Advertising firm McCann Worldgroup, part of the Interpublic Group, has been recognized as the Most Successful Agency Network in the 2018 Global Effie Effectiveness Index. McCann is a marketing services company with 24,000 employees in more than 125 countries.
Harris Diamond, Chairman and CEO of McCann Worldgroup, said: “The Effie’s recognize the most important issue in marketing, highlighting whether your campaigns are effective in driving sales and increasing brand and product recognition. This is our foremost mission and I am proud that our strategic, creative and business leadership teams are being recognized for delivering ROI and effective creative approaches that build our clients’ businesses and increase their market share.”
The Effie Awards is known by advertisers and agencies globally as the pre-eminent award in the industry and recognizes any and all forms of marketing communication that contributes to a brand’s success. In Kenya, McCann Worldgroup is affiliated to Transcend Media Group.
In Sub-Saharan Africa, McCann Worldgroup has over 20 agencies servicing 41 markets. These offices are structured around five regional hubs that service identified regions based on common geography and language. Transcend Media Group (TMG) is the lead agency for the Anglo East region which includes Kenya, Uganda, Tanzania, Ethiopia, Rwanda and Burundi. TMG is based in Nairobi, Kenya and has a staff of 41 Pr and advertising practitioners who constantly utilize McCann’s global best practices. The Nairobi TMG McCann office handles global brands such as MasterCard, South African Tourism and Facebook amongst many others. Local brands under its portfolio include Kenya Wine Agencies Limited (KWAL), Basco Paints, Resolution Insurance, Population Services Kenya, Communications Authority, Kenya Reinsurance Corporation and many more.
Global affiliations, such as the TMG-McCann partnership, provide the local agency with global strategies, advisories, and first-hand insights on new trends in the advertising spectrum. This puts TMG at the forefront in meeting its clients’ objectives as well as ensuring Return On Investment.
“As we develop campaigns, the key driver is the meaningful role that the brand plays in people’s lives. Hence, we apply the ‘Truth to Meaning’ philosophy that is coined from McCann Worldgroup’s Mantra ‘Truth Well Told’ that is over a century old,” says Tony Gatheca, CEO, TMG.
An ad agency network affiliation is a partnership of unique, well-equipped ad agencies from various markets that share knowledge and experiences with the aim of strengthening the network. Albert Einstein put it well when he said ‘Union gives strength’. Through the global partnership, the working culture of the local agency is governed by the global policies and more value is accorded to clients.
As stated by Amanda Malko on adage.com, awards help brands to differentiate a great agency from a good agency. Brands are finding it harder than ever to select a worthy agency and it is common to find “list of recent awards” as a common requirement in request for proposals in Kenya and globally.
Awards present an opportunity to take a step back, survey what other brands are doing and be both humbled and inspired to be even greater. When agencies come together to share, compete and inspire each other, they have an opportunity to make their teams and clients stronger. Awards help the industry keep the bar high, provided they never lose sight of the real prize: the clients’ success.
Gatheca further added: “Customer service and attention to detail is core to the agency. We achieve our best results by receiving well, doing well and handing over well. As the local McCann affiliate, we are open to partnering with companies to grow their brands and cement their position in the marketplace both in Kenya and in the Anglo East region.”
TMG will continue to use the synergies drawn from McCann Worldgroup in developing award-winning campaigns, with a mission to transform brands and grow business.
McCann Worldgroup, part of the Interpublic Group, comprises McCann Erickson (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/DTC communications), CRAFT (global adaptation and production), Weber Shandwick (public relations), FutureBrand (consulting/design) and PMK-BNC (entertainment/brand/popular culture).
Effie Worldwide is a nonprofit organization that stands for effectiveness in marketing communications, spotlighting marketing ideas that work and encouraging thoughtful dialogue about the drivers of marketing effectiveness. The Effie network works with some of the top research and media organizations worldwide to bring its audience relevant and first-class insights into effective marketing strategy. Since 1968, winning an Effie has become a global symbol of achievement. Today, Effie celebrates effectiveness worldwide with the Global Effie, regional Asia Pacific, Euro, Latin American, North American and Middle East / North Africa Effie programs and more than 40 national Effie programs.
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