In today's market the biggest risk is not taking risk and so if your client isn't worried by your concepts, there's a possibility that you're doing it wrong. Our job is to drag clients out of their comfort zone into the creatively risky territory that makes them think they could lose their job. It's not easy and you'll end up going grey and drinking like a fish, but as long as the risks you're taking are calculated and based on a sound strategy, you will create advertising you're proud of, that exceeds your client's wildest dreams. Find out why good advertising needs risk to thrive.