I’ve been a Creative Director on big accounts like Coca Cola, Unilever, Black and Decker at McCanns London. I’ve been an Executive Creative Director in my own agency partnership for many years – so I can supervise, direct, project manage, contribute where necessary and otherwise take the reins temporarily if you have an emergency or a problem. Ideal for new business pitches, illness or holiday cover. I keep things moving, create an environment where great work flourishes and bad work gets stopped from getting out, and hand the reins back when required.
Things I like:
We’re all capable of being creative with good leadership so I like involving different kinds of people in the creative process. A good idea doesn’t care who has it. I like great ideas that are media neutral, that can develop in all directions. Years ago the test used to be, “will that work on a bookmatch label?”, whatever that was.
Thinks I dislike:
One big dislike is the word “no” when we’re working as that’s a great way to kill a thought which may be wrong, but might lead on to a great idea. Another dislike is the “brainstorm”. That’s not to say I don’t believe in everyone getting around a table to throw ideas around. That’s fine as a start, but great ideas rarely come like that. Most great ideas come to one person, usually when that person is working alone. Few writers, painters, composers or photographers, for example, create their work communally.
Some work produced under my supervision
Jim Beam – Creative Teams at Marshalls. Mick Pearce and Mary Godward, Ian Henderson and Chris Walker.
Norton Rose Fulbright – John Silver and Fraser Adamson.
HSBC Commercial brochures. Designers Sarah Straker, Georgia Barretta. Copy George Theo.