"It would be easy to me to say technology, the transformation and everything else but I'm trying in every interview to remind people that what we need to do is to take care of our people, to take care of client's people, everybody's people... so we need to be very careful and very, I mean, empathetic.... I think that the main opportunity and the main point now is that I believe that creativity has become again the best way out. I'm saying creativity in a broader way - it doesn't matter if it's advertising, doesn't matter how we're going to sell your products, how we're going to rebuild your distribution, how we're going to see your company and the needs of the people, the new needs that everyone has now.”  - Fernando Musa, one of the Founders and Chairman of DAVID the agency and CEO of Ogilvy Group, Brazil.

You can hear Musa speak at the Creativity4Better virtual conference organised by the International Advertising Association on 27th and 28th October.

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