Without going over and re-stating the obvious over the past 12
months, no doubt nearly everyone has had a great year with the economic
turn around and increasingly positive business off-take.
But I guess that statement doesn't exactly satisfy everyone because
we've also got to recognise that the dotcom 'rush' and certain market
economies are still lagging and we have seen they have taken their toll
on some in the industry.
Fortunately, we can say that Universal McCann hasn't been affected in
this area.
Generally speaking, that's largely because we've focused on the
important things that deliver positive solutions for our clients.
We haven't chased equity arrangements with dotcoms in exchange for work
completed, nor have we diverted from our core business focus.
I don't pity those agencies that chased equity or royalty deals in the
dotcom rush.
But here's what we have done over the year that's been uniquely
different and focused on our clients core needs ...
We've launched the Universal McCann brand across most markets in
Asia.
We've hopefully communicated that it's not simply a situation of
following the unbundling trend but one of delivering greater integration
with our media insights providing crucial input as part of the overall
communications development process.
Unbundled media services tend to be by their separated nature
juxta-opposed to a cohesive operating condition that's needed to deliver
total communications.
As part of our deliverables, to achieve our positioning, we've kitted up
our offices with new cutting edge tools and operating systems.
And, we've undertaken a massive investment into our proprietary consumer
and product-based research, which is called Media In Mind.
We've also focussed on training our people to ensure that not only can
we effectively manage and deliver our approach, but so that we can
continue to provide a growth and learning opportunity for our stars.
All that's now paying dividends for our clients, and we expect greater
returns next year.
News of our approach has also been welcomed on a wholesale level from
both existing and new clients who have continued to award us with new
assignments.
No doubt they are just as excited to see more substantial and value
driven returns and to say we've had a good year in this respect would be
a massive understatement.
This year has also been a foundation year to lay down some basic engine
room facilities.
It has been a year to get some points on the board with some areas of
increased specialisation that have traditionally been considered by the
industry outside of a media agency's focus or primary domain.
Greater justification and the need to deliver return on investment is
increasingly important.
That's why we're gearing up our modelling expertise and interactive
specialisation.
We're also expanding our programming portfolio, out of home media
facilitation, and digital management in terms of broadband, WAP (Web
application protocol), mobile technology etcetera.
These are just some of the skills that we'll be talking about in the new
year.
It's all part of our insurance to our clients in the new media paradigm
to be part of the total communications era.
