168. The Spark: James Greenfield of Koto on Apple Rants, Mr Bingo Dreams & Pitch Mishaps
In this bonus episode of The Spark, Koto CEO and founder James Greenfield returns for a lighter, weirder, and more wonderfully random chat. From his most controversial creative opinion (spoiler: it involves Apple) to dreams featuring Mr Bingo demanding to be called 'The Way', nothing is off-limits.
We chat about parenting, drum and bass, the strange comfort of Marcus Aurelius audiobooks, and the surprisingly joyful art of reading mean internet comments. James also reveals the creative outlet he's rubbish at (but would love to master), the most embarrassing pitch moment of his career, and the one thing he wishes Apple TV would sort out immediately.
This one's for the curious, the creative, and anyone who's ever planted a hydrangea in the shade and called it therapy.
And that's Season Nine wrapped up. It's been an absolute blast. We've loved every minute. Thank you to all our guests for joining us on the show, and a big thank you to the School of Communication Arts for making this season possible.
We'll be back in the autumn with fresh guests, new and exciting themes, and more fun and games. Until then, have a great summer.
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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.
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166. The Spark: The Spark: Fiona McGarva on Rituals, Rockets & Reinvention
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.
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165. Rewilding Comms: Fiona McGarva on Glastonbury, Print, and Creative Freedom
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.
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164. The Spark: Kenny Gravillis on Creative Rules, '80s Movies and Fruit Pastilles
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.
Join host Katy Cowan on The Creative Boom Podcast, where candid conversations with fellow creatives explore the real stories behind our careers—the highs, the lows, and everything in between. Whether you're a graphic designer, illustrator, animator, marketer or creative entrepreneur, this show brings warmth, humour, and insight into the challenges and triumphs of the creative journey.
We tackle everything from confidence to burnout, offering advice and inspiration for building a fulfilling, sustainable career while not shying away from the tougher topics. Expect fun, honesty, and plenty of takeaways to help you thrive both personally and professionally.
The Creative Boom Podcast is part of Creative Boom, a magazine that has been a leading platform for the creative community since 2009. Discover more at www.creativeboom.com.
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