The group, which is based in Amstelveen, is planning to build a PR team to service existing and new advertising clients - a move that follows the appointment of the firm's first Netherlands PR chief.
Former Text 100 EMEA vice-president Corien Niezing joined McCann-Erickson last month as PR director for the Netherlands-based group, with an additional responsibility for creating a PR offering for McCann-Erickson Advertising in the region.
Niezing said: 'We have realised clients are looking for integrated campaigns rather than pure advertising or PR.
'So, alongside heading internal and external communications, my role is also to set up a division within the advertising arm to offer a PR service.'
Niezing hopes to draft in staff to build the team as the client-base expands.
'I'd like to set up a team where we all have specialist expertise covering corporate PR, government relations and consumer PR,' she said.
Niezing is working on McCann Netherlands' first integrated campaign, handling the PR element for ad client Barcardi Breezer.
She reports to McCann-Erickson Netherlands CEO Jan de Kok and McCann-Erickson Advertising managing director Ge Key.
The decision to create a PR arm is not set to roll out across McCann globally - the business is part of the Interpublic Group, which owns the world's largest PR agency, Weber Shandwick.
Niezing formerly worked for six months at the now-defunct MagicMinds Communications, which closed last year.
Prior to that, she worked for six years at tech PR agency Text 100. She launched Text 100's Amsterdam and Stockholm offices before being promoted to EMEA vice-president, helping develop the agency's international network.