John Dooner, chairman and CEO of McCann WorldGroup, said that the new corporate identity was among a number of recent management initiatives, including the launch of a next-generation integration model developed in concert with Harvard and key WorldGroup clients.
As well as design changes the move also heralds the separating of McCann Erickson Worldwide from its parent company with the parent name changed from McCann Erickson WorldGroup to simply McCann Worldgroup. It is also the end of the line for the decades' old hyphen that separated McCann Erickson, which has now been eliminated.
"When McCann WorldGroup was founded the goal of its marketing communications companies was to individually become best of class and for that reason it was important that each company have its own distinct identity and logo. That goal has largely been achieved. Each of the WorldGroup companies has grown to become a top-tier global organisation with a portfolio of highly regarded practice areas," Dooner said.
As well as McCann Erickson, WorldGroup includes media agency Universal McCann; direct network MRM Partners; event marketing, sponsorship and sales promotion arm Momentum; and healthcare communications agency Torre Lazur McCann. In addition WorldGroup has working alliances with other Interpublic firms to complete the full range of communication services, such as FutureBrand, which is responsible for the new identity, and PR firm Weber Shandwick.
"It is essential that our identity continues to maintain the integrity of the individual disciplines. But now our identity additionally needs to graphically link our capabilities and companies -- both to reflect the reality of how we now work together collaboratively to build client businesses and to underline McCann WorldGroup's position as one of the world's largest marketing communications companies," Dooner said.
Universal McCann has shed its ellipse and Momentum its swirl; the Torre Lazur and MRM Partners logos no longer have boxed elements. Both FutureBrand and Weber Shandwick will use the new identity when working with WorldGroup companies but have the option of retaining their original logos when working outside of the WorldGroup network.
All of the new McCann WorldGroup identity elements will be phased in on stationery, presentation materials and signage over the next six weeks.
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