The Hindu Business Line : McCann bid to beef up its India presence

McCann Erickson India is planning to strengthen its below-the-line functions by re-establishing two new brands — Momentum and MRM — from its parent company, the McCann World Group. Momentum and MRM will now represent the earlier avatar of Result McCann as separate stand-alone brands.

Speaking to Business Line, Mr Santosh Desai, President, McCann Erickson India, said, "Previously, Result McCann existed in the CRM and events space. We expect to take it a step further and will be re-launching the brand whereby two new international brands of Momentum and MRM will be making their presence felt as stand-alone brands in the country."

Result McCann, an Indian initiative of McCann Erickson India, has been present in areas such as direct marketing, events and promotions for the past 15 years. McCann Erickson is now looking at introducing new global brands such as Momentum and MRM under it. While Result McCann would possibly continue as a legal entity, the agency expects to build its two new international brands in the country.

MRM would represent the CRM and direct marketing initiatives of the agency while Momentum would have added areas such as sponsorship and retail included within it, apart from the existing areas of events and promotions. In fact retail is a new area being explored by the agency considering the changes in the Indian retail environment today.

Apart from approaching the modern trade with its solutions, the agency also expects to service the kirana stores with POP (Point of Purchase) strategies to attract potential consumers through its `experiential' offerings. The other new area of sponsorships expects to tap into brands, which can be built through sponsorship events and properties. Through its sponsorship strategies, the agency expects to help brands engage in meaningful dialogues with prospective consumers for an extended period of time.

Eyeing online advertising

At the same time, the agency is also eyeing the area of online advertising, which might get included as an added function. "There is a possibility of online advertising coming under the ambit of the agency. It is an area that is not adequately represented and there is a game plan to move into this area," Mr Desai said.

Apart from beefing up its below-the-line brands, McCann Erickson is also planning to revive its media buying and planning outfit — Universal McCann.

"The media buying division of Universal McCann has not done well and we are looking at refurbishing the brand to make it a more serious player in the media space. Today media is a priority for us and we intend taking steps to scale up its operations," stated Mr Desai.

McCann Erickson, a mid-sized agency with billings turnover estimated at nearly Rs 500 crore, expects to grow more than the industry growth rate pegged between 12-15 per cent, this year.