Adrian has worked at TMC for over 7 years, having been in the creative industry for 25 years. He recently obtained the accolade of Fellow Member of the Chartered Institute of Marketing (FCIM). Experienced within design and marketing, Adrian works with both digital and traditional communications delivering collateral and strategy for clients in a range of industries, including ANGLE plc and Hologic.
What does your day-to-day role comprise of?
My day generally includes meeting with clients and our internal teams, interspersed with work on both external and internal projects.
Could you describe a personal highlight from your career so far?
Receiving a letter of commendation for a branding campaign from Dr Euwe Ingelhaus (Global brand director for BMW Group) is definitely up there as a personal highlight!
More recently, working with Tim and the team on the member centric communication strategy for the International Social Security Association (ISSA).
Which department do you most closely align with?
I’m conflicted with my answer to this as I believe all three departments are intrinsically linked and wouldn’t be effective without the support of each other.
If I had to choose however, I think I would say marketing. Marketing is all about communication, and communication is more effective when it is linked to creative design. Effective communication is enhanced by digital delivery solutions.
What made you want to work in the creative industry?
I have always been interested in the creative sector, in particular work by Mondrian, Magritte and Giger. This was balanced with a love of mathematics when I was younger, however my creative side won in the end.
Which framework/questions do you use to form an initial strategy?
Simon Sinek has a simple but powerful model for inspirational leadership, starting with a golden circle and the question ‘why?’. Applying this to the development of a strategy there are three basic questions: why are we here, what do we want to achieve, how do we do business?
Do you have any advice for anybody wanting to be a strategic technical director?
I think my advice would be that you need to have a real passion for IT and technology and to be able to understand how you’re going to be able to implement those communication solutions.
You need to balance that with the visual and aesthetic aspects and have a real appreciation for how something looks. If you can get that balance between the technology and the visuals right, then I think you can be really successful as a strategic technical director.
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