Conrad says it is now more crucial for creative and media people to work together .
WHEN Michael Conrad became Leo Burnett International president and chief creative officer (CCO) in 1986, he adopted a mantra counter to management guru Theodore Levitt’s Think Global, Act Local.
“I thought Levitt’s mantra was an insult because what Yasmin Ahmad did here with Petronas ads, for example, was local thinking. We were very much a global agency with global clients, but in order to have the best service locally, you have to win local clients,” says Conrad.
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