Paul Woolmington is a champion of integrated marketing communications strategy and planning, as well as objective- and bias-free thinking, philosophies that are embraced at Naked Communications where he is a founding partner. He’s also served on many awards juries, notably at Cannes where he was the chair of the first-ever Cannes Media Lions. We were lucky enough to catch up with Paul at Media in Canada‘s AToMiC event in October to chat with him about how consumers are driving creativity in the media industry, how you light fires and blur lines, and the most heinous crime ever perpetrated on the word ‘creative.’