Simon Minchin

Creative Director

I like to make a difference. I like to work with clients rather than for them. I think my role is to see the wood for the trees; to make thinking, communicating and doing as simple as possible, rather than as clever as possible.

The first 32 years have been pretty good, but I haven’t yet spent my entire career in marketing, and I am looking forward to the future. For me, it all began in advertising agencies in London. I was part of the team that launched Nike in the UK.

I was Creative Director on Guinness when it was the UK’s biggest selling beer brand. I worked on business that ranged from the FT to Arsenal FC.

Taking a break from agencies, I worked as a commercial film director in London, Paris and LA before stepping back into the agency world, firstly as Creative Director of Saatchi & Saatchi in South Africa and the same management position for McCann in Asia.

I came back to Cornwall convinced that the strategic thinking, brand management and creativity that had surrounded me for all that time was relevant to all business, not just those with multi-million pound media budgets.

The rise of social media and digital marketing has helped confirm that belief.

Marketing messages that can be sent for minimal cost all too often have minimal thought behind them. Target markets that can be analysed are often not understood. Brands that appear in a dozen digital spaces are often fragmented.

The science of marketing changes constantly but the art of understanding, influencing and motivating people remains the same. Successfully combining the two makes all the difference for our clients.

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