By now, the creative teams at MullenLowe should be coming to the end of a 30-day challenge set for them by the Middle East Communications Network agency’s new executive creative director, Breno Cotta (above, left). They will prepare proactive campaigns for existing clients, which Cotta will then grade on a scale from one to 10. Cotta says there are a number of reasons this is one of his first moves after joining the agency: the challenge and brief will boost creativity; it will give Cotta a chance to see where his department is strong and where he needs to improve it; and it will start to build a culture of feedback and response. It will also give CEO Mounir Harfouche material to present to t
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
