In 2000, London transport faced serious problems. Roads were congested, air quality was poor, deaths and serious injuries on the roads were high, and customer experience on public transport was decidedly mixed.

Truly brave work doesn’t just reflect culture, it changes it.

According to Dale Carnegie, ‘Inaction breeds doubt and fear. Action breeds confidence and courage.’

It was the David and Goliath of condiments. Heinz may be a household name, but when it came to mayonnaise, we were small fry.

Speaking ahead of delivering the Ogilvy lecture at this year's Amplify Marketing Festival on 20 August

Objective: Bar Professionals have enormous power over which brands are served, how well they are served and the experiences our drinkers have when they go out.