In healthcare advertising, Tim Hawkey is known as many things—creative innovator, raconteur, relentless optimist, and just plain relentless (to name a few). And while no one person can be all things to all people, everyone who knows Tim can agree on one thing—there’s no one quite like him. As Chief Creative Officer of McCann Health NY, Area 23, Area 23 on Hudson, FCB Toronto, and McCann Health Canada, Tim isn’t shy about letting it be known that, when it comes to healthcare advertising, so much more is possible. "Do what scares you," Tim espouses to his creative teams. He believes that a great creative idea should challenge the customer and clients alike, even if that means implementing a little shock and awe from time to time. "If they don't stop and notice you, then everything you're doing is just a waste of time."