The programme is aimed at helping creative practitioners 'think outside the box'. McCann has used the initiative across the region over the last three years. "It creates new business opportunities and promotes creativity, as well as building self-esteem and confidence within the agency," said McCann's Asia-Pacific ECD and programme creator Jeremy Perrott.
Although Clio organisers have yet to decide on how it will fit in with the show, executives said they were excited about the prospect. "The Clio Award is pro-creativity, rewarding breaking creative barriers, the exploration of fresh ideas and finding the new," said Ami Brophy, Clio Awards executive director. "Creative Smash embodies these principles."
