MCI appoints chief creativity officer

International marketing, communication and meetings specialist MCI has appointed Sylvia Andre (pictured) chief creativity officer, in a move designed to advance the group’s focus on creativity. Andre has been chief marketing officer and is taking on the additional role to incorporate creativity as part of the business core thinking as the group tries to to ensure innovation and differentiation in its solutions for clients. Andre was the leading architect of the mci group, MCI agency, Black Flower Agency, Ovation and Insidery brand refresh. Sebastien Tondeur, mci group chief executive officer, says: “Nowadays, more and more organisations understand the value creativity brings to the business. For all mci group agencies, communities and ventures, creativity was what set our work aside from simply offering off-the-shelf services. Creativity is the nexus of our business.” Andre adds: “Creative thinking is about taking the mundane, the ordinary, and the expected and transforming it into something extraordinary. It is about cultivating a connection with the audience and helping them feel represented and understood. As a result, creative thinking leads to higher levels of engagement.”