 I'm very keen to refocus creative awards judges on those pockets of creative excellence that actually really do work. I refer to a number of these in the report that accompanies this particular talk. One I would certainly single out is the John Lewis case study in the UK, which has been running now for about seven or eight years. Each year they build on the success of the previous one. There is a common theme that runs through it, although the executions are very different. They're highly creative. They're enormously well shared. In many ways it embodies all the virtues of creativity. Really powerful, popular, thought-changing ideas. That's been a proven success now over a long period of time. On a global level, I point to Snickers as another lovely example of where long-term creativity can get you. It's a great idea that you're not you when you're hungry, which has been honed, and now works on a global level. It gives opportunity for endless entertainment and surprise, but it's based on what that product is all about, which is hunger satisfaction.