Per Pedersen on 'solve-vertising' and creativity in Asia Pacific

Per Pedersen: Grey's deputy worldwide chief creative officer.
Per Pedersen: Grey's deputy worldwide chief creative officer.

Grey's worldwide deputy CCO says Latin America holds lessons for other regions

Fresh from Cannes, Grey  deputy worldwide chief creative officer Per Pedersen told Campaign Asia-Pacific why "solve-vertising" is not just another annoying buzzword.

In the interview, Pedersen says:

Solve-vertising is the notion that it’s not enough to just create awareness about something, but to identify problems and solve them.

Many creative networks are suffering from Asia's geographical distance from their headquarters.

Agencies in the Latin American region, in the spotlight recently, are close-knit and creatively successful since they share a language and similar backgrounds; they also stick together instead of competing to be the most creative. Citing that as a call to action, Pedersen is looking for "that thing" that binds or connects the Asian region together.

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