Added: 02/03/2006 |
Universal McCann, the world leading interactive media agencyIn 1999, McCann-Erickson Advertising Worldwide consolidated all of its media operations into one global organization. With billings of more than eighteen billion dollars and a global community of three thousand and four hundred in addition to the employees in one hundred and thirty one countries, Universal McCann is one of the leading interactive media agencies of the world.
The client list of McCann agency includes the AGFA, the American Airlines, Bacardi, Black & Decker, Xbox, Braun, Boeing, Boots, Coca-Cola, Gillette, GM, L'Oreal, MasterCard, UPS, etc.
In January, 2006, the leading interactive media agency, Universal McCann, reached a new multi-year agreement with the Sony Corporation of America. It will enable it to keep the advertiser's eight hundred and twenty million dollars North American media buying and planning account.
Universal McCann has served as Sony's media buying and planning agency in North America since January, 2002, and according to a new deal, it will continue to serve as a buying and planning agency for the Sony Corporation of America, Sony Pictures Entertainment, Sony Electronics, Sony of Canada Ltd., Sony Connect Inc., GSN and the Card Marketing Services Company, also known as My Sony/Sony Card, and the Sony/BMG Music Entertainment Inc. joint venture.
"Consolidating the media planning and buying in North America has proven to be a cost-efficient way to manage our marketing and advertising efforts in this region and has enabled us to achieve more coordinated and consistent messaging," Andrew House, the CMO of the Sony Corporation, stated.
In 2002, the leading interactive media agency Universal McCann and Cox Communications, the nation's fifth-largest cable television provider, worked together in one of the first major interactive TV media deals between a cable operator and an ad agency.
Cox's service, dubbed FreeZone, contained sports programming, celebrity interviews and independent films and was to be supported by long-format, infomercial-type ads and sponsorships. Through the deal with Universal McCann, the client list comprised Coca-Cola and Sony's Epic Records, both of which have committed to running ads on FreeZone. Due to the deal, both partners were able to study the subscribers' interaction with ads, being delivered in conjunction with the on-demand entertainment content.
"Our collaborative alliance with Cox provides Universal McCann and its clients with a living laboratory that will enable us to glean a valuable insight into a consumer reaction to the evolving on-demand and interactive television universe," claimed Mitch Oscar, the senior vice president and director of Universal McCann's UM Futures division, which focuses on the emerging television technology.
Universal McCann is a world leading interactive media agency. Together with its immediate parent, McCann-Erickson, they have been experimenting with interactive TV for some time. The agency's UM Interactive and UM Futures divisions produced ads for emerging TV formats for advertisers, including Coke and Gillette, though never in a full-fledged media deal with a cable operator.
Article comments:
No comments for this article yet. Post your comment now!
