Pete Ogden, Executive Creative Director at Enigma Communications.

1) What inspires you?

Passion. I’ll never forget watching the making of Lord of the Rings. They interviewed the guys who made the chainmail armour. These two guys sat in a windswept shed for 18 months and made every chainmail vest by hand. Their fingers bled and they were always cold. Yet they were so happy and enthusiastic. Brilliant.

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

Above all, a deep-rooted enthusiasm for refusing to accept the norm. Get that right and everything else usually falls into place.

 3) What does ‘creativity’ mean to you?

Creativity is facing the same brief you’ve seen countless times and yet again finding a fresh solution to a familiar problem.