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Q&A: Greys New Global Creative Council Chairman Per Pedersen

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    Q&A: Greys New Global Creative Council Chairman Per Pedersen Q&A Greys New Global Creative Council Chairman Per Pedersen

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

    By Patrick Coffee | April 15, 2016

    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. Now the agency has officially named him chairman of the council.

    Pedersen recently spoke with Adweek about what this new role means and shared some of his more colorful experiences helping lead the network's 432 offices in 96 countries and taking other creatives on the group's singularly exotic retreats.

    Adweek: Why does Grey need a Global Creative Council?

    Per Pedersen: It's a network within the network. The thing is 9 years old. It has been developing overseas, and we put it in place to raise the creative bar. These days it's more about building a global creative circle where people actually know and like each other. ... We've reached the point where our leaders are becoming friends, and that has proven to be very significant for us in terms of new business by allowing us to work across cultures.

     

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