Chicco: Times Square

May 28, 2011Filed under Online and Fashion, Clothing, Footwear


In late 2010, McCann NY won responsibilities for the U.S. relaunch of Chicco, a 50 year old Italian company specializing in making babies happy around the world. Here in the U.S. they are little known. When asked, most people have no idea where Chicco is from – Mexico? China? Nor do most people know how to pronounce the name.

Focus: teaching the correct pronunciation of the brand (Kee-Ko), establishing the provenance and the products, which in the U.S. are car seats, strollers, toys.

Objective: To make a big launch splash with a limited budget.

Advertising Agency:McCann, NY, USA
Creative Director:Nathalie Brown, Karen Ingram, Steve Nasi, David Schwarz, Erik Karasyk
Art Director:Nathalie Brown, Karen Ingram, Laura Alejo
Copywriter:Steve Nasi
Executive Creative Content Producer:Catherine Patterson
Creative Content Producer:Stuart Shapiro
Business Manager:Wilmien Blake
Chief of Staff:Mark Strong
Business Partner:Neely Baker
Project Manager:Lindsey Rogers
Group Strategy Partner:Jane Goodman
Producer:Jenn Mann
Lead Animator:James Obrien
Animator:Wes Ebelhar
Assistant Animator:Justin Demetrician
Interactive Designer:Jen Lu
Flash Developer:Nicholas Kircos
Technical Lead:Will Olbrys
Executive Engagement Officer:Biagio Black Goetzke
Production Manager:Marina Mezzogiorno-Brown
Website hosting:Aerva
Ceo:Sanjay Manandhar
Head Of Engineering:David Crow
Interactivity Engineer:Rafael Mendiola
Software Engineer:Raam Dev, Tony Aidamouni
Support & Moderation Engineer:Jon Stoker
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