Here are some of the things I believe in:
I believe there’s never been a more exciting time to be a creative.
Boundaries are breaking down and possibilities are opening up. To take just one example, ‘Mog’s Christmas Calamity’ wasn’t just the most-viewed digital content of the 2015 Christmas season, it was the number five bestselling book of the entire year. Projects like that can’t be categorised – but they still require traditional smarts and craft skills to make them work.
I believe in building creative partnerships.
‘Mog’ was a partnership with Harper Collins; ‘1914’ was a partnership with the Royal British Legion; ‘Christmas in a Day’ was a partnership with Oscar-winning director Kevin Macdonald. The best ideas evolve by connecting the best people.
I like problems.
Awards are nice, but solving business problems is just as big a kick. ‘Try something new today’ was a simple set of words that turned around a supermarket’s fortunes.
I like working with clients.
When I run an account, I present the work myself whenever possible. Clients and creatives working together, trusting each other, talking face to face, builds the arena in which great work happens.
I collaborate.
I collaborate internally – and externally. Whether it’s working with a specialist design agency to overhaul Sainsbury’s retail brand identity, or a specialist tech agency to make a ‘spooky voices’ app the centrepiece of a Halloween campaign, I believe teamwork leads to better work.
I’m digital.
As well as overseeing numerous digital-led campaigns, such as the long-running Sainsbury’s ‘Food bloggers’ cooking tips campaign, I’ve created several of my own. See the Aviva ‘Big Picture’ case history for just one example – a digital and experiential campaign that ran in six countries round the world – and the Galaxy ‘Duets’ case history for a small-budget example that created a hit music single.
I’m nice.
Making great work is hard enough without being unpleasant. I believe in being courteous, friendly, approachable, open and easy-going. I don’t shout – ever. I truly believe it makes the work better. But even if it didn’t, I’d still be the same.