RESEARCH

BY: SAMUEL T. SENDON II

BSBA-MM2A

FOR: MKTG103 PROF. G. H. NAVAL

November 22, 2016

McCann Worldgroup, Philippines is one of the premiere advertising agencies in the

country garnering the latest titlei as Campaign Asias Digital Agency of the Year 2015 (in
Southeast Asia)ii for its digital discipline called MRM
Philippinesiii. It is part of the globalized advertising agency
known as McCann Erickson, McCann Worldgroup or simply
MCCANN who claims to be the biggest worldwide agency
network by global footprint.iv

Its multi-disciplinary business includes services in the fieldsv of Advertising, Brand
Consultancy or Brand Strategy, Digital Marketing or Interactive Marketing, Direct
Marketing, Identity Programs, Mobile, Offline Marketing and Social Media Marketing.

Its Manila team boasts to havevi a committed group of advertising professionals who also
happen to be graphic novelists, painters, musicians, music junkies, dancers, comedians,
gamers, divers, and a beer pong champion breathing great ideas in service of its clients
business needs.

Prior to its 2015 award in the world of digital discipline, McCann Worldgroup Philippines
also previously won (in 2012) the Asian Leadership Awards (ALA), a 4As Agency of the
Year for Digital Excellence, and the Gold Boomerang for the IMMAP (Internet & Mobile
Marketing Association of the Philippines)vii.

It also wonviii two Nestle 2012 digital pitches for key brands Nescafe and Kit Kat adding to
its win from the previous year, which include Coca-Cola, Multiply, BPI, Unilever Eskinol, and
Unilever Master. Its McCann Healthcare also won the Westmont Klaz 2012 campaign, and
its Universal McCann was named media agency by Gentle Supreme Philippines for brands
Wings & GIV. Furthermore, it also bagged duties for The Clorox Company (for Clorox, Pine
Sol, Glad, Burts Bees, Hidden Valley, and Prestone), Cherry Mobile, and group-buying site
Deal Grocer.

McCann Worldgroup Philippines continued its winning streak with Campaign Asias Digital
Agency of the Year awardix in 2013x and 2014. The company also posted 100% key client
retention rate - including Coca-cola and Nestle - and wins back Pride Detergentxi, which
proves the effectiveness of MRM methodologies and creative campaigns that increased
client confidence in the digital discipline. The creative innovationsxii that earned them
Campaign Asias elusive AOY are:

1. MRM Social Command, the countrys most sophisticated real-time consumer engagement
and reputation management center which uses a programmatic social approach to track,
listen and analyze what consumers say about a brand

2. Multiscreen Marketing Platform, a special tool that tracks customers interaction with
different brand assets across multiple screens and devices ;

3. Digital Valuation and Attribution (DIVA) model, the only framework in the country that
directly plots digital efforts to business ROI.

Glassdoor, Inc., one of the fastest growing online jobs and recruiting site based in California,
summed upxiii positive employee ratings of McCann Worldgroup Philippines (McCann
Erickson Manila) as having an excellent work environment, great people, open culture and
Camarines Norte State College College of Business and Public Administration
Daet, Camarines Norte, Philippines

RESEARCH BY: SAMUEL T. SENDON II

BSBA-MM2A

FOR: MKTG103 PROF. G. H. NAVAL

November 22, 2016

very entrepreneurial, great brands to work on, pioneering in most fields of advertising,
beautiful office space and great management.

On the other hand, there were also comments showing unsatisfactory experiences from its
employees stating limited work-life balance, not too much freedom, too much overtime and
not enough support in peek times or business development phases, low compensation
packages, lack of proper employee training or low career mentoring, poorly defined career
paths, quite disorganized, slave driver managers as reasons for their negative comments.
Below is a screenshot of Glassdoor.coms McCann-Erickson-Manila landing page.

SOURCES:

i http://pana.com.ph/four-peat-mrmmccann-manila-is-philippine-digital-agency-of-the-year-for-

the-fourth-straight-year/
ii http://www.campaignasia.com/article/2015-agency-of-the-year-winners-southeast-asia/404357
iii http://adobomagazine.com/global-news/mrmmccann-wins-southeast-asia-digital-agency-year
iv http://www.adbrands.net/us/mccann_us.htm
v http://www.campaignasia.com/agencyportfolio/Company/2347,advertising-agency,mccann-
manila.aspx#.WDPpf6J95E4
vi http://mrm-mccann.com/en_lang/location/manila#leadershiplocal
vii http://pana.com.ph/mccann-worldgroup-philippines-asserts-digital-expertise-at-the-2012-asian-
leadership-awards/
viii http://www.campaignasia.com/article/mccann-worldgroup-philippines-announces-multiple-
wins/290158
ix http://technology.inquirer.net/32719/mrm-mccann-worldgroup-ph-wins-digital-agency-of-the-
year-for-second-straight-year
x http://www.campaignasia.com/article/2013-agency-of-the-year-winners-southeast-asia/367308
xi http://www.campaignasia.com/article/mccann-philippines-wins-back-pride-detergent/352817
xii http://www.philstar.com/business/2014/01/10/1276984/mccann-mrm-wins-anew-campaign-
asia-digital-agency-year
xiii https://www.glassdoor.com/Reviews/McCann-Erickson-Manila-Reviews-
EI_IE37512.0,15_IL.16,22_IM995.htm
Camarines Norte State College College of Business and Public Administration
Daet, Camarines Norte, Philippines