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James Greenfield could have called his agency Greenfield, Matthews and Roden. Instead he called it Koto and built it into a global powerhouse working with Airbnb, Amazon, Google and Microsoft, all while staying true to one belief: creativity is a team sport, not a solo genius act. In this episode, James talks about why he traded his name for longevity, what it really means to take private equity money into a creative business, why he thinks AI raises the floor while only humans can raise the ceiling, and his three predictions for where the creative economy is headed next.
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