DERNIER CRI meaning and pronunciation

This is just a short piece on the agency name: ‘DERNIER CRI’. It is in fact a French term that has become accepted in the English language and can be found in any dictionary worth its salt. The Chambers dictionary definition is as follows:

“the last word (literally cry); the latest fashion”
So it is in fact very similar to the phrase avant garde. With regards to the pronunciation of the phrase most people know the more familar French word derriere in everyday English usage and Cri rhymes with Tee so if you think Derriere Tee and use that to pronounce DERNIER CRI you will be along the right lines.