1. a creative mind
Someone walks into your ad agency with £10 million for you to deliver a campaign that will persuade vegetarians to eat maggot omelettes. Come on, you can do it!

2. a witty way with a turn of phrase
A catchy phrase can be the difference between a highly successful and a moderately successful campaign. ‘You know when you’ve been Tangoed’, and ‘Have a break, have a Kit-Kat’, are just two phrases responsible for pushing a product deep into the nation’s psyche.

3. nerves of steel
Deadlines, anxious clients, big budgets, stressed-out co-workers. You’ll need to be able to step back and chill every once in a while.