McCann APAC boss on what Cannes success means, John Mescall and why Dumb Ways didn’t win the Cyber category
Mumbrella was in Cannes today to talk to the regional president of McCann, Charles Cadell, about what the success of hit viral Dumb Ways to Die means for the agency.
Cadell joined McCann a year and a half ago. He told Mumbrella in November 2012 that in a year’s time McCann would be a top three network in the region. Well, with the week they’ve had, this does not now sound too far fetched. He tells Mumbrella’s Asia editor Robin Hicks about the best week of his career.
What does success this year mean for the McCann network?
I think that in terms of our reputation, it does a wonderful thing. It shows the power of what McCann can do – and will do more of.
Dumb Ways To Die is brilliant. No denying that.
But what was impressive about it in terms of digital or cyber? Yes the content was awesome but all they did was upload a video and build a website.
I don’t understand how it could win awards for press and outdoor either. On their own, they are not impressive.
The integration of facebook- the “be an actor” for the Toshiba advert- that’s what made it the best cyber offering.