Kirsty Muddle spent over a decade at Cummins&Partners, the indie agency she co-founded, before she was named CEO of Dentsu’s creative arm late last year.  Kirsty chats through why the words “never before” were the catalyst for her jump to Dentsu, and delves into how it’s getting harder to make stuff that lasts (which is why we need a Razzies for advertising - a database of campaigns that just didn’t work). She discusses how sticking around one business for a long time means you build the confidence to recover from a trough, and explains why she doesn't like the phrase 'trust your gut' - it devalues experience and expertise. And Kirsty celebrates the nature of agency competition changing: from pub brawls and realising, at nine months pregnant, she was the only person at the table spending time outside of work unpaid, to helping each other make great work and become a more diverse industry. You might notice that Advent has a new look, to tie in with our new season. The brilliant redesign is all thanks to Tim Singleton, who you can find online at https://www.timsingleton.rocks/ Right now, we're recording and producing Advent from home, on the lands of the Dharawal and Gadigal people. We pay our respects to Elders, past, present and emerging. Editing and mixing for Advent is done by Shane Vancuylenberg, with production support from Declan Clow Wood. Editorial guidance and research comes from Brittney Rigby. Alex Watts hosts Advent. See omnystudio.com/listener for privacy information.