Advice from the top: Industry figures offer their tips on how to follow in their footsteps

"Remember it is only a job. There is no right answer. Opinions are what matter and make the job interesting. The job is really common sense - consumers don't know they are a demographic, they just respond as people to brands, media and the world at large. The most compelling people make complicated things simple. The most important thing when you start is who you learn from." - Mark Palmer, former executive head of strategy, OMD

"To survive in this business you need to have a constant appetite for change. Enthusiasm is a great equaliser. It can make up for mistakes in strategy, errors in judgment, even shortfalls in skill. We work in a world of hyperbole, but even we can't escape that we are what we do." - Antony Young, chief executive, ZenithOptimedia UK Group

- Collated from Campaign's A List. To buy copies, e-mail: kate.nicholson@haynet.com.

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