Fortune Promoseven Abu Dhabi launches McCann Erickson Demand Chain

Training was conducted for the team in Abu Dhabi to ensure everyone is able to utilize the powerful Demand Chain tool by Joseph Attalah, VP Head of Strategic Planning, Fortune Promoseven.

The new consolidated offering, called McCann Demand Chain™, addresses many key issues facing client marketers today. These include the core industry questions of how to stimulate revenue growth by creating demand as well as how to integrate the wide variety of different marketing communications practices that all have different languages, different methods and different definitions of success.

Hamad Bachi, Managing Director Fortune Promoseven Abu Dhabi said: "Our new McCann Demand Chain™ connects all marketing communications programmes to the business goals of these corporations and the specific marketing barriers that need to be overcome. At the same time that it deals with the critical top-line growth questions, it also addresses the key industry issue of how to make 'integration' more strategic."

McCann Worldgroup's newly unveiled proprietary approach builds on learning derived from a wide-ranging global research project involving both client surveys in all regions of the world and in-depth interviews conducted in the U.S. and internationally by Professor Gerry Zaltman of the Harvard Business School. This research confirms that marketing-oriented companies are now putting increasing attention on growth as their priority corporate strategy following a decade of cost-cutting, re-engineering, productivity gains and a major focus on improving the supply chain in efforts to improve the bottom line. The greatest percentage of executive survey respondents (84%) cited "creating more demand for current products and services" as a high priority strategy. These executives also pointed to the challenge in creating top line revenue growth with any kind of consistency and many were uncertain as to how to help their organizations deliver on this new imperative.

John J. Dooner, Chairman and CEO of McCann Worldgroup, said, "In all regions and on a global basis, our clients are increasingly looking for ways to grow their top line by capitalizing on the resources and talent of their marketing partners. Our new McCann Demand Chain™ connects all marketing communications programmes to the business goals of these corporations and the specific marketing barriers that need to be overcome. At the same time that it deals with the critical top-line growth questions, it also addresses the key industry issue of how to make 'integration' more strategic."

The six linked steps, each of which incorporates a raft of proprietary tools and multiple marketing communications capabilities, are Demand Vision, Brand Strategy, Resource Optimization, Creative Content, Customer Engagement, and Demand Performance. This tool enables Fortune Promoseven to approach demand creation with the same discipline that business has taken to the supply chain.

The Demand Chain shows Customer insights, innovations and differentiated ideas are the way to deliver new demand and profitable incremental revenue from existing and new assets. It also fills the vacuum that exists between the needs of business and give them the tools needed.

"We invited everyone from our Abu Dhabi office to partcipate in the training, from Client Servicing, Public Relations, Creative, Relationship Marketing, Below the Line and Copywriting. We also recently finished Project Managament training, a tool that will ensure effective use of our resources. Our team is very enthusiatic and keen to have access to tools that will further benefit our clients. We will now be implementing the Demand Chain to help achieve our clients' business objectives." concluded Bachi.