It's said that you can't choose family, but McCann is proving naysayers wrong.

In fact, according to president Ryan Timms, it’s successfully leaned on its chosen “family” of agencies to execute campaigns, using the help of data crunchers at MRM, PR pros at Weber Shandwick, production experts at Craft, media mavens at Initiative and sponsorship specialists at Momentum.

McCann’s expertise, he says, spans multiple capabilities and regions. By virtue of its size, the agency is able to have conversations with those headquartered in other geographies to get a better sense of where a market or category is headed.

“Having that global view nowadays is very helpful,” Timms notes.

A compelling advantage of its agency network is also seen in its ability to work across capabilities. That means being able to cross-pollinate ideas and apply learnings, what Timms calls “McCann’s superpower.”

“French Toast Guy,” for the Wendy’s brand, is one of its more successful collaborative efforts, with the shop’s network partners in both media and production banding together to pull off a viral stunt. The QSR confused Toronto subway commuters when they spotted an unassuming traveller who set up his own fine dining table on a subway train, complete with French toast, maple syrup, a tablecloth and a tucked-in napkin.