In Brief

Advertising Agency McCann celebrated their 70th anniversary with the power of smell

Uruguayan creative advertising agency McCann Montevideo has celebrated its 70th anniversary in the South American country by formulating the I CANN Eau de Créativité. The limited edition fragrance is reported to stimulate creativity for those that smell it.

“In our research, we determined that creativity is completely emotional and with no logical process,” explains Leándro Gómez, McCann Montevideo’s CEO and general creative director. “We also learned that scents are a powerful medium to convey emotions—in fact, 75 percent of our emotions are connected to scents that immediately take us back to very specific moments of our lives.”

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