McCann takes pride in its longstanding partnerships with some of the biggest brands, some of which have lasted more than 15 years. In such relationships, it is only natural to celebrate collective successes achieved through the creation of products, services and culture
In an age in which collaborations between corporations and marketing agencies might find themselves depreciated or taken for granted, the remedy – as underscored by McCann Belgrade Managing Director Katarina Pribićević – lies in the synergy between both sides.
One of the global trends is to return to “one-stop-shop” services. Does that require agencies to have experts in every area of communication?
— Marketing is never just a single attempt. A results-driven marketing strategy encompasses a series of different attempts, connections and efforts. One such connection yields short-term results, while multiple connections result in long-term ones.
The return to “onestop shop” agencies is no coincidence, as they do not only provide diversity of expertise and ideas, but also ensure that business objectives are translated into action and results, increasing efficiency through a “single point of contact”! We, at McCann, can be proud of successful collaborations that follow this model. Not only when it comes to different expertise, but coordinating different markets regional and global brands through a single point of contact.
McCann collaborates closely with its clients on the creation of products and services. Does this collaboration between marketing and business result in the formation of robust brands?
— Apart from being experts in brand storytelling, marketing agencies should also focus on generating business success. However, this is only possible in a symbiotic relationship with businesses. It seems that, today, partnerships between a company and a marketing agency are somewhat marginalized or taken for granted. And this is bad news both parties. Because this type of partnership is no different from a partnership between two individuals.
At McCann, ideas are the product of thinking about the people with whom a brand coexists
Built on trust and clear expectations, supported by collaboration and effective communication, agency-company partnerships require the same nurturing as any other human relationship. When organizations approach agency partnerships as if fostering lasting human relationships, they will feel more secure and achieve better results. Partnerships between agencies and companies should be based on transparency and integrity; on trust. But trust is a two-way street that requires openness and honesty in a relationship. Only then are we on the right track to creating compelling and enduring brand narratives that yield results.
Your way of doing business blurs the lines between media and creativity, data and content, and science and art. Is this the future of your industry?
— At McCann, an idea is never a goal to itself. Ideas are products of thinking about the people with whom a brand coexists. When it becomes a part of life, brand inevitably achieves business success. Only then, it has the potential to create its own ecosystems in which science, art, education and creativity all play roles, intertwine and help make brands hospitable, appealing, tolerant and inviting. Just think about the role “Rosa voda” played in family lives or the change Mastercard initiated through the Superhero brand for the NURDOR initiative. These are just a couple of examples that demonstrate the power of synergy between brand and strong storytelling. This is the path brands take when creating culture and, consequently, become a part of life.