Klára Palmer is Creative Director at Saatchi & Saatchi Prague. She started in advertising as a production assistant at DDB Prague and, years later, came back to run its creative department as Chief Creative Officer. In between, she studied Czech literature, decided she'd rather write headlines than theses, and worked her way up to Executive Creative Director at McCann Prague, where she spent eight years shaping some of the agency's best-known work.

She calls herself an unsubtle creative director because, well, she is. She believes the best ideas are simple enough to explain in one sentence and brave enough to make the room a little uncomfortable. Her work has won metal at Cannes Lions, Eurobest, LIA, Golden Drum, The One Show and others.

Her biggest inspiration comes from outside advertising: movie trailers, which tell a whole story in two minutes and still leave you wanting more, and TV show dialogues, where one perfectly timed line can do the work of an entire script.

As a juror, she'll be looking for work that answers her favourite question: So what?