'We should have a superiority complex' - talking creativity with W's Mark Perkins

In the first of a series of interviews with leading UK PR creatives, PRCA Creative Group chair Nick Woods speaks to W executive creative director Mark Perkins about the creative process, PR versus adland, and whether CDs are the industry's new rock stars.

by Nick Woods
'Critical thought is every bit as important as creative': Perkins, left, with W founder Warren Johnson
'Critical thought is every bit as important as creative': Perkins, left, with W founder Warren Johnson

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