How one advertising agency turned corporate slogans into global cultural landmarks
In short: From the iconic Fearless Girl statue to the jingles that defined generations, McCann has shaped modern consumer culture for over a century. By integrating psychological research and bold creative risks, this agency transformed how brands speak to the world, proving that advertising can be as memorable as the products themselves.
Founded in 1912 by Harrison McCann, the agency established its identity early with the credo Truth Well Told. By 1920, this motto became the first service-industry emblem to secure intellectual property protection, marking a shift in how agencies viewed their own brand assets. The firm’s trajectory changed significantly in 1930 when it merged with Alfred Erickson’s agency, creating a global powerhouse that would eventually operate in over 120 countries.
McCann’s influence on pop culture is vast, often blurring the line between commercial messaging and entertainment. In 1943, the agency pioneered the use of psychological research in advertising by hiring Dr. Herta Herzog and Dr. Hans Zeisel. This data-driven approach fueled massive successes, including the 1964 Put a Tiger in Your Tank campaign and the 1971 Hilltop commercial for Coca-Cola. The latter, featuring the song I’d Like to Teach the World to Sing, became so culturally embedded that it appeared in the finale of the television series Mad Men.
Beyond traditional media, the agency has consistently pushed into new frontiers. In 2016, it launched the Field Trip to Mars, a virtual reality experience that won top honors at the Cannes Lions International Festival of Creativity. More recently, the agency has embraced generative AI, integrating these tools into creative workflows for major clients like Mastercard and L’Oréal. Whether through the viral Fearless Girl statue or the dark humor of Dumb Ways to Die, McCann remains a central architect of the modern advertising landscape.
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Sources
- Summary by Intellect · source: McCann (company)
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