Mark Fisher, group creative director O&M Cape Town

I like to think of an idea as a passport between disciplines. It's important to rid the agency of boundaries, walls and egos so the best thoughts can surface. Great ideas often come from a junior and not the designated team that has worked on a project for a month. There is no formula for getting to a better thought. But if everyone connects more and has a heightened sense of awareness, an idea-rich environment is the result.