Sofia Svanteson returned to MEX in December 2009 to share ideas on the creative process for digital user experience. Sofia is a pioneer in digital creativity, having worked with Razorfish in the early days of the dotcom era, before founding her own agency – Ocean Observations – one of the first and most acclaimed specialists in crafting mobile experiences. Her 2009 MEX Session – one of several contributions she has made to MEX over the years – focuses on different approaches to creativity, addressing questions about leadership style. She offers particular insight into how process evolves as agencies break outside sector specialisms, such as mobile, and expand into multi-touchpoint digital experiences across TV, PC and embedded systems.