The rewards are different too. Working on some great digital campaign that gets launched in the public realm satisfies the ego, certainly. But seeing someone produce a decent project having had no idea where to start 14 weeks before is satisfying in a more fundamental way.

On the other hand, sitting in a three-hour meeting discussing what we’re going to discuss in the next three-hour meeting is really tedious. The time pressure that an eye on the money creates is sometimes very useful. I’ve sat in creative meetings at agencies (like Poke or magneticNorth) and we’ve worked out ideas very fast without a big ego clash going on and then simply got on with making great work. I like that too.

I don’t think it’s unrealistic to think that educational institutions could tread a middle line, in fact I think they would be really successful if they did. But then you have to reward those working there on different criteria otherwise they won’t get the generational change they need.