McCann Worldgroup Introduces Mercado McCann

Martin Mercado Partners with McCann Worldgroup to Form Global Creative Hub

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Sep 23, 2014, 10:00 ET

NEW YORK and BUENOS AIRES, Argentina, Sept. 23, 2014 /PRNewswire/ -- McCann Worldgroup and Martin Mercado today announced the creation of Mercado McCann, a global creative agency hub that will partner with the McCann Worldgroup worldwide agency and marketing communications network. Mercado McCann will be based in Buenos Aires, Argentina, but with the mandate and talent capabilities to work on global brands anywhere in the world as well as on regional and local assignments.

With the addition of Mercado McCann, McCann Worldgroup will have two highly creative agencies in Argentina. Both McCann and Mercado McCann work with a mix of local, regional and global clients.

Commenting on the new venture, Martin Mercado said, "The mission of Mercado McCann will be to create fresh ideas every day that can work in any market. McCann has given us the freedom to explore what is possible across any and all platforms and to partner with their agencies around the world and utilize their resources to create value and opportunity for their and our own clients. What an amazing and inspiring brief."

Joining Martin Mercado in this innovative creative partnership is a team experienced in developing creative ideas and campaigns that have run internationally, including in the U.S. Founding members of Mercado McCann who will join the new team include: Diego Tuya, Executive Creative Director; Dario Rial, Executive Creative Director; Agustin Coste Account Service Director; and Agustin Borgognoni, Production Director.

Martin Mercado served as Creative Director at McCann Erickson Argentina from 2002-2004. During that time he created the "For Everyone" commercial for Coca-Cola that became global a phenomenon for the brand that was translated across many markets, and entered into Coca-Cola's Hall of Fame in Atlanta. In 2013, "For Everyone" was selected as Argentina's best TV commercial of the previous 30 years.

Pablo Walker, currently President of McCann Worldgroup Europe, and formerly President Latin America & Caribbean, said, "I have known Martin for more than 15 years and I am very excited about having him back with us at McCann. Martin is a great partner as well as a brilliant creative leader. I am confident the combination of Mercado with McCann will be a great success and a great resource for our clients."

Mercado, one of the most recognized creative advertising professionals in Latin America, was honored for three years in a row with the Jerry Goldenberg Award as the Creative of the Year in Argentina. His extensive portfolio of work for Coca-Cola has been recognized internationally, including at Cannes, the One Show, D&AD and the EFFIES, and has premiered on advertising's biggest global stage, the Super Bowl.

Martin is part of the selected speakers at TED.

Rob Reilly, Global Creative Chairman McCann Worldgroup, said, "We are very excited about how we can help our clients grow their brands through a unique creative resource like this. There's a lot of conversation in the industry about how great ideas can come from anywhere. Our creation of Mercado McCann is proof of our commitment to delivering on this. Martin has already proven his ability to craft messages for clients that transcend platforms, cultures, and geographies, and he will put this into action to benefit our clients."

About McCann Worldgroup

McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing services company with 23,000 employees in more than 120 countries, comprising McCann Erickson (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).

SOURCE McCann Worldgroup