What made the company stand out was its deal with strategically stable, results-driven artistic that was extra centered on substance than type. Tim Andree, consultant director at Dentsu Group Inc. and govt chairman at Dentsu Worldwide, mentioned in its preliminary years the store didn’t even enter artistic awards reveals, preferring as an alternative to deal with fixing a consumer’s downside.
Andree first met McGarry in 2008 when he approached the company, then six-years-old, to change into a part of the Dentsu community. “I known as [McGarry] and requested for half-hour which grew right into a four-hour dialogue,” mentioned Andree. Unknown to Andree, McGarryBowen was already in severe talks with one other company group to be acquired. “However we hit it off and determined to hitch Dentsu and I’m endlessly grateful,” mentioned Andree.
It was McGarry’s distinctive skill to attach with purchasers—chief advertising officers and CEOs alike—that was legendary on Madison Avenue. One trade govt who knew him known as it “an obsession with consumer companies and respect for what a consumer needed.”
“He knew the individuals and he knew their households and their backgrounds,” mentioned Andree. “It was genuine caring. It’s not simply that he had information on them, he knew them personally as a result of he cared.”
‘Not a facade’
“It was not a facade. It was the way in which he believed the enterprise ought to be,” mentioned Dana Anderson, who labored with McGarry on the company facet at Y&R but in addition as a consumer with Kraft Meals and later Mondelez, the place she was senior VP and CMO. Anderson remembers McGarry calling her asking to delay the ultimate of a pitch the company was collaborating in. “He mentioned ‘Considered one of our consumer’s husbands has died and the funeral is on the day of the pitch. Can we reschedule as a result of it can be crucial we be there.’”
“What made John so uniquely John was his deep degree of caring, which prolonged to his purchasers,” mentioned Bowen, who’s now chairman of DentsuMcGarryBowen. “His dedication and private perception within the consumer and what they do is unparalleled in my profession. He was the true deal.”
‘Gracious however tenacious’
Bowen remembers the company’s first assembly with Verizon, by which McGarry started asking a key query that later turned normal for all purchasers: What’s your greatest downside? “Often it was a doozy,” mentioned Bowen. “However we’d deal with it and it form of turned the John mantra. One thing that saved you awake at night time. It confirmed in every part we did.”
McGarry was “gracious however tenacious,” mentioned Andree. “He had a relentless nature, he’d sink his enamel right into a factor and never hand over. Shoppers would see the gracious half and the remainder of us skilled the tenacious half,” he mentioned with amusing.
“I used to be so intimidated I known as him Mr. McGarry my entire life,” mentioned Anderson, who hastened so as to add: “John mentioned I don’t have purchasers, I’ve mates.”
McGarry, actually, was recognized to provide significant presents and write private letters that folks “discovered themselves fortunate to be on the receiving finish,” mentioned Andree. And McGarry’s behavior of remaining mates with ex-clients paid off on multiple event when these purchasers began seeking to evaluate their enterprise. John McGarry brought Reebok back into its fold in 2011 after a two-year absence with six phrases to its then-CMO: “We would like you to return house.”
‘Greatest I’ve ever seen’
“He taught me a lot,” says Brandon, Cooke, world chief advertising and popularity officer at FCB World, who was earlier a CMO at McGarry and labored immediately with the co-founder on new enterprise pitches. “He was extremely sensible and sensible when it got here to successful enterprise,” mentioned Cooke. “Arms down he’s the very best I’ve ever seen.”
In 2012, McGarry moved from chairman and CEO on the company into an exec advisor function for Dentsu Group, which he did for about two years earlier than quietly stepping down.
After the primary win, Ad Age recorded a video with John McGarry, who provided his reasoning for its success. “Our purchasers inform us, ‘McGarryBowen embarrasses us day after day after day, as a result of truthfully they’ve extra ardour for our manufacturers than we do.’ And on the finish of the day, we predict that’s the best praise we will get within the enterprise.”