Are paid media and owned media two different worlds? Not to Franklin Tipton, an agency industry veteran who says the content lines are blurring. Yes, we still produce ads, but we use social media to blast-test directions, style and ideas using Facebook as a campaign incubator. "From there, we finesse individual executions and push them with paid media. The cost versus impact on sales is a multiple of anything I’ve seen in 25 years.”

As a young American creative, Libby Brockhoff planned to move to London for a short time, but ended up co-founding one of the most influential UK advertising agencies of the past two decades. At Gold Greenlees Trott in London, Brockhoff met creative director Robert Saville. "From there, things changed forever," she says. "To get confidence and momentum as a creative, you have to have someone who believes in you. Robert did that for me 100%."

Big data scares Libby Brockhoff. The partner at indy shop Odysseus Arms (and co-founder of Mother) says some C-suite marketers are being "blindly led" by numbers which "turns consumers into zeros and ones and reduces our view" of a creative situation.