How’s the new job so far? The opportunity to learn the U.S. market is a privilege. Lot to learn. It’s a very different scale. It’s my task to really get inside the fabric of the market here and understand it in order to do the work I need to do. I love the attachment that PHD has to a number of U.S. creative agencies. Creative is certainly in our gene pool.

Is data a common creative currency in your world now? Yes. I think data is a currency. I don’t think it’s the only currency. Creativity is about thinking and doing, and thinking without the doing is irrelevant. If it doesn’t drive business forward, it just ends up being a nice idea. Actionable ideas is what it’s all about. Data certainly informs that, there’s no question. But I think it would be a mistake to get muddied by data.

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