McCann Worldgroup employs nearly 20,000 people across the planet. Our challenge was to create an online infrastructure that could allow every one of those people to plug in, learn, train and collaborate.
We began where we always do: with audience. Knowing who we were talking to helped us to craft a brand strategy that would effectively inform identity and creative development.
Once we devised an audience model and determined consumer values, we were able to establish business objectives and brand guardrails. We coined the name smartWorld, and then built one of our proudest achievements: an always on digital platform designed to help thousands of people excel in their careers.