Clarion Communications, is thrusting ideas to the fore as it pivots away from the traditional creative director model of top-down development to a more egalitarian ‘creative collective’ system.
Championed by managing partner Matt Stokoe the shift will see Clarion move away from a singular voice to a collective, drawing upon the relevant experiences, personalities and approaches of individual team members deemed to be a best fit for specific client briefs, new
business opportunities and current affairs.
In the newly created role of head of creative operations, Stotkoe will steer this process through a combination of upskilling, collaborations and new business as a knuckle between account teams and creatives.
Stokoe explained: “This dedicated creative strike team is our investment in ensuring our clients always receive cutting-edge, forward-thinking creative that sets them apart from the competition.
“By investing in cutting-edge technologies like AI through WPP Open and its suite of proprietary tools, we’re empowering our people to push boundaries and think differently.”
The WPP-owned agency has offices in Glasgow, Edinburgh and London.