Michael O'Neill
Jul 16, 2010

VIDEO: Nick Brien, CEO, McCann Worldgroup

Nick Brien, the recently appointed head of McCann WorldgroupÆs global operations, sat down with Media and shared his thoughts on the current state of the creative industry.

Brien points out that in order to move forward, the advertising industry as a whole needs to fundamentally transform the way it does business. "We have got to really understand that there is a sea change occurring and many of our clients, many of the agencies, are relying on their intuition of how marketing and consumer behaviour used to work in the past. It is changing fundamentally."

The problem, he argues, is that creative agencies have been too slow in adapting to the new consumer and media environment. "We're too long, we're too slow, we're too cumbersome. We don't have the immediacy."

Touching on his media agency background at IPG with UM and most recently as global CEO of Mediabrands, Brien emphasises the urgent need to narrow the gap between media and creative, especially in terms of technological advancement, where, he argues, media agencies have been leading the way."I'm seeing a generation of young account people and planners and creatives who have been starved of a lot of the innovation that has come out of media," he says.

The future direction for McCann he says, is to make sure it has the right skills in the creative organization, that its ideas are "supersmart', and to be able to collaborate with media owners to build on their platforms, communities and story-telling abilities. "There is a huge opportunity there," he concludes.

 

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
The inside story: Havas Media Malaysia lands Lenovo SEA
Premium
1 day ago

The inside story: Havas Media Malaysia lands Lenovo SEA

In this exclusive interview Campaign Asia-Pacific speaks to APAC CEO Vishnu Mohan and Malaysia CEO Andreas Vogiatzakis about the strategy behind the newly launched agency and its big regional win.

Premium
Move and win roundup: Nielsen, MullenLowe, DDB, Ogilvy, Cheil, Minute Media, JWT
Premium
1 day ago

Move and win roundup: Nielsen, MullenLowe, DDB, ...

A weekly roundup of people moves and account news worth noting.

Premium
Tech Talk: DAN, MDA, Oracle, Salesforce, AppNexus and more
Premium
1 day ago

Tech Talk: DAN, MDA, Oracle, Salesforce, AppNexus ...

A weekly roundup of tech news and announcements.

Premium
Spotify aims to turn Japan on to music streaming at last
Premium
1 day ago

Spotify aims to turn Japan on to music streaming at ...

Spotify's ad-supported model gives it an advantage in a market that has been slow to accept music streaming.