McKinsey for Centuries

Author: McCann Erickson Advertising Company
Publisher:
Publish Date: 2002-08-01
Features: This book tells the creative philosophy of 445 outstanding advertising works from global major advertising companies. The advertising works included in the book genuinely document the creative philosophy and its development of McCann Erickson. From the magazine advertisements in 1906 that shaped the Band-Aid brand, the book includes 281 magazine advertisements, 68 television advertisements, 51 newspaper advertisements, and 27 outdoor advertisements and posters. Clients include global renowned brands such as Esso, Coca-Cola, Nestlé, L'Oréal, UPS, Nabisco, Buick, AT&T, Levi's, Goodyear, Vaseline, Gillette, and Unilever. These advertisements have not only helped shape brands and sell products but have also been committed to the pursuit of artistic expression. The use of artistic techniques such as illustrations, cartoons, and photography is closely integrated with the characteristics of the media. Twenty-five self-image advertisements of McCann Erickson from different periods show the distinctive business philosophy of McCann Erickson and its steadfast implementation of a global development strategy. Some say that the greatest geniuses in human history lived in the 20th century, and I strongly agree with this statement. Among the 100 most important figures in human history over millennia, 16 were recognized in the 20th century. Most of them were scientists and inventors, political and military leaders, as well as philosophers and religious leaders. There has yet to be a great figure related to information media. Perhaps history will present a different picture in the 21st century, continuing the late 20th century, an era of information, communication, and technology that will change people's perspective on history. In 1902 (27th year of the Guangxu reign), when ancient China was in turmoil, modern technology in Western countries had entered a new era: Henry Ford introduced the Model T car; Roentgen discovered X-rays and won the Nobel Prize for it; Marconi successfully sent wireless messages across the Atlantic; the Wright brothers built their second experimental aircraft and made over 1,000 successful flights; Einstein proposed the theory of relativity; Alexander Graham Bell invented the telephone; Thomas Edison invented the motion picture camera and projector, as well as various household appliances, etc. Meanwhile, across the Pacific, the United States had stabilized its political situation after the Civil War and actively developed its domestic economy, leading to prosperous commerce, increased market sales, and improved consumer living standards. During the same period, advertising companies sprang up like mushrooms after rain. In New York's Manhattan, the most successful and innovative advertising companies were McCann Erickson and Erickson. Today, as McCann Erickson celebrates its centennial, I have been part of this corporate family for 21 years. When I first joined McCann Erickson, I felt that the company was very large, strong, and professional, representing many global brands, so I was filled with joy, as if I had entered an advertising university where I had the opportunity to learn and engage with new advertising information every day and exchange knowledge. This feeling was something I had not experienced in the seven years of my advertising career before joining McCann Erickson. For advertising companies, culture and history have never been the focus, let alone the word "tradition." But McCann Erickson's advertising philosophy and creative philosophy: "TruthWellTold" (，) have always influenced me. This concise advertising maxim has kept me engaged in advertising and creativity for the past 20 years, making it both challenging and attractive. Gradually, through various documents, conversations over tea and meals with elders, speeches by visitors, and international seminars, I began to see the profound significance of McCann Erickson's history and culture to the company. It has always influenced the company, adapting to changes in the times, society, and economic systems while achieving great success. In its early years, almost every decade brought a major breakthrough. For example, in the earliest period from 1902 to 1919, Erickson Advertising was just developing, while McCann Advertising had already established a national (U.S.) advertising network. From 1919 to 1929, McCann expanded its business to the European market, and from 1930 to 1939, McCann and Erickson merged to become a large advertising company. From 1940 to 1949, the company's advertising development focused on television media and international clients. From 1950 to 1959, Mr. Harper reorganized the company's business to prepare for another important era, which was the rise and trend of global advertising from 1960 to 1969. From 1970 to 1979, it was an era of limitless creativity. And by the 1980s, I personally experienced the company's operations and management. Over the past 20 years, I have worked under the leadership of four global CEOs and participated in four global McCann conferences, each with clear direction and strategy. Looking at the goals set by the leadership, from the determination to become the world's best advertising company to the development of the McCann Group, which includes advertising companies, media buying, public relations marketing, event marketing, healthcare marketing, interactive relationship marketing, and brand marketing, engaging in integrated communication. This is a legacy of McCann, a force; a passion for advertising, a way of handling things, and an indomitable spirit, which has created a company, a company that was named the world's best advertising company by AdWeek magazine for three consecutive years (1998, 1999, 2000), a century-old advertising company. There is a passage in the preface of the original text of this book: "This book is dedicated to the employees who have served McCann Erickson. Their efforts in the past are far more important than the content of this book and more valuable than our limited historical records." As an employee of McCann, I feel proud because the efforts of every employee influence the company's development: and the success of the company is also the success of every employee, our efforts are recognized by our company. I hope this "A Century of McCann" allows us to look back at our hard work and also helps readers understand how this company has evolved with history and the economy, transcending time, borders, and cultural development, so that we, these advertising enthusiasts, can carry forward the past and continue to move forward.