From Typos to Triumph: Jonny Clow on Creativity, Collectivism and Building a Purpose-Driven Agency

Jonny Clow’s entry into the advertising world was anything but traditional. Armed with determination and a letter full of typos, he landed his first break in London in the late 90s, before going on to build a career across London, Chicago, and now Melbourne. In 2021, he co-founded Silver Lining Agency, a B Corp-certified creative agency focused on working with businesses and not-for-profits that want to create social impact and strengthen communities.

Blending his background in drama with years of industry experience, Jonny has developed a creative philosophy rooted in resilience, simplicity, and collaboration. He believes that the future of creativity lies in collective values and purpose-driven work rather than competition at all costs. In this conversation, he shares his journey, insights into his creative process, and why embracing collectivism could shape the next chapter for the creative industry.

How did you first get into the industry?

Like many people in the late 90s, I fell into advertising, not by design or by degree, as back then, there were no Advertising or Media related courses. I wrote to every London advertising agency begging for a chance and by luck, my letter reached into the right hands. It stuck out for all the wrong reasons due to three typos, but with the right result.

Where are you based now and who do you work for?

After careers in both London and Chicago, I settled in Melbourne in 2010 and co-founded Silver Lining in 2021.

Silver Lining is B Corp creative agency dedicated to helping other B Corp businesses, not-for-profits, and organisations that want to tackle social problems and improve communities.

What is your personal background and what role did it play in your career?

I come from a fairly working-class background, which I think has given me a lot of resilience and determination to succeed throughout my career. I desperately wanted to be an actor and ended up doing a Drama degree. There were so many people on my course that ended up in advertising or marketing too, so I think there is a natural affinity. Teamwork, pressure, presentation, creativity and confidence - all play a role in both. Plus the ability to improvise.

Can you explain your creative process? What makes it unique?

The process is always iterative.

The best way to have a good idea is to have lots of ideas. I usually spend an hour a day walking and jotting down as many ways-in to a brief as I can on my phone. I usually let it sit for a day, and then either simplify or cull the ideas.

The search is always for simplicity. I think when you’re starting off in the industry, we want to impress or create another ‘world first’ by over complicating ideas or drenching them in tech. Sometimes it’s better to not overthink, but just to release. You’ll get a lot wrong, but you'll be more right overall. There is a good reason why when everyone in the room gravitates to a specific idea. Its simplicity is infectious.

How would you describe your style?

There’s a crack in everything. That’s how the light gets in.
Not my style per-se but the sentiment is there - from Leonard Cohen.

Which individuals do you gain inspiration from? Do you have any heroes in the industry?

Not so much individuals, but I’ve always loved agencies that behave like a collective. Agencies like Mother, Weidens, BBH etc.

Of course, these were founded and run by great creative heroes, but an agencies opinion and values are far more powerful than the individuals it contains.

‘I’ is subjective. ‘We’ is powerful.

What tips would you give to other professionals to get more clients?

Meet as many people in the industry, with no fixed agenda.

There are so many reasons why not to do this. Everyone is so busy and guarded about what others want from them. But you don’t need to have a reason to connect if you already know there are commonalities. It could be a natural fit with values or purpose or that you both simply share the same challenges everyday.

Sometimes it’s just interesting to chat. An opportunity to find out about other people and their businesses. It’s also hugely cathartic.

Keeping lots of doors open makes interesting things happen.

Can you share a memorable experience from your career journey that shaped your approach to creativity?

One silver lining from the pandemic is a renewed appreciation for togetherness.

Our basic need to connect and have connected experiences, for many, has brought new purpose and meaning. As societal and environmental challenges rise, now more than ever, there is an ongoing need for collectivism. In a collectivist society, decisions benefit all the people. 

While it’s more common for us to embrace collectivism in our own communities, creative agencies can sometimes struggle with a unified collective mentality. When you bring together B Corps or purpose-driven partners, you can help each other out, you’ve got this kind of circular economy happening that can amplify your individual impact.

What’s your secret to staying inspired and motivated?

Belief in the clients you work for, their values and the values of your team.

What’s the work achievement you’re most proud of?

Focus on the present and what you are most proud of now, without looking back more than two years. The definition of progress should be looking back at your work 5 years ago and being slightly embarrassed. Being able to improve and learn new skills or ways of working is crucial. So, for Silver Lining, it would be winning Mumbrella’s Award for Sustainable Practices last year, a nod that collective efforts are recognised. Not just the work, but the way we work.

As someone with experience in the industry, what trends do you foresee shaping the future of creativity?

I’m not going to talk about AI, as the whole industry on LinkedIn already is, so I’ll dovetail with the above comment. There’s a growing movement for our industry to do its bit. We can see this with the emergence of Ad Net Zero and it’s commitment to reducing emissions from the advertising process. We can see it in the movement of creatives refusing to work on projects with businesses they do not align with, via Comms Declare and Clean Creatives. And finally, to the rise and rise of creative B Corps. There are now over 70 in the advertising category in Australia and over 580 globally.

What do you think sets apart truly exceptional creatives from the rest of the pack?

Truly exceptional creatives have the ability to not only innovate within the work we make, but in the way we work.

What is the one thing that you would change about the industry?

I don’t think it’s achievable for all, but to embrace a more collective approach to creativity without wanting to always win at all costs.

I understand that pride, reputation, competition and recognition are highly important to motivate and reward creative people. But it’s also liberating to collaborate with one core goal – to make the work better. The more people that touch it, should enhance, and not limit.

Any websites, books or resources you would recommend?

I listen to a Podcast called 2Bobs, ‘Conversations on the art of creative entrepreneurship’. They are straight-talking, practical and only 20 minutes.

https://creativepool.com/magazine/inspiration/from-typos-to-triumph-jonny-clow-on-creativity-collectivism-and-building-a-purpose-driven-agency.33379