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Sun 12 Mar 2006 04:00 AM

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FP7 boss seeks to raise agency’s creativity level

Phil Lynagh has been promoted to managing director of Fortune Promoseven Dubai — and has said the agency will start producing “exceptional” creative rather than just “good” work.

Phil Lynagh has been promoted to managing director of Fortune Promoseven Dubai — and has said the agency will start producing “exceptional” creative rather than just “good” work.

Lynagh said that the agency needed to improve the quality of its output and has been charged with integrating the various divisions of the Promoseven agency closer.

“The company has realised that the way we do business is changing,” he told Campaign. “Creatively we have to get up to the mark.”

FP7 had just one short listed entry for January’s Campaign Awards, while some of its Dubai-based rivals achieved multiple nominations.

“Our attitude towards creative has to improve, the whole thinking behind it,” said Lynagh. “Our output must become award-winning and exceptional. The market in the past could live quite happily with what we determined ‘good’ creative output. As Dubai further becomes the hub of the advertising and communications industry in this region, ‘good’ creativity is no longer sufficient.

“Although we are extremely competitive as an agency, my main objective is to turn the biggest agency in the region into the most respected when it comes to creativity.”

But he added: “This isn’t a short-term plan.”

Lynagh takes the top seat at the network’s biggest office after being made deputy MD at the end of last year following the departure of previous FP7 boss Pierre Haddad.

He is working on an internal restructure that will bring the agency’s divisions closer together, offering clients a more integrated approach.

“It is our job to make sure that clients get more of what they need, rather than a little bit of everything. Never before has an MD been given my remit to make sure we work in a way that is beneficial to what our clients need,” he said.

Lynagh is also keen to bring more UAE nationals into the business. “I want to get them into advertising and keep them in advertising,” he said.

Fadi Salameh, CEO and president of Promoseven Network, said Lynagh was the ideal person to lead his Dubai office into the future.

“Phil is a huge asset to our entire network,” he said. “He has shown his leadership skills, his focus on people and his commitment and dedication both as MD of Seven Below (Promoseven’s retail marketing arm) and in his short tenure as deputy MD of Fortune Promoseven mainstream.”

Lynagh, who is also a fortnightly Campaign columnist, joined the Promoseven network in 2003. He began his career in London before moving to the Middle East in 1994.

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