What is that unique quality in McCann that sets it apart from other agencies?
A. Desai: We attempt to have a deeper understanding of consumers. We consider consumers to be human beings, and not just consumers. This is probably why our creatives have a greater impact on consumers, and also help them understand the brand better. Our experience has provided us with a knowledge base that goes beyond academic learning. One can keep on reading about what makes good advertising, but fail to produce a good ad. According to me, advertising is a derived product. What makes advertising fabulously interesting and enriching is the fact that it is like a reservoir with many streams. One must understand and concentrate on the streams that flow into advertising to be able to source material that is fresh, new, deep and real. To a large extent, McCann has succeeded in this attempt.
A. Desai: We attempt to have a deeper understanding of consumers. We consider consumers to be human beings, and not just consumers. This is probably why our creatives have a greater impact on consumers, and also help them understand the brand better. Our experience has provided us with a knowledge base that goes beyond academic learning. One can keep on reading about what makes good advertising, but fail to produce a good ad. According to me, advertising is a derived product. What makes advertising fabulously interesting and enriching is the fact that it is like a reservoir with many streams. One must understand and concentrate on the streams that flow into advertising to be able to source material that is fresh, new, deep and real. To a large extent, McCann has succeeded in this attempt.”The responsibility of an advertising agency, while creating an ad for an impulse buying category, is much more as the ad will directly affect the sales figures.
