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The appetite for content in a sprawling digital world is boundless, and brands that fall back on yawn-inducingly safe messages quickly find themselves getting lapped by savvier competitors. Here’s a look at the branded content innovators who earned spots on the 2021 Creative 100 by setting the bar for quality and inventiveness:
Guillaume Huin
Social media director, McDonald’s
Professional journey: Huin says his career has been shaped by “a mix of chance and conviction.” Born in a tiny village in northern France, he studied literature and philosophy before attending business school to learn the “underestimated” art form of advertising.
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