VIDEO: Nick Brien, CEO, McCann Worldgroup

Nick Brien, the recently appointed head of McCann Worldgroup's global operations, sat down with Campaign Asia and shared his thoughts on the current state of the creative industry.

Nick Brien, CEO, McCann Worldgroup
Nick Brien, CEO, McCann Worldgroup

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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).