World of ideasNews

A great start to 2015

For the global agency network mc, the first months of 2015 were a promising start to the year – mainly thanks to winning three large international tenders, worth a total of 15.4 million EUR. Furthermore, the agency can look back on a good financial year 2014. On a global scale, the turnover grew by 14 percent to 439.6 million EUR (2013: 385 million EUR).

2015 started with three successful bids for prominent European Union campaigns. First off, the only agency network present in all 28 Member States will provide a full range of communication services for the “European Year for Development2015”. It will be mc’s sixth EU thematic year (budget: 2 million EUR). At the same time, mc was able to hold onto one of the most important event budgets Brussels has to offer. The four-year contract for the annual “European Development Days” is worth around twelve million EUR in total. mc will organise the two-day conference annually until 2018, bringing politicians and stakeholders together in Brussels and pursuing a holistic approach to development cooperation. Pursuing a more global approach, EU campaigns increasingly target markets outside of Europe. In this way, the EU wishes to highlight its role in geopolitical in other continents. One of the first big image and information campaigns of this kind is currently being implemented by mc in the Philippines (budget: 1.4 million EUR). Due to the high internet affinity in ASEAN states, social media measures and other online tools are pivotal. The campaign also includes classic TV ads, press work, events and a newspaper supplement. According to mc’s CEO Harald Zulauf, the campaign “The EU and the Philippines – We Inspire Each Other” reaffirms the agency’s global approach. “Internationally, the EU is a crucial political and economic actor. And this is exactly what it wishes to communicate on a global scale, an endeavour for which our increasingly global network is absolutely appropriate.”

Turnover growth in 2014

The TV format “Window to Europe” in the Ukraine will also continue in 2015. It is jointly produced by mc and the Kiev-based news network Channel 5. The weekly show informs Ukrainians about the European Union’s policies and its support programmes in the country. mc has produced similar formats in the past In the CIS states – above all in Russia, Moldova and Belarus. The agency’s global strategy is also reflected in its rising business figures. Worldwide, the mc network’s turnover went up by about 14 percent to 439.6 million EUR. Particularly in the Asia-Pacific region and in GCC countries, growth was above average. In Europe, generally low national growth rates and the fact that fewer big EU budgets were tendered due to the European parliamentary elections resulted in smaller growth rates. In Germany, turnover grew by approximately 4 percent, so that mc’s proceeds reached 52.4 million EUR (2013: 50.4 million EUR). 2014’s lighthouse campaigns were “Recognition in Germany” for the Federal Ministry of Education and Research, “Make it in Germany” for the Federal Ministry for Economic Affairs and Energy” as well as tourism projects for Sri Lanka and Egypt. Other new clients included the airport retailer World Duty Free, having recently entered the German market, and Merlin Entertainments, whose attractions include Sea Life, Madame Tussauds and Legoland.