A highlight of the week at IMM was a guest lecture by Simon Callender, of Initials CX London. Simon worked with hundreds of clients over about three decades and now ranks among the UK’s most experienced, effective advertising strategists. He busted some wide-spread myths and truth about creativity for MSc students, explained how to spark creativity (its not the walk in the park that sparks fresh thinking) and unpacked why advertising is not art, but art that gets a job done. Students inquired into the use of AI in agencies today, whether agencies reject clients with the wrong kinds of values, and how to best collaborate with agencies to get results.