Tamara Cross

Tamara Cross, Executive Director, Head of Creativity & Innovation, Manning Gottlieb OMD
At a time when media creativity is business critical, my approach to creativity has driven MG OMD to quickly become the most creative media agency in the UK.

Having started at OMD in 2001, I cut my teeth on the emerging digital age and this thirst for proto-typing, innovating and pushing at the edges of what media can be has never left me.

I strive to showcase the power of the medium as well as the message. From challenging ITV to change the Coronation Street theme tune for the launch of John Lewis & Partners “Elton John Lewis” campaign to turning phone cases into media space for Starbucks UK’s Pumpkin Spice Latte activity, I challenge the norms of media and aim to create the exceptional. Exceptional that importantly drives effectiveness.

Under my leadership in creativity, the agency is now Campaign and Media Weeks Media Agency of the Year 2019 and are experiencing their most awarded year ever in terms of diversity and differentiation of thinking and creating – with consecutive wins at both Campaign and Media Week Innovation categories for the past 3 years.

I have just launched agency-wide creativity training for our 500 people as I believe everyone at MG has the potential, and now the support, to think, make and do differently and creatively, regardless of discipline. This is what will give us our competitive edge, and why it has never been more important for the advertising industry conquer creativity in all its forms.