Advertising Agency Services

Based on IPG, ECTV could be the largest seller of barter advertising and marketing time outside on the United States. IPG also owns an 80 percent interest in Fremantle International in Europe, plus a 20 percent interest in Canada's largest television and distribution company, Atlantis Communications.

McCann-Erickson is a single of the largest promoting agencies during the world, with its individual worldwide operations along with the foreign operations which are maintained by IPG. In 1992, McCann-Erickson was considered by most market analysts to become the quantity a single worldwide promotion agency (Top 25, 1993, p. RC20). The business is able to attract large businesses in part because of its popularity and in part as it has the resources required to work with multi-billion dollar companies. In 1994, top buyers included Coca-Cola and Unilever, along with Johnson & Johnson, L'Oreal and General Motors (Fine, 1994, p. 1).

McCann-Erickson is recognized during the marketing market as getting able to produce innovative ads that are successful for its clients. For example, the company applied the testimonial strategy to particularly very good use for AT&T in 1993. From the commercial, a satisfied client in a 60-second television spot tells how AT&T's service helped the customer's business. What marked the commercial as getting various from other testimonials is how the consumer was the head of J.C. Penney's catalog operation (Bill McCarthy) and the organization he was discussi

In some cases, the agency is given the task of expanding a product into a new market, or to increase a product's market share. This was the situation as soon as the business sought to expand the market for Grant's Glenfiddich scotch in 1994. Most with the scotch that's sold from the United States is blended from quite a few malts; Glenfiddich is often a single malt scotch which, based on its adherents, gives it a smoother and fuller flavor. Like other premium scotches, it's aged for 12 years. Like a result, it is additional costly than conventional blended scotches (such as Chivas Regal) and includes a modest niche marketplace in between "gourmet" scotch drinkers. McCann-Erickson was charged with expanding the marketplace for Glenfiddich, which had not been heavily advertised at that time. The agency formulated a strong print ad campaign for your scotch in the goal of reducing the snobbish image how the merchandise had (Goldman, September 19, 1994, p. B2).


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