This week on The MCA Prodcast Pat Murphy is joined by Nils Leonard, Founder of Uncommon Creative Studio. Nils has spent over 25 years in the advertising and design industry working across some of the most recognised agencies in London. Nils was voted into Adweek’s coveted Creativity 100 and was named The No.1 creative person in advertising globally by Business insider, and is listed as one of the Sunday Times 500 most influential people in the UK.

Nils loves and values production. He describes it as the ‘literal distance between an idea and reality’ and explains that this understanding has reshaped his entire approach to creativity. Rather than prioritising process or placating stakeholders, Uncommon focuses relentlessly on output - even creating a "faff tax" that charges clients more if they haven't made anything within six months. "We've never had to use it, but it's defined the type of client that comes to us", Nils says. Nils is not only insistent on creating, but confident that past work is the best case-study and shop window your agency can ask for. Nils explains that the best clients approach Uncommon knowing their work, understanding their ethic and wanting them above any other creative partner.

Nils also explains how leadership and creativity are not mutually exclusive. As a lead creative for a company, you are effectively the leader of the business as the revenue comes from your creative output. As such, Nils argues, you should be party to the fee negotiations and you should have a full understanding of the business side. Also, Nils’ advice to all creators is to not be afraid to walk away from the wrong type of client or the wrong type of work. "When someone pays you for your time but not your work... they're actively stopping you doing something else that could change your life", he says. This selective approach has helped Uncommon achieve remarkable growth, including being named Agency of the Year in the US after just 12 months.

Nils shares his unique approach to sourcing talent too, and explains that many of his global offices have been opened and built around a talented individual that he wanted to welcome into the business. “You meet great people and think ‘I need to find a way to get them in the fold and I know good shit will happen'”.

See Nils’ favourite ad: Macmillan Cancer Support – Whatever it Takes

Hosted by Pat Murphy

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