The three entities will be: McCann Relationship Managing, which will oversee direct marketing, customer relationship management and databases; Prisma Communications, devoted to public and media relations; and Momentum, focusing on consumer and trade promotion sales.
The move is in line with the McCann groups' global policy of setting up the new agencies with specific focuses, and signals a maturing of Poland's advertising market. "We want to follow McCann's worldwide strategy," says Marek Janicki, managing director of McCann-Erickson in Poland.
Restructuring is not new to McCann-Erickson in Poland. Last September, the company's media planning separated into a separate media house, called Universal McCann.
Copyright July 2000, Crain Communications Inc.