There are not many marketers who can boast about having founded a major brand. But that’s what Gav Thompson did when he launched Giffgaff in 2009, which is just one significant stop-off in a career spanning almost 25 years. Not one to settle on a particular path, his professional journey to date has been anything but linear. Indeed, it is the very epitome of a zig-zag career, taking in some of the biggest names in agency world, telcos, startups and a stint as CMO of Paddy Power at the height of criticisms over its controversial - some might say distasteful - ad campaigns. In a wide-ranging interview Thompson discusses: Why hanging out in bars and shops is the route to true customer centricity. How far is too far when it comes to controversial ads. The cultural, branding and insight challenges of launching a startup. Why 'creativity versus data' is a false dichotomy. The route to brand success - a marriage of efficiency and effectiveness.