The way I see it, creative is about a great concept. And a great concept works across all media—from the traditional stuff to the newfangled digital stuff. I love a great idea, whether it comes out of my head or someone else's—the right concept will make a campaign come to life and be as effective as possible. That's what has kept me in this industry for so long. It's the ideas that become impactful pieces of a marketing campaign. And being part of the change in how those messages can be delivered has been remarkable.