I was Fitch London Client Director responsible for working together with our client DAGOC for the Doha Asian Games Brand Image and Look Programme.
2. Why did you decide to start your own business?
At a presentation to one of the key Qatari officials, I was impressed with their comment to put Qatar on the world map, and I suddenly thought “I can help you do that, I have the talent, the training, the expertise to bring best practice standards and quality creativity to Qatar”. And so the idea was born.
3. What are the main differences between working for a big company and a creative start-up?
Not only do I have to be jack of all trades, tea boy, driver, client handler, accountant and Managing Director, but a new company is like a new-born baby, keeping you up at night, worrying that it’s going to be OK, and being immensely proud when the baby takes its first real steps.
4. This is your chance to sell yourself. What makes your company special?
Our core expertise is branding. We live and breathe brands and understand them; how they need to be consistently and coherently communicated both internally and externally, and matched by the customer experience. This is what makes the difference between ordinary brands and great brands.
We took an undertaking as part of our mission to not only provide quality creativity in design and advertising, which is why I brought on board and International award-winning Creative Director, but to grow brands and therefore business. That’s the added element that separates us; as well as our investment in analyzing future trends and how they affect our clients business. I also am a registered business trainer and have developed a unique branding seminar “growing the brand” that enables companies to ensure that their staff enroll in the vision, mission and values of the company and ‘live’ the brand as brand ambassadors.
grow also specialise in Annual Reports which should reflect a company’s identity as it plays a vital role in communicating the company’s strategy, objectives and performance and conveys its brand values and culture. These are long-term factors that influence the entire stakeholder base – shareholders, employees, analysts, community groups and business partners.
5. What has been the most frustrating aspect of starting your own business?
Learning to walk before we can run. grow, as the name implies is all about growth; as our clients grow their brands and their business, so do we. We have been fortunate that our values and expertise resonate and match those of the leading companies in this region, so our growth is exponential. Having to buy new clothes every time you grow three inches overnight can be frustrating
6. Who do you most admire in the advertising industry?
Wally Olins. Not strictly advertising, but a leading brand guru and founder of Wolff Olins, probably one of the most influential brand consultancies of my generation, creating benchmarks for competitors and new paradigms in the industry. And Henrion, who was a pioneer of ‘corporate identity’, one of our specialisms.
7. How good is the standard of creativity in this region?
Two things. Look at the number of creative Awards won by agencies in this region, compared to USA or Britain. I decided early on to hire Rico de Guzman, an International Creative Director from USA, working in Tokyo, who has won numerous design and advertising awards. I wanted to ensure that we pushed the envelope of creativity. Secondly, local culture: this can be learned, observed, and seamlessly integrated into a communications campaign. Don’t copy Western design, but emulate their best practice standards and ensure that the theme and content of your creative treatment resonates with local culture.
8. What is your proudest professional achievement? Why?
In 1989, I developed the concept, sold it, produced and managed the Daily Express Lifestyles 2000 Exhibition in London, sponsored to the tune of £ 1 million, featuring concept cars, robots, video phones, fashion shows, the house, plane, train and engineering marvels of tomorrow. It also featured Tomorrow’s World, one of TV’s biggest TV shows with an audience of 9 million, broadcast live from the show. It was in the Daily Express newspaper every day. The industry said it couldn’t be done. It was 5000 square metres on the floor, which for a first-time exhibition is an outstanding success.
9. And what was the most embarrassing moment in your career?
Pitching for a million pound account where the computer didn’t work, the CD was corrupt, and my brain went on strike. Dithering and dathering, stuttering and sweating, the client took pity on us and let us leave. Naturally we didn’t win the business.
10. Describe your average working day in less than 50 words
Up, shower, look in mirror, remember Bob Fosse “ It’s showtime!”. Coffee, diary, phone, e-mail, client meeting, back to office, creative brainstorm, scheduling session, phone, e-mail, write proposals, client calls, remember to breathe, head out of window, wow there’s life out there!, client meeting, what d’ya mean it’s 9pm??
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