Last time, Janelle challenged James to share his top three pieces of advice for someone just entering the industry.

In general, I’d say: stay curious and back yourself. And my three pieces of advice? Always ask questions. Listen carefully and absorb as much as you can from experienced colleagues, clients and partners. And never be afraid to share your ideas; some of the biggest and best ideas can come from anyone, regardless of their age, background and experience.

I am challenging myself to read more books

I've always loved reading and have vivid memories of getting engrossed in books as a child, but I've struggled to make reading a consistent habit as an adult.

Lately, I've challenged myself to read more by making it part of my bedtime routine. It started with Bob Mortimer's books, partly because he's a fellow Tunbridge Wells resident. I discovered a love of crime fiction and quickly moved on to Richard Osman's novels, again all set very close to where I’ve lived or visited. I've nearly finished them all and my partner has even started calling me a "bookworm”, something I never thought I'd hear.

I am challenging my colleagues to seek inspiration in new places

The work we do relies on generating new ideas for our clients. That's a team effort, with everyone contributing to collaborative thinking and ideation. But I often wonder whether I'm doing enough outside work to fill my brain creatively.

Like most people, I have my comfort zones, from the food I eat to the podcasts I return to time and again. We should all deliberately step outside those routines and look for inspiration in new places.

The best ideas rarely come from where you expect. Our inspiration for naming a UK-wide insurance broker came from a completely random online source while I was on a train journey. Whether it's a conversation, a book, an event or something you've stumbled across online, fresh perspectives often come from the edges of our usual worlds. The more we seek them out, the more creative and imaginative our work becomes.

I am challenging my clients to focus on the fundamentals

The pace of change in AI can feel overwhelming, particularly when it comes to content and marketing. My advice to clients is to not become paralysed by the constant change.

Instead, focus on what has always mattered: understanding your audience, communicating with purpose and building a strong brand. Those fundamentals remain as important as ever.

AI presents exciting opportunities, but the goal shouldn't simply be to do things faster or more efficiently. The real opportunity is in using these new tools to better deliver on your brand purpose and create more meaningful, relevant experiences for your audience.

Stay curious, experiment with what's possible, but don't lose sight of the fundamentals. The brands that will succeed won't be the ones using the most AI, but the ones using it to strengthen the connections they already have with their customers.

I am challenging the industry to unashamedly champion human creativity

I'd like to see our industry speak more confidently about the value of creativity and imagination. They aren't nice-to-haves: they're essential drivers of growth, differentiation and innovation.

Creativity helps brands stand out, but it also plays a vital role internally by engaging, motivating and inspiring people. As an industry, we should be louder and prouder about the impact imaginative thinking, driven by people from all walks of life, can have on business success.

I am challenging you to celebrate our people

I'd like to do more to shine a light on the talented people across The Frameworks, and the impact they have on one another and our clients.

I’m fortunate to work with some brilliant people, but we can sometimes be a little understated about our achievements. Part of my role is to champion their work, celebrate their successes and, metaphorically at least, sing their praises whenever I can.

I am challenging Daisy, whose drive to deliver outstanding value for our clients inspires us all, to share her top three pieces of advice on how clients can get the very best from their agency relationship.