Faaez Samadi
Aug 29, 2016

CMOs need to take bigger risks for great creativity: Zeno Group CEO

Brands need to be braver in their creativity without being reckless, and PR agencies are duty-bound to push them out of their comfort zones, according to Barby Siegel of Zeno Group.

Barby Siegel

Risk brings rewards in creativity if it is calculated, and more CMOs need to be willing to tread new ground for the best work, Barby Siegel, CEO of Zeno Group, told Campaign Asia-Pacific.

As one of only five PR agencies to win a Cannes Lion in the PR category this yearZeno finished with a gold and a bronze belowSiegel says the results should be “a wake-up call” to the industry regarding...

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