It’s not just about being the person with the big ideas. It is about being someone who knows how to build big ideas with a team

Set the creative playground. Set the expectations. 
Make clear what winning is. 

Our audiences have shifted. They hold the power to switch off, block or pay to avoid ads. So we need a creative team that understands the power of creating things that people want to see. 

How do we do this? By working out where they’re going. We need to work out the value exchange we’re giving our staff. 

What drives them outside of work. How can we help them while they help us. If they want to be a famous Twitch streamer, let’s work out how we help them achieve that goal.

People need to know where they’re coming in everyday but equally where they’re heading in life. We can map out that to satisfy any craving and built their creative toolbox. 

Leadership Approach

  • Give people a clear sense of what we’re dealing with. Give people a clear sense of what action needs to be taken. 

    I always make sure we’re clear with the task, the opportunity and what steps we need to take to get there.

  • I build teams that are full of creative experiences, different POVs and my role is to create the space we teach and learn from each other.

    On our own we know how to make great ideas - together we make game changing creative.

  • Leadership isn’t about telling others what needs to be done from afar, its enabling people to learn the way to do it in a space they feel supported, encouraged to ask questions and safe to make progress.

    No one should feel like they can’t engage leadership.

There is more to work than work. 

  • We need to be a place where people bring the best of themselves, encouraged to develop their careers to go further. We do this by building a culture that is passionate about the work we do together.

    We trust people, so they learn to trust our leadership.

  • We don’t have to have all the answers but we always get back to people - we always respond to clients and collaborators. We don’t leave people hanging.

    No one should be scared to say “Let me find out the answer to that”

  • I know the best departments are full of voices that need to be heard. We want gamers, parents, football fantics and tiktokers feeling like their passions are welcome.

    We need diversity as there are always different solutions born from different experiences. It gives us a way in that no one else can see.

Measuring Success

“Setting goals is the first step of turning the invisible into the visible.”
— Tony Robbins

  • Setting the day up for success - what’s happening in our audiences worlds, what challenges and opportunities are we facing. Is everyon clear on expectations for the day ahead.

    This helps us spot trends, news and new moments.

  • A time to learn and collaborate - bring your work, bring your blockers and together we’ll work on the solutions.

  • Landing the vibe and spotting any upcoming issues that will be impacting

To be in where our audiences are and to culturally connect we first must start with what audiences connect with. They follow brands. They follow celebrities but they connect to content creators in a way brands would adore. 

We need to look at that bedroom mentality when it comes to our work and creative depatmenr . What is our MVP to shape the idea? What are we learning at speed when content goes out. How to do we keep talking in the comments, loop back and respond. Creators have feedback loops with their audiences keep people close. 

Our mantra should be simple. How are we feeding the group chat?

Set expectations. Monitor growth, step in where needed and build independence and responsibility.Not constant hand holding but clear guidance.

Ultimately, success shows when the creative team feels empowered, clients trust the vision, and the work drives both cultural relevance and measurable outcomes.

Building Informed and Inspired Teams

  • Get everyone together, excite them with successes and make sure everyone is informed.

  • Making sure that you build safe spaces to discuss work, review their progress and set out where they need to go for success

  • Let’s give people space outside of work to connect. When people talk, we discover more potential in each other.

Team Experience

Lead teams from small nimble units of 5 up to cross agency department of 30 people, leading large, multidisciplinary teams including Senior Art Directors, Senior Copywriters, Videographers, Editors, Designers, Content Creators, Junior Creatives, Social Media Managers, Strategists, Influencer Partnership and New Business Associates.

Have reported directly into founders, CEOs and even pan-european leadership teams. Building processes and creds, business plans and organising the creative vision.

From start ups to big national brands, I’ve help shape the creative vision for both the creative department and the wider businesses.

Folarin AkinmadeFolarin Akinmade
Freelance Senior Creative Copywriter

Dan is an indefatigable creative machine. He's able to generate incredible ideas and nurture the talent of the creatives below him with the fervour of a zealot (but, like, in a chill way). He's passionate about great work, he cares about people, and he's a highly valuable asset to be sought after.