W/McCANN by WMcCann Brazil for WMcCANN

W/McCANN

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market Brazil
Agency WMcCann Brazil
Creative Director Guime Davidson
Released April 2010

Credits & Description

Category: Consumer Services
Advertiser: W/McCANN
Product/Service: ADVERTISING AGENCY
Agency: WMcCANN
Date of First Appearance: Apr 26 2010
Entrant Company: WMcCANN, Sao Paulo, BRAZIL
Chief Creative Officer: Washingto Olivetto
Creative Director: Guime Davidson
Media placement: Newspaper - O Globo - 26/04/2010
Media placement: Internet blog - BRZ Comunicação blog - 26/04/2010

Describe the brief from the client
The brief was lo launch with the maximum impact possible, a new advertising agency born from two already famous agencies.

Describe the challenges and key objectives
The two agencies had two completely different backgrounds: one international traditional network, the other a famous cool local agency, lead by a legend in the worldwide advertising market. The challenge was: how to show that there was no takeover, and to make it clear that no culture would loose space to the other, on the contrary, that integration was the path to collective success.

Describe how you arrived at the final design
The final design had two important outputs. The logo itself which was a simple sum of the two parts, not eye-pleasing on purpose: you have to understand that two different cultures were unite. The key visual was a random sum of the three corporate colours, resulting in a uplifting pattern with wide understanding, and easy deployment. Coincidentally, the colours of the Brazilian flag.

Give some indication of how successful the outcome was in the market
The advertising market is very sensitive about merges or new ventures. The fact was that the way WMcCann presented itself was so cool and clever that every player of the ad world, be it press or other agencies, praised the union and celebrated the birth of a truly new advertising brand. The new agency will finish its first year as the 4th biggest country's agency.