So when you’re pitching, writing plans, costing proposals and brainstorming endlessly, remember – that work, that investment, that blood sweat and tears doesn;’t matter if you can’t actually persuade someone to take the risk, run with the idea and do the campaign.

As an industry, we place a lot of emphasis on creativity and ideas people.

But the people who make them happen, push them through, get them bought and finish them off are the ones you need in your team too.