In their own words
Most companies are growth or product first; Koto is people first.
AI is widely being used for the generation of ideas, assets and production.
Agency propositions need refreshing to help navigate the purchasing of creative services.
AI is creating a flood of 'automated slop', and great creativity matters more than ever.
Whether you're running a studio or thinking about starting one, it takes grit and honesty.
Articles & interviews
- Booms & Shakes: The big creative industry moves you need to know this November
Creative Boom’s November 2025 'Booms & Shakes' roundup highlights major agency appointments, client wins, and new ventures across the global creative industry. From GOOD Agency’s partnership with The Children’s Society to Koto’s new chairperson and Elmwood’s leadership expansion, the article captures a sector in motion. It also spotlights new studios, relocations, and independent launches that signal optimism and reinvention despite economic uncertainty.
- Koto on how to take private equity investment, without losing your soul
Creative Boom’s article explores how global design studio Koto is navigating private equity investment from WestBridge while preserving its creative culture. The studio has appointed Charles Fallon as its first chairperson to strengthen governance and protect its people-first ethos. CEO James Greenfield and Fallon discuss how formal structure and cultural preservation can coexist during global expansion.
- Studio heads speak out on how AI is reshaping the creative process
Creative Boom’s special report by Tom May gathers insights from seven UK studio leaders on how AI is influencing the creative process. While many see AI as a useful tool for accelerating research and ideation, they agree it hasn’t replaced human creativity or judgement. The consensus is that AI is being pragmatically integrated into workflows, enhancing efficiency without redefining the essence of creative work.
- Creative Leaders Share 2026 Strategy Amid Industry Uncertainty
The article gathers insights from leading creative directors and studio founders about their strategic priorities for 2026. Themes include efficiency through AI, the growing importance of strategy, blurred boundaries between disciplines, and the need for bold, distinctive creative work. Despite economic uncertainty, many studios express optimism and a focus on smarter, more collaborative approaches.
- "James Greenfield Discusses Creative Quirks on The Spark Podcast"
Episode 168 of The Spark podcast features James Greenfield, CEO and founder of Koto, in a lighthearted conversation about creativity, parenting, and the quirks of the design industry. The discussion touches on his opinions about Apple, humorous pitch mishaps, and personal reflections on creative life. The episode wraps up Season Nine of The Spark, sponsored by the School of Communication Arts.
- James Greenfield Discusses Koto's Decade of Growth and Creativity
The Creative Boom Podcast features James Greenfield, founder and CEO of Koto, reflecting on the studio’s 10-year journey from startup to global brand agency. He discusses leadership lessons, maintaining creative integrity, and the challenges of scaling while staying independent. The episode also explores the impact of AI, agency culture, and the realities of running a modern design business.
- "Creative Boom Podcast Season 9 Hits 1M Downloads with Stars"
Creative Boom announces the launch of Season 9 of its podcast, celebrating one million downloads since its 2020 debut. The new season features leading creative figures such as Michael Johnson, Emma Barratt, and Kiser Barnes, alongside sponsorship from the School of Communication Arts. The article highlights the podcast’s evolution, new guests, and the refreshed bonus segment 'The Spark'.
- Tom Hostler on Measuring Digital Success: Listen, Cut, Repeat
The Brand Identity interviews Koto’s new Chief Digital Officer, Tom Hostler, about his vision for integrating digital innovation within the global branding agency. Hostler discusses the evolving relationship between brand and digital experiences, the impact of AI on web design, and how Koto plans to embrace experimentation and R&D to strengthen its digital capabilities. The conversation highlights the agency’s ambition to lead in digital-first branding while maintaining a holistic approach to client outcomes.