McCann Worldgroup Prepares for a Future Centered on Project-Oriented Work

Taking McCann Worldgroup to the Next Level: A New Era of Advertising

In the rapidly changing landscape of the 21st century, McCann Worldgroup, known for iconic campaigns like Mastercard's "Priceless" and L'Oréal's "Because You're Worth It," finds itself at a crossroads. The evolution of the media ecosystem calls for a rethinking of its legacy structure, and under new CEO Daryl Lee, the agency is answering the call.

Since 2022, Lee has been revamping the agency to meet clients' changing needs. One of the key changes has been reorganizing the company into four brands: McCann, Craft (production company), Futurebrand (brand consultancy), and MRM (precision marketing agency), each designed to operate independently yet seamlessly combined to better serve clients [1].

Recognizing the importance of strategic creativity, Lee has focused on building strong senior client leadership within the organization. Regional and management roles have been trimmed, and client leaders now wear dual hats, overseeing both client service and regional operations [1]. By realigning resources towards the clients, the agency aims to provide top-notch strategic and creative services.

As the creative industry continues to be disrupted by advancements in AI, McCann is adapting to a project-based model. Services that were once bundled into Agency of Record (AOR) contracts are now available as individual projects. Project managers, an evolution of the account management function, manage up to 15 projects at a time, allowing the agency to handle complex tasks efficiently [1].

While change is often challenging, McCann has weathered the storm. Lee confirmed reports of layoffs in the first half of 2025, following the loss of Verizon in 2023. However, the agency has continued to grow, particularly in the social and influencer category, posting double-digit growth [1].

Recent prominent changes at McCann NY include the elimination of Chief Creative Officer (CCO) and Head of Growth roles. Yet, as for those who chose to leave the agency, Lee believes they saw the writing on the wall and took the opportunity to pursue new ventures [1].

Looking ahead, McCann aims to position itself for the future by enhancing client service capabilities, increasing efficiency, and strengthening its market presence. The strategic appointments in key markets like India, with executive hires like Kamal Basu, Jyoti Mahendru, and Sumeer Mathur, are evidence of this commitment [2][3][4][5].

In an interview with ADWEEK, Lee discusses the rationales behind these changes, the impact on people's roles, and McCann's strategic positioning. He emphasizes that McCann Worldgroup is not just competing with other companies but against machines, Shifting focus towards things AI can't do, such as upstream services, is key to the agency's survival in the modern landscape [1].

This article has been edited for clarity and length.

Enrichment Data:

Key Structural Changes: McCann Worldgroup has reorganized into four brands: McCann, Craft (production company), Futurebrand (brand consultancy), and MRM (precision marketing agency), aiming to remove silos and provide easier access for clients [1].
Focus on Senior Client Leadership: The company has invested in senior client leadership roles, with client leaders often wearing dual hats, overseeing both client service and regional operations, to emphasize strategic and creative resources focused directly on clients [1].
Reduction in Bureaucracy: McCann has streamlined its operations by reducing regional and management roles, aiming to enhance efficiency and reduce bureaucracy, particularly in back-office functions provided by its parent company, IPG [1].
Adaptation to Project-Based Work: The agency is shifting towards a project-based model, offering services that were traditionally bundled into Agency of Record (AOR) contracts as individual projects, driven by the increasing use of AI [1].
Key Appointments in India: McCann Worldgroup has elevated Kamal Basu to Executive Director and Chief Growth Officer, appointed Jyoti Mahendru as Chief Talent Officer and National Communication Officer, and brought on Sumeer Mathur as Chief Strategy Officer [2][3][4][5].
Strategic Positioning: These changes position McCann Worldgroup for success in the future by enhancing client service capabilities, increasing efficiency, and strengthening market presence [1].

Under the leadership of Daryl Lee, McCann Worldgroup is executing a strategic transition, aiming to adapt to the evolving finance and business landscape by 2025.
The agency is restructuring into four independent yet interconnected brands: McCann, Craft, Futurebrand, and MRM, for smoother client access and service delivery.
By focusing on senior client leadership, McCann Worldgroup is prioritizing the alignment of resources directly towards clients, aiming to deliver top-notch strategic and creative services.
In the face of digital advancements like AI, McCann Worldgroup is shifting towards a project-based model, offering individual services once bundled in Agency of Record contracts.
To strengthen its industry presence, McCann Worldgroup has made key appointments in India, such as Kamal Basu as Executive Director and Chief Growth Officer, Jyoti Mahendru as Chief Talent Officer and National Communication Officer, and Sumeer Mathur as Chief Strategy Officer.
As McCann Worldgroup navigates its new era, it is positioning itself for growth by enhancing client service capabilities, increasing efficiency, and expanding market presence, shifting its focus towards things AI can't do, such as upstream services.