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. But McCann believes complexities in the marketing landscape now call for a different approach.
“The
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