MERCADEO
Going Beyond The Brief Made Share A Coke a Success
Manuela Walfenzao| 29 de junio de 2018
Ingrid Smart
Casanova//McCann won its first Lions in Cannes festival. On Thursday, the 20th, they added two new Bronze Lions, one in the category of Direct and another in Media to add a total of 3 silvers, 3 bronzes and 9 made the shortlists. All the recognitions have been for its Share a Coke 1,000 Name Celebration campaign for Coca-Cola.
The President and CEO of Casanova / McCann, Ingrid Otero-Smart, believes that the success of the campaign is a combination of factors. “For me the biggest one is that the team saw beyond the brief and the client’s request. Instead of a radio spot, they developed a fresh campaign and, in addition they proved that a ‘traditional’ medium, like radio, is ‘alive and kicking‘ as we say in Puerto Rico.”
“This continues sending the message about the strength of our agencies” she said. “But for me, after so many years of struggling in this market, it means much more. Things like this happen when we sit down at the table with our partners. When there is mutual respect and commitment to develop the best work for the client, regardless of the labels of the leading agency and Hispanic agency. It’s what makes me so proud, and even more than the Lions: to have developed this kind of partnership with FitzCo // McCann.”
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