Momentum will open offices in London, San Francisco and Tokyo in February, and will add an office in Sao Paulo in March. Where possible, Momentum will set up shop in existing McCann offices.
Many new Momentum employees will be redeployed McCann staffers. In Tokyo, for example, staffers of McCann's promo- tion department will be assigned to Momentum. McCann is also looking to further bolster Momentum by acquiring other event marketing companies.
MISSION TO GROW EVENT MARKETING
"We're on a mission to grow our event marketing resources dramatically," said Jim Heekin, president of McCann-Erickson North America. "We'll pull from existing resources or in other cases add by acquiring. We're being driven by global clients that need to take ideas across borders and communicate them in new ways."
"If you're going to launch a product in the U.S., you'd use 80% traditional media and 20% non-traditional media," said Mark Dowley, Momentum's exec VP-managing director. "But in Poland, where you're introducing your brand and the media infrastructure isn't as developed, the ratio may be reversed."
McCann has been diversifying the resources it can offer clients, from public relations to direct marketing to identity consulting services. Its ambition is to be among the top five in each discipline within three years.
Unlike sports event marketing giants, which represent athletes and manage events, Momentum creates exclusive, proprietary events and programs for its corporate clients, including AT&T Corp., Coca-Cola Co., General Motors Corp. and Nestle.