Along the way, the agency had a string of wins last year,
including becoming customer experience agency of record for BASF's
North American agricultural products, digital AOR for Sunovion's
new Parkinson's disease treatment, agency of record for mortgage
financing provider Fannie Mae, and GSK's global digital and
multichannel marketing AOR for respiratory products.
Gartner also moved MRM/McCann from "challenger" to "leader" in
its "Magic Quadrant for Global Digital Marketing Agencies" report
in 2017, citing the agency's ability to transform client businesses
around the customer and deliver measurable business impact as a
MRM/McCann has invested in creative talent in recent years on
the agency's highest rungs, which has started to manifest in the
work, says Bill Kolb, the global president of diversified agencies
for McCann Worldgroup, chairman and CEO of Commonwealth/McCann and global chairman
for MRM/McCann. "We basically changed all the creative senior
leadership in the top 12 markets. ... We've done pretty much a
universal upgrade. We're seeing it in the work, we're seeing it in
how it comes to life."
Kolb says talent, along with a focus on strategy, sets the
agency apart from consultancies: "You've seen consultants try to
get into the b-to-b space, and I think our differentiation is the
ability to string together creativity and execution. We see them
pop up, but they're not being really successful because they can't
really execute on creativity."
The agency has also been looking at creative new ways to solve
problems. Its new Purple Briefs program, named for the agency's
signature color, is a way to connect its thousands of employees to
find solutions to client needs in a matter of 48 hours.
"In a world where clients are asking us to move faster, we have
to solve problems faster," says Kate MacNevin, global president and
chief operating officer. "This is a tool that allows us to do