Brett Morris (CD at FCB Johannesburg)
For me what’s also very important is not just coming up with ideas, but picking the right ones. As advertising people it is our job to come up with ideas and any decent ad person will be able to come up with lots of ideas on any given brief. If you’re consistently good at what you do then there will be a magic idea somewhere in there, but this doesn’t just ‘happen’, it takes lots of hard work and discipline. So the trick is not only coming up with ideas but knowing which ideas to put your energy behind.