Why do you think creativity is the answer?

We've got so much evidence.

It's no longer, thank God, a question of creativity being this elusive thing concept, right? One of the challenges I see today still when it comes to creativity in the commercial world, in business, there's still a problem around establishing this shared language in the boardroom.

If you talk about creativity in a board, the CMO might have a definition, the CEO might have a definition, the CFO might have another one.

So that is still a problem.

And depending on the business you talk to, depending on their level of maturity in terms of using creativity as a business lever, that might be the first thing they need to sort of like tackle.

What do we mean by creativity? Let's create a shared language around it.

Talking about campaigns and the value of creativity, I'd love to know how you actually tactically think that there's an opportunity here to sort of really elevate the great work that the people at the Lions Festival and everyone associated are doing.