During a discussion on long-term brand building, Sarah Holt, whose career has included Centre Parcs, Lego, the BBC and Merlin Entertainments, was asked a simple question: if she had another £10 million to invest tomorrow, where would she put it? Her answer wasn't advertising. It wasn't content. It wasn't paid media.

Creativity isn’t losing its seat at the table. It is finally being given the whole table. The more uncomfortable question is whether we are ready to lead the conversation.

We subject bold ideas to endless scrutiny because their risks are visible. We can imagine the difficult stakeholder conversation, the critical comment or the person who might not like it. What we rarely calculate is the opportunity cost of the safer alternative, even though bland, forgettable communications are far more common than creative catastrophes.

For years, creative leaders have positioned themselves as translators. We explain the value of brand to commercial teams, turn business strategy into something audiences care about, and try to reconcile long-term growth with the demand for immediate results.

Perhaps the future isn't about removing every possible obstacle from the journey. Perhaps it's about understanding which moments benefit from speed and which benefit from a little resistance.

What makes a fitness brand timeless?

Gymshark provides a fascinating lens through which to explore that question because it has experienced both sides of the equation

Turns out creativity has quills. And we keep trying to pet it. Here’s my take on why emotion, even the messy kind, is essential to better ideas and bolder thinking.

I cut my creative teeth bringing the grittiest, hardest stories to life during my time in combat sports, the underdogs, the villains, the legends, the rising stars. That world taught me one thing: character matters. Stakes matter. Story matters.

Long live the dragons, the daggers, and the smut.

AI is challenging how we work, how we communicate, and how we bring ideas to life. But the important word here is we.

Despite its rule-breaking tendencies, Cluttercore is helping brands stand out and not just in a “look at me!” way.

Why creatives need to layer their AI tools to stand out

Everyone loves a comeback, and after a few years of turbulence, TGI Fridays is back, and tugging on our nostalgic little heartstrings has absolutely everything to do with it…

It's not often an advert for shaving products sparks a reaction in my household, but Gillette Venus finally did it.. With the classiest of titles...I’ve written about this shift in my latest article.

Sir John Hegarty hits a high note with what some may see as a warning and others as a call to arms. Here’s what I took away from his keynote session at Cannes Lions.

Creativity - it’s not making pretty things, colours and logos - it’s bold thinking and innovative problem solving… But unfortunately, not every agency thinks that way…

With so much spicy fun about recent rebrands, it's worth pointing out… there are more formidable threats to brands than a shitty logo…

Imagery plays an integral role in inspiration, and since the evolution of the camera, photographs have used faces to tell stories, sell products and build brands.

the beauty of storytelling through data is that you come to understand those people or those audiences, and the series of events that lead to the project conception, in crystal clarity.

How can designers of digital products respond and make products that might help those experiencing loneliness ?