Result:McCann, the Rs 25 crore relationship-marketing agency of McCann-Erickson, is aiming at an Rs 50 crore turnover in two years. To achieve its target, the company is undergoing a re-engineering process. The company is changing its business model. Web will become an integral part of its one-to-one marketing model. Also it has created a Diamond strategy.
The Diamond strategy defines the services the agency wants to be in. Result:McCann is now offering strategic consultancy, information management (data mining & warehousing), e-commerce and direct marketing (Intranet, Internet solutions) and internal communications & organisation re-structuring for Customer Relationship Management (corporate and CRM training). The Diamond also consists of Relation Marketing Communications including services like response advertising, direct mail, customer retention, teleservice, event management etc.
The agency is actively looking at forging alliances with specialists in each of these areas.