Philippe Garneau is the President and Executive Creative Director of GWP Brand Engineering, a company he co-founded over 24 years ago. Philippe has penned some of the best work ever to come out of Canada, including the famous Signature campaign for Canadian Airlines, the launch of the Nissan Altima and Quest, as well as the long running ING campaign, “Save Your Money.” Today, he shares his views on how the industry is handling COVID-19, why leveraging human behavioural data leads to winning strategies and better creative, as well as his advice for anyone who wants to remain relevant in a business that can sometimes send people out to pasture a little too early.