“Heineken is called ‘The Chairman’ in Nigeria. So, we give that flexibility to Nigeria to call it ‘The Chairman’, but we do not need to create a global campaign saying the ‘Chairman’ from Amsterdam. . . . We give that flexibility. That's how we operate. Have a central idea, but give local...

“We often categorize our worlds as B2B or B2C. To cut to the center, we should say that all the work we’re doing is really B2H–business to human. If you put the human being in the center, suddenly you have an organizing principle to say, ‘How do I create a connection with the human on the other...

“Technology is the great equalizer, but Poetry (the intangible benefits of creativity) is what really makes a difference.” McDonald's Global CCO @ DDB, Luis Miguel Messianu, named Legend Honoree by ADCOLOR and part of CMC’s Advertising Hall of Fame, is the one who oversees the creative output of...