Unified Effort by Cheil to Address Marketing Void in Mid-Market Segment in North America
The Cheil Agency Network (CAN) is a groundbreaking consortium of independently operated agencies, launched by Cheil North America, that promises to revolutionize the advertising industry for mid-market brands[1][2][3].
CAN brings together five agencies - McKinney, Iris, Attention Arc, CYLNDR Studios, and Barbarian - offering an integrated suite of creative, media, production, digital, and technology services across the US and Canada. The network's unique selling point is its ability to combine the intelligence and cross-discipline coordination of a holding company with the energy, flexibility, and high level of client service characteristic of independent agencies[1][2][3].
Unlike large holding companies that primarily serve the biggest clients and boutique agencies that lack scale, CAN targets mid-market brands. It preserves the independent culture, ethos, and specialty of each agency while enabling resource sharing, joint investment in AI and research, and collaborative bespoke teams tailored to client needs[1][2][3].
Key aspects of CAN’s approach include operating on an "asset light" model, offering clients flexible engagement options, providing direct access to senior and experienced agency leadership, and focusing on mid-market brands that typically fall between the service scope of large holding companies and smaller independents[1][2].
CAN boasts 10 offices, 750 employees, and over 100 clients, including notable brands like Little Caesars, Popeyes, Bentley, Samsung, and Citizen Watch[1][2][3]. Joe Maglio, CEO of McKinney and Barbarian, now leads CAN and aims to deliver innovative, cross-disciplinary solutions with both scale and entrepreneurial energy for mid-market brand growth[1][3].
The launch of CAN comes amid consolidation in the traditional holding companies, with Omnicom preparing to swallow IPG. This consolidation leaves "a lot of great talent out there that midsized networks" like CAN can potentially hire[1].
CAN is open to adding more agencies and capabilities to its network, as well as expanding geographically, based on client demand. The network's offices are strategically located in Atlanta, Boston, Dallas, Durham, N.C., Irvington, N.Y., Los Angeles, New York City, Phoenix/Scottsdale, and Toronto[1].
In summary, CAN represents a fresh approach in the advertising industry, offering mid-market brands an alternative to both large holding companies and small independents. By combining the best of both worlds, CAN promises a network of agencies that can move faster, have less bureaucracy, and provide access to senior executives, all while preserving the unique culture and specialties of each agency.
- Joe Maglio, the CEO of McKinney and Barbarian, who now leads the Cheil Agency Network (CAN), aims to use the network's finance and resources to foster growth for mid-market brands.
- The Cheil Agency Network (CAN) is structured to provide small-businesses with the benefits of both finance-heavy, large holding companies and entrepreneurial, independent agencies.
- As CAN expands geographically based on client demand, it seeks to add more agencies and capabilities to its network, thereby contributing to the growth and development of its clients' businesses.
- The Cheil Agency Network (CAN), with its focus on mid-market brands, offers unique leadership opportunities for those aiming to build successful careers in finance, entrepreneurship, marketing, and advertising.
