Arrivals & Departures: Colenso asks, What’s in a title?

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Max McKeon joins Colenso BBDO as Creative Director – but what’s in a title? Titles in advertising have lost a lot of meaning as of late, the good people at Colenso say. “Sometimes they are offered instead of pay rises,” they say.

“Sometimes they are overinflated when an agency gets a little top heavy. Sometimes agencies are so ‘future’ their ranks are beyond classification.

“Other times, like today, agencies like Colenso run with it, and put the title of their latest hire, Max McKeon, up for debate.”

They’ve told M+AD Daily they will adopt whatever title their readers choose. Anything obscene will need to be made client-palatable, but the agency is adamant they will try and stay as close to the decided suggestion as possible. 

“Universal Globe Group Executive President Creative Director? Executive Creative Deity?”

“It’s your ideas. And being firm believers in the notion that great ideas can come from anywhere in the agency, we thought we’d break with what is quickly becoming a stupid standard in the industry.”

Executive Creative Deity Dan Wright added: “We’re hoping the eternally-polite, kind-hearted folk of M+AD’s comment section will help us out with a few title options for our newest Creative Director.”

Max McKeon, originally from Sydney and previously of Publicis Mojo and The Monkeys, comes to Colenso BBDO from Saatchi & Saatchi NY. He was Associate Creative Director and Copywriter on the highly awarded It’s a Tide Ad Tide Super Bowl campaign as well as the gold-winning C21: The Restaurant that Changed a Law.”

Recent awards include a D&AD Black Pencil and Titanium Cannes Lion.

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