Suzanne Powers, CSO global de McCann
Agencies are experts in developing slogans for brands. Each creative department also has a mantra of their own that summarizes concisely the purpose of their organization in a way that resonates both with their own employees and clients. For Suzanne Powers, McCanns Global Chief Strategy Officer, the agencys motto Truth well told -that dates back to 1912- is still in use because it “encompasses a human truth”. “At the time it was established, we were trying to counter superfluous advertising with our mission” Powers said. “And its relevant till today because it comprises three simple words that are human, travel really well and are universal. It certainly is the bedrock of our process even with new clients, because were always hunting for the truth of the brand, whether it is the cultural truth, the consumer truth or the company truth”. For Andrew Robertson, President and CEO of BBDO Worldwide, the more concise and expressive the mantra is, the more memorable and actionable it will be. “Ours is a precise and focused articulation of what everyone across our 289 offices in 81 countries lives by. The form might change, but our focus and obsession doesnt” he said. BBDOs mantra was coined in 1996, and it reads: The Work. The Work. The Work. Agencies, however, acknowledge that mantras are not everlasting. As a company evolves over time, its mission and intent may also change.
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