McCann - Where Success is Gauged by Creativity
Sprouting from its roots in the early 1980s to developing into a highly sophisticated marketing medium by the second millennium, digital marketing has come a long way. Search, social, display and email have been the popular choice of digital marketing tools for quite a while now. A major chunk of the capital spent on digital advertising is actually invested on buying digital media. However, there can be no denial to the fact that creativity of the marketed content remains paramount in the process. Consequently, the biggest issue in digital marketing is paucity of ideas and over emphasis on measurement.It’s been a century since McCann World Group came into existence and has since been bringing innovation to the table through amalgamation of creativity and technology. Partha Sinha, Vice Chairman & MD, McCann WorldGroup says, “At McCann WorldGroup, we have always invested in creating culture leading ideas. We are employing the same principle in digital marketing as well. For us digital communication is marrying culture with the technology of new age delivery”.
In an era where advertising is assumed to be deceptive and persuasive, McCann has managed to live by its slogan, “Truth Well Told” while advertising. This has also been the company’s underlying philosophy since its inception. Upholding this slogan, Partha Sinha states, “When we say ‘truth’ we mean many different truths, the company truth, the consumer truth, the cultural truth, the competitive truth and more. We identify the most compelling truth and present it in a manner that strikes with the popular culture.
An example is our latest reposition of the e-commerce giant Snapdeal. The truth is that, the biggest reward in the e-retail cycle is when the box is opened. It’s obvious in the hindsight but our truth-diggers unscathed it first. And thus the very popular tagline is born- ‘Unbox Zindagi’. Further, providing an insight into the market expectations from digital marketing solution providers, Pratha says, “Today people are asking for something slightly scary and something that will go viral’. The intent is well understood but there is no process available for marking anything viral. Luckily when you work with keeping culture at the centre, your chances of becoming a part of popular culture are much higher”.
Leveraging on its experience of over a century, McCann easily distinguishes itself in the market through its understanding and appreciation of culture as a brand building tool.The company is well equipped to meet all advertising and marketing needs any client could possibly want. In the digital marketing domain McCann exhibits great proficiency in integrating brands into social environments, content creation and activation, experience and interactive design, online brand extension, proprietary performance analytics, mobile app development and more. With a global presence across 180 offices and more than 120 countries, McCann proudly boasts of a clientele comprising of many of the eminent marketers and brands. In India, McCann has its presence in four major cities including Bangalore.
In an era where advertising is assumed to be deceptive and persuasive, McCann has managed to live by its slogan, “Truth Well Told” while advertising
Leveraging on its experience of over a century, McCann easily distinguishes itself in the market through its understanding and appreciation of culture as a brand building tool.The company is well equipped to meet all advertising and marketing needs any client could possibly want. In the digital marketing domain McCann exhibits great proficiency in integrating brands into social environments, content creation and activation, experience and interactive design, online brand extension, proprietary performance analytics, mobile app development and more. With a global presence across 180 offices and more than 120 countries, McCann proudly boasts of a clientele comprising of many of the eminent marketers and brands. In India, McCann has its presence in four major cities including Bangalore.
