Spencer Buck studied at the revered Somerset College of Arts & Technology before landing his first job at drink's packaging specialists Blackburn’s.
Two years later, he left London and helped run a small creative agency near Bath with two of his closest friends (also ex-Somerset College students).
Two years after that, on the Queen's Golden Jubilee, Spencer formed Taxi Studio with his pals. Their goal was to create an agency to rival the best in the world, albeit in a place they wanted to live.
More than 20 years on, Spencer and his team have a full trophy cabinet, an enviable client list and international recognition for their work. But that’s just the stats. Let’s dig a little deeper and really get to know the Taxi Studio Founder and CCO.
Tell us a bit about your role! Is there a “typical” day?
My role is to support the business to Create Unforgettable® work, by leading Taxi’s creative output, building on its enviable award tally, global creative reputation, agency fame and client delight.
What was the biggest challenge in getting to your current position?
Self-confidence.
What is your personal background and what role did it play in your career?
I originally wanted a career in marketing. My dad worked for United Biscuits as an area sales rep when I was a nipper – he was very savvy about brands – he used to talk a lot about the products he was peddling and had a view on whether the marketing ‘bods’ (quote) at UB were onto something good or not.
He was at the coal face… dealing with customers… and his radar was usually spot on. His mantra was ‘You can’t sell a sh*t product twice.’ That fascinated me. And it taught me from a very young age that you can’t fool people by dressing up a bad product and expect it to do well. This shaped my thinking and empowered me to never accept things as they are.
What is your biggest career-related win? What is your biggest loss?
Biggest career-related win: Working with my two best friends and surviving in business through a sequence of turbulent times.
My biggest project-related career milestone to date was winning the global Carlsberg rebrand in a pitch against (probably) the most globally respected brand design agency at the time. It was a huge project and very political.
The unlock was shutting down the number of key stakeholders. I worked very closely with the then, Chief Commercial and Marketing Officer, together we reshaped the brand to what it is today.
Losing any pitch tends to weaken the soul… and I’ve lost a lot. But my biggest financial loss to date? I pitched for a slice of a £19m account a few years ago… it was a network pitch situation, we joined forces with a global network to provide the brand design component… we came second. I’m over it.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
Too many to actually list… but someone out that blows my mind is James Hilton. Founder and CCO of AKQA. A friend and mentor. And a fucking genius.
If you could go back to your teenage years, would you have done things differently?
I would like to have been less angry.
If you weren’t in your current industry, what would you be doing?
Running an architectural practice.
What’s your one big dream for the future of the industry?
That we see much more innovation and much less decoration.
What are your top tips for aspiring creative professionals?
Behind every success is a hundred failures. So, if you love getting kicked in the nuts often then this is the career for you.
What are your top tips for other creative leaders?
Establish your personal and professional values and stick to them. It’s more important to stay true to your values than to make money.
When you think about your team, what is the thing that matters to you the most?
That we provide them with a psychologically safe environment in which they can grow.
Do you have any websites, books or resources you would recommend?
My staple book recommendations are: Hey Whipple Squeeze This; A Smile in The Mind; Apples, Insights & Mad Inventors; More Bull More; Can I Change Your Mind (The art of persuasive writing). The Alchemist; The Boy, The Mole, The Fox and The Horse.
