Superson’s managing partner Antti Toivonen believes that agencies should accept that the most driven talent are not theirs to own, and that having a creative ‘side hustle’ results in happier, more productive and imaginative employees

"Over my years in this creative line, I’ve noticed there are two types of people: those who are makers and creators outside of work and those who aren’t. And the people I have always found the greatest to work with are the ones with pet projects of any kind. And I’m not just referring to adland ‘creatives’. I mean everyone."

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