David Proudlock: Creative Director

By Tom Seymour 31/05/11

Founder of creative agency Inkling David Proudlock tells us what it takes to get on in the creative industries...

Full name/age/job title…

David Proudlock, 28, Co-founder and Creative Director of Inkling.

Please give us an overview of your average day…

Having just launched a start-up creative agency, there is no such thing as an average day. One day I might be working on a pitch and giving it strategic direction, reading reports and looking for insights to develop a creative platform.

The next I might be developing ideas, writing copy or sketching concepts and reviewing everything we have on the table. Continually refining and crafting the work is a continuous process.

The next day might be filled with meetings with clients or other agencies, presenting a research proposal or creative work to a client, interviewing someone or briefing a illustrator. Usually it is a mixture of everything, plus a load of other bits you never thought you would have to deal with, like finance.

What is the most common misconception about your job?

That everyone working in marketing or communications is a dickhead. There are a lot dickheads, but I think that’s true of most, if not all, industries. Everyday you meet interesting, intelligent and hugely talented people that all pull together under intense pressure to try and deliver something new and exciting. Usually you have a good laugh while you do it.

What is the hardest thing about your role?

Losing a pitch. London is one of the most competitive markets in the world. A pitch is the best of your agency vs other top agencies. You put your all into it, see it evolve and get excited about the possibilities. You can’t help but get attached to the work after lots of late nights and hours of thinking. Then, if you lose, it is dead forever. You need a thick skin to work in this industry. Your ideas get shot down every day and you have to keep coming back for more.

When did you decide what you wanted to do with your life and how did you set out to achieve it?

I am not sure you ever know what you want to do with your life. I got into the industry when I met someone at a party in my final year at uni. He had just completed a yearlong placement in London and he was devastated to be back.

We got on and did a lot more partying.

After two years of nagging, he convinced me to join him in the big smoke. I was lucky enough to blag a place on the Saatchi & Saatchi Summer Scholarship. Everyone I started with seemed to know what they wanted to do and where they were going, except me. After about six weeks, I knew that I was going to be doing this for a while. My mind was being stimulated like never before and it was addictive.

I put myself forward for anything and everything, worked late nights and weekends. I always over-delivered, even on the most boring tasks, and that meant I got the chance to work on more and more exciting bits.

What can you do to get a head start?

Get a killer name on your CV. It doesn’t matter how you get it. Make the tea if that is what it takes. When I left Saatchi’s I got interviews everywhere thanks to the name. Agencies build brands. They recognise the importance of great name in their own sector.

Could you describe the creative element to your job?

Being a creative in this industry is all about problem solving. Very intelligent and sometimes very important people come to you with a problem and it is your job to solve it. Everyday I feel privileged to be paid to think. Not many people can say that. A creative solution can take many forms: from copywriting, art direction, design, event production, digital builds, an idea for a app, a video, a new product, a TV show format. It all depends what side of the business you work in. Increasingly agencies, like Inkling, are not pigeonholing themselves into one area. This means you can do all of it. The idea comes first. One size doesn’t fit all anymore. Flexibility in your thinking is key.

What’s the one thing you wish you had known at the start of your career that you know now?

I think the most important thing to know about this industry is: always say what you think. Otherwise, why are you there? It’s not medicine or law. It’s an industry of opinions and as such, you have to fight for what you believe in and what you think. Unless someone can prove that you are incorrect, push back. The trick is to know when to accept defeat. Something I am still learning and expect to still be learning well into old age.

Which organisations/websites/resources do you think would be useful for people entering your industry?

Follow the industry sites to stay up to date with what going on, eg Brand Republic. The industry can be quite insular so you need to stay informed, but don’t get lost in it. Most importantly, take in as much stimulus from the world around you. You need to bring to your own personality, interests and experiences to your work. Keep an eye on art, film, music, design, tech, fashion, read books, listen to intellectuals. Anything that can give you a different perspective from the next person is valuable.

What are the best sites for more information on your sector?

Take a look at: