Before we start anything creatively, we have a firm understanding of our objective and our frame of mind for the campaign. Who's our audience, and what's their day-to-day behavior? How can we complement those behaviors? How is our message more than an interruption? Why would people care about what we're saying?

The first brand that can purpose-build great stories for mobile, that can target in a relevant but noncreepy way and understand that it's the individual that matters, not the algorithm, is the first brand to win mobile and, possibly, the future.

The chaos of two cultures merging is the best time to forge a new identity to unify people, because everyone is looking for answers and everybody's looking for leadership. That's when there's an opportunity to say, 'OK, this is what we stand for.' People aren't set in their ways because everything is up for grabs.

My first job in advertising was actually in the mailroom of Grey Advertising in Sydney.

The 'People's Budget' rewards hard work and invests in our country. It ensures that everyone has an opportunity to get a good education, find a good job, live in a safe and secure home, put food on the table, have affordable health care, save for retirement, and maybe have a little left over.

As an entrepreneur, in many ways it's like looking into the crystal ball for what my company will hopefully go through as it starts to think about bigger challenges - scaling internationally, getting ready to go public, and all those different things.

As an entrepreneur, the pressures of a startup can be enormous, but it's rarely life or death.

Fighting for one's freedom, struggling towards being free, is like struggling to be a poet or a good Christian or a good Jew or a good Muslim or good Zen Buddhist. You work all day long and achieve some kind of level of success by nightfall, go to sleep and wake up the next morning with the job still to be done. So you start all over again.