Creative Insight

Analysis of significant creative projects, people and trends

What’s the big idea?

Our advertising correspondent Ben Kay examines what it takes to generate great ad ideas, and the value (or not) of going into the office at 2am

How Elvie is changing women’s health tech

Elvie has brought some much-needed innovation to women’s health tech – along with a tongue-in-cheek approach to advertising. We talk to Elvie’s Darren Goode and Mother ECD Ana Balarin about the brand’s approach

How I Get Ideas: Designer Kate Dawkins

Kate Dawkins Studio specialises in the creation of inventive and distinctive digital content for live shows and brand events. Here she talks about finding inspiration on the streets of east London, and why it pays to have a tidy desk

How important is self promotion?

Whether it’s speaking at festivals, doing interviews, or simply sharing your work online, creative careers now come with an added requirement – the need to PR yourself. We find out how essential self promo really is

The co-living movement

London startup The Collective is hoping to tackle urban loneliness with co-living spaces that encourage social interaction. We talk to the brand’s co-founder, Reza Merchant, about creating a new kind of home for growing cities

Creating sustainable sequins

Elissa Brunato has developed sustainable sequins that shimmer without the use of chemicals. We talk to the designer – a runner up in the MullenLowe NOVA Awards, and winner of the Creative Review Innovation Award – about her work

Why has advertising gone so meta?

A recent spate of ‘anti’ advertising suggests we’re all a bit bored of traditional TV spots and salesy billboards. But is this just lazy creativity, or a genuine attempt to capture people’s attention?

How I Get Ideas: Comic book author Ann Nocenti

Author Ann Nocenti has worked on some of the biggest titles in the comic book world. She shares how a wander through the city can be enough to create an entire storyline, and why paying attention to niggling thoughts can spark big ideas 

Do awards kill ideas?

Awards are seen as a vital way of measuring success and celebrating talent. But, argues veteran designer Michael Wolff, they are also in danger of promoting mediocrity and sameness

How Citymapper is changing how we get from A to B

Citymapper has been simplifying our stressful commutes and muddled transport networks since 2011 – and injecting a bit of fun into things while doing so. Aimée McLaughlin investigates how the team behind the app is helping to shape the future of our cities

How I Got Here: Piyush Pandey

Ogilvy’s recently named Global CCO started out as a cricketer and a tea taster before joining the ad world. He discusses revolutionising Indian advertising in the 80s, why he’s stayed at Ogilvy for three decades, and his optimistic outlook for the industry’s future

Liam Wong on his journey from gaming to photography

As Ubisoft’s youngest art director Wong worked on some of the world’s biggest video games, but recently gave it all up for freelance life. He discusses pushing himself outside of his comfort zone, and the cityscapes that have inspired his style

Why comics matter

Our design correspondent Daniel Benneworth-Gray has recently been drawn back into the world of comics. Here he muses on the difference they have made to his life, and his work

So you want to be a… window dresser

For 12 years, Paul Symes led the eye-catching window displays at Fortnum & Mason. We speak to the creative consultant and former Head of Visual Presentation about the best route into window dressing and the importance of thinking in 3D

So you want to be a… UX/UI Designer

From websites and apps to wearable tech and VR, Michelle Cortese brings her UX expertise to a wide range of projects. Here she sheds light on the creative possibilities of working as a UX/UI designer

So you want to be a… video editor

Ellie Johnson has edited music videos for some of this decade’s most popular musicians, and her ad work has earned her clients in KFC, Galaxy and Land Rover. We talk to her about what makes a good editor, overcoming biases and whether university is worth it

How brands should approach advertising in Japan

Western brands eager to tap into the Japanese market in time for the Rugby World Cup and next year’s Olympics would be wise to learn the idiosyncrasies of the country’s advertising. Here, Natalie Meyer, founder and CEO of Tokyoesque, offers some insights