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The Demand Chain is a concept and process unique to McCann WorldGroup.

It is a fundamental part of what makes McCann Erickson Communications House more than simply integrated, but genuinely communications neutral. That's why we've put our Planning Unit and its Demand Chain planning process at the heart of everything we do here at McCann Erickson Bristol.

For the last decade or more, businesses around the world have been focused on finding ways to make the supply chain more efficient and cost-effective. But there is only so much you can do to make a business leaner and fitter.

In today's economy, where production has outstripped demand for virtually every product or service, the time has come to start focusing just as hard on creating more demand.

At McCann Erickson, we have a head start in the demand creation business. In 1915, Harrison K. McCann wrote this mission for his agency:

"To create energy out of facts and words …to stir desire and impel action."

The Demand Chain moves his philosophy on one stage further by making us approach every task from the starting point of the brand and its potential. Using the Demand Chain, we look objectively at what is the best way to create demand for our clients' businesses, regardless of marketing discipline or media channel.

It means we work in a way which goes beyond simply talking about integration, but which is automatically integrated.

The Demand Chain process is led by our Planning Unit but is supported by a 'Demand Team' - a cross-disciplinary group of senior managers who regularly review each client's strategy.