McCann, currently settles into its new identity following the Omnicom-IPG consolidation. Andrés Ordóñez, Global Chief Creative Officer, McCann Worldgroup, sees the merger less as an ending and more as an opportunity to build something bigger. Speaking with Neeta Nair, Editor, IMPACT Magazine at Cannes Lions 2026, Ordóñez described the integration of former rival creative cultures as a collision of energies and strengths rather than a loss of identity. "We were FCB and now we're four times bigger," he said, adding that the network has carried forward its own energy while embracing "a beautiful energy from McCann."
For Ordóñez, the real advantage of scale lies not in size but in capability. The combined organisation now has access to deeper data expertise, AI studios and specialist businesses such as FutureBrand. "What it gave all of us was more tools, more partners, more things to do. More power to do more great things," he said. He also dismissed concerns that consolidation inevitably dilutes agency culture, arguing instead that the industry is returning to a more collaborative model after years of operating in silos.
Watch the full conversation here:
Ordóñez has previously remarked that "machines can't give you goosebumps". Asked which campaign from India had done that for him, he pointed to ‘Lucky Yatra’ from 2025. Recalling the first time he saw the idea, he said it immediately stood out. The campaign's insight around travel in India resonated with teams beyond the country, prompting discussions with colleagues in markets such as Canada and Colombia about adapting it locally.
Addressing the controversy that followed the campaign, Ordóñez was unfazed. "Great work has many fathers. Bad work doesn't have any parents, so no one really wants to talk about it," he said. He maintained that Lucky Yatra should be remembered for what it achieved, describing it as "a beautiful, incredible, insightful idea that can travel." Rather than focus on the controversy, he said the industry should celebrate such work and continue creating more of it.
The conversation inevitably turned to AI and the industry's ongoing search for growth. While acknowledging that technology has made agencies faster and more efficient, Ordóñez believes creativity remains the industry's most valuable asset and remains central to driving business growth. "We're a little bit on the path of quantity over quality," he observed. However, he expects the pendulum to swing back towards quality. "At the end of the day, ideas and creativity are going to be the things that drive change, business and growth."
When asked what he would advise Dheeraj Sinha as he leads McCann India at a time when specialised agencies are gaining ground, Ordóñez said the focus should be on understanding what makes an agency different. "What is our superpower? What is it that makes us different? Own it and go hard at it," he said. "Sometimes you're so obsessed with being someone else that you forget how great you are at something." Agencies, he added, become stronger when they focus on what they are already great at.
Referring to the awards, Ordóñez identified IKEA, Huggies, Kotex and ‘Moonie’ from Peru as McCann's strongest bets at Cannes Lions this year. While discussing the network's prospects at the festival, he said the agency was entering Cannes with confidence.
Looking ahead, Ordóñez expects India's influence within McCann's global network to grow. Having worked closely with McCann India on Nestlé's global business, he praised the quality of ideas emerging from the market and predicted that "we're going to see more of India out in the world."
