The shift to a full-service outfit was necessitated by a need for "certain synergies" on issues such as cost, creative and quality, says Director of Creative Services and Station Marketing Barry Leffler.
"We have a big challenge here - budgets are tight and we have a large territory to cover. The challenge is to pick our priority areas and see how to spend our money more creatively and effectively." he says. "We need to find good ideas which are not necessarily expensive but are impactful. That is where having creative and [media] buying together can work most effectively."
Leffler stresses that Carat did an excellent job for the network. The media buyer's downfall was that it did not have the creative capability. "This is nothing negative about them, but more about what we needed," he says.
McCann emerged victorious from a three-way pitch against the incumbent and one other who asked the client not to be named, because of their ideas - both creative and on media buying - and a common interest in developing the pan-European TV market, according to Leffler.
McCann's first major project for the network will be the launch of the fall program schedule.
Copyright May 1997, Crain Communications Inc.