Ed Carr

Creative Director

Here’s the question: to be effective in building a client’s business, what percentage of a Creative Director’s skills should be their ability to be ‘creative’? That’s ‘creative’ in the artistic, design, sense. Sure, the ability to understand the emotive power of colour, shapes, images and typography is a given, but to be truly effective at generating value in a client’s company, a Creative Director has got to have another, and almost diametrically opposed, set of skills.  At the core of which is their ability to understand the commercial demands of business.

Clients don’t hire us to make beautiful images, they hire us to make them richer.

Which we find exhilarating, and at which we excel. It’s just profoundly satisfying to hit all the artistic buttons, and deliver growth to a business at the same time. That’s my job. And I love it.

• My favourite film is
• One Flew over the Cuckoo's Nest
• Favourite Book is
• The Art of Looking Sideways by Alan Fletcher
• Favourite Brand is
• Ebay – because it’s a massively scalable business model in which the customers do almost all the work
• I think the best smell in the world is
• The flower market in Nice
• In 10 minutes I could...
• Spend 9 minutes working out what to do with the last minute
• I'm happiest when...
• I’m with people I like
• My guiltiest pleasure is...
• Listening to Rick James ‘Give it to me Baby’ in the car between meetings
• The rest of the team think my greatest asset is...
• My limitless patience (everyone sniggers)