Assessing the Value of Worldwide Creatives

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NEW YORK When McCann Erickson said last week that it would not appoint a new worldwide cd in the wake of Jonathan Cranin’s exit and instead establish a “global creative collective” of executives from across its multidisciplinary McCann Worldgroup, it became yet another reason to ask the question: Is the job of global creative chief still necessary? Was it ever?

Cranin held the post for four years and Marcio Moreira for 10 years before that.

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