Superson

What is the #1 common trait that your best clients share?

Our best clients don't actually want a traditional agency. They're change-makers looking to do things differently, and they're highly collaborative. Instead of outsourcing problems, they want partners who work side-by-side with them to create the solution together.

What do you do differently from most other creative agencies?

Co-creation is at the heart of what we do. We build solutions with clients in real time, ensuring the work truly fits their needs. We also don't "sell the bench"; we bring in the right specialists for each project. And unlike many agencies, we don't usually pitch full campaigns up front; we share an approach, so the real creative work begins in collaboration with the client.

What's one belief about creativity that everyone gets wrong?

Creativity is often seen too narrowly: just copy and art. But it's also about processes, collaboration, and shared ownership. Another myth is that creativity happens in isolation, with agencies disappearing and returning with a big "ta-dah" reveal. In reality, the best creativity comes from unlocking ideas across the whole team, clients included. When everyone contributes, it not only generates stronger ideas but also creates a shared excitement and alignment around the work.

What's the biggest change in your industry right now, and how will that affect what your clients do over the next 1–2 years?

The biggest change I see is the rise of the hybrid model. For years, in-housing was the dominant trend, as many clients built their own internal teams. But now we're seeing the next evolution: organizations don't want to choose between being fully in-house or fully outsourced. Instead, they're looking for a partner who can plug into their teams, work alongside them, and provide the specialist expertise that's difficult to maintain internally.

What do you think is not going to change in the next 10 years?

We often overestimate the speed of change and underestimate its long-term impact. I believe AI adoption will be slower than expected. Despite the hype, a surprisingly big amount of companies will still struggle to integrate it into daily work, even a decade from now. But an actual thing I don't see changing is marketing budgets bouncing back to past levels: so the challenge of doing more with less will remain.

What do you look for when you're hiring or working with young talent?

We expect young talent to already be strong in their craft, able to contribute confidently from day one. Just as important are collaboration skills. Because we co-create in sprints with clients, we need people who thrive in highly interactive, team-driven environments.