And who has made this breakthrough? None other than the toilers at that cradle of creativity, the Home agency in Leeds.
They've been taking part in a survey (conducted, surprisingly enough, by Mira Showers) claiming to show that those taking a shower break during their working day are 42 per cent more productive and a third more creative.
Ian Buttle, Home's creative director, is so convinced by the benefits of a regular drenching that he's encouraging his people to "showerstorm" (whatever that means) before big pitches and meetings whenever they can.
Sam Walsh, a Home staffer whose skin must resemble that of a prune, claims to be a true convert. "I found that showering gave me some peace and quiet," he says.
"Being away from the ringing phones in the office was great for mulling over ideas. I even came up with a great new TV ad idea for one of our clients while I was in there."
Well, we'll try anything once so we're off to grab a towel and a sponge. We're not entirely sure, though, that this idea will wash.