In the world we all manage within creativity is a much sought after elusive thing, a great creative director I once worked with at Saatchi and Saatchi said ‘A great idea takes about 30 seconds to come up with, but it is where that 30 seconds occurs in another time frame that is the pain in the neck’; at least I think he said neck.

Chris Clarke, Head of Marketing, HSBC Group, ex-Saatchi & Saatchi