Tell us a bit about your role! Is there a “typical” day?
Thinking about this question I’m quite glad there really isn’t a ‘typical day’. What attracted me to the agency world, coming from an in-house role very early in my career, was to be exposed to as much variation in my working day as possible.
Taking on this role as MD has reinforced the idea that every day is, and should be, completely varied. Overseeing all elements of the agency means I’m involved in all aspects.
Naturally coming from a creative background, I gravitate towards that work, which I still enjoy immensely but having a team who I know can execute on creative briefs allows me to shift my focus to other elements such as growth and overall agency strategy. I can only hope this continues.
What was the biggest challenge in getting to your current position?
I think the biggest challenge, which I might have dwelled on slightly, was stepping into the role officially and relinquishing control over some of the creative responsibilities which I would have primarily focussed on since forming the agency.
Even now the thought of outwardly no longer being a ‘creative’ but a ‘suit’, as some might put it, doesn’t necessarily sit well with me. On the flipside of that I feel as though I have a good understanding of the creative process which puts me in a stronger position to lead what is a creative agency at its core.
Although being responsible for the commercial success of the business, as a founder, has always been there, taking on this responsibility in a more formal way was always going to be a challenge but something I think I was better prepared for than I probably allowed myself to think. So far so good at least.
What is your personal background and what role did it play in your career?
I grew up in Ireland and coming out of school there weren’t too many opportunities to pursue a career in a creative role. This forced me to seek alternative routes away from home, starting in Manchester and very much out of my comfort zone amongst peers who had studied in everything from filmmaking, photography and the arts.
This, on reflection, has been a strength given I wasn’t in any way conditioned in how to think creatively but instead acted on instinct and always relished the opportunity to be thrown in the deep end.
When hiring I have never looked at education specifically but instead personal creative pursuits and have tried to bring a team together that have come from all walks of life to bring as many differing perspectives as possible to the work we produce.
What is your biggest career-related win? What is your biggest loss?
I know it’s not the answer you’re looking for but to date my biggest win personally has been keeping the same core team together for 5+ years and building on that. In London and in this industry it can be difficult to hold onto talented people but I think the culture we’ve created has meant each individual has felt rewarded and given an opportunity to take their role in a direction that they wanted to pursue which has got us to this point. That will always be my goal and something that I think I’ve managed to achieve so far.
Understandably to grow the team I have to expect elements of change, while also championing change given the positive impact new people have had, and equally I want to find talent with new and exciting experiences that they can bring to the team, along with innovative thinking. But again having this strong foundation will be essential to our ongoing success.
My biggest loss is a little trickier to pinpoint. Sleep maybe? Not to get too deep but I think running any business becomes such a great part of your life that early on I certainly prioritised this over a lot of friends and even family.
I’ve learned to manage my time far better now and certainly have a better balance which has had a positive impact on the success of the business. But, again, without that commitment I don’t think we would be here in the first place. I have a huge amount of respect for people’s time and I feel that means we get the best from everyone.
Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?
I always admired the first agency leaders I came into contact with, the likes of George Lois and Dave Trott. I think those leaders, who lead by example, are few and far between. Nils Leonard is someone that I’ve admired, especially in how he branched off to start his agency and the incredible trajectory they have been on. David Abraham is another person within the industry to whom I pay attention when he speaks.
If you could go back to your teenage years, would you have done things differently? Do you have any regrets?
Zero regrets. I have been incredibly fortunate to be in the right place at the right time throughout my career, so my journey to being in a position to take the opportunities when they have arisen has been a huge part of my own success so I couldn’t change that and only hope it continues.
In my teenage years my parents pushed me to pursue my passions and also exposed me to so many different experiences that shaped me culturally so I couldn’t change anything in that respect either.
If you weren’t in your current industry, what would you be doing?
Professional footballer - agency life really stole that from me. In all seriousness I have no idea. Maybe filmmaking. My Dad is a writer / director and has written a number of plays and films so maybe I would be working with him more closely.
What’s your one big dream for the future of the industry?
To continue to champion work that highlights moments in culture. It’s something we always apply to our thinking but getting closer to and shaping culture while not just reacting to it is something I really hope the industry doesn’t just talk about but instead has at the forefront of all strategy.
I also hope the shackles can be taken off when it comes to new people joining the industry. I’m forever hearing of how we have lost great creatives, along with some friends who felt stifled and weren’t empowered to share ideas in spaces that weren’t conducive to creative expression but instead were moulded by what has come before. I really do hope that changes as it’s such a huge threat to the industry.
What are your top tips for aspiring creative professionals?
Spend as much time away from your specific industry. Early on in my career I became so obsessed with the industry it was all I was consuming. Living in London we have the best galleries, theatres and music venues in the world and with that comes the best creative talent. Spend time outside of your professional discipline and take inspiration from all other forms.
I would also keep looking for the right environment for you. I wouldn’t give up on the industry as a whole based on a bad experience. I think there are lots of agencies now trying to change how we do things which makes for an exciting time to be starting out in your career, so keep looking for the right opportunity.
What are your top tips for other creative leaders?
Respect people’s time and the time it takes to be ‘creative’. Again, early in my career I remember the all-nighters to get a brief answered, which quite possibly generated some of my worst work.
I’m not naive enough to think that this is completely avoidable, as it may happen on occasion, but don’t expect the best from your team in these circumstances either. Create an environment and working culture that allows your team to consistently be in a position to believe in what they are creating and are proud of what they have worked on.
When you think about your team, what is the thing that matters to you the most?
Transparency and honesty. When there is an issue or something bothering anyone I hope they feel they can air these grievances and we can come up with a solution rather than letting things fester and become greater issues.
I like to think I am to the point and fair with everyone and in return I ask for the same from them, which to date has been a strength of our success. This is applied to our clients too, and is part of the foundation of our business.
Do you have any websites, books or resources you would recommend?
Over the years there have been endless amounts of books and various resources but the value of these may have only been at a point in time for me so I’m slow to make any recommendations in this regard.
I tend to talk as frequently as I can with other creatives and leaders in different industries to my own, which I always find inspirational. I am however currently reading Rick Rubin’s book ‘The Creative Act’ which I think is so broad that anyone could take value from it.
