Impactful creative doesn’t have to be serious. Sometimes, it can be a guy dressed in an almond suit. How do you convey the somewhat dry health benefits of almonds? You deliver them memorably with charm and humor. And make sure the media finds the right people. In my role as Global CD of the Almond Board of California’s business, I managed the creative and strategic development and execution of the YOUR FRIEND IN WELLNESS campaign for the US.