Brief Explanation

In the Australian market, McCann is not considered a creative shop. Although it had come a long way over the last 10 years McCann was still tarnished with the same old brush, i.e. boring multinational, globally aligned clients, void of personality. McCann Melbourne was in need of a makeover. We wanted to show the world how much we had changed. Stuffy old McCann was gone. It was time for a new agency living by new creative disciplines.

The Brief

We wanted to show McCann Melbourne in a new light. To give this stuffy old multinational the feeling of a fresh creative agency.

How the final design was conceived

The truth is. McCann Melbourne is a young, keen, creative agency. So we created a new look to reflect this. We created a series of staff portraits showing the new McCann – a group of talented, creative thinkers hell-bent on producing lasting ideas. We transformed our blog, our personal profiles, our email signatures and sent word of our new ‘sticky thinking’ credo to our clients. Pass through our office and you’ll see portraits of ‘sticky thinkers’ lined on every wall. It’s a reminder to everyone here that we all share a common goal – to create work that makes a lasting difference, to make work that sticks.

Indication of how successful the outcome was in the market

Staff, clients and local industry were both shocked and impressed. Sticky Thinking has become a credo synonymous with McCann Melbourne. Much more than some new rule to live by, instead a way of approaching creative advertising differently. Work improved, morale improved, word spread about the new McCann. To date we’ve been invited to more new business pitches, approached by better quality jobseekers and our work has been accepted into more award shows. Sticky Thinking has stuck.