La agencia señala que este fichaje refuerza sus áreas de estrategia, creatividad, televisión y online. Manu Cavanilles trabajará junto a Javier Antoñanzas, vicepresidente creativo y máximo responsable del área de creatividad en la agencia. Cavanilles ocupaba hasta ahora la dirección creativa ejecutiva de El Laboratorio, desde septiembre de 2010. Comenzó su carrera como redactor en Tandem DDB Madrid y fué director creativo en Tapsa y Publicis Casadevall Pedreño.
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