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53-549: McCann , formerly McCann Erickson , is an American global advertising agency network, with offices in 120 countries. McCann is part of McCann Worldgroup , along with several other agencies, including direct digital marketing agency MRM//McCann , experiential marketing agency Momentum Worldwide, healthcare marketing group McCann Health, and public-relations and strategic-communications agency Weber Shandwick. McCann Worldgroup, along with agency networks MullenLowe and FCB , make up The Interpublic Group of Companies (IPG), one of

106-905: A creative agency or an ad agency , is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients. An ad agency is generally independent of the client; it may be an internal department or agency that provides an outside point of view to the effort of selling the client's products or services, or an outside firm. An agency can also handle overall marketing and branding strategies promotions for its clients, which may include sales as well. Typical ad agency clients include businesses and corporations, non-profit organizations and private agencies. Agencies may be hired to produce television advertisements , radio advertisements , online advertising , out-of-home advertising , mobile marketing , and AR advertising , as part of an advertising campaign . The first acknowledged advertising agency

159-542: A View (1985) and Howards End (1992); Grant Tinker , who was director of program development in McCann New York (1954–1957), and then co-founded MTM Enterprises ( The Mary Tyler Moore Show ) and later became CEO of NBC (1981–1986); Stan Weston, who created the G.I. Joe action figure and helped develop the ThunderCats cartoon series; comic actor Dave Thomas , who was a Toronto and New York copywriter at

212-527: A beer. And less." in the 1973 introduction of Miller Lite beer. During Super Bowl XIV in 1980, the agency ran a Coca-Cola commercial starring the Pittsburgh Steelers defensive tackle "Mean" Joe Greene that USA Today's Ad Meter poll of readers ranked in 2016 as the No. 1 Super Bowl commercial of all time. In 1973, McCann New York launched the campaign for L'Oréal's hair coloring products featuring

265-420: A shared sense of purpose with their clients through collaboration. This includes a common set of client objectives where agencies feel a shared sense of ownership of the strategic process. Successful advertisements start with clients building a good relationship with the agencies and work together to figure out what their objectives are. Clients must trust the agencies to do their jobs correctly and accordingly with

318-580: A yellow school bus into the world's first " Group VR Experience." Students thought they were going on an ordinary field trip. But as the windows transformed to reveal the Martian landscape, they were surprised with a field trip like no other. The campaign, "Field Trip to Mars" won many industry awards in the 2016–2017 season including being the most awarded at the Cannes Lions International Festival of Creativity in 2016. On

371-638: Is deemed most creative both in idea and execution. In an article in The Guardian in 2009, WPP boss Sir Martin Sorrell said the Cannes Lions awards were too costly to enter. However, a year later, he also admitted that he had made sure that WPP was "very, very focused on Cannes" and wanted to be "the leader in terms of awards at Cannes". In 2011, WPP won the first Holding Company of the Year prize at

424-581: Is now part of the TMP Worldwide agency (UK and Ireland) under the brand TMP Reynell. Another early agency that traded until recently, was founded by Charles Barker, and the firm he established traded as 'Barkers' until 2009 when it went into Administration. Volney B. Palmer opened the first American advertising agency, in Philadelphia in 1850. This agency placed ads produced by its clients in various newspapers. In 1856, Mathew Brady created

477-557: Is ultimately unsuccessful but McCann would feature as a background adversary to Sterling Cooper for most of the series. Sterling Cooper and its parent company, Putnam, Powell and Lowe, are acquired by McCann, leading Don Draper to help start a new agency rather than be part of what he calls a "sausage factory." Responding to the show, the ad company bought space in Adweek , Brandweek , and Mediaweek headlined "Welcome, Sterling Cooper" and signed "Your friends at McCann Erickson". Later in

530-507: Is when the agencies make consumers think about the product or brand. The type of creativity is distinctive communication which is breaking through the clutter. The " big six " largest agencies, with their estimated worldwide revenues in quarter three of 2021 were: This is a list of notable advertising agencies and holding companies for advertising agencies, with their headquarters' cities indicated. Cannes Lions International Festival of Creativity The five-day festival, incorporating

583-858: The Cannes Film Festival , staged in Cannes since the late 1940s, a group of cinema screen advertising contractors belonging to the Screen Advertising World Association (SAWA) felt the makers of advertising films should be similarly recognized. They established the International Advertising Film Festival, the first of which took place in Venice , Italy , in September 1954, with 187 film entries from 14 countries. The lion of

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636-1119: The Piazza San Marco in Venice was the inspiration for the Lion trophy. The second festival was held in Monte Carlo , and the third in Cannes. After that, the event alternated between Venice and Cannes before settling in the latter in 1984. New categories have been awarded in recent years: the Press & Outdoor Lions competition in 1992; the Cyber Lions in 1998 (retired after 2017); Media Lions in 1999; Direct Lions in 2002; Radio , and Titanium Lions in 2005; Promo & Activation Lions in 2006 (retired after 2017); Design Lions in 2008; PR Lions in 2009; Film Craft in 2010; Creative Effectiveness in 2011; Branded Content & Entertainment and Mobile Lions in 2012; Innovation in 2013; and Creative eCommerce and Social & Influencer in 2018. In 2018,

689-474: The media . They were then, and are now, paid by the media to sell advertising space to clients. Originally, in the 18th century, and the first half of the 19th, advertising agencies made all of their income from commissions paid by the media for selling space to the client. Although it is still the case that the majority of their income comes from the media , in the middle of the 19th century, agencies began to offer additional services which they sold directly to

742-790: The "Army Strong" campaign for the United States Army . The company also developed the MasterCard commercial saying "There are some things money can't buy. For everything else, there's MasterCard", as well as the Rice-a-Roni jingle (based on a 1923 song, " Barney Google "). McCann Erickson also developed the Gold Blend couple advertisements for Nescafé , which aired from 1987 to 1993. McCann worked on Russia Today 's 2008 rebranding and came up with their slogan, "Question More". Other McCann campaigns have included "Quick, Henry,

795-613: The 1950s and 1960s, MacLaren was the largest ad agency in Canada and its staff produced 85% of TV network programming after CBC Television started broadcasting in 1952. The firm was responsible for Molson 's " I Am Canadian " campaign and the "Built For Drivers" platform for Pontiac , and a series of ads for Sunlight detergent in the 1980s. In the 1970s, it acquired agencies in London and Paris and opened an office in Nassau . In 1988,

848-549: The 1971 "Hilltop" ad, which featured the " I'd Like to Buy the World a Coke " jingle. The song for the commercial was recorded by The New Seekers , and first aired as a radio ad before being made into a television commercial. The song was rerecorded for commercial release as " I'd Like to Teach the World to Sing (In Perfect Harmony) ". The commercial was featured in the final episode of the TV series Mad Men . McCann Erickson also developed

901-526: The 2017 special effects commercial in which the actor is shown hitching rides in actual scenes from famous movies such as Psycho and Easy Rider as he travels for the coffee. McCann Worldgroup (MW) was formed in 1997 as the parent company of McCann and several other agencies, including MRM//McCann and Weber Shandwick . McCann's Canadian subsidiary is the product of the 1995 merger of its Canadian office, founded in 1915 as an outpost of H. K. McCann, and MacLaren Advertising. The MacLaren Advertising Company

954-898: The CRBC's successor, the Canadian Broadcasting Corporation . MacLaren Advertising would produce the programme in collaboration with the Canadian Broadcasting Corporation until 1988. The agency became a leader in Canadian advertising, and was the first advertising agency in Canada to have a radio department, research department, direct mail and sales promotion department, as well as a poster and store display division. As it grew, it established branches in Montreal , Quebec City , and London, Ontario . MacLaren Advertising clients included General Motors Canada , General Electric Canada , Imperial Oil , Canada Packers , and

1007-593: The Festival launched a new category called the Innovation Lions, which are supposed to "honor the technology and innovation which facilitates creativity", Including recognition of the 'Top 10 Startups to Watch'. Additionally, global start-ups can apply for the Start-up Academy to receive festival passes and access mentorship sessions. Other awards include Holding Company of the Year, Network of

1060-436: The Festival. Commenting on this industry recognition, WPP Worldwide Creative Director, John O'Keeffe, said: "Cannes is the only global, cross discipline show, covering advertising, design, digital, media, promo, effectiveness, and everything else besides. It doesn't aggregate the scores of other shows, so you can't inflate your ranking on the back of just one or two pieces of work. If you are number one at Cannes, you've done it

1113-569: The Flit!" from the 1928 ads created by Theodor ( Dr. Seuss ) Geisel; "You can be sure… if it's Westinghouse" from 1954, which featured the actress and consumer advocate Betty Furness in the commercials; "Wouldn't you really rather have a Buick," from 1965; and "It's Better in the Bahamas," from 1976. The agency also introduced the line, "If you've got the time, we've got the beer" for Miller High Life in 1971, and then "Everything you've always wanted in

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1166-689: The Government of Canada. It established the first radio department in any Canadian advertising agency. By 1948, MacLaren was the first to advertise its corporate clients on television featuring celebrities and well-known jingles. It acquired the Norris-Patterson agency in 1942, and by 1954 was one of the top 50 companies in North America. MacLaren expanded further, establishing branch offices in Vancouver , Winnipeg and Ottawa . In

1219-508: The Year, Media Agency of the Year, Agency of the Year, Independent Agency of the Year, Media Person of the Year, New Directors' Showcase , Advertiser of the Year, and the Palme d'Or to the best production company. Advertisements are generally entered by the agencies that created them, although technically anyone can enter any advertising creation, providing it ran within a specified time frame. The jurors are instructed to reward advertising that

1272-585: The agency in 1964, noting that its "history and expansion overseas seems peculiarly to match the whole history of modern advertising." Globalization of advertising originates in earlier days of the twentieth century. American advertising agencies began as the process of opening overseas offices before the two World Wars and accelerated their globalization throughout the latter part of the twentieth century. McCann , an agency established in New York City in 1902, opened its first European offices by 1927. It

1325-645: The agency on Coca-Cola (1974–1976), known for portraying Doug McKenzie in SCTV ' s early 1980s Bob and Doug McKenzie skits with Rick Moranis; and Shonda Rhimes ( Grey's Anatomy ), whose first job out of college in 1991 was as a writer in San Francisco. The writer and filmmaker Jomí García Ascot , who was VP-creative director of McCann Mexico up through 1978, was part of the influential creative group in Mexico that included Gabriel García Márquez , who dedicated

1378-616: The awarding of the Lions awards, is held yearly at the Palais des Festivals et des Congrès in Cannes , France . During the last week of June, around 15,000 registered delegates from 90 countries visited the Festival. They celebrated the best of creativity in brand communication, discussed industry issues, and networked with one another. The week's activities include multiple award ceremonies, as well as an opening and closing gala. Inspired by

1431-518: The bond between sides by understanding each other's views and mindset. Involved advertising account planners are seen to contribute towards successful agency-client collaboration. Planners of advertising agencies tend to be capable of creating a very powerful, trusting relationship with their clients because they were seen as intellectual prowess, seniority, and have empathy in the creative process. All advertising agencies are called that because they are acting as agents for their principals which were

1484-454: The client. Such services can include writing the text of the advertisement. The use of creativity by agencies is "unexpected" because so much advertising today is expected. This will capture the attention of audiences, therefore the message is more likely to get through. There have been many advertisements that have surprised audiences because it was not normal for them to see that in an advertisement of that nature. The best use of creativity

1537-551: The company in 1877 and renaming it the James Walter Thompson Company . Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the "father of modern magazine advertising" in the US. Advertising Age commemorated the first 100 years of

1590-492: The creative community". The Young Lions Competitions (previously known as the Young Creatives competition, which started in 1995) is open to advertising professionals up to 30 years old working in teams of two. The competition takes place during the festival week in Cannes in seven divisions: print, digital, film, design, young marketers, media, and PR. Regional competitions are held in most countries to select teams in

1643-473: The early 21st century, management consulting firms such as PwC Digital and Deloitte Digital began competing with ad agencies by emphasizing data analytics . As of 2017 , Accenture Interactive was the world's sixth-largest ad agency, behind WPP, Omnicom, Publicis, Interpublic, and Dentsu. In 2019, it purchased David Droga 's Droga5 agency, the first major consultant acquisition of an ad agency. Studies show that successful advertising agencies tend to have

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1696-847: The eve of International Women's Day in March 2017, State Street Global Advisors and McCann New York unveiled Fearless Girl in the Wall Street area, a statue of a little girl posturing boldly with her hands on her hips, representing female empowerment and gender equality. The installation became a global viral sensation. In February 2018, the City of New York announced that the Fearless Girl statue would be permanently installed in downtown Manhattan. For MGM Resorts in 2018, it launched "Universal Love" in which six iconic wedding songs were re-recorded to be more inclusive of LGBT Q relationships. When

1749-762: The festival from French businessman Roger Hatchuel – who had started managing it in 1987 – for a reported £ 52 million. In June 2014, the Wall Street Journal as well as Campaign Magazine Reported on Nimrod Kamer 's protestations at Cannes Lions. Philip Thomas is the Chairman and Simon Cook the Managing Director. Thomas is also the President and Chief Executive Officer of Ascential Futures, under which Cannes Lions operates. Cannes Lions juries are drawn from experts in each field from around

1802-666: The festival introduced several changes to better reflect the state of the modern communications world: including new categories, revising costs, and reducing the event from seven to five days. In the 1990s, the festival added programs of learning in the form of seminars and workshops. This side of the festival experienced considerable growth, featuring around 130 sessions in 2013's week. These included talks from Christopher Bailey , Jack Black , Jenson Button , Nick Cannon , Shepard Fairey , Arianna Huffington , David Karp , and Annie Leibovitz . In 2004, British publisher and conference organizer EMAP plc (now called Ascential ) purchased

1855-680: The firm was acquired by Lintas Worldwide which renamed the firm MacLaren:Lintas. In 1995, the firm, now a Canadian subsidiary, was sold to the McCann and renamed MacLaren McCann. In 2016, it was renamed McCann Canada, with offices in Toronto , Calgary , Vancouver , and Montreal . In the AMC series Mad Men , an executive at McCann Erickson is introduced in Season 1 as showing great interest in poaching Don Draper away from Sterling Cooper. This attempt

1908-603: The first Spanish-language edition of One Hundred Years of Solitude to García Ascot and his wife. As recalled by the Mexican novelist and poet Fernando del Paso , the Stanton Publicidad agency that would become part of McCann Mexico in 1968 brought together writers and filmmakers that included himself, García Márquez, María Luisa Mendoza , Álvaro Mutis , Jorge Fons , and Arturo Ripstein . Advertising agency An advertising agency , often referred to as

1961-566: The first full-page ad in a newspaper. In 1864, William James Carlton began selling advertising space in religious magazines. In 1869, Francis Ayer , at the age of 20, created the first full-service advertising agency in Philadelphia, called N.W. Ayer & Son . It was the oldest advertising agency in America and dissolved in 2002. James Walter Thompson joined Carlton's firm in 1868. Thompson rapidly became their best salesman, purchasing

2014-519: The first modern advertisement when he placed an ad in the New York Herald paper offering to produce "photographs, ambrotypes, and daguerreotypes." His ads were the first whose typeface and fonts were distinct from the text of the publication and from that of other advertisements. At that time all newspaper ads were set in agate and only agate. His use of larger distinctive fonts caused a sensation. Later that same year Robert E. Bonner ran

2067-512: The four large holding companies in the advertising industry . In 1964, the "Put a Tiger in Your Tank" campaign was developed by McCann Erickson for Esso . Sales soared and the advertising became the talk of the land; Time magazine declared 1964 to be "The Year of the Tiger" along Madison Avenue. McCann Erickson created Coca-Cola 's "It's The Real Thing" slogan and ad campaign, including

2120-519: The hard way, the proper way, the only way". In 2013, the " Dumb Ways to Die " a campaign by McCann Australia for Australian company Metro Trains made history by winning a total of five Grands Prix awards, the most ever awarded to a single piece of work. The Lion of St. Mark is an honor given each year at the Cannes Lions International Festival of Creativity to "someone who has made outstanding contributions to

2173-596: The lead-up to the Festival, with winners of these going into the final round of the competitions at Cannes Lions. A design competition was launched in 2012. In June 2012, Cannes Lions announced that it plans to launch a new two-day event for creative communications in healthcare, wellness, and sustainability. The event took place at the Palais des Festivals in Cannes, France, just before Cannes Lions kicked off on June 15, 2014. Over two days, it explored and debated essential and unique issues in healthcare communications. The move

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2226-435: The length of the client relationship, frequency of meetings, and how far mutual respect goes between parties. This was one trait that advertising agencies were perceived to not always have. It was suggested that on occasions media planners and researchers were more closely involved in the project because of their personal relationships with their clients. Successful strategic planning is best when both parties are involved due to

2279-626: The line, "Because I'm Worth It." It featured three female personalities beginning with Joanne Dusseau, Meredith Baxter Birney and Cybill Shepherd, explaining why they were willing to spend more for their hair. In 2012, McCann Melbourne launched the " Dumb Ways to Die " animated ad campaign for Metro Trains in Melbourne, Australia, that promoted safety through darkly amusing animation and a catchy song that quickly went viral with 200 million downloads. To help launch one of Lockheed Martin 's STEM initiatives in 2016, Generation Beyond , McCann transformed

2332-629: The musician Prince died on April 21, 2016, Commonwealth//McCann, the agency handling the General Motors global Chevrolet account, ran a full-page tribute ad in six U.S. newspapers, just showing the back of a red 1963 Chevrolet Corvette , and not naming either GM or Chevrolet. The copy said, "Baby that was much too fast, 1958–2016," a reference to the lyrics in Prince's 1982 hit song "Little Red Corvette". The agency, which introduced George Clooney into U.S. Nespresso advertising in 2015, created

2385-568: The resources they have provided. Breakdowns in relationships were more likely to occur when agencies felt undermined, subjugated, or even feel they do not have equal status. Traditionally advertising agencies tend to be in a position to take the lead on projects but results are best when there is a more collaborative relationship. Stronger collaboration happens in situations where a personal chemistry has been established between both parties. Finding out similar likes and dislikes points of view, and even hobbies and passions. Personal chemistry builds with

2438-440: The series , Roger Sterling negotiates the sale of 51% of Sterling Cooper & Partners to McCann as an independent subsidiary, but McCann subsequently swallows up the company and consolidates it into its much larger business. The series ended with the landmark Hilltop ad for Coca-Cola made by McCann Erickson. Former employees include Theodor Seuss Geisel ( Dr. Seuss ), and President Ronald Reagan 's brother, Neil Reagan , who

2491-607: The world. Each jury is headed by a jury president. They judge submissions in Film, Film Craft, Industry Craft, Digital Craft, Media, Print & Publishing, Outdoor, Direct, Pharma, Health & Wellness, Design, Radio & Audio, Mobile, Branded Content & Entertainment, Brand Experience & Activation, Creative eCommerce, Entertainment, Entertainment Lions for Music, PR, Creative Effectiveness, Social & Influencer, Creative Data, Innovation, and Titanium, as well as Glass: The Lion for Change and Sustainable Development Goals . In 2013,

2544-557: Was William Taylor in 1786. Another early agency, started by James 'Jem' White in 1800 at Fleet Street , London , eventually evolved into White Bull Holmes, a recruitment advertising agency, that went out of business in the late 1980s. In 1812 George Reynell, an officer at the London Gazette , set up another of the early advertising agencies, also in London. This remained a family business until 1993, as 'Reynell & Son,' and

2597-543: Was an outgrowth of the Toronto office of the Detroit -based firm, Campbell-Ewald , which was opened in 1922 to handle General Motors Canada 's advertising account. Former reporter John A. MacLaren was hired as the Toronto office's general manager, purchased the Canadian office and renamed it MacLaren Advertising in 1935. By the 1960s, it had developed into an international advertising firm, MacLaren International. The firm

2650-863: Was best known for launching the General Motors Hockey Broadcast in 1931 when it acquired exclusive radio broadcasting rights for games held in Maple Leaf Gardens . The programme initially aired on the CN Radio network. The series transferred to CNR's successor, the Canadian Radio Broadcasting Commission and became the Imperial Esso Hockey Broadcast in 1934, when Imperial Oil became its sponsor, and then Hockey Night in Canada in 1936 when it began airing on

2703-521: Was followed up with offices opening in South America in 1935 and in Australia in 1959. Companies such as J. Walter Thompson adopted a strategy to expand in order to provide advertising services wherever clients operated. In the 1960s and 1970s, English agencies began to realize the overseas opportunities associated with globalization. Expanding overseas gives potential to wider markets. In

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2756-643: Was senior vice president of McCann Erickson. Homoerotic artist Tom of Finland started his work in the 1960s as an art director at the Finnish branch of the agency. Others have included James Dickey , the novelist ( Deliverance ) and poet (U.S. Poet Laureate, 1966–1968), who joined as a copywriter on Coca-Cola in 1956, working first in New York and then in Atlanta for a few years; Edward Lewis Wallant , who worked (1957–1961) as an art director in New York while he

2809-709: Was writing the novel The Pawnbroker (1961), which became in 1964 the first U.S. film to treat the horrors of The Holocaust from the viewpoint of a survivor; Bert Sugar , the sports historian and boxing writer, who worked in New York in the 1960s; Bryce Courtenay , one of Australia's best-selling authors ( The Power of One ), who worked in Sydney for more than a decade starting in 1959, including as creative director; Ismail Merchant, who joined New York as an account executive in 1958 while developing his first film, The Creation of Woman (1960), and then went on to form Merchant Ivory Productions, famous for movies such as A Room with

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