Written by Debora Deva
Debbie is a writer, art director, and multidisciplinary creative at TOML Collective. With a background in advertising, she brings fresh perspectives to the journal — aiming to educate, question, and spark new ideas.
Get in touch with debora@tomlcollective.com
Fostering Creativity Through Leadership and Teamwork
This reflects Jobs' belief in the power of collaboration, how teams that balance and complement one another can foster creativity and innovation. He admired how The Beatles worked together to achieve greatness, despite their differences, and applied the same philosophy to building teams at Apple. Curious to hear more from Jobs? The video on the left is well worth a watch.
Teamwork strengthens creativity and equips agencies to tackle new challenges with a fresh set of eyes. At TOML, our collaboration process is built on an ecosystem of partnerships where each contributor brings their unique expertise, vision, and creativity to the table, similar to McKinsey & Co.’s "The Way We Work" framework. It thrives on mutual respect, open communication, and a shared commitment to excellence, enabling every collaborator to deliver their best. Every voice is heard through brainstorming, feedback, and open idea-sharing, fostering a strong and adaptable creative network. This network connects agencies, production houses, studios, and partners, bringing together talents from diverse backgrounds and goals. It fosters a healthy, supportive culture where feedback is valued and risk-taking is part of growth. Even in uncertain times, a team becomes your partner, tapping your shoulder and joining the creative journey, sharing the vision, and building trust in each other and the process.
Truth be told, working with teams, partners, and clients isn’t always easy. Sometimes, you’ll hit roadblocks and things will go sideways, because when does life ever stick to the plan? But don’t sweat it; those pesky limitations might just spark your most brilliant ideas yet. Gemma Shiel, founder of Lazy Oaf, would agree. For her, constraints whether from resources, time, or client demands aren’t obstacles but opportunities. They push teams to think deeply, stretch their imagination, and discover solutions they might not have considered. Boundaries, she reminds us, can spark unexpected and innovative ideas. In her own words:
“I really like narrowing the inspiration source or giving yourself really strict parameters, and that’s also why I like collaborations... Sometimes you’re given loads of things that you can’t do, which makes you more and more creative. You’ve got to think harder about stuff.”
Keep in mind, regular check-ins, clear roles, and constructive feedback can make a big difference and help build stronger teams.
Building a collaborative culture requires creative leadership, feedback, risk-taking, and an inclusive environment.
Teams that harness collective creativity and problem-solving can tackle complex challenges with agility, producing work that delivers brilliance, making it feel almost magical. Creatives love it, everyone loves it, because it resonates with the true values of what it means to create. At the core of this process is creative leadership, the ability to guide teams toward meaningful work while fostering collaboration, innovation, and trust. Without it, teams may lack the direction needed to take meaningful risks or address today’s complex challenges. Creative leaders set the tone for environments that prioritise innovation, encourage collaboration, and, above all else, celebrate diversity. We know creativity needs guidance. That’s why it’s essential to create an environment where leaders foster a culture that empowers team members to take thoughtful risks, explore new ideas, and contribute authentically, knowing their perspectives are valued.
This culture not only enhances motivation and performance but also sparks curiosity, drives growth, and nurtures well-being for everyone involved. As Halle Kho, Executive Design Director at Frog New York, explains:
“In the vast majority of situations, your role is not to hand down The Answer, but to foster creative solutioning that generates an array of possible answers.”
Our collaboration with UNIT9 on UBS Asset Management’s The Red Thread proved where the power of agency collaboration could take us. We brought together designers, animators, writers, strategists, and strong leadership to create something we’re proud of — a campaign that earned us a finalist spot at this year’s Drum Awards for B2B Thought Leadership.
Every agency has the potential to embrace this model of creative leadership. That’s why we aim to spark conversations, inspire new ideas, and get people thinking. Building and supporting a creative team, while fostering resilience, is a journey that takes practice. True collaboration is a continuous loop of reflection, asking questions, showing empathy, and building trust.
Working together is the foundation of creative success, rooted in authentic self-expression. In the words of Rafaela and Maria Echeverri, “We like creatives, unusual thinkers, and authentic collaborations.” By embracing diverse perspectives and unconventional ideas, they show how collaboration can amplify creativity. And, when another great work inspires our own, it challenges us to step up, rethink our limits, and strive for something greater.
This energy of rising to meet the challenge is very different from that of conquering or imitating. Let’s read this excerpt from The Creative Act by Rick Rubin, which perfectly illustrates this idea. And yes, it’s purely coincidental that we’re mentioning the Beatles again, I promise.
When Brian Wilson first heard The Beatles' Rubber Soul, his mind was blown. “If I ever do anything in my life, I’m gonna make that good an album,” he thought at the time. He went ahead and wrote Pet Sounds. So happy to hear that I went and started writing God Only Knows. Being made happy by someone else’s best work, and then letting it inspire you to rise to the occasion, is not competition. It’s collaboration. When Paul McCartney heard the resulting Beach Boys album, Pet Sounds, he too was blown away and reduced to tears, proclaiming “God Only Knows” was to his ears the best song ever written. Buoyed by the impact of God Only Knows, the Beatles played Pet Sounds over and over while creating another masterpiece, Sgt. Pepper’s Lonely Hearts Club Band. “Without Pet Sounds, Sgt. Pepper never would have happened,” Beatles producer George Martin said. Pepper was an attempt to equal Pet Sounds.
All great work holds a power that, when shared, creates a sense of belonging and collective purpose. As Rick Rubin says:
“…Great art is an invitation, calling creators everywhere to strive for higher and deeper levels.”
That’s where the real power of working together lies. So why not foster a culture where collaboration leads to brilliance?
"My model for business is The Beatles: They were four guys that kept each other’s negative tendencies in check; they balanced each other. And the total was greater than the sum of the parts. That’s how I see business: great things in business are never done by one person.
Rethinking Teamwork in Creative Disciplines.
Take McKinsey & Co.’s "The Way We Work" framework as an example. It’s a set of rituals and best practices designed to help teams align around a clear scope of work and shared objectives. The framework focuses on regularly assessing performance and making necessary adjustments to keep everyone on track. Since its introduction two years ago, 30% to 70% of McKinsey teams have adopted the framework. Those who’ve embraced it report significantly better experiences, particularly in two key areas: their ability to live sustainably and the leadership development they’ve gained, through apprenticeships or coaching. This highlights that collaboration is more than just a method—it’s a core principle.
At TOML Collective, we follow similar guiding principles, connecting our team globally to drive creativity and empower clients and collaborators. In today’s world, fresh approaches are in high demand, but ideas often start as faint whispers. Transforming them into something extraordinary requires vision, collaboration, and a dedicated team.
Some might say that tackling creative challenges is all about reinvention. As creatives, and leaders it’s our responsibility to equip our teams with the right tools and support needed to thrive in this new creative renaissance. The creative journey is rarely easy. It requires resilience, adaptability, and consistent effort to produce meaningful work. Thankfully, we live in a time when the path to “success” has evolved, and remote work, along with seamless digital collaboration, has opened up new opportunities and possibilities. In today’s ever-changing creative landscape, celebrating a collective spirit is essential, while honoring the values, perspectives, and empathy of both emerging creatives and those who paved the way.
Fostering a collaborative spirit is key in creative agencies, where diverse talents come together to elevate each other’s work. Yet, many overlook how complex and demanding a project’s lifecycle really is. Some think greatness is a solo act and sometimes it can be but the power of collaboration is something else entirely. Unfortunately, this mindset downplays the value of teamwork, making it harder for those outside the creative process to understand its complexity.
Creative fields like branding, marketing, design, and advertising thrive on collaboration. They bring together diverse talents—copywriters, art directors, strategists, account managers, designers, and more each contributing unique skills. Similarly, businesses, industries, and other fields require the same approach. Each role plays a part in shaping an idea, whether in its early stages or when finalizing a product or vision. But, collaboration isn’t just about sharing files or second-guessing ideas. It’s about building a thriving ecosystem where creatives grow both individually and as a team much like a band, where different roles and support come together to achieve greatness. Steve Jobs often referred to The Beatles as a perfect example of collaboration. In a 2003 "60 Minutes" interview, he said:
