Santiago Puiggari, CEO of McCann Buenos Aires and Chavo D'Emilio General Creative Director announced the creation of the Creative Technological Unit composed by talents both of McCann and MRM, including advertising creatives, engineers, community managers, developers and programmers, among other profiles.
Lead by Santiago Pennino, as Digital Integrated Director, and by Diego De Bernardi, as Creative Technician, they will be part of the team lead by Chavo D’Emilio and will give creative solutions with innovative components and technology to clients.
“Technology represents an important element in the conception and execution of a big idea, with this new Creative Technological Unit, we are incorporating it to the heart of the agency creative process. Mccann has always been characterized for being a modern and innovative agency, before audiovisual media, then the Internet and now technology in its broadest sense”, explained Puiggari
Mccann’s Creative Technological Unit is already working for clients such as L'Oreal, Wanda, Laboratorio Argentia and La Virginia, it has as a production and developing partnership with MRM, company lead by Marcelo Amiano with more than 220 employees at Palermo neighborhood.
“Creativity has aspects specifically technological. In these creative heads, is where the agency is trying to focus so as to expand perspective, and develop ideas of an integrated communication for current necessities”, said Chavo D’Emilio.
Pennino added: “It is a very attractive format that my position at Mccann has, where my role at accounting will be centered in forming working teams that integrate creative people and engineers."
The executive works at the advertising industry since 1994 with clients such as CTI (Claro), Coca-Cola, LVMH, Cervecería Quilmes, Pepsico Snacks, Mastercard, Farmacity, General Motors, American Airlines y Banco Provincia, among others.
“As an industry we don’t clearly know where do technological creative come from, we do know that they don’t have to study advertising nor systems necessarily, more over it would be a mixture of both," referred De Bernardi, who highlights: “I join Mccann to add technology to the ideas we create.”