[The Creativity Q&A]: Sarah Britten chats to Tim Horwood

Today, Sarah Britten chats to Tim Horwood, creative director, Viacom International Media Networks

1. Last year's creative idea can be this year's same-old formula. How does somebody in an industry where creativity is effectively a commodity make sure they're always coming up with fresh ideas?

Coming up with creative ideas can be like giving birth - it hurts, but it's beautiful! I think everyone has to find their own way to stay inspired and keep creative. For some it's their external environment and influences, for others it's an internal motivational process and for a few being super creative comes naturally without any effort, I like to keep those people close by!

2. What's the most exciting project you've worked on recently?

The MTV Africa All Stars. It involved a tour through Nairobi and Lagos and culminated in a massive concert in Durban featuring the hottest contemporary young musicians from all across Africa, Snoop Lion also came through to support the initiative which was great. It's amazing to see the continent rallying behind artists from different African countries, this is something we've been pushing for since we launched in 2005.

3. Video once killed the radio star, as the song goes. Now digital is taking attention away from broadcast television. How can TV stay relevant in an age where there's so much interest in digital, and how are MTV and the other channels you're involved in adapting to the rise of the second screen?

TV has remained a lot stronger than people predicted, but I think it's about how you look at it. Is digital really taking away from anything or is it creating new opportunities and platforms to be creative? We've embraced the essence of being content creators as opposed to TV makers. The more screens and platforms you have to play with the more effective your message can be. At the end of the day we are creating content and experiences, not just TV.

4. Can you name an example of a brand that has inspired you lately?

I can't think of a brand per se, but recently I really liked the way rapper Juicy J marketed and sold his new album online, he had some original and engaging ideas. I also loved the stunt that Jimmy Kimmel pulled with that viral twerking video; he showed how easy it is to manipulate these mediums.

5. You travel extensively in Africa. What's your favourite part of the continent and why?

The smell as you walk off the plane at Mohammed Murtala Airport Lagos, Nigeria. It smells of diesel and raw energy. Lagos is the life force of Africa and has an incredible buzz.