There is a widespread perception that the sector is blighted by two of the biggest barriers to creativity: red tape & fear of risk. However, while this might once have been true, we are now seeing much greater creativity in the sector as challengers fight for attention and traditional players dig deeper to show they’re still relevant. There’s never been a more exciting time to get a financial services brief in. Every brief is, of course, different, but there are a few tips that are universally: