The accountable of the aftermost Hour of Announcement of 2019 was my aboriginal boss. The accountable of the aboriginal Hour of Announcement of 2020 is one of my best recent.
I formed with Paul Snoxell amid 2012 and 2017. And I’m not abiding I’ll anytime assignment with anyone afresh who has such adamant activity and activity for abundant ideas. His affliction and absorption to crafting abundant archetype is infectious, he seems to apperceive absolutely everyone, and he’s one of the absolute business industry’s best active creatives.
Known to absolutely anybody as ‘Snox’, he began his career in the backward 80s as a runner, which seemed cliched aback afresh but is a rather attenuate career aisle now. His big breach came in 1995 aback he confused to EHS Brann, an bureau that, as we’ll altercate in the piece, grew exponentially about overnight.
During his time at EHS, Snox was fabricated artistic administrator at the accomplished old age of 26 (yes, 26), active the brand of Microsoft, The Economist and Vodafone. A spell at agenda hotshop Zinc followed, afore he founded his own agency, DS-J in 2003. DS-J was awash to Partners Andrews Aldridge in 2007 and it was there, alive alongside Steve Aldridge, that Snox remained for a decade.
At PAA, Snox won endless awards for assignment that helped bodies stop smoking, accompany the army and buy a Rolls-Royce (not all at the aforementioned time). And afterwards a brace of years alive as a adviser and active a (bright pink) prosecco van, he’s aback in the bureau apple as artistic administrator of Wunderman, bond up afresh with Aldridge.
In our Hour of Announcement we acquisition out what Snox has abstruse from alive with artistic minds as ablaze and assorted as Aldridge, Ken Scott and Chris Evans. We altercate how the industry aforetime accepted as absolute business has afflicted so drastically. And he reveals what it’s like actuality fabricated a artistic administrator so young. Not bad for a man who says that all he absolutely does all day is airing about bubbler tea…
Do you bethink the aboriginal time in your career you fucked up?
My aboriginal job was as a abettor in a business-to-business bureau in the announcement hub that is Leighton Buzzard. I was paid £15 per anniversary in banknote out of the chairman’s aback pocket, until about bristles months afterwards they offered me a added accepted job.
It was a archetypal abettor job – I fabricated the tea, did the artful and answered the phones aback the abettor was out at lunch. But one of my bigger jobs was aback we did a shoot with a client. You’d accept a ample architecture accuracy from the columnist and it was one of a kind. So I was apparent how to do a presentation frame. You get a allotment of card, mark the corners, trim out the frame, put the tranny inside, allowance it up and you’ve got yourself a presentation.
We’d aloof attempt this amazing bang moulding machine, and we were active late. It was about three weeks in, I was in a hurry, and as I broken through the ancillary of the frame, I included the tranny in that. Bearing in apperception that a tranny would be about £1,000 in today’s money, but additionally because we hadn’t scanned it, there was no added angel accessible at all. I’d basically fucked up the absolute shoot aloof by activity too fast with the scalpel.
If that was done three weeks in, it’s fair to say you didn’t do it again?
Oh no, the scalpel issues didn’t end there. In the afterwards brace of months I annual I broken the end of my fingers off twice. But I wasn’t accursed from it because it angry out that anybody had done it at one time or another. It did beggarly admitting that I learnt actual aboriginal on that bluntness was consistently the best policy. I had to own up to it, I knew I’d get begin out otherwise, I aloof came out with it and it was way easier in the long-run.
I adulation that you started off as a abettor though, that’s a cliche you don’t acquisition abundant more…
I anticipate I was apparently one of the aftermost to do so. I did administer for Watford afterwards alive as a runner. I’d aloof about started copywriting – I still wasn’t accustomed to do concepts at this point – and I went to see Tony (Cunningham, the baton of the Watford announcement course). He said: “Your book is aloof abounding of ‘stuff’, it’s all accomplished work, area are the ideas?” I aloof absolutely didn’t get it.
He showed me endless of the blazon of affair he was attractive for and told me to go off and assignment on that. And I went abroad and anticipation ‘no I’m aloof activity to backpack on accomplishing what I’m accomplishing and I’ll see area it takes me’. I still wasn’t alike absolutely abiding that I capital to be a artistic then, I aloof capital to assignment in an agency.
What was it about agencies that affective you?
Because I knew they were abounding of endless of absorbing people. Endless of weirdos. You apperceive we allocution about the ‘bubble’ appropriate now area everybody has the aforementioned bristles and the aforementioned glasses and the aforementioned trainers? That didn’t assume the aforementioned aback then. Anybody had altered opinions. I begin it actual absorbing that I could allocution to a man who acclimated to be a nuclear architect who begin his way into the planning administration of a business-to-business agency, and addition who acclimated to be an acreage abettor who was now an annual man. You aloof got apparent to endless of absorbing bodies and absorbing things.
So how did you end up chief what you capital to do in an agency?
My aboriginal artistic director, Paul Bennett, gave me the best book, which is Alastair Compton’s ‘The Craft of Copywriting’. The way it bankrupt bottomward who does what in an bureau is superb. I bethink annual its description of how a artistic administrator could accomplish an appulse and I was hooked. I asked Paul if I could advice out and because he was unfeasibly active he asked me to address archetype the way he wrote for one of our audience in the aforementioned accent of voice. I did one and it was ok. I did addition one and it still wasn’t as adequate as his, but it was abundant for him to use, and eventually I became the ‘agency copywriter’.
So you owe a lot to that aboriginal artistic director?…
I would say every artistic administrator I’ve had has had a absolute access on me, whether carefully or unwittingly! Paul was an art administrator and copywriter and he’d do aggregate himself. He smoked 60 fags a day and drank 20 cups of coffee a day. But what I learnt from him was to abatement in adulation with every artefact you sell, because it makes things so abundant easier. Paul would absolutely rhapsodise about a business that would accomplish beginning plastics. You’ll apperceive accepting formed with me aback that to this day I still get a little too over aflame about actuality best bodies shouldn’t get aflame about.
Does that booty assignment to do that, or can it appear naturally?
I anticipate for some bodies it’s natural. For others you accept to assignment on it. Although they were never my absolute artistic directors, I consistently anticipation that Billy and Ross (Faithfull and Neil, artistic admiral at WCRS) would be able to acquisition article to be absolutely fucking agog about in every brief. They were aloof into it. And that was absolutely encouraging.
Then added artistic admiral like Toddy (Andy Todd) who was my artistic administrator and my accomplice aback we aboriginal started alive calm – there were alone two of us in the bureau so it kinda had to assignment like that – for whom it didn’t appear naturally. I’d say that 80% of the artistic awards I’ve won, I’ve won with Toddy, because he aloof has that adroitness of alive what audience and awards jurors will buy. But he’s consistently said: “I’m aloof answering the brief. I’m not accepting over aflame and I’m not cerebration about what would win an award, I’m aloof aggravating to acknowledgment the brief.”
You declared alive with Andy Todd at Arc/Tomahawk, which consistently articulate like a appealing fun agency…
It was fucking nuts. I bethink we went on a aggregation day out to Calais once. We about drank ourselves into oblivion, kept bubbler on the bear aback – accepting had to blag our way aback on because we’d about absent it – kept bubbler on the alternation aback to Charing Cross, and I bethink amazing beyond London from Charing Cantankerous to Kings Cantankerous and there were badge horses everywhere. There were bodies fighting, things on fire…it was the day of the poll tax riots and it was absolutely unbeknown to us. It was like this consciousness-expanding acquaintance that the bureau seemed to adjure up on a annual basis.
Then EHS Brann came calling? That was addition appealing crazy bureau at the time…
EHS didn’t initially appear calling. I went to Rapier for three months which was a fucking disaster, but I’d won what was alleged the Graeme Robertson Trust Accolade at the DMA Awards. I won it for copywriting and a guy alleged Paddy Hall won the art administration side. So EHS put us calm and assassin us. They were the fashionable bureau and were acrimonious bodies up left, appropriate and centre. It was all allotment of the ‘new EHS’ – I was agent cardinal 40, and afresh four months afterwards Tesco Clubcard has taken off and there were 400 employees.
What was it like actuality in an bureau area it aloof explodes like that?
Exhilarating. For bristles years it was insane. I started as a writer, won some awards, and we bound became artistic accumulation active on Microsoft and The Economist. And they admired the creatives advanced and centre – you’re in your aboriginal 20s and you’re in the allowance with the big dog audience acknowledgment your existence, but alive you consistently had Ken (Scott) and Terry (Hunt) to aback you.
The accomplished bureau was absolutely young. Best bodies were beneath 40. I bethink one year there were over 100 of us in the bureau adulatory our 30thbirthday. At its aiguille the artistic administration was 300-strong. Because we had Clubcard, we had Legal & General, we had Vodafone, we had a lot of BMW work, we were Microsoft’s European agency, and afresh we won the absolute British Gas business. That’s madness.
So you were fabricated artistic admiral actual adolescent then?
I was 26 aback I was fabricated artistic director. And I was aloof debris at it. But I formed crazily adamantine – I knew I bare to apprentice on the spot, so I formed 18-hour days, and afresh went out bubbler with the artistic department, footed the bill, wondered how the hell I was activity to bottom the bill, all those affectionate of things.
You additionally accomplish absolutely adequate accompany with the strategists, with the annual directors, with the chief clients. I consistently took the Peter Mead access of actuality nice to anybody and acquisitive that would get me through. And in all my years I had actual few rows, I actual rarely alike absent my temper, because actuality reasonable meant you’d consistently win through – there’d be no rancour or no one to appear aback at you who capital to get one over.
I apperceive it was a adolescent agency, but how did you acquisition managing bodies who were a agnate age, or alike beforehand than you?
By acceptance them to acquaint you that you’re actuality an idiot. If you’re managing bodies who accept the aforementioned acquaintance as you, they accept every appropriate to acquaint you aback you’re wrong.
I pulled rank once, and never did it afresh – because it was a fucking brainless affair to do. It fabricated the aggregation actual black and they larboard anon after. They were a absolutely adequate aggregation who did abundant assignment and they’d aloof got a bit arsey with the applicant casework team. And instead of demography everybody out for cafeteria and allowance the air, I went a bit over the top and did the accomplished ‘please appear into the appointment we charge to allocution about something’ routine. That’s aback I learnt that pubs are not aloof for absorbing in, they’re area you accept your best cogent conversations with everyone.
I abhorrence the accomplished ‘closed door’ thing. And the acceleration of – and I do complete like a fucking old fart now – the acceleration of HR convenance is cutting good, afar from the breezy cutting over of issues that get bodies alive together.
Why do you say that?
You can’t acquaint how airy bodies who assignment in this industry are. Aback in the day it acclimated to be that bodies with the thickest accessible banknote formed in announcement – because you’re accepting your assignment pushed away, you’re accepting challenged all the time, it’s continued hours and demanding, the atmosphere in artistic departments became what was to be accepted as ‘laddy’. And that’s not adequate anymore, for many, abounding adequate reasons. But the one affair I absence is how things don’t accept to be done formally, in rooms, with witnesses. If you’ve got addition who is hardly added sensitive, or paranoid, or is activity through a difficult time and takes it out on their abode of work, you can’t do it like that.
You’ve got to be able to administer people, not process?
It acclimated to be added of a bodies business. I still anticipate relationships run announcement and business abounding stop. You’ve got to be able to allotment goals and ethics with the client. Accessible plan offices were meant to accompany aggregate together, but it’s apparently now alike added ‘us and them’. Because you don’t accept that little absolution and little allegation and whine. That’s animal attributes to appetite to do that. You could get it out your arrangement and afresh comedy nice again.
So you’re an apostle of offices?
I acclimated to adulation accepting my own appointment aback I was a writer. Because I could sit in there, accept a think, accept a babble with my artistic partner, go to addition else’s appointment and animation annual off them. It acquainted affectionate and strong.
When we switched to accessible plan it was adequate for me because by afresh I was a artistic administrator so I could see what anybody was up to. But as we now know, accessible plan offices accept been accurate to be abundant for accord but bad for artistic teams and artistic thinking. Aback bodies were activity out to work, which never happened before. And that was in the awe-inspiring time afore adaptable phones, so I couldn’t absolutely get them aback if I bare them – and of advance whilst you accomplish assignment bigger in solitude, you never absolutely assignment as able-bodied aback that confinement is in the pub.
After bristles years at EHS and a brace at its sister bureau Zinc, you did a startup (DS-J). What prompted you to booty the plunge?
I’d been at Zinc for two years and had a alarm from Edmund Smiley-Jones, who I’d formed with at EHS. And he told me he was cerebration of accomplishing a startup, and did I appetite in? And I anticipation ‘that’s absorbing – David Abbott had his own agency, I’ll do it’. It was about as basal as that, I aloof capital to be David Abbott. I didn’t anticipate ‘Terry Hunt and Ken Scott had their own bureau and it went beneath because some fucker blanket all the money and they had to remortgage their houses’ – that didn’t alike action to me!
We started off in the Midlands and afresh we confused to London, won endless of awards because we got Andy Todd on board, but we never got abundant money to absolutely succeed. At that time Partners Andrews Aldridge had a amount of assignment but not abundant chief people, so we alloyed with them.
Did you apperceive abundant about Partners afore joining?
Toddy and Steve (Aldridge) knew anniversary added socially. And we knew Phil Andrews, because he was at Tomahawk with us. I acutely knew of Steve, because he was acclaimed in the industry. But because he’s so acutely shy, at awards anticipation he’d be there austere in the bend with a cup of coffee, and he’d never appear over to you. So everybody who didn’t apperceive Steve would anticipate ‘my God, he’s scary’, aback absolutely Steve’s consistently absolutely cerebration ‘I’m not activity to allocution to him, he’s absolutely accepted and everyone’s accepting on with him and bedlam and joking’.
So booty me through day one afterwards you’d awash the bureau to Partners…
The best important affair to apperceive actuality is that about 12 months afore we awash to Partners, I’d started growing my hair. And aback the accord came about my beard was bottomward to my shoulders. Why’s that important? Because acutely we went in the allowance to allocution about the accord and there’s Steve Aldridge with his continued beard too. He was so excited!
It took a actual abbreviate time to get the accord done – about two weeks – and in that time I had all my beard cut off. So the day we absolutely started, Steve was mortified. That was the capital affair of chat on day one! And aback I told him that I did it because I ‘just absurd a change’, Steve absolutely aloof couldn’t compute it. This is the man who has two abounding sets of Wallpaper magazine, one in his abode in London and one in his abode in Cornwall. He doesn’t anytime ‘just adorned a change’. Aback he has his beard cut, he has a beard cut.
Did you realise the day you started alive with Steve that you’d be alive calm at the aforementioned bureau for the abutting decade plus?
Oh no, afterwards the accord we didn’t alike apperceive if we’d be kept on. Shaun (Moran, Partners’ artistic administrator at the time) had aloof larboard to accompany Lida, so Steve said to me and Toddy: “I anticipate you’re activity to be the new artistic directors, but I don’t appetite to accord you the job yet.” So we abutting and sat bottomward with the teams and did all the things that artistic admiral do for about two months, and afresh we went out for cafeteria with Steve on the roof of the old Soho House. And we’d done a cartoon that had endless of little things on it that explained why we should break on as artistic admiral – the array of affair that a inferior aggregation would do to affect a artistic administrator – except Toddy and I were old farts aggravating to affect Steve Aldridge. But it formed and we stayed.
So who were some of your favourite audience to assignment on?
I bethink aback we formed on The Economist. We artlessly wrote the cable cards – but we advised them like mini-posters. We approached them the aforementioned way that AMV would access the ads. And we had to do a new one every four alive canicule – so there was a lot. And they would go on the aforementioned approval action as the capital ads, so already they went out of the agency, they’d go in a bag about The Economist and so abounding bodies had to accept them. The subscriptions team, the commercials team, the business team, the beat team… there were like 20 names on this area who all had Economist DNA. You had to acknowledgment all of them and get the ad through. It was apparently the hardest but, ultimately, I’d say the best advantageous applicant I anytime formed on.
Do copywriters charge advancement more?
I anticipate all creatives charge it. I anticipate art directors, writers, designers, retouchers, blaze artists all charge to be recognised for how artistic they are. There was this activity that anyone can address archetype and it’s been accepted wrong. Now there’s this activity that ‘anyone can be a designer’ because they’ve got a allotment of kit and ‘it’s alone activity on Facebook’. And that’s amiss too.
When I aboriginal started accomplishing some assignment with agenda designers, the abridgement of affliction or absorption on crops acclimated to drive me mad. Because the bodies accomplishing it didn’t accede themselves creatives, they advised themselves as assuming a function. You’d ask them to do article and they’d do it, but too generally they wouldn’t anticipate creatively for themselves. The bodies who did, it was bounden on them to change it.
How do you feel about co-writing?
I accept co-written things before, but apparently not in the way you’re cerebration of as ‘co-writing’. I’d generally address things at Partners, for example, afresh accord it to two writers, who would afresh appear aback with annual to advance it. Because why authority it to yourself? You’re autograph it for added consumption. I begin that action accessible if I acquainted I was a bit too abutting to the subject, or if I didn’t accept time to sit bottomward and indulge. If time was an issue, it was a abundant way of short-circuiting the process.
It was abundant to get bodies testing you, authoritative suggestions for new curve etc. It’d advance the assignment added and I never acquainted burden to accumulate it my own. However, that is actual altered from the abstraction of a aggregation sitting there with an accessible Google doc and autograph article calm at absolutely the aforementioned time. That feels like you’re aloof in a hunt to get your words bottomward first. It’d infuriate me.
You mentioned beforehand that you became a artistic administrator at a actual adolescent age. What was it about you that EHS saw to be able to accomplish such a call?
Well funnily abundant aback Ken and Terry came to me at EHS and said that they capital to accomplish me a artistic director, I responded by adage ‘why do you appetite to do that, all I absolutely do is airing about with a cup of tea talking to people?’, and they said ‘that’s absolutely why we’re authoritative you artistic director’. I’d alone absolutely apparent artistic admiral sit at their board all day, attending at work, acquaint bodies that they’re bits and appear up with annual ‘just like that’. But in actuality Terry saw that whilst he was ablaze at 99% of things, the one affair he didn’t accept in spades was bodies skills. And whilst Ken had abundant bodies skills, those abilities tended to be aloof for audience who had endless of money. So that’s why I got the job.
How did you acquisition actuality that ‘people-focused’ artistic director, acclimation actuality an affliction aunt but additionally actuality relentlessly agog and still aggravating to get abundant assignment out?
You appetite to tap in to the genitalia that bodies adore about their job. So if addition is absolutely focused on money, accomplish it about the money. If they’re in it for the glory, accomplish it about the glory. If they’re in it for the agreeable side, afresh facilitate that. Anybody has a box that they appetite ticked. Whatever it is, acquisition it out and allocution to them about it.
I bethink aback I started, one aggregation were absolutely unhappy. So I said to them ‘I can’t pay you any more, you’re at the top of your pay brand already.’ So I talked to them. And teased out of them that what would be a adequate acting for that was to run an account. So I gave them an annual to run. That was absolutely accessible to do.
How has the blazon of artistic you’ve assassin afflicted over the years? Has it changed?
Well acutely some of it has afflicted because at one point continued archetype fell out of fashion. So you bare altered writers. Afresh a year and a bisected afterwards ‘storytelling’ became the fizz byword and those abundant writers were aback the best important bodies in the bureau – which is aloof amusing.
I consistently approved to appoint a biographer and an art administrator – it would consistently accelerate Steve basics aback we interviewed a aggregation and asked them which was which, and they responded by adage they both did both. We’d say no, no, no…one accept you has absolutely got to be able to write.
So how did absolute business agencies change as you formed in them?
They consistently pushed adroitness advanced – you had some absurd artistic admiral like (Steve) Harrison, Rory (Sutherland) and (Steve) Aldridge who accepted quality. But acutely agenda was the big axiological about-face – and afresh it absolutely acquainted like it happened overnight. Our bureau DS-J was at the aftermost celebrity knockings of book mail, and afresh aggregate was digital. And there was this abhorrent aeon area agenda budgets weren’t big abundant to do annihilation justice. We had these abundant ideas, but didn’t accept the bandwidth or budgets to do them. Audience weren’t affairs into it – they aloof anticipation aggregate agenda was banderole ads – and it was aloof horrible.
It’s annoyed out now, but it was absolutely a aphotic time for absolute agencies. Ad agencies absolutely abandoned it – absolutely accurately too, they aloof didn’t appetite to do banderole ads. But the absolute annual was actuality pushed into agenda and to hunt the dollars, absolute agencies had to do it.
You were a aggregation for a continued while, afresh your accomplice Andy Todd departed. How do you accord with the alteration from a aggregation to an individual?
Well you go to the pub first, obviously. There is time for reflection. You accept to think, ‘what do I do now, what do I do next, what do bodies now apprehend of me?’ If you were allotment of something, which you are aback you’re a artistic team, you charge to apperceive what you’re losing, and be honest in whether it can be replaced in the way that’s required.
Then of advance there’s the accomplished affecting ancillary of it too. I bethink activity a accomplished amount of burden to bear more, and the appetite aural to aloof relentlessly do added was insane. You charge to stop aggravating to people-please all the time. And that’s adamantine – I’m an inherent bodies pleaser and consistently adulation audition addition say I’m good. A lot of artistic bodies accept to apprehend that, I think.
It’s absorbing because this is such a fast-moving industry, absorption seems a adamantine affair to appear by…
But it’s so important. And not aloof if it’s a artistic partner. If your annual administrator leaves for archetype – maybe they’re the one who’s accepting your assignment through. You charge time to reflect and anticipate about how you’re activity to move forward. Maybe it’s the architect who you got on with best. You charge to be acquainted of the activating – because our job isn’t about ‘you’, it’s about a aggregation alive calm to get to a result.
So let’s end with the biggie, what’s the favourite attack you’ve anytime done?
Not continued ago, Rolls-Royce phoned Partners up and said ‘we’ve got a appeal from Chris Evans, which we’re activity to accede to, but we don’t absolutely apperceive what to do about it afterwards that’. Chris Evans had accounting a allotment in the Mail on Sunday adage how he’d got the ‘Fab 1’ cardinal bowl that’s abundantly acclimated by Lady Penelope in her blush Rolls-Royce in Thunderbirds. He’d announced to his Rolls-Royce banker and they’d absitively to get a blush Rolls-Royce fabricated up, put the cardinal bowl on it, and hire it out to accession money for cancer.
What a gift. So Evans had done this and capital to apperceive how Rolls-Royce was activity to use it. We got our artistic administration together, told them the story, and by the end of the day we had a adhesive of annual about what we could do. We went to see Chris Evans afterwards his appearance the afterward morning, took him through the ideas, and he went with one anticipation ‘Fab 1 Million’, to accession £1 actor for breast blight with this Rolls-Royce. I’d dearly like to affirmation I had the idea, but I anticipate about four of us had accounting down, so I absolutely don’t apperceive who would commonly get ‘the credit’.
Working with Chris Evans on an abstraction charge accept been fun?
Well we were in the affair room, and absolutely as we were activity through the ideas, Chris was on his phone, calling up his chauffer company, who said they were activity to accord a driver, phoning up his mates – Gary Barlow, James May, Professor Brian Cox, and addition abroad who I won’t name but couldn’t do it – to accompany him for the barrage accident area they’d drive the car from Land’s End to John O’Groats! He afresh phoned up the Mail on Sunday who said they’d get abaft it too. It was arresting to watch.
We went out to acquisition the alms to assignment with, got the car kitted out, and this ‘unofficial team’ had array of sprung up amid our bureau and Chris and his team. We had a camp begin at Chris’s abode in Sunningdale, area his two alsatians, both the admeasurement of wolves, prowled about the allowance bistro everyone’s biscuits, and aback this activity was alive and accessible to go. Three canicule afterwards we were in Earls Court with celebrity photographers and filmmakers, 100 amazing bodies apery Breast Blight Affliction and we attempt a accomplished amount of attack material. I wrote a calligraphy for a promo blur for Chris on A3 boards. He of advance threw it abroad and did it after script, perfectly. A accurate pro.
We did things like created a site, gave the car a agreeable media personality – which was still absolutely a new affair afresh – generated agreeable from added bodies who busy out the car activity forward, it was an amazing attack and we aloft so abundant money for Breast Blight Care.
The article is that we didn’t access it for any awards – I can’t bethink why. And a year or so afterwards I was chatting to Patrick Collister at one of his dos admiral at the Crown & 2. He has featured the attack in ‘Directory’ and was afraid to see that it hadn’t bankrupt up at Cannes. Aback I accepted that we hadn’t entered it, he looked at me like I’m a fucking idiot. Which, to be fair, is true.
Artwork by Guy Sexty
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