"The key is to get to the big ideas that help change the future of brands. But to do that, you have to touch the audience deeply, which will help change their behaviour. To me, the definition of creativity is that when you come into contact with it, it transforms you or your vision of the world. It happens with film, music and it should happen with advertising and marketing. But unfortunately, mediocrity and blandness prevails there today," explains Jules Chalkley, Chief Executive Creative Director at Ogilvy UK.
