Reed Collins, Chief Creative Officer at Ogilvy & Mather Group, Hong Kong

What inspires you?

Having been able to live and work on 5 continents experiencing vastly different cultures and having to adapt is incredibly inspiring. It is indeed a beautiful little blue dot we live on with billions of incredible people.

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

To be honest I look at what isn't in their book. Sure it may be a good indication of what they are capable of, but it doesn't tell the whole story. You can gain far greater insight about someones creativity by simply chatting about what motivates, excites or even torments them

What does ‘creativity’ mean to you?

Enlightenment.