The leading global marketing services company, McCann Worldwide is partnering with Argentine creative Martin Mercado to start the new global creative agency hub in Buenos Aires with its name, Mercado McCann. With the strong talent capability behind Mercado McCann, will the creative hub work on global brands anywhere in the world as well as on regional and local assignments? With Mercado as the most recognized creative advertising professional in Latin America, Mercado McCann will develop creative ideas and campaigns for a mix of local, regional and global clients.
With the addition of Mercado McCann, McCann Worldgroup will have two highly creative agencies in Argentina.
Mercado is one of the most recognized creative advertising professionals in Latin America, and he 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. With the addition of Mercado McCann, McCann Worldgroup will have two highly creative agencies in Argentina.
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.
Martin Mercado
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.
Commenting on the partnership, 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."
McCann is confident that the combination of Mercado and McCann will be a great success and a great resource for their clients.
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."
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."
