McCann publishes Pioneros to celebrate its 80 years in Latin America

McCann has completed its 80th year in Latin America and to celebrate the four decades it has published Pioneros, a book that traces the agency’s history in the region. The work is part of a global project entitled Truth Well Told: McCann-Erickson and the Pioneering of Global Advertising, documenting McCann’s history worldwide.“It was in Latin America that McCann began to build its most significant work relationships with multinational clients like Coca-Cola, General Motors and Nestle,” said Pablo Walker, president of McCann Worldgroup Latin America & Caribbean.According to Walker, the purpose of issuing the work is “to allow present and future generations collaborating with the multinational to have a notion of its striking history that is being given continuity every day”.The book describes the role the multinational played throughout the history of advertising and its relations with brands that still today form part of its client portfolio. Edited in English, Portuguese and Spanish, it has been distributed to all of McCann’s collaborators in Latin America. The project was begun in 2012 by Stewart Alter, ex-Ad Age journalist and current editorial director of McCann Worldgroup, who has developed regional versions for North America, Europe and Asia.