Here's how it was reported:
Kevin Roberts, the chief executive of global advertising agency Saatchi & Saatchi, last night called for a complete rebrand of the MediaCity development at Salford Quays, saying the name and design of the emerging creative centre lacked the originality needed to put it into the hearts and consciousness of a worldwide audience. Speaking at Insider’s Creative Forum, held at The Lowry Centre, Roberts praised the idea of MediaCity, but said its execution has so far been poor. “I think you need to add mystery, sensuality and intimacy to it,” he said. “It needs to be rebranded, to have more storytelling around it and the external design needs to change. It’s not enough that it’s coming to Salford over London – we have to make this great and fabulous and ours. I really want it to succeed, but I just find it so bland at the moment.” Roberts added that the economic slowdown could also benefit the creative community, saying some of the most innovative ideas are generated during tough times.