The appointment is designed to underscore, both internally and to new business prospects, that McCann WorldGroup is an integrated marketing consultancy service, ranging from advertising to event marketing through its so-called "corridor" companies.
In fact, the group has pitched for business on an integrated platform for the last 18 months, often fronting executives from different corridor companies in joint presentations.
Microsoft Corp. and Deutsche Bank accounts were netted as a direct result of that approach, says Mr. Allen. It has also led Telefonica to boost its previous billings of around $100 million through McCann by 50%, he claims.
The creation of the European marketing director role is likely to lead to other structural changes. Mr. Allen's plans are to set up early next year six or seven "discipline-neutral" competency groups, specializing in industry sectors such as IT or telecoms. Around 10 people from different corridor companies across Europe will combine in each team.
Mr. Allen joined McCann-Erickson Worldwide in New York in 1992. Jim Heekin, now chairman-CEO of Mc-Cann WorldGroup, drafted him to Europe to head new business in 1998 as part of the central European team he put together as regional director for EMEA.
McCann WorldGroup corridor networks include: McCann Relationship Marketing Worldwide; Momentum Worldwide (event marketing/sales promotion) and FutureBrand (brand equity consulting/design). WorldGroup is also allied to Weber Shandwick (public relations) and Zentropy (online marketing communications).
Copyright October 2000, Crain Communications Inc.