Some of the best ideas a creative leader champions aren’t their own.

The Accessibility Mat began at GTB Brazil before I arrived. It took four years to bring to life. My role was to protect the idea, clear its path and help the team get it into the world.

More than 46 million Brazilians live with a disability. For many wheelchair users, something as ordinary as a curb can stop a journey.

So the team turned the Ford EcoSport’s cargo mat into a portable wheelchair ramp.

A Bluetooth chip also helped Ford identify where permanent ramps were needed, giving local officials information they could act on.

A car mat became a way over a curb. Then a way to help remove it altogether.

Company: GTB/WPP
Role: Global Chief Creative Officer / Idea Champion