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McCann ExtraBoldCondensed Introduced


New offset designed to create new level of creativity and integration for global MasterCard account

McCann ExtraBoldCondensed Introduced


McCann Worldgroup today announced the formation of McCann ExtraBoldCondensed (McCann XBC), a division built around one of the agency’s largest global clients, MasterCard.  Joyce King Thomas, the former chief creative officer of McCann New York and a co-creator of the MasterCard “Priceless” campaign in 1997, returns to McCann Worldgroup and will serve as President, McCann XBC.


McCann XBC, based in New York, offers both the focus of a small, integrated team and the scale of McCann, regardless of geography and in tandem with all the IPG agencies currently servicing MasterCard in over 112 markets around the world. This line-up of IPG agencies includes McCann Erickson, R/GA, Octagon, UM and MRM.


"MasterCard has become over the years one of the most valuable brands in the world,” said Alfredo Gangotena, CMO, MasterCard. “With the passion of Joyce and the assemblage of talent, I am very excited about the future as we continue to build one of the most iconic brands in the world.”


The McCann XBC leadership team will include, in addition to Joyce King Thomas as President: Richard O’Leary, currently global account director for MasterCard, as Managing Director; and Devika Bulchandani, managing director for global strategy, as Global Strategy Director. McCann XBC will report to Luca Lindner, President, Americas, Middle East and Africa, McCann Worldgroup.


“MasterCard is a great brand and we are proud of the work we have done and are excited about the opportunity to build on its iconic status,” said Lindner. “The world is an infinitely more complex place than it was when we began. McCann XBC was created to turn that complexity into opportunity. And to ensure that MasterCard is getting ideas that propel their business forward, in every country, in every medium.”


Harris Diamond, Chairman and CEO, McCann Worldgroup, said, “I am excited that Joyce will be leading McCann XBC. Her ideas, creativity and strategic understanding of the MasterCard brand are unparalleled.”


“Everything a global brand does should come from one distinct positioning and purpose,” said Joyce King Thomas. “McCann XBC is being launched to ensure that MasterCard gets the creative work they deserve in every medium in every country in the world, and to ensure that every piece of MasterCard communications springs from their unique point of view.”


Joyce King Thomas served as Chief Creative Officer of McCann Erickson in New York from 2004 through 2010. A co-creator of McCann’s iconic “Priceless” campaign for MasterCard, King Thomas oversaw the MasterCard work since it debuted in 1997. She was responsible for expanding the campaign to more than 100 markets around the world. King Thomas joined McCann in New York in 1995 as Senior VP, Group Creative Director and was named Executive VP, Executive Creative Director in 1998. 


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Categories: Finance, Credit cards

McCann LATAM, Wed, 19 Dec 2012 18:09:53 GMT