Building brand value still reigns supreme

<p>US Presidential elections, an Olympics in Asia-Pacific, the </p><p>changing fortunes of the Internet and dotcoms, currency fluctuations and </p><p>politics have all contributed to making 2000 an interesting year for </p><p>us. </p><p><BR><BR> </p><p>Yet for our industry, the key to success has still been to focus on </p><p>building maximum value for our clients' brands, because at the end of </p><p>the day, it's the value and distinctiveness of individual brands which </p><p>separates them from competition and allows them a clear edge in the </p><p>marketplace. </p><p><BR><BR> </p><p>And we like that! </p><p><BR><BR> </p><p>At McCann-Erickson, we've had a laser-like focus on building client </p><p>brands in 2000 via the marriage of previously unrealised consumer </p><p>insights with powerful truths about client brands which are relevant to </p><p>their constituencies. </p><p><BR><BR> </p><p>We've invested our own money in developing proprietary tools and </p><p>proprietary research to help give our clients this edge. </p><p><BR><BR> </p><p>We maintain our focus on creativity and have significantly strengthened </p><p>our creative offering in 2000. </p><p><BR><BR> </p><p>It's a challenge without a finish line ... and there lies the fun of, </p><p>and enthusiasm for, this business - because it's continually </p><p>exciting. </p><p><BR><BR> </p><p>It's our creativity, in all aspects of what we do ... be it the </p><p>ever-increasing ways of talking to people via new or traditional </p><p>media ... or creativity in connecting with people ... or creating more </p><p>efficient methods of operating ... which is the edge we have as an </p><p>industry versus other industries. </p><p><BR><BR> </p><p>Effective creativity is priceless! </p><p><BR><BR> </p><p>"Creativity separates us from other industries ... effective creativity </p><p>is priceless." </p><p><BR><BR> </p><p>And something seems to be working, because McCann has grown beyond our </p><p>original expectations for 2000 both from existing clients and new </p><p>business wins. </p><p><BR><BR> </p><p>Importantly, we seem to have made some terrific promotions and additions </p><p>to our Asia-Pacific Team at various levels in the organisation which </p><p>have raised the bar for us. </p><p><BR><BR> </p><p>We like that too, as our culture is unashamedly competitive. </p><p><BR><BR> </p><p>Most of all, we've had some real fun together and with our clients in </p><p>2000, and can't wait to realise the opportunities 2001 will bring. </p><p><BR><BR> </p>