Why Our Work Is Effective

“We have to understand what it is that prompts a consumer to make a certain decision and how to deliver that message in the right way. Ultimately, we’re in the business of changing behaviour.”

These are the words of our UK CEO Mark Lund in his article printed in Campaign this week.

After our recent network win at the IPA Effectiveness Awards, Mark – together with our chief strategy officer for Europe, Harjot Singh - have written about why it is important that we can measure the return on investment for clients and ourselves.

The article talks about the three years of embedding an effectiveness culture within McCann which has allowed us to identify and use performance data that helps us to constantly improve – and that’s something we’re always trying to do more effectively!

Read the full article in Campaign here: Campaign