How did McCann get stuck on Magnum?
It was like a marriage where you both could not get the best out of each other anymore. And the marriage had become extremely rational. We were probably too rational and too proscriptive in what we wanted, and they were probably too rational in their output. After working for a long time, and we had re-briefed for at least an 18-month period, we just could not make it work anymore. And it’s sad because they are a really good agency. Can you give me a flavor of what Lowe put forth and what made their pitch compelling? They came in with a mind-blowing proposal for Magnum, which they worked out not only in multimedia, but they showed us how it would work in China, in Turkey as well as in the U.K. So, they really approached it with very strong creative content. . . . [The pitch] was highly impactful and very well suited to an impulse character. A large part of our business is out of home and impulse oriented and it sort of fit the impulse character of a large part of our business. What sto
