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.

People can't pay you to care. People can't teach you to care. But when you find something that you care about, you give it everything you've got. You never settle. And you are always pushing to learn and be better and support those around you. All I've tried to do in my career is care.

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

I don't want people to spend their nights worrying about getting hit by asteroids. But I do want them to encourage their political leaders to invest in the insurance, which will allow us to prevent it from happening.

Leadership is an intense journey into yourself. You can use your own style to get anything done. It's about being self-aware. Every morning, I look in the mirror and say, 'I could have done three things better yesterday.'

I don't want to be a dictator, because it is contrary to my own conscience. I am a democrat, but I don't desire democratic liberalism. On the contrary, I want a guided democracy... I have a conception of my own, which I will put at the disposal of the party leaders if required.

I think the main thing you measure your success by is what you do in comparison to your opposition. If you're in an industry where you're the leader, then you're performing very well.