Adam Selwyn is Executive Vice-President Creative and Strategy Director for M Booth.M Booth is a creative, integrated communications agency, headquartered in New York City, that produces award-winning culturally competent campaigns that change the perceptions of key stakeholders and the behavior of consumers.Adam himself personifies how this drive for creativity in marketing and communications runs throughout the agency he represents. His passion for how creativity in marketing can be led by PR and comms specialists, away from the traditional ad creative departments is inspiring.In this episode: Adam talks about creativity in PR and communications and how specialists in these fields have an opportunity to push the creativity agenda for clients or the organizations they work for.He discusses influencer marketing as, in his opinion, it is meant to be, creating authentic spokespeople and advocates who genuinely love the brands they partner with.He talks about some of the localization challenges US agencies face when working with international brands targeting the US market.Adam highlights that the purpose of creative communications is to change a consumer’s reasons for believing in a brand, into reasons to care.

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