The creatives are coming

09/28/2005

The question Advertising Age executive editor Jonah Bloom posed to a group of foreign-born creatives was straightforward: Why are so many ad agency creative employees in the U.S. from other countries? The answers he got during an Advertising Week discussion on "The Creative Global Mind" were a bit more complex.

"Clients here seem to be under so much pressure, basically they are looking for something different," said Mark Wnek, chairman and COO of Lowe & Partners Worldwide.

New York City is an advertising Mecca and creative talents from other countries are drawn to a place where they can "play with bigger budgets and bigger brands," said Sarah Barclay, creative director, Saatchi & Saatchi, New York.

Mark D'Arcy, CCO of Time Warner Global Marketing said there's a link between advertising and the U.S. that acts as a magnet: "I think America is a meritocracy," D'Arcy said. "Advertising is a meritocracy. What you do is more important than where you come from."

Among the frustrations foreign creative talents face in the U.S. is the amount of research and analysis involved in turning an idea into a campaign, Barclay said. D'Arcy added, "Advertising sucks in the direct proportion to the number of people who approve it."

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