Creative Direction is nothing without User Experience.
Modern advertising (if you can still call it that) is about experiences. Both real world and virtual, social in nature and rewarding always. I've been lucky enough to have lived and worked in London, Singapore and Australia; I now call San Francisco home.
Travelling for client work has lead me to Taiwan, The Netherlands, Indonesia and Hong Kong. Where the differences of local customers requires different answers but some things reamin the same - great design, bold concepts and amazing user experiences are needed to win.