McCann Erickson makes it to Luerzer’s Archives once again

McCann Erickson makes it to Luerzer’s Archives once again

Author | Noor Fathima Warsia | Wednesday, May 10,2006 6:45 AM

McCann Erickson makes it to Luerzer’s Archives once again

Continuing with the celebrations that McCann Erickson has been seeing for two weeks now, the agency has more reasons to celebrate with its inclusion in Luerzer’s Archives magazine. Luerzer’s Archives acknowledges brilliance in TVCs, and in the third volume of the 2006 compilation has included McCann Erickson’s ad for UTI Bank, titled ‘Family’.

Luerzer’s Archives is not really known for including Indian ads in its assemblage. The fact that since the first ad – that of Jordan toothbrush, submitted by an independent director Kutu Chatterjee in 1995 – only 13 Indian ads have made it to Luerzer’s Archives, vindicates this. In addition to the recent UTI ad, last year, too, two of McCann’s ads made to the Archives – ‘Happydent Photographer’ and ‘Hanes Wedding Night’. Two other McCann ads for its client Coca-Cola also feature in earlier compilations of Luerzer’s Archives among these 13 Indian ads.

Essentially, this makes McCann the highest recognised among Indian ad agencies in Luerzer’s Archives. The second is O&M, which has had three of its ads featured in the collection so far. These include its works for Centre Shock and Fevicol. Other agencies like Ambience Publicis and Lowe and Leo Burnett, too, have been seen in Luerzer’s Archives.

For McCann this is good news, especially after the wins that the agency has seen at the AAAI Awards at GoaFest 2006, Mirchi KAAN Awards, and even more recently, the FAB Awards.

Giving the agency’s point of view here, Manish Bhatt, Senior Creative Director, McCann Erickson, said, “The best part about this is that these ads are based on hardcore insights. The message and the execution of these ads transcend all boundaries and I think that is the real winner.”

Bhatt’s work for The Economic Times, along with his partner Raghu Bhat, when the duo was in Ambience Publicis, also made it to Luerzer’s Archives earlier.

Speaking more on being present in the Luerzer’s Archives, Bhatt said, “In the last 11 years only 13 Indian ads have made it to this compilation – of course, it feels special!”

Luerzer’s Archives is an Austria based magazine that has been publishing compilations of the best TVCs from around the world every three months since 1984.

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