By Laura Rich
NEW YORK–McCann-Erickson Worldwide here is preparing to reorganize its new media resources to
better coordinate its activities on a global basis.
A task force has been examining potential strategies that could help McCann better leverage its new media assets. The group includes Ira Carlin and Art Tauder, both executive vice presidents, worldwide media directors; as well as Larry Weber, president of The Weber Group, a public relations agency acquired by McCann in January.
Weber said the goal of the restructuring is ‘to position (McCann) as a major player in global on-line marketing.’ He declined to elaborate.
The agency’s initial new media approach was to build departments from within the agency. For example, there are almost a dozen McCann Interactive units located within McCann offices worldwide.
One proposal, said sources, is for McCann to spin off its new media units, giving them more autonomy, perhaps as a unified group. The new entity may include McCann Interactive in New York; Thunder House, Cambridge, Mass.; and Anderson & Lembke in San Francisco. A&L reports to McCann while Thunder House is a unit of The Weber Group.
The new strategy will be implemented sometime this year, sources said. Carlin is expected to play a major role in McCann’s future interactive endeavors, which will have no ties to other Interpublic Group new media units such as CKS Group.
A move toward better coordinating service is already under way at McCann Interactive. Amanda Richmond was recently hired as the first director there, overseeing all McCann Interactive shops.
–with Stephen Levine
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