World of ideasNews

mc Group reports gross income for 2017

Berlin, 12.04.2018 With constant growth, the mc Group continues in success. The 2017 turnover in Germany reached 57.2 million euros, approximately 1.1 percent higher than the previous year. According to the current GWA (German Communication Agency Association) Spring Monitor 2018, the turnover growth is therefore average for all agencies. Europe-wide, the mc Group reports a gross income totalling 96.26 million euros for 2017, an increase of 15.5 percent in comparison with the previous year.

The agency acquired the global brand Turkish Airlines as a new global and pan-European client in 2017. As the global market leader in tourism marketing, the mc Group is developing a global communication strategy to further expand the market position of Turkish Airlines worldwide and in Europe. The agency designed a broad range of 360° activities (see press release) in Germany, the airline’s most important overseas market besides Russia. The Egyptian Tourism Authority is also a new addition to the client portfolio since 2017, not only in Germany but also in neighbouring European countries. A further major budget project is China’s largest private airline, Hainan Airlines, for which the mc Group is responsible for communication in Europe. Important existing customers also include the Indian Ministry of Tourism (“Incredible India”), the tourism board of Morocco, and the luxury hotel Atlantis the Palm in Dubai, whereby mc Group conducts communication in nine markets in Europe.

The field of food marketing has also been expanded further. The food certification mark and seal of quality “QS Qualität und Sicherheit GmbH”, for which mc Group has been responsible for since its launch 15 years ago, returned as a client once again last year. The mc Group achieved an increase in user numbers for the QS website through food blogger campaigns and various media partnerships are currently being planned in order to raise the profile of the brand within Germany. The mc Group also completed the final year of a three year integrated communications campaign for Italian food products, Prosciutto di San Daniele and Grana Padano across three markets; Germany, United Kingdom and Austria. The agency was able to bring top chefs Dan Doherty and Frank Oehler on board for special events in 2017 and convince customers of the quality of Grana Padano and Prosciutto with samples in department stores such as Harrods and Selfridges in London.

Since it was founded in 1993, i.e. 25 years ago, the mc Group has been working successfully within sports communication and looked after many European and world football championships, as well as the Olympic Games –for sponsors, media partners or the organising sports associations. The new client AUDI is now relying on the company’s global sports communication expertise. At the annual vehicle handover to the professional team of FC Bayern Munich, the mc Group managed all global media work outside Europe, with corresponding reporting in the most important markets of the agency group that is present in 85 countries (including China, Arabic countries, etc.).  An international communication campaign and roadshows in Abu Dhabi and Doha were implemented for the data-based Agility Shirt by Swiss sportswear manufacturer VEXATEC.

The mc Group is also known in the field of nation branding. A large seven-figure budget project from the European Commission for China was added in 2017. Within public diplomacy, the aim is to above all strengthen knowledge and contacts between the 28 EU member states and the most important stakeholders in China through proactive communication - especially in the field of social media in China, on popular platforms such as Weibo and WeChat. The “EU-China Tourism Year” is set to take place in 2018, where the communicative task will be to position Europe as a tourist destination in China. A further new budget project for the EU Commission in 2017 was the Directorate-General for European Civil Protection and Humanitarian Aid Operations (DG ECHO), for which two major projects, including a pan-European roadshow and a school campaign, that also presents the work of European Humanitarian Aid were conducted. For the third consecutive year, the mc Group was also awarded the contract to organise the European Development Days, one of the largest events in Brussels with almost 10,000 participants and over 150 state and governmental guests.

At a German level, it was possible to retain almost all existing budgets, including Generali, which has been a client for over 15 years, the campaign for the Federal Ministry for Economic Affairs and Energy “Make it in Germany”, Thuringia State Government (ERDF), and the German Federal Centre for Health Education (“Getting older in Balance” campaign). The mc Group acquired the regional association FrankfurtRheinMain as a new customer, for which an extensive online platform was built in order to raise awareness of the benefits and opportunities of the region among international skilled workers.

About the mc Group:

The mc Group is the only German-managed international agency network with over 80 sites in all five continents, including the 28 EU member states and all important global economic centres. The mc Group is number one in the ranking of German PR agencies and number three among German advertising agencies. With a fully integrated orientation, the mc Group also offers services in the fields of advertising and media, corporate publishing, digital, sport, youth and music marketing, event management, and TV production, in addition to public relations. (www.mcgroup.com)