Russel Howcroft fell into advertising via a week's work experience his dad organised at McCann Erickson. He stayed for 30 years; co-founding agencies, running Y&R Brands as CEO, becoming PWC's first Chief Creative Officer and is a founding Gruen panellist, since 2008. Now he co-hosts Melbourne's number one breakfast show on 3AW. 

In this episode, Russel is characteristically direct: on why pitching culture is a waste of everyone's time, the hand-and-glove truth about strategy and creativity, why obsession is non-negotiable, and what it feels like when a client trusts you completely — a five-day shoot in Aix-en-Provence, no client in sight, a million pound budget and a beer that sells beautifully ever after.