In the world of advertising and design, few roles carry as much responsibility and creative influence as that of an Executive Creative Director. VCCP ECD David Masterman has spent more than three decades shaping ideas that have become long-lasting brand voices for household names like Virgin Media, O2, Maynards, and Domino’s. Known for his sharp wit, unconventional perspective, and refusal to follow a “typical” day, David brings a unique blend of imagination and leadership to the creative industry.
In this interview, David shares insights into his career journey, the challenges of moving from art director to creative director, and his advice for aspiring creatives. From his unexpected beginnings inspired by a signwriter’s hand-painted lettering to his thoughts on the future of the industry, David offers an honest and inspiring look at what it takes to thrive in the fast-changing creative landscape. Whether you’re an emerging designer or an established creative leader, his experiences highlight the resilience, adaptability, and passion needed to stand out.
Tell us a bit about your role! Is there a “typical” day?
There’s no typical day, that’s the joy of it. One minute discussing how much ‘blubber shudder’ a Walrus on a speedboat needs, the next, how best to maim a Jelly Baby.
What was the biggest challenge in getting to your current position?
I’ve spent the past thirty years trying not to be promoted. I loved being an art director and was in no rush to CD and now ECD. They are fundamentally different jobs, but each have at their heart the enormous buzz of going from no idea, to an idea which will solve a problem. Everything else is in service of that.
What is your personal background and what role did it play in your career?
My parents had a transport business. As soon as I was old enough, my plan was always to be a lorry driver. At some point I got distracted by watching the signwriter lettering the cab of one of the trucks; Hand painting with a maul stick. Everything else just progressed from that tangent. I expect I’ll get back on track soon.
What is your biggest career-related win? What is your biggest loss?
Creating long running brand voices for Virgin Media, O2, Maynards and Domino’s are my wins.
What advice would you give to your younger self?
Four pints max, before drumming.
If you weren’t in your current industry, what would you be doing?
See earlier question. Driving an HGV.
What’s your one big dream for the future of the industry?
That it remembers why it exists; to persuade people to buy things and do things, and in order to do that we need to earn their attention.
What are your top tips for aspiring creative professionals?
Look after the ideas and everything else will take care of itself.
What are your top tips for other creative leaders?
You’re there to help.
When you think about your team, what is the thing that matters to you the most?
That everyone brings something different to the party.
What do you think sets apart truly exceptional creatives from the rest of the pack?
Bouncebackability.
How do you prioritise self-care and maintain a healthy work-life balance?
If I’m honest, I’m not sure I do.
How do you handle creative blocks or burnout?
Surround yourself with brilliant, fascinating people.