I just don’t care what happens in the future. Everyone will always love a good telly ad. Good ones make brands famous. Great ones are rare but last a lifetime in the minds of our audience and create equity beyond measurement. That’s why I love The British Arrows, because it celebrates something of significant cultural importance.
After leaving art school in 1994, I took my first job in the dispatch department at Bates Dorland. From there, having delivered quite a few ideas with the post, I was given a chance as a Creative at 141, the sales promotion arm of Bates. I left 141 in 1997 and went to work at Ammirati Puris Lintas.
In 2000, APL merged with Lowe Howard Spink where I worked for the next six years. Over this period, I was responsible for producing campaigns for Peperami, Vauxhall and GM Motors, HSBC, Flora, Stella Artois and Tesco.
I won a few awards along the way including a Cannes Gold Lion, some D&AD pencils, Campaign Press Grand Prix, Creative Circle Gold’s and the ANNAs Winner of Winners award.
In 2006 I became a founding partner of The Red Brick Road and Creative Director looking after the running of Tesco for the next 6 years.
As a founding partner of the agency, I became fluent in the workings of an agency and over those six years I learnt a great deal, including this: ‘the only thing that matters is the work’.
In 2012 under new management, Tesco took a change of direction and so did I. Having left The Red Brick Road I joined M&C Saatchi as Creative Director working on NatWest.