McCann wins the honor on the strength of its new-business grand slam, winning the accounts of four business-to-business giants: Agilent Technologies, Boeing Co., DuPont and Microsoft Corp.
Add these marketers to an already impressive b-to-b roster that includes Lucent Technologies, UPS International and Gateway, and McCann emerges as one of the world's biggest b-to-b agencies--not bad for an agency that takes in four-fifths of its revenue from consumer accounts.
Led by technology powerhouses, b-to-b marketers are increasingly turning to multinational consumer agencies--the McCanns, Ogilvy & Mathers and Greys of the world--because they provide branding expertise, broadcast experience and the infrastructure to reach a global target audience.
For their part, multinational, brand-name agencies are increasingly welcoming b-to-b accounts, more than happy to post the sizable billings.
McCann-Erickson's Hank Wasiak and Nick Bishop head the agency's West Coast b-to-b work.