In the marketing and advertising worlds, we often hear about the importance of creativity. A great deal has been written about how creativity is a big driver of marketing effectiveness, and it’s hard to argue with the data - see Paul Dyson's work evidencing how greta creative delivers a 12x profitability multiplier in advertising effectiveness, or WARC's Effectiness code.

So, what does it take to be creatively excellent? How do you get from good to elite in marketing communications. That's where Neil Quick, my colleague at Oystercatchers and guest in this episode of the show, comes in. Neil has been in advertising for 35+ years, working on brands including, Guiness, Harley Davidson, Co-Op, a whole raft of household icons in the P&G House, and many more.

In the show, Neil and I explore why brands should invest in creativity and what it takes to excel. If you work in the world of marketing, advertising and communications, you'll probably learn something new and it will give you a taster for working with us as we take our Creative Skills Bootcamp training around the world.