McCann Experience

“Our mission is to help the challenger brands of today to become the brand icons of tomorrow.”

In the current climate, it’s increasingly challenging to create distinctiveness and differentiation through traditional approaches to marketing communications. Acknowledging this, Experience encompasses a unique offering that will allow your brand to shine brighter in the world. As the UK’s most awarded effectiveness agency, this is a journey we’ve been on with ALDI for almost two decades.

We operate a hub-and-spoke approach to audience/client-centric understanding and brand experience cultivation. Our philosophy is that brands shine brightest when the sum becomes truly greater than its constituent parts, through careful curation and connectivity. This is why integration is at the heart of everything we do.

Our Approach

Established in a brand-new campus in the city centre, McCann Experience exists to do three things:

Brand Vibrancy Score
First, we’ve created Brand Vibrancy Score (BVS): a live platform that enables us to audit the quality of the existing total brand experience – how brightly you’re shining in the world – and predict accelerators of performance across 12-week sprint horizons with up to 95% confidence. Many challenger brands don’t have access to expensive MMM (Marketing Mix Modelling) or brand tracking. We’ve fixed that.

Audience Vibrancy Score
Second, we’ve created Audience Vibrancy Score (AVS): a real-time audience intelligence platform that uses live data to better match people and their disposable incomes to a brand’s products and services. Most segmentations – born of panel and survey data – can be out of date quickly and lead to ineffective prospecting strategies. We’ve fixed that.

Constellation Planning
Together, they are powered by Constellation Planning: an approach that eschews the oversimplified funnel in favour of a multi-dimensional system that defines how a brand’s experiences should spark, influence, and interact with each other to accelerate growth. The purchase funnel doesn’t work for challenger brands that need to move at pace. We’ve fixed that.

Our Architects & Accelerators

We’ve collapsed our organisational silos into interlinked communities of specialism. As one of the few networks globally to have a team that nests such a variety of expertise in one place, we truly offer something special. Bringing together the best talent from data and analytics, search, planning, TV, radio, display and media planning – we can offer an integrated brand experience across every touchpoint.

UM, as part of our wider Brand Experience Campus, offers the full range of agnostic and integrated strategy, planning and buying across all channels. Our expertise ranges from small, locally led, micro-budget DR campaigns into multi-million-pound, national brand campaigns. We offer a fully integrated planning and trading solution, aiming to deliver those meaningful audience connections through the most impactful channel mix. Discover more about our media offering here.

There is no room for vanity within our SEO approach. All our work ties back to the core organic objectives of driving traffic, and ultimately increasing revenue. From content optimisation to site migrations and digital PR – we deliver against channel objectives while supporting your wider marketing strategy, in a consistent and meaningful way. Find out more about our SEO services here. 

By using an audience-first planning mentality, backed by in-depth channel expertise to implement innovative paid search campaigns, our Paid Search team will provide, monitor and adapt your online strategy to keep interest in your brand high and costs low.

Our User Experience (UX) and Conversion Rate Optimisation (CRO) team place the consumer at the centre of everything they do. Our highly experienced and qualified UX specialists (NNG and HFI certified) seek to understand what your customers do - and why - to comprehend changing behaviours and how we adapt to them.

Web Design & Build
Our incredible team of strategists, designers, developers and content producers all work to a common purpose - to deliver websites and web experiences that transform our clients’ businesses. As Umbraco Gold partners, we have deep expertise and connections with the platform, which helps us to build high-quality, beautifully designed and responsive websites for businesses of all sizes and across all sectors. Find out more here.

Get in touch today, for a truly integrated brand experience. 

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