What does ‘creative’ mean to you?
Great ideas that deliver on commercial objectives. That's the business we're in.

What's your best piece of business advice?
Hire people better than you, it keeps you on your toes.

Who do you admire?
My grandfather & Muhammad Ali - for proving that talent, determination and hard work can take you all the way, no matter where you start.

What in the world could be done better?
Most things. Unfortunately too many people settle for mediocrity.

Where do you see yourself in 10 years' time?
In an underwater James Bond base. With sharks and everything. I'm not good at plans.

Raz has recently joined the Agency.
Raz was previously working for Target Direct and Inbox where he was Executive Creative Director and also for The Response Team where he was Creative Director overseeing accounts for Carphone Warehouse, Rentokil and Bristol and West. He has most recently been responsible for developing the marketing and branding of The Duke of Edinburgh's Award and for Nokia’s Comes With MUsicservice which has just launched. Raz is the recipient of numerous awards including the IDM Leaders Award and has been nominated for a Cream Award 2008 for his TV work with Wessex Water. About the agency

The Agency supplies big ideas to companies that want to build brands and drive sales from the same budget theagency brings together both brand and response. It can act as a full service direct response and advertising agency by offering: digital, branding, direct mail, press, television and email. theagency prides itself in delivering commercially creative ideas that build brands, whilst focusing strongly on driving sales.

www.theagencyonline.co.uk