•A sequence of ads published in “Meio & Mensagem”:1 Suggestion: tear paper. Ads on IUPO paper do not tear.2 Sponsorship of the staples that hold newspapers3 An inserted replica of the newspaper in a smaller format4 Sponsorship of the adhesive label with subscriber data.5 An announcement with incomplete text, prompting readers to access the site for the complete ad.6 The victory ad.

The market viewed McCann Brazil as an agency based on creativity and multidisciplinary communication.

Angelo Franzão Neto won the Caboré in the Media Professional category and Adriana Cury won in the Creative Professional category for 2006.