Chicco signs up McCann Erickson

Ad agency McCann Erickson, Delhi has been signed up by kidswear brand Chicco from the stable

of Italian health and wellness products major Artsana SPA for their ad campaigns in India. Chicco is a euro 800 million brand, which, together with its sister companies, Prénatal, a chain of stores specializing in the sale of products for mothers and children and Boppy Co, a manufacturer of infant support pillows, constitutes 80 per cent of Artsana’s business of euro 1.5 billion.

Chicco began its Indian operations in January 2010, setting up its first outlet in Delhi’s Select City Walk mall. After creating its Indian footprint, the brand focused on putting together its resources and finalizing its communication strategies. Accordingly it called for a multi-agency pitch, in which three creative agencies other than McCann Erickson participated. McCann Delhi, whose counterpart in Milan handles the global operation for Chicco, managed to clinch the deal. The creative agency is all set to work on the new account. The brand has the unique global positioning of being an all-round baby care brand with the tagline ‘Wherever there’s a baby.’ The positioning and brand personality would be consistently followed in every piece of communication and in every consumer touch point.