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CDM develops creative global collaboration model

The healthcare advertising agency will offers a global collaborative approach from its base in the UK capital

Olly Caporn and Phil Bartlett

CDM has promoted creative director Olly Caporn into a new global role as the healthcare advertising agency evolves to offer its clients a new creative approach, one that is based on 'true' global collaboration.

The group, which is branching further out from its New York roots, has a cluster of nine agencies, and Caporn - who will be based in its London office - said that his new role as worldwide creative director will see him raise the group’s creative bar.

He added: “It’s my job to create a community for all of our creative directors across the globe, creating a connective tissue that allows us to better ourselves as a group and operate not as a series of individual companies but as an agency goliath.”

Caporn’s newly-created role arrives in response to a changing client/agency landscape and, according to CDM London, was driven by the growing need for global agencies offering not only a strong creative community but also an effective collaboration strategy.

He concluded: "Specifically, clients want global agencies for various reasons, but mostly they want agencies that can collaborate and work well together, and I’ve been based at agencies before where that really hasn’t been the case.

“However, when I first joined CDM London I was truly struck by how much of a creative community there was, and I hope to nurture that.”

The London agency has grown from 20 to 50 employees since Caporn arrived in 2013, having overseen the creative rejuvenation of the agency.

Phil Bartlett, CDM London’s managing director, said: “The idea of the group’s global creative leadership coming from anywhere outside New York would be previously unheard of, but that it now makes total sense is a testament to the work we’ve done here to make CDM London a creative hub.

“Clients are being less US-centric in their global work than they have been previously, and this is not only a celebration for us, but it’s a celebration for London.”

Article by
Gemma Jones

12th March 2018

From: Marketing

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