Creatives around the world are having to reinvent themselves. In times when deadlines are becoming ever tighter, customer demands ever more specific, and the range of channels ever broader, efficiency is more important than ever in the world of work. This is not always a topic that is close to the hearts of art directors, for whom the quality of their work is still the highest priority. Mika Tay, Creative Director at Ogilvy Beijing, does not see a contradiction here. Quite the opposite in fact.

We spoke to her at the launch of the GLB SUV about her and her teamwork for the new Mercedes-Benz campaign, where high-quality composites were used.

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