Bant Breen,  has just been inducted into the American Advertising Federation's "Hall of Achievement", which recognises outstanding individuals in the advertising industry under the age of 40. Bant is president of digital communications at Initiative, and so is well placed to talk about innovation. 

He is the latest industry figure to take to the Cream Innovator hot seat, where he discusses innovation cultures and the role of innovation communities within an agency environment.

Extract:

What is the biggest barrier to innovation?

"There are many hurdles that need to be jumped while running down the path of true innovation.  With so many hurdles the greatest barrier to innovation is not any one specific hurdle but having a lack of fortitude.  True innovators need to find a way to make things happen.  Be relentless in your pursuit of innovation."

What is the single most innovative piece of work that you have been involved in from the past 12 months?

"At the beginning of 2010, I brought a business idea to life by launching Initiative's social media strategy and activation division Prophesee. With hubs in New York and London, this market-leading business has delivered breakthrough marketing results for clients such as Best Western, Lionsgate and SC Johnson through a unique combination of 'always on' monitoring, in-depth research and reporting, strategic consulting and performance-driven creative activation."

Read the rest of the interview here.