Fortune Promoseven Regional Creative Conference looks ahead

Conducted over two days (Feb 8 and 9) at the Fairmont Hotel, the conference was an interactive session of sharing information and ideas, brainstorming and learning led by Milka Pogliani from McCann Europe.

Fortune Promoseven is the Middle East affiliate for McCann WorldGroup, and this was one of the many knowledge sharing initiatives that the agency conducts in synergy with their global partners - McCann. Milka Pgliani is the Chairman of the McCann European Creative Council EMEA - Europe, Middle East, Africa and the Chairman and Executive Creative Director McCann Worldgroup Italy. She has taken part on the Juries of the most important international advertising festivals (Cannes, Clio, Cresta, Andy Awards, Eurobest and Golden Drum).

As a Creative Director she has won many international awards including the Grand Prix, gold, silver and bronze Lions at Cannes Festival and other awards including the New York Festivals, Cresta International, London International Advertising Awards, Art Directors Club of New York, Art Directors Club of Europe, Eurobest (London), besides prestigious Italian creative awards.

The 35 strong senior creative team reviewed McCann's global creative work, regional work and had a work shop and brainstorm session on how to improve the creative product and how best to gain from McCann's global and European creative excellence. Knowledge sharing, best practices, training program plans and interactive discussions were key highlights. Creative Directors shared work from their individual offices and had their work reviewed both by Pogliani and by peers.

One of the key outcomes of the 2-day meet was the creation of a Promoseven Creative Council - a bad of seven senior CDs who would spearhead the agency's creative development effort. Their challenges include setting up unified briefing and strategy development methodologies, tapping into the market for young creatives, leading pitch initiatives, ensuring the availability of the best creative resources and the on-going maintenance of a world standard creative reference library within the agency.