Peter Kay's Car Share: BBC show is the comedian's first TV sitcom in a decade

Having the initial idea for a sitcom is only a tiny percentage of the work that is needed to get it on television. In my day job as a partner at an insight, innovation and brand agency, I help big companies come up with new ideas for anything from reinventing washing powder to developing new snack foods, and I know all too well that ideas need a mix of great insight, luck and someone to get behind it.