W/McCann is the Brazilian arm of the McCann global network, created in 2010 from the merger of McCann's existing office with renowned local independent W/Brasil. That agency was founded in 1986 by Washington Olivetto, undoubtedly Brazil's most famous advertising executive during the 1980s and 1990s. So well known in fact that he was the victim of kidnapping in 2001, held for ransom for 53 days before miraculously escaping unharmed. Although it remained a significant creative force in its home market by the 2000s, W/Brasil had to a large extent been overtaken by younger or more international agencies. Once one of the country's top ten shops, it ranked in the 40s by 2010. That year, the business was acquired by Interpublic and merged into the local office of McCann Erickson. The merged agency became one of Brazil's top two agencies, and reputedly the most profitable within the whole McCann network. Olivetto himself was named as McCann's chief creative officer for Latin America until his retirement in 2017. (He still consults for the network, working out of McCann's London office). Hugo Rodrigues is now chairman & CEO of W/McCann. Headquartered in Sao Paulo, the agency also has offices in Rio de Janeiro and Brasilia. W/McCann was Agency of the Year for 2019 in Brazil's Premio Colunistas awards.
Capsule checked 22nd June 2020
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Historical snapshot information for W/McCann
Adbrands Social Media 4th Apr 2018: "Unwanted Gifts". This is definitely not your usual charity ad. To their credit, W/McCann Brazil have tried something quite out of the ordinary in their new campaign for The Salvation Army, and it certainly captures the attention. It's probably not an approach that would work in the West - a bit flippant perhaps? - but Brazil is a different environment altogether.
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