The common characteristic of successful companies and brands is a focus on growth. True success comes from growing the top line as opposed to relying on cutting costs to drive the bottom line. Companies have refocused their pursuit of profit outward. To the market. To generating revenue.
To creating demand.

At McCann Erickson we have long realised this and we have idenfied the creation of demand as the most important contribution we can make to our clients success. This was the stimulus behind the development of the Demand Chain – an ordered and structured model for linking the key phases of demand creation.

The business world keep changing. Competition, channels and choice proliferate. The consumer is in control. Companies are reinventing themselves. Demand creation has never been more critical to success.
That is why McCann focused on making the Demand Chain as simple, logical, integrated and ideas-focused as possible.

Creating demand is never easy; it requires an artful balance of creativity, insight and rigour. That is why we never think of the Demand Chain as simply a set of templates to be completed. The richness for us is in the quality of people involved and the richness of the thinking applied.  Successful demand creation brings together collaborative teams of talented professionals sharing common methods tools and language. These teams apply creative thinking and specialised expertise from multiple discipline to unlock growth from brands. These teams encompasss experts from across the agency and client team and work best when they are not restricted to Marketing people alone but encompass members of finance, sales and production teams.

McCann Erickson Dublin has applied the Demand Chain to multiple projects with very strong results. Indeed it has been applied to help us develop the future direction of the agency, providing real clarity at a time of great challenges in the world of brand communication. If you would like to find out more please contact Leo Moore at leo.moore@mccann.com