Building brand value still reigns supreme

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

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