Hill Holliday's CCO Lance Jensen gives his thoughts on what it takes to be a great creative

The Drum recently caught up with Hill Holliday’s chief creative officer Lance Jensen to find out what he thinks it takes to be a great creative.
Jensen, who has been leading creative at the IPG shop for more than five years, said that creativity isn’t about puffery – it’s about finding a brand’s true essence and values and then communicating them to people in a way that is “culturally relevant” and “socially significant.”
“You need