Antti Toivonen

Why the creative industry must kill the inspiration myth
Aug 4, 2025
Antti Toivonen

Why the creative industry must kill the inspiration ...

Stop waiting for flashes of inspiration to strike and focus instead on systematic creative collaboration, argues the MD of Superson.

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Most Read

Netflix sends off Stranger Things with major APAC farewell campaign

1 Netflix sends off Stranger Things with major APAC farewell campaign

Labubu, the art toy craze and why grown-ups can’t get enough

2 Labubu, the art toy craze and why grown-ups can’t get enough

WPP consolidates Grey and Ogilvy’s back-office operations

3 WPP consolidates Grey and Ogilvy’s back-office operations

Why L’Oréal’s CMO is betting on startups to keep the world’s biggest beauty brand ahead in innovation

4 Why L’Oréal’s CMO is betting on startups to keep the world’s biggest beauty brand ahead in innovation

The 2025 Wrap: The boldest brand crossovers in China

5 The 2025 Wrap: The boldest brand crossovers in China

Meet the 2019 40 Under 40: Jim Guzman

6 Meet the 2019 40 Under 40: Jim Guzman

OMG promotes Mark Heap to CEO of PHD China

7 OMG promotes Mark Heap to CEO of PHD China

Analysts expect Omnicom’s jobs restructuring to last into 2026

8 Analysts expect Omnicom’s jobs restructuring to last into 2026

Google on why the controversial Workspace rebrand was worth it

9 Google on why the controversial Workspace rebrand was worth it

The best Christmas ads of 2025 are here

10 The best Christmas ads of 2025 are here