Creative Manchester

McCann-Erickson Communications House

McCann-Erickson is one of the most successful global marketing and advertising agencies. A dramatic increase in digital marketing prompted the organisation to seek to differentiate themselves amongst key players in this field.

It was quickly realised that to stand out from the crowd, improve understanding across the organisation of the role of new and existing practices and to improve aspects of professional development and employee retention, McCann needed to embark on a world-class professional development programme that incorporated established in-house training with bespoke educational content from MMU Business School.

The Business School helped McCann to develop a pilot accredited unit in strategic planning for digital marketing communications and followed this with a fully accredited Postgraduate Certificate in Integrated Marketing Communications. Students follow a yearlong programme of study, engaging in work-based learning and coupled with up-to-date professional development in-house and rigorous academic study and assessment with MMU. This higher level of study distinguishes McCann's employees from others in a saturated graduate workforce whilst instilling a level of understanding about the total operation of the firm.

"With MMU we have a leading edge, academically rigorous partner to achieve our aspiration of developing world class, digitally integrated marketers of tomorrow. The programme they have put together is superb."

Mark Kelly
Client Services Director
McCann-Erickson Communications House