Universal McCann Unveils New Approach

Universal McCann has launched a new tool for use in the planning process which it claims can “cut through the clutter” and unveiled its new approach to media.

Brian Jacobs, regional director of Universal McCann EMEA, explained the purpose of the new qualitative research programme, called “Brand Engage”, which talks to 13-70 year old consumers in 15 markets across Europe, the Middle East and Africa: “Media planning has traditionally been about contact.” he said: “It is often said that the fragmentation of media means it is harder than ever to make contact. This is rubbish. It is easier than ever to reach people, but achieving a meaningful connection with them is harder.”

The idea of “connection” is central to Universal’s new approach, unveiled yesterday. It will see the establishment of four new specialist divisions under the Universal McCann banner: Connections, taking in consumer knowledge and brand communications strategy, using tools including the new Brand Engage; Solutions, which will use statistical modelling to provide accountability measures showing how communications activities translate into profitable return; Interactive and Programming.

Jacobs said: “There are more ways than ever before to reach a consumer, but developing a meaningful relationship with him or her is quite another story. Our clients need to know that they are getting the most out of every interaction with their consumers.”

All the divisions will operate across Universal McCann EMEA, are run by a board of management and have their own revenue targets and business plans.

Universal McCann: 020 7833 5858 www.universalmccann.com

Recent Research stories from NewsLine: BARB Controversy Continues First E-Mail Audit Completed MediaDNA Presents Media Brand Findings

Subscribers can access ten years of media news and analysis in the Archive