"We don't seek awards in and of themselves because our primary purpose is to help our clients' brands to play a meaningful role in people's lives," said Fernando Fascioli, President of McCann Worldgroup Latin America and Caribbean. "However, if this pursuit of creative solutions that connect people and brands is also recognized by the advertising industry, we are twice as happy."
A total of eight McCann agencies, from seven markets, contributed to this year's outstanding performance at El Ojo: McCann Buenos Aires and Mercado McCann, both Argentina; WMcCann in Brazil; McCann Santiago in Chile; McCann Bogota in Colombia; McCann Lima in Peru; McCann San Juan in Puerto Rico; and McCann Spain. Among the global, regional and local clients whose work was honored were L'Oréal, Nestlé, Mastercard, Coca-Cola, Ikea and Sodimac.
"This awards success is the result of a consistent and integrated process we've been undertaking in recent years to influence a cultural shift that aims to position McCann in the creative vanguard for major brands," said Chavo D'Emilio, Regional Creative Director of McCann Worldgroup in Latin America, and President of McCann Buenos Aires.
Among the individual McCann offices winning major El Ojo awards, Mercado McCann was The Most Awarded Agency in Argentina, and Martin Mercado was named the most awarded creative in the country. The agency won 2 Grand Prix - for TyC Sport's Conversos campaign in the Sports and TV/Cinema categories – along with 8 Golds, 7 Silvers, 11 Bronzes and 7 shortlists. In addition, its client TyC Sports was named "Advertiser of the Year" in Iberoamérica.
McCann Lima was The Most Awarded Agency in Peru, winning 1 Gold, 2 Silver, 8 Bronzes and 7 Shortlists. McCann Lima's ECDs, Mauricio Fernandez Maldonado and Christian Caldwell, were named The Most Awarded Creative Directors in the country.
McCann Colombia won 4 Golds, 2 Silvers,1 Bronze and 4 shortlists. Two of the Golds were for Best Latin American Idea for the World for the Colombian Ministry of Education's "Bulletpen" campaign.
McCann Spain won 1 Gold, 5 Silver, 8 Bronze and 10 shortlists.
The creative recognition in Latin America follows the McCann global network's success at the 2016 Cannes Lions Festival of Creativity at which the agency won 96 Lions across all categories and helped two of its clients, Microsoft and Lockheed Martin, become recognized as two of the top five most-awarded clients at the festival (#3 and #5 respectively). The Lockheed Martin campaign was the single most awarded campaign at Cannes. Work for Mastercard, the U.S. Army and Chevrolet also contributed to McCann's overall recognition as the most awarded network in North America by the Cannes Lions. McCann Health was also named the Cannes Healthcare Network of the Year.
About McCann Worldgroup
McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 24,000 employees in more than 100 countries, comprising McCann (advertising), MRM//McCann (digital marketing/relationship management), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (global adaptation and production), UM (media management), Weber Shandwick (public relations), FutureBrand (consulting/design), ChaseDesign (shopper marketing) and PMK-BNC (entertainment/brand/popular culture).
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SOURCE McCann Worldgroup