The Tension Between Strategy and Creative

The best kind of work comes from that tension between strategy and creative. Strategy has to keep, you know, a little bit honest around is this the thing that's going to actually solve the business problem. Creatives rightly are sort of attuned and have that sixth sense around going, this is but this is what will genuinely inspire like this will elevate a brand. And I find that if you have that tension is fine it's part of the process and can actually be part of the fun.