Margaret Jobling, Chief Marketing Officer at Natwest, shares her insight on her biggest worry in the industry, how we can revive the art of creativity and making products which live up to their promises.

When choosing her agency partners, she also discusses the importance of shared values, why it’s imperative that agencies evoke an emotion, and how to create conditions for people to do “amazing stuff”.

Margaret also highlights how her background influences her daily work and shares the types of brands she would never work for.

Click here to watch the Through the Lens series.