There are bragging rights about staying the latest [at advertising agencies].
But if you look at creativity, it’s almost never in an office setting. It’s when you’re doing routinized things like running, showering or driving. It’s when your mind can go off.
In my case, it happens a) after the accumulation of many, many disparate layers and bits of information (reverse entropy) coalesce into an idea and/or b) in front of a white board with one or two others, talking it out.
Wandering Wandering Star 