Richard Hayter

Richard Hayter

Deputy Creative Director at iris worldwide
United Kingdom, United Kingdom

Summary

I got into a mini cab one morning in Woking.

On the dashboard was a strange, intricate looking combination of liquid air freshener and compass, topped off with a Toyota logo (all the cabs in Woking seem to be Toyotas).

"Now that's a very special air-freshener-stroke-compass" I said to the driver.

"It's very good," he replied. "It makes my cab smell nice."

I agreed that it did.

"And sometimes when I'm working nights, men get in who are a little bit drunk." He waved his hand by his head to indicate intoxication.

"I tell them: 'There's a video camera in there. The taxi office can see everything you do.' They behave themselves then." he added with a smile.

I love that. Real creativity that changes behaviour and gets results. That's what I try to achieve every working day as a creative director, whether I’m working on a brief ‘hands on’ or helping to improve the output of another team.

In the 20-odd years I’ve been working as designer, art director and creative director I’ve worked on a huge range of B2B, above-the-line and integrated campaigns. From pan-European TV commercials to low-cost DM; from global branding projects to Facebook apps. And I’ve been fortunate enough to win awards – recognising both creatvity and campaign effectiveness – for quite a few of them.

I still enjoy being hands-on, from strategy to implementation. But where I’m at my best is at the head of a team, guiding art directors, copywriters, coders, retouchers… leading pitches and winning them.

Sector Experience

Positions

Deputy Creative Director
London, United Kingdom
April 2014 - Present (3 years 6 months)
Freelance Creative Director
creative agencies
October 2013 - March 2014 (5 months)
Executive Creative Director
London, United Kingdom
November 2008 - October 2013 (4 years 11 months)
When I joined The Gate, I inherited a talented creative department that was in the doldrums. The agency had not won a pitch in 18 months. Over the following year, I reinvigorated the team which lead to a pitch-win ratio of 80%. Merging with CST in the teeth of a recession in 2010 was an interesting experience... But getting to know advertising legends Dave Trott and Gordon Smith was a hugely enjoyable. And I learned a lot from them both. Clients included The Royal British Legion, Lebara Mobile, Aviva Investors, Diabetes UK, Friends Life and Just Retirement.
Executive Creative Director
London, United Kingdom
January 2007 - October 2008 (1 year 9 months)
Returning to a now much larger Teamspirit which had just become part of the Chime group. Highlights inlcude launching UBS Global Asset Management in the UK and relaunching Scottish Widows working alongside Leo Burnett. Other clients included Aviva, Prudential, unbiased.co.uk and Lloyds TSB Business.
Creative Director
London, United Kingdom
April 2001 - January 2007 (5 years 9 months)
Designer
Generator Creative Consultants
May 1999 - April 2001 (1 year 11 months)
Graphic Designer
University of Portsmouth
1991 - 1993 (2 years)
Creative Director
London, United Kingdom

Education

BA (Hons) - Graphic Information (Typography)

University of Portsmouth
1988 - 1991 (3 years)

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