“Advertising’s role is to make sales, not simply to increase knowledge or encourage literary appreciation”. Said our founder, 100 years ago. And apart from working with the whole communications mix today, that is as true now as it was then.
That’s why we have built up a team of hard-nosed specialists who know that we’re only as good as our last ad. And we’ve developed special fast-track creative, production and studio systems to deal with it.
But Mr McCann also realised the power of the brand. So, we’ve developed an approach called ‘Brand Response’. It means producing work that doesn’t lose sight of both goals. With a short-term focus on generating sales, and the medium-to-long term goal of shaping people’s perceptions.
Take a look at some of our advertising work…