We asked Alessandra Lariu three quick questions. Here’s her brief but gem of a response. After spending over a decade in advertising (across three continents) Lariu recently quit to found her own company, Everybody Shout. She was also picked as #29 of Fast Company’s, “100 Most Creative People.”

Ale, how do you define creativity in advertising? Something I’m so excited about I want to tell all my friends – and my grandma.

What does this mean for you? It means making work the engages people, it means working in a new way where co-creation is at the center

What recent work from a brand do you believe is creatively brilliant ? Creatively brilliant work comes less and less from brands these days. It comes from social innovation, start-ups and from people. Tik Tok is an example of all three.