For an ad person who strives to challenge conventions and champions innovation, creativity becomes an exercise in finding small gaps and cracks that enable one to push the envelope.
The one in which whichever team is challenging United for the title simply cracks and falls away, thanks in no small part to manager Sir Alex Ferguson's mind games.
But when asked to name his top three priorities, he does not miss a beat: anti-corruption laws, a social safety net for people who are "slipping through the cracks", and incentives for growth - including tax breaks - to help small businesses.