If you’re ever feeling the overwhelming pressure of growing a brand, be that a start up brand or a group of brands – this episode is for you.  William Harrison, Group Brand Director of the AA, is here to take you on a journey of transforming a crunchy business challenge into an opportunity that will burst the creative floodgates open.  Tough circumstances? Multiple stakeholders? Legacy brand? Internal and external challenges? Long term and short term commercial objectives? Oh and don’t forget the nay-sayers…. which can all make you feel like you’re pushing water up hill.  So what’s the answer?  Will says “Simplify it”.  If you’re ready to find creative courage – get your notebook ready.  In today’s Snippets of Genius, Will shares the secrets to unlocking your ambition and building a successful career in advertising and marketing for big commercial retail brands.  The best part? You don’t have to hustle, fight, build up insane resilience or survive something terrible to get there.  You can get ahead when you break down any challenge into 3 core pillars, find the right mix and ladder your ideas back to the business.   Will shares his go-to marketing genius who inspire a different school of thought and dishes up aha moments like hotcakes.  Tune in and you’ll learn  How to connect with every part of the business, stays trusted and be modern  Why your wildest creative dreams are available to you when you bring some swagger  How to find the magic that creates human connection – with the most powerful tool you have! The 3 pillars of where, who and why that will help you challenge the status quo.  How your brand can tap into and own a key market and category Will’s trick to writing and activating a killer creative brief  How to energise and instil the right mindset in your creative agency What you need in your back pocket when pushing the envelope and speaking to the CEO. Make sure you listen to the end for the embarrassing, weird and inappropriate scenarios that keep Will smiling and laughing. Hit play to listen now on the Snippets of Genius Podcast.  Learn more about your ad choices. Visit megaphone.fm/adchoices