167. 10 Years of Koto: James Greenfield on Leadership, Growth & Grit

For the final episode of Season Nine, we're joined by James Greenfield, founder and CEO of Koto, the global brand agency celebrating its 10th anniversary. James reflects on a decade of building one of the most talked-about studios in the industry, from humble beginnings and "recycling problems" to global offices, high-profile clients like Amazon, and a team that now numbers over 180. We explore how Koto evolved from a scrappy underdog into a creative heavyweight and how James has managed to maintain a startup mentality, champion a people-first culture, and fiercely protect creative standards as the business scaled. He also shares why independence is having a moment, how AI is creating a flood of "automated slop", and why great creativity matters more than ever. Elsewhere, we touch on the emotional moments behind launching Koto, the leadership lessons learned, and how staying close to the team (and away from perfectionism) keeps the company grounded. There's also time for thoughts on social media fatigue, what makes a strong agency-client relationship, and why—despite a love of good work—he's only raised his voice three times in a decade. We wrap with some honest wisdom: whether you're running a studio or thinking about starting one, James offers no-nonsense advice on what it really takes. This season is proudly sponsored by the School of Communication Arts.

In this joyful bonus episode of The Spark, Katy Cowan and Fiona McGarva let their hair down after the main show, diving into the quirky, honest and oddly profound bits that make us who we are. From early mornings in silk gowns (or just pyjamas) to the emotional support cuddly toy that's seen it all, we explore the rituals, irrational comforts and unlikely talents that fuel creativity. Fiona reveals why she gets dressed up for phone calls, how she's surprisingly skilled at matching pairs, and why her funeral will feature a gospel choir and a rocket. We also cover the freedom that comes with age, the power of dressing for yourself, and the joy of not being brilliant at everything. Plus, the imaginary stage show we never knew we needed: Mystic Fiona at Shangri-La. Come for the giggles, stay for the insight – and find out what she'd be doing if PR hadn't worked out (hint: solving crimes on the book tour circuit à la Jessica Fletcher). This season is proudly sponsored by the School of Communication Arts.

In this episode of The Creative Boom Podcast, Katy Cowan is joined by Fiona McGarva, founder of Sundae Communications and longtime collaborator with Shangri-La at Glastonbury Festival. They explore how Fiona and the team have completely reimagined how they communicate with audiences—ditching traditional social media announcements in favour of handmade risograph posters, seed packets, and direct, analogue experiences that celebrate slowness and real-world connection. Fiona shares how Shangri-La's new theme, 'The Wilding', is more than just a creative direction—it's a complete reset, inviting us all to consider how we share stories, connect with people, and move away from platforms we don't truly own. The conversation is a refreshing and empowering reminder that creativity can flourish in new ways, especially when we embrace age, messiness, and the freedom to do things differently. Together, Katy and Fiona reflect on their careers in PR, the shifts they've seen across media and design, and the joy of doing things on your own terms. Expect nostalgia, a few Pedro Pascal tangents, and plenty of wisdom on everything from personal growth to rediscovering magic in our work and lives. This season is proudly sponsored by the School of Communication Arts.

In this bonus episode, The Spark, our founding editor Katy Cowan reunites with Kenny Gravillis for a more playful, off-the-cuff chat that lifts the lid on the personality behind the creative powerhouse. With the serious stuff out of the way, it's time to talk rules, rituals and ridiculous snacks. Kenny shares the one design rule he tries not to break (but sometimes does) and how his relationship with creativity has evolved from being a perfectionist to embracing a more open, collaborative approach with his team. There's also a loving tribute to St. Lucia, where he escapes to reset and recharge; a flashback to his pool hustling days in the Bronx; and an unexpected comfort found in a dog named Hero, who really needs to stop biting people's feet. We also hear about his favourite funeral song, the word he never wants to hear again (bandwidth), and the oversized bag of Fruit Pastilles that didn't survive the first half of Mission Impossible. And yes, there's a Tom Cruise story... because, of course, there is. This season is proudly sponsored by the School of Communication Arts.

He branded the Oscars. Designed the iconic Ready to Die album cover. Created film campaigns for Inglourious Basterds, West Side Story, Dune and more. In this episode, our founding editor Katy Cowan chats with creative director Kenny Gravillis, the East London-born designer who's helped shape the visual language of contemporary film. The founder of Gravillis Inc., Kenny shares how he went from designing panty shield ads to working at Def Jam by age 21, and later building a studio in LA that now works with the biggest names in Hollywood. He reflects on meeting Spielberg, working with Spike Lee, and why staying humble (and kind) has been his secret weapon. They also talk about the challenges of breaking into a closed industry, navigating the shift from music to film, and why AI won’t replace the nuance of human-made art anytime soon. Oh, and the time Christoph Waltz thought he'd been cut from Inglourious Basterds because Kenny didn't give him a poster. This season is proudly sponsored by the School of Communication Arts.

In this joyful, laugh-out-loud episode of The Spark, our founding editor Katy Cowan sits down (again!) with the brilliant Emily Jeffrey-Barrett, founder of creative agency Among Equals, to continue where they left off—with less business chat and more banter. Expect everything from shameful Brownie troop confessions and controversial creative opinions (spoiler: she doesn't think we're artists), to what it's like flying business class for the first time and being traumatised by cyclists in London. Along the way, Emily shares the two pieces of advice that have helped her survive as a creative leader, reveals the one word that gives her the heebie-jeebies, and admits her irrational comfort phrase, courtesy of her Yorkshire grandparents: "Hope it works out for you". There's even talk of Wyoming ranches, Branston Pickle nostalgia, and a shared hatred of faffing. Honestly, it's a miracle anything got done. This one's for the high-achievers, the people-pleasers, and anyone who's ever been told to "just relax". This season is proudly sponsored by the School of Communication Arts.

In this candid and energising conversation, our host, Katy Cowan, sits down with Emily Jeffrey-Barrett, founder of creative agency Among Equals, to mark its fifth anniversary. From launching in lockdown with nothing but patio furniture and ambition to opening a second office in Dubai, Emily shares the real story of building an agency entirely on her own terms. They talk openly about what it means to take up space as a woman in business: being talked over, underestimated, and navigating the exhausting tightrope between being "too much" and "not enough". In fact, they had to record the episode twice after having too much fun the first time around — which sparked a deeper conversation about likability, being taken seriously, and the narrow boxes women are still expected to fit into. We also hear about Among Equals' unique philosophy, its bold plans for the future (including an eventual sale), and what real disruption might actually look like in the creative industry. Funny, honest, and packed with insight — this is one to bookmark if you're dreaming of building something of your own. This season is proudly sponsored by the School of Communication Arts.

Welcome back to The Spark, your extra dose of insight and fun from this week's guest. Today, Adrian Carroll of D8 returns to answer a few quick-fire questions—and as you'd expect from someone with decades of experience, his answers are full of wisdom and wit. Adrian shares his most controversial creative opinion (and it's a good one), the best advice he's ever received, and the one ordinary day he'd relive if he could. He also reveals the word that gets on his nerves the most, his favourite place in the world, and a random dream that's stuck with him. And yes, we discover his party trick. It's the perfect way to wrap up the week, with a few laughs, a few surprises, and even more insight into the creative mind behind D8. This season is proudly sponsored by the School of Communication Arts.

In this episode, our founding editor Katy Cowan sits down with Adrian Carroll, co-founder and executive creative director of D8, a leading creative agency with studios in Glasgow, Amsterdam, and beyond. With over 26 years in the industry, Adrian reflects on the constant change he's weathered—from the dawn of the internet to economic crises, the rise of social media, and the latest wave of AI disruption. They talk candidly about starting out in the late '90s, why human relationships still sit at the heart of good business, and how trust and intuition have helped D8 grow into one of the most respected independent studios in the UK. Adrian also shares exciting news about D8's latest venture: the launch of a bespoke type foundry, ABCD8, and why ownable, AI-proof assets are becoming essential in today's creative landscape. Expect a thoughtful, grounded conversation about longevity, integrity, and why sometimes... the logo does need to be bigger. This season is proudly sponsored by the School of Communication Arts.

In this bonus Spark episode, Emma Barratt returns for a funny, honest, and brilliantly unfiltered chat with Katy Cowan. She takes on some of our favourite quick-fire questions — from the best advice she's ever received to the song she'd like played at her funeral. Emma shares her most controversial creative opinion (spoiler: not everything is "transformative"), the word that gives her the ick, and why she relates most to an octopus. She also opens up about OCD rituals, arguments she has to win, and the rejection that taught her the most — including the first time she applied to Wolff Olins. Packed with warmth, dry wit and big heart, this is the perfect follow-up to Emma's main episode on class, creativity, and carving your own path. This season is proudly sponsored by the School of Communication Arts.