Luke Chess, Creative Partner at Mammal Advertising

What inspires you?

Simplicity. There is a pure elegance to simple solutions that stirs a "why didn't I think of that?" jealousy within me.

What do you look for in a Creative’s book?

Simplicity. And ideas. That are sympathetic to the brand they're working for. Clever solutions to thorny problems of any sort. Executional triple-somersaults, however, are off-putting.

What does ‘creativity’ mean to you?

Solving problems in ways that haven't been thought of before. And never quite being satisfied that you've done it as well as you could have.