What's the story behind you joining Nerv?
I’ve been part of Nerv since the very early days (10 years now). I first met Cynan (Nerv’s founder) when we were both working for a UK based PC manufacturer back in the early 2000s. We were both in the Marketing Department there and I guess became somewhat kindred spirits. After I left the world of PC marketing (yawn!) we stayed in touch on and off and after I got struck down with serious illness at the age of 25, he visited me in hospital.
Once I was back on my feet, I decided to start learning everything I could about graphic design. My few years as a Marketer were well and truly done! Lo and behold, having self taught myself graphic design, I met up again with Cynan at the very beginnings of Nerv and offered to work for free (the kind of offer that he was never going to turn down!). I learnt the ropes, he got free labour, and slowly but surely the agency began to grow. Then, he finally paid me! The rest is 10 years of hard graft and growing to where we are now.
What does a typical day consist of at Nerv?
A typical day at Nerv for me starts with a cup of tea and a review of my Wunderlist. This is quickly followed by a sit down with the creative team so as we can run through everything we need to get done that day and that week. With everyone briefed and ready to go, I may get the opportunity to tuck into some design work myself (something I still try to keep myself involved in). Then the day will no doubt throw up the odd meeting, either with clients or internally to discuss new briefs, upcoming projects and so on. Lunch is the chance for a quick swim at the Lido (during the summer months). For the rest of the time, I’m available to the team for any questions, guidance and reviewing of work, along with calls with clients to discuss work or just to talk about Tottenham (in the case of one client!). Then I eventually head home to my wife and young son, hopefully before he’s gone to bed - as I hate to not see him in the evenings.
What would you be doing if you weren't at Nerv?
Selling crack to teenagers! Only kidding… I’d probably be freelancing as a struggling designer, or I’d have turned back to the dark side and be working away in some Marketing department somewhere. The thought is not a nice one!
What do you love most about working at Nerv?
Firstly it's the people. Nerv is a very people place. It's a relaxed environment – even when the pressures on over a tight deadline. Also, I love the variety of work. I can start my morning working on a brochure for a local housing association, before dipping into a major retailers website, add the finishing touches to a new national brand and then finish my day listening to voiceovers and reviewing an animation for a global investment consultant. And then the next day is something else – you just never know!
What's been the highlight of your career so far?
The obvious one (I guess) is working on the Glasgow 2014 Commonwealth Games mascot. That was a brilliant project to win and an amazing piece of work to be so heavily involved with. Meeting Billy Connolly to create the voiceover at BBC Scotland was a particular highlight, and even now I’m still excited about the Commonwealth Games and seeing Clyde in the stadiums etc (I have tickets!).
However, I’m also really proud of some of the work we do for one of our smaller clients – the London School of Theology – and their bi-annual magazine, ‘Insight’. We revolutionized what was basically a traditional Christian magazine into something so much cooler, really pushing the boundaries of what seemed acceptable at the time. And it’s been such a success – so much so that there are now more and more theological magazines appearing that can only be seen as homages to Insight.
What campaign do you wish you'd worked on?
Because we have done lots of work for Preston City Council, I was immediately impressed with the new Manchester City Council website. It's a beautiful and simplistic thing.
Also, the Burt’s Bees literary classics on Vine (#6secondclassics) is a gloriously bizarre campaign that everyone should see. Good to see such creativity and out there thinking being encouraged by a brand willing to take a risk!
Which brand would you love to work with?
For me personally I’d love to work with a surf brand (Ripcurl, ideally) or Tottenham Hotspur. Both are purely for the reason of getting whatever freebies I can get from them (or research as I prefer to call such items!). Otherwise, it’s always nice to get involved with a cool major brand, but you need the right brand and the right relationship with those within that company. It’s all about them trusting you as an agency to do the right job. Too many times with some large brands, they just want to do exactly what they’ve seen one of their rivals or someone else do.
What's the best advice you've ever received, and who from?
“Creativity is not always about doing the coolest thing. It’s about doing that which is most appropriate and will bring the best results.” I suspect this most likely came from Nerv founder, Cynan Clucas (or a variation on it did). A man of wise words!
What do you want to be remembered for?
Writing the finest piece of modern literature (if I can ever find the time to get round to it). Otherwise, I want to be remembered for being a nice human being, a good husband, a great dad and the most successful manager of Tottenham Hotspur in the 21st Century.
What was your worst job and what did you learn from it?
I worked for one month at another agency as an Account Executive before Nerv. I lasted a mere month before they let me go! The lesson I learnt from that is don’t ever fear getting sacked. It really isn’t that bad. I got one month’s paid leave, watched Wimbledon and then found another job straight away. I think we all fear the sack and do whatever we can to avoid it. Once you’ve been sacked, you realize that whilst it’s nasty at the time, it’s probably for the best.
What do you see to be the most notable change in the industry in recent years?
Social media is everything. Does anyone remember a time before social media? It is the most dominant force in the industry right now and will continue to be until the next thing turns up.
What do you think will be the next big thing?
The return of printed media! Like vinyl, we will all start pining for it again – remembering how much nicer it was to hold something in your hand, getting a waft of glue and cheap paper, and turning pages slowly to browse products rather than doing everything online.
Maybe that's just wishful thinking on my part!!
