MWW taps Sorvino as executive creative director

MWW has brought on Edelman Digital's Carl Sorvino as its first executive creative director.

NEW YORK: MWW has appointed Carl Sorvino, previously VP and creative director at Edelman Digital, to serve as its executive creative director.

In the newly created role, Sorvino is reporting to Michael Kempner, president and CEO of MWW, and he is managing seven staffers. Sorvino, who is based in the New York office, started in the position at the end of February.

He is focused on "helping to infuse a great creative culture here at MWW and take what they already have, capitalize on that, and build a really talented, world-class creative team," Sorvino explained.

He added that he will work with the staff to have them think outside of the box about creative efforts.

"We can always go back to the comfortable, but let’s push into the uncomfortable a little bit and see where that gets us," said Sorvino.

Creative work at MWW includes traditional, digital, and content creation, such as infographics production and videos. Sorvino said the agency is looking to create an in-house video capability in the next six months to a year.

"My main goal is build that world-class team so that we can compete with anybody in the world, including advertising agencies and digital agencies, and being able to have that talent on staff is really important to me," he said.

Sorvino said he also wants to bring in new business and "get clients to look at MWW and see what we already have but also see that we definitely have much more than they actually thought."

Prior to his year and a half at Edelman, Sorvino served as a freelance creative director for two years.

Before that, he spent five years at Sigma Group serving as a creative director. He also previously worked at Digitas.

Throughout his career, Sorvino has worked with a number of prominent brands, such as Unilever, Pfizer, Samsung, Heinz, Home Depot, and Ben & Jerry’s.

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