Tom Sanders, Strategy and Creative Director at Play Communications

What inspires you?

170bpm uplifting hardcore rave music.

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

A good book is like a good collection of short stories – all tackle different topics but each shows the steady hand of someone who can craft wonderful ideas, trigger heart-pumping emotions and say something deep in just a few words.

What does ‘creativity’ mean to you?

Creativity is doing things how you think they should be done, not how you’re told they’re done.