Three Questions For... Toby Talbot

Toby Talbot, CCO at DDB Sydney

What inspires you?
People. Their fallibilities. Their foibles. Their stories. I can't remember a joke. But good stories stay with me forever.

What do you look for in a creative book?
Ideas that endure. Not an endless succession of pointless one-off apps which populate too many books these days.

What does creativity mean to you?
The freedom to express yourself in a way that reflects something that's unique about you. At the risk of sounding a bit humbug, so much creativity today feels derivative. It's sad.