More than just advertising

Advertising in its various forms have been responsible for marketing and selling goods and services. But recent trends have shown that advertising does not provide all the answers to the top line (revenues) requirements of global brands.

"What is now in common use in many developed countries is synergizing their marketing and sales/promotion efforts and making them gel with actual or foreseeable needs of the consumers," said Eric Einhorn, regional director of McCann Worldgroup for Asia and the Pacific.

Einhorn, otherwise known as the global chief strategy officer of McCann Worldgroup and the guru for demand creation, visited the country recently to explain demand chain strategy and to launch the McCann Worldgroup Philippines new strategy.

His presence will be especially meaningful since McCann Worldgroup Philippines will be introduced as the parent company of McCann Erickson, Universal McCann, MRM, a relationship marketing firm, and Momentum, a specialist in activation and events. 

"In telling our clients to adopt the demand chain strategy, we do not tell them to discard what they used to do (either advertising, public relations, events, etc) but to analyze what each of the departments in the company are doing to improve top-line revenues and synergize them according to their customers’ needs and requirements (whether actual or perceived)," Einhorn said.

Often, he explained, the sales and marketing and corporate communications people are adopting different approaches in selling the product or service thereby resulting in huge costs for the company. "During difficult periods, companies almost always slash the advertising budget, which without intensive study could mean a big setback for the brand," Einhorn said.  

"What we at McCann Worldgroup tell them is to meet all these departments and sort out a uniform message that we will push and the strategy to get this message to our customers," he said.

Einhorn has led strategic initiatives behind successful, groundbreaking campaigns for global brands such as MasterCard, Nestlé, General Motors and Intel.  He created Microsoft’s corporate brand strategyand led the expansion of MasterCard’s "Priceless" campaign globally.

Demand Creation unifies McCann Worldgroup’s various companies and cuts across all marketing communications disciplines, from advertising to media planning and buying, from relationship marketing to activation.

Einhorn is considered the architect of the Demand Chain™, a suite of proprietary tools designed to support the Demand Creation philosophy. It brings together McCann’s traditional brand strategy tools with state-of-the-art "discipline neutral" ones like Fusion 3.0, a computer program that determines in a media-neutral way how to best allocate a marketer’s budget.

Among the global brands that now adopt the demand chain strategy of McCann Worldgroup are Intel, Microsoft, Nestle and General Motors. But Einhorn was quick to say that these brands adopt the demand strategy only in some of their markets.

Einhorn has launched and adopted his demand creation principle in China , Japan Australia and the Philippines . He will be launching the strategy in other countries in the region very soon.

Einhorn’s double-duty role as Regional Director of McCann Worldgroup Asia Pacific comes at a vital time when Asia Pacific  is one of the most dynamically growing and changing regions in the world today. Einhorn’s strategic strengths will help the network’s clients stay on course and further energize its offering during this fast-changing era.