How does McCann maintain a balance between existing clients and getting new business?
A. Desai: Around three years ago, we decided on this strategy that we would not run after new business, but would rather be known for the quality of our creative work. In fact, we expect to win new businesses on account of our track record. We believe that business should be driven by the end results through an investment in both creative and strategic planning. If we are successful in creating a natural affinity towards McCann, prospective clients will be inclined towards us automatically.
