McCann launches production unit Craft
Ad agency McCann has launched a special unit for improving the production values of its work.
Called Craft, the unit will be led by Simon Burrett, the MD of McCann Melbourne.
The idea is to tap into McCann Worldgroup’s network – one of the largest in the world – to access expertise and advice in other markets through a cloud platform.
Burrett said in a statement: “Craft will be of particular interest to Australian marketers for whom superior production values, efficiency, speed in production and absolute attention to detail in the creative product is a competitive imperative. Not just for our retail and high production volume clients, but for anyone looking for excellence in execution and game-changing efficiency and value.”
The Craft network is made up of 570 production specialists from around the world who work on brands such as Coca-Cola, L’Oreal, Aldi, General Mills and Microsoft XBox.
The problem for McCann is that the real production expertise is not going to be found inside multi-national advertising agencies.
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I would suggest that in statements to the press McCann’s should avoid corporate buzzwords such as “competitive imperative” and “game changing efficiency.” Simply use “bullshit.”
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