The housing market froze during lockdown - bad news for Rightmove. "It doesn't feel the right time" I heard over and over from consumers. I realised there was a simple truth: like anything in life, there's no 'perfect' time, only the right time for you. When competitors talked about interest rates, Rightmove invested in imagination.

In parallel, we spotted a missed opportunity to un-shame renting. I asked creatives to flip the perceived negative - by celebrating the exciting freedom and flex that renters have.