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"If you do it right, it will last forever" | #GettingToKnow

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Founder & Creative Partner of ROOK/NYC Mark Christou is particularly attached to this famous quote by Massimo & Lella Vignelli, according to which quality will always win over time. Juggling a mix of client meetings and calls, projects and more on a daily basis, Mark is a leader who could not let even a global pandemic dishearten him or his business.

Mark's optimism and tendency to look for the silver lining in any cloud is of great inspiration, but at no point does Mark fall into the trap of ego. His words resound for being human and authentic at all times, a quality not many in this industry would show as easily.

Today we are Getting to Know Mark Christou - Founder & Creative Partner at ROOK/NYC, to learn more about his inspiring story in navigating the great, beautiful mess that is the creative and advertising industry.

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Tell us a bit about your role! What is one typical day like?

My day to day is filled with a mix of client meetings and calls, collaborating with our design team on a number of client projects and working closely with my Co-Founder, Rebecca, to grow the business and brand. I always wanted anything but a 9-5, and I live that every day.

What was the biggest challenge in getting to your current position?

The biggest challenge was patience and doing the work. From the moment I started at Pearlfisher London as an intern in 2001, my commitment was to learn, work hard and take any opportunity that was given to me. In 2009, 8 years later, I was named Creative Director of Pearlfisher NY and 3 years later I started ROOK. It takes time, patience and rolling your sleeves up and doing the work.

What is your personal background and what role did it play in your career?

Growing up outside north London, both my parents were in creative fields. Design and art was really the one subject area I was truly passionate about from a very young age. After I graduated school at 16, I headed to a design college and then on to Norwich School of Art & Design.

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What is your biggest career-related win? What is your biggest loss?

There are several, but one recent big win was co-founding, co-creating and launching a new ‘better for you’ soda brand - Culture Pop Soda - during the pandemic in mid-2020, which has since rolled-out nationally in Whole Foods along with other retailers and distributors. The biggest loss was leaving Pearlfisher NY to start-up a creative agency with several partners which quickly didn’t end up panning out, but it was the loss of that opportunity that led me to start-up ROOK, so every cloud has it’s silver lining.

What’s your secret to remain inspired and motivated?

I love working with passionate entrepreneurs and founders that have interesting ideas, and truly partnering with them to realize their vision through iconic brand and packaging experiences that drive growth.

Which individuals and/or agencies do you gain inspiration from? Do you have any heroes in the industry?

I’ve always been very inspired by the Massimo & Lella Vignelli and the simplistic, timeless designs they constantly championed. They were quoted saying “If you do it right, it will last forever” which really resonates with me – some of the purest designs we’ve created at ROOK have truly stood the test of time in an environment where constant rebranding and repackaging is the norm.

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How has COVID-19 affected you?

It was pretty devastating at first. We lost 90% of our revenue for 3 months when the pandemic hit, and businesses started reacting by cutting budgets and pulling projects. After those 3 months, however, we were lucky to see a big influx of new jobs and the business has been steadily ticking upward since. The experience overall helped us reframe priorities and how we want to build the business moving forward.

What is your biggest hope for 2021?

Continuing to see our clients’ businesses and the brand’s we’ve co-created grow along with our own business. 

What is your one piece of advice to aspiring creative professionals?

Be patient and work hard. Put in the time and take every opportunity.

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How do you recharge away from the office?

Golf… my other life passion.

If you weren’t in your current industry, what would you be doing?

When I was younger and a scratch golfer, I wanted to play golf professionally. Other than that, I haven’t thought about any other profession than what I’m doing now.

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What’s your one big dream for the future of the industry?

I believe accessible education and mentorship for the next generation of creatives is key, and that there’s work to do in bringing more diversity to the creative industry. 

Do you have any websites, books or resources you would recommend?

I would highly recommend both Paul Arden’s “it’s not how good you are, it’s how good you want to be” and “smile in the mind” by Beryl McAlhone to any young or aspiring designers.  

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