ns that are maintained by IPG. In 1992, McCann-Erickson was considered by most industry analysts to be the number one worldwide advertising agency (Top 25, 1993, p. RC20). The company is able to attract large corporations in part because of its reputation and in part because it has the resources necessary to work with multi-billion dollar companies. In 1994, top clients included Coca-Cola and Unilever, along with Johnson & Johnson, L'Oreal and General Motors (Fine, 1994, p. 1).
McCann-Erickson is recognized in the advertising industry as being able to create innovative ads that are successful for its clients. For example, the company used the testimonial strategy to particularly good use for AT&T in 1993. In the commercial, a satisfied customer in a 60-second television spot tells how AT&T's service helped the customer's business. What marked the commercial as being different from other testimonials is that the customer was the head of J.C. Penney's catalog operation (Bill McCarthy) and the business he was discussing was the multi-million dollar catalog business that depends on telephone service for its survival. McCarthy spoke of how successful the toll-free service had proven during the busy weeks just before Christmas 1992, wit
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