Marketing Today With Alan Hart

Lincoln Bjorkman is the global chief creative officer for Wunderman — a network that has more than 170 offices in over 60 countries. During the course of his conversation with Alan Hart, he discusses the challenges, opportunities and constant change inherent in leading over 2,000 creatives worldwide. And he talks at length about the impact of the digital transformation on the creative role: “It's now the air we breathe,” says Bjorkman. “If you want to be a successful creative…you have to change and grow and learn all the time. You cannot ever be set in your ways — you have to master new tools and new disciplines.”And he believes the future of marketing is about creatives constantly challenging themselves and raising the bar. “The changes are going to be profound…I don't want marketing to go away. And I want agencies to add a lot of value. It (marketing) will only do that if we have someone saying, ‘That's great. What's next? Let's do more. Let's ma