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Cream, the Talent Business’s global showcase of the freshest creative talent, has a hard-hitting new format this year and a hard-hitting launch to match.

The Cream 2016 private view will take place at Ogilvy & Mather London on 15th September. For the first time, 20 creative teams are taking to the stage to sell themselves to a room full of invite-only industry leaders, hitting them full in the face with all their talent and creativity.

To launch the event, Ogilvy & Mather London has created interactive videos, shot by Rankin, that allow you to throw cream pies at top creative directors (and who wouldn’t want to do that?). With a twitch of your cursor, you can ‘pie’ Mick Mahoney, Nils Leonard, Nicky Bullard, Stu Outhwaite, Caroline Pay or Chaka Sobhani in glorious slow motion at . As well as a bit of cheeky fun, the videos aim to highlight the need to support young talent getting into the industry.

Mick Mahoney, CCO, O&M London said, “It matters that we encourage the next generation of creative talent to be brave. That we, as the CCOs, ECDs and CDs, create the working environment for them to be able to smack the world in the face with their creative brilliance. Encourage them to be in our faces daily with their awesomeness. Hopefully, the launch of the new format Cream will inspire all of us to do just that.”

Katriona Fraser, Managing Partner & Head of Creative Talent at The Talent Business said: “Unearthing raw talent continues to be a challenge that the industry faces so Cream is a fantastic way of connecting undiscovered talent from around the world, with ECDs who can give them their first break. This year, Ogilvy & Mather London has

given us a new platform that will allow our talented winners to present their work live to those industry icons. We are once again humbled by the support that the industry has shown Cream, especially our judges who took a pie to the face (!). We can’t wait to see our brilliant winners take to the stage.”

Throw some pie at , follow us @ttbcream.