Tell us a bit about your role! Is there a “typical” day?
Agency life can be dynamic and unpredictable, so even though my days tend to start in a similar way, things often veer off in unexpected directions. Rather than try to control it, I’ve learnt to embrace the variety that comes with this unpredictability.
Increasingly, I spend more time exploring new opportunities for Underwaterpistol, whether that’s through researching emerging tech, validating new ideas or working on product development. It takes me back to a more creative mindset of old, which I really enjoy.
What was the biggest challenge in getting to your current position?
The biggest challenge I faced was trying to do everything myself, and (unsurprisingly) failing to do it all effectively. It’s important to learn that you don’t have to be a pro at everything - that’s what your team is for.
This has allowed me to shift my focus towards the things I’m better at and, over time, put together a multi-talented team to take over other areas of the business. It’s all about building a brilliant, varied team, and trusting them to do what they do best.
What is your personal background and what role did it play in your career?
I was always interested in all things creative, but it was my love of music that introduced me to the world of tech. I was in bands from the age of 12 until my mid-30s, and after university I started using computers to produce electronic music.
As I explored music technology, I also got into web design while building a site for my band. I quickly realised that I loved this new creative outlet, and seeing huge potential in a very new market, I immersed myself in all things web, which led to the inception of Underwaterpistol.
What is your biggest career-related win? What is your biggest loss?
I’m not really one for focusing on wins and losses, per se. We allow ourselves to celebrate when we land a new job or release great work, but I try not to get too carried away with myself as I know that there’s usually a challenge around the corner to take the wind out of my sails.
You have to take the rough with the smooth, pace yourself emotionally! The agency’s 21st anniversary celebration last summer gave me a real sense of achievement, though. I looked around the room at all the fantastic members of the team and it hit me how far we’d come and how tenacious we were for simply hanging in there during some really tough times.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
Mark Farrow (Farrow Design), who we worked with on many projects in the early days of the agency, has to be my biggest design inspiration. His minimalistic, understated approach, attention to detail, unique style and use of colour always resulted in beautiful work.
He and his team held us to account too, which impressed on me the importance of getting the small stuff right and, conversely, how lots of little niggles and inaccuracies can quickly compound, leaving you with a complete mess.
As for other sources of inspiration, they can be found among the people we work with directly or indirectly, including our tech partners, clients, team members, other agencies and individuals within the industry.
If you could go back to your teenage years, would you have done things differently? Do you have any regrets?
I would have stuck with studying art and music, my two best subjects. I quit them because I didn’t like the teachers. On reflection, this was a really stupid decision, but I wasn’t the sharpest tool in the box when I was a teenager.
If you weren’t in your current industry, what would you be doing?
Producing (more) music.
What’s your one big dream for the future of the industry?
Unbridled creativity enabled by UBI (Universal Basic Income).
What are your top tips for aspiring creative professionals?
Be T-shaped: gain an in-depth knowledge of one thing, your specialism, but make sure you have a wide knowledge of other topics too. And have an opinion! Take risks, don’t be afraid or too embarrassed to make mistakes.
What are your top tips for other creative leaders?
Hire well, trust your team.
When you think about your team, what is the thing that matters to you the most?
Having a shared vision, while accepting that there’s always diversity in approach. That vision will likely evolve with your business, but it’s important that your team is working towards the same goal.
In our leadership meetings, for example, we occasionally start in a state of friction or even conflict, but we always finish with consensus because we know we want the same end result, despite often coming from different standpoints. We try to start looking at the desired outcome, then work back from there. That almost always means a degree of compromise, which is a good thing.
Do you have any websites, books or resources you would recommend?
I used to gravitate to particular books, blogs and podcasts on a regular basis, but nowadays I rely more on interactions with the team, clients, wider professional network and my friends and family for inspiration and guidance.
It’s more sporadic and scattered, but I’ve found that the insights and experiences of those around me are more relevant, personal and actionable.
