"What we recognise is that consumer attention is one of the world's scarcest resources," said McCann. "We cannot operate in the media environment that we're in with the old methods. Part of the drive behind the new thinking is to force us and inspire us to really get to those new metrics."
She added: "As we think about how to deliver consumers to clients, we have to think about how we are going to capture attentions. Our job is to be very focused on finding any and all connections that captivate consumers."
McCann was guarded about how 'Connections' would manifest itself in Starcom's work, but pointed to the success of its projects for Hummer, which won several awards at Campaign's inaugural media planning awards.
"A Hummer at the bottom of a pool or going up the side of a building, obviously that kind of work has a stopping power, an attraction power and a sales power," she said. "That's a perfect example of building a variety of connections designed to make sure that consumers in the market place really understood the brand."
McCann said a decision had yet to be taken on whether the platform would be visible in Starcom's corporate branding, which currently runs under the 'Fueling Brand Power' tagline.
"While we could publicise it and we could put it on the website, that's not our focus.
"It's about what we do, it's a crisp way to talk about what we do and the proof of it will be in our work."