A day in the life of… Creative Director at TWELVE – Econsultancy

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Derek Bain is Creative Director at TWELVE – and he’s a fan of FIFA19, good pens and Skittles.

Let’s find out more about Bain in our latest ‘Day in the Life’ interview. Remember, if you’d like to be featured, get in touch.

Please describe your job: What do you do?

I’m Creative Director at the creative agency TWELVE. I oversee all the creative work that goes through the agency, helping build big ideas and campaigns, putting pitches together and nurturing creative talent.

derek bain
Derek Bain

Whereabouts do you sit within the organisation? Who do you report to?

I sit next to the window, near the door and report in to the MD, Melissa Vodegel-Matzen, who is a good friend of mine.

What kind of skills do you need to be effective in your role?

An extra set of hands and a few more hours in the day would make things a bit easier! I think you need to be calm, collaborative and clear in delivering feedback or advice. You need to manage your time effectively and leave the ego at home. We don’t do egos at TWELVE.

Tell us about a typical working day…

I get to the office at about 8.30am, which gives me an hour to myself to get through emails and admin. Then I catch up with our Creative Services Director, Nick Berry, to understand any pressure points or problems for the day ahead. Then there will be creative reviews with creative teams, check ins with account teams and progress meetings on pitches and ongoing campaigns. Mind you, no two days are ever the same.

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What do you love about your job? What sucks?

I don’t have to wear a suit, EVER. I get to work with amazing creative people I count as my friends that help keep me young and passionate. At TWELVE we are flexible in how we work so I get more time with my family too which is great in this ‘always on’ world. Not much sucks really, I guess having to compromise on creative work due to lack of budget isn’t ideal, but then again, that’s the challenge isn’t it?

What kind of goals do you have?

Do memorable creative work. Grow the agency. Be happy.

What are the most useful metrics and KPIs for measuring success?

Have we done memorable creative work? Is the agency growing? Are people enjoying their jobs?

What are your favourite tools to help you to get the job done?

A STAEDTLER Lumocolor F, an A3 Marker Pad and an open mind.

How did you end up at Twelve Agency, and where might you go from here?

After stints at KLP, Iris and BD Network I realised that I wanted to be in a smaller agency where I have more influence in what we do and how we do it. TWELVE is made up of friends, and friends of friends so it has a family feel and everyone has a voice.

Where do I go from here? Home, to play FIFA19 with my son.

Which brands / experiences / campaigns do you admire?

NIKE for being brave and super cool all at once, SKITTLES for consistently breaking the rules and raising a smile and EVIAN Live Young for its relentlessly consistent and brave brand behaviour.

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Do you have any advice for marketers in 2019?

Always work in partnership, it makes life a bit easier, the end result will be better and it’s a hell of a lot more fun to be part of the team.



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