Q&A: Grey's New Global Creative Council Chairman on 'Never Choosing the Middle Road'

Per Pedersen reflects on being the network's top creative evangelist

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Grey earned Adweek's 2015 Global Agency of the Year honors on the strength of both its relatively conventional work for clients like Canon and its more outlandish efforts like a recently launched project in which the official phone number for the country of Sweden redirects to a random citizen. (When Adweek's Tim Nudd called, that citizen happened to be an Associated Press reporter.)

How does the global network produce such a disparate array of work?

Much of that responsibility lies with the Grey Global Creative Council and deputy worldwide chief creative officer Per Pedersen, a 25-year veteran of the organization.

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