South Africa, Aug. 28 -- The most rewarding part has been seeing ideas turn into moments that actually matter to people. When you watch a campaign come to life and see real humans engaging with it, not just numbers on a report, that's when the true magic happens. Marketing is ultimately about connection, and when you get that right, it's electric. Also, over the years, building relationships with talent, creators, and clients has been invaluable. At CSA those connections are the real currency of what we do.

I start by asking, "Why would anyone care?" If you can't answer that honestly, you don't have a campaign. From there, it's about truth, not trends, tapping into something culturally relevant and an idea that is truly emotionally reson...