in the execution, the style and the personality.

For all the changes over the last 10, 20 or even 30 years the fundamentals remain the same. As founder Harrison J McCann stated back in 1915

“Advertising is concerned with moving things, moving men and women into stores and moving product off shelves.”

It’s how we were judged back in 1915 and it’s how we are judged today.