……………………………………………………………………………………………………………..

Profile

……………………………………………………………………………………………………………..

Robbie Laughton
Founder and Executive Creative Director – Dave

Robbie is one of the three founders of Dave. He helped launch The Carphone Warehouse’s landline offer TalkTalk, developing CPW’s retail communication throughout 350 UK stores. Robbie led the re-branding programme for Energis and led the engagement team in the merger with Cable and Wireless. He also created a new way for First Direct to talk to existing and potential customers.

Currently, Robbie is helping to engage 14,000 employers of Orange UK with their brand and new strategy and has just helped to reposition and rename Channel Five’s digital channel ‘Five Life’ as FIVER. Robbie is creative director on the Nokia Siemens Networks global advertising account.

Prior to Dave, Robbie was Executive Creative Director at Wolff Olins where for 10 years he led many award winning projects for clients, including the brand creation of Orange, Go Airways, Channel 5, and the re-launch of Egg. Robbie created the name and position for 3 telecommunications and a global advertising strategy and campaign for PWC.

He also gets up very early every morning to train for Ironman triathlons, referees and youth football, and loves spending time with his 2 children and family in Hertfordshire.

……………………………………………………………………………………………………………..

The Disciples of Design Q&A

……………………………………………………………………………………………………………..

How and where did you secure your first job?
Force design at a time when you got an interview by meeting people in the White Horse nr Carnaby St. We did album covers and trendy stuff until it went down in the first of three recessions I’ve worked through. Then went back to Fitch where I did my placement.

Did you do a placement year? If so how was it?
Fitch in Soho Sq. Great time. Learnt loads. Drank loads. Got paid shit loads. Spent loads.
Got laid loads. Fantastic time.

What / who inspires you?
Back in the late 80’s I suppose Neville Brody did and Peter Saville were inspirational. We all copied them as much as our clients would let us! And of course WHY NOT? and later, Tomato. Now, it’s all about keeping your eyes open constantly, observing and taking things.

Do you think being a Preston student has benefited you in any way?
Preston had a huge network. It was one of the strongest courses at the time. And the only sandwich course. Hope it’s like that again.

Looking back, is there anything you’d have done differently at University?
Not really. Pushed it to the max at college re: going out. That worked for you… especially in London when you met people who might employ you. You there to explore life and to push yourself. Work hard play harder.

How do you generate ideas? Is it a collaborative process?
or do you prefer to think alone?
A process really but quite subconscious… When you think about it these are the steps : LEARN. THINK. FORGET. EUREKA!. DEVELOP. SELL. When you relax after thinking about something, the ideas flow. Designers and especially students don’t do enough learning before turning on the mac. And thinking should be done away from any applications. Using someone to bounce ideas off is great at the right time. No point trying to think of ideas before you’ve all done your homework. Many creative don’t realise they’ve got a great idea – or what one is. To be able to spot one when you see one is the key!

You are the founder and Creative Director of Dave. How’s it going?
Enjoying it as much as the first year we set up. Tough year but makes you focused and sharp. No bullshit and no fluff.

What would you say has been the key to your success so far?
Being able to bring people with me, emotionally and mentally…
If you can’t then leadership is difficult.

What does the CD of Dave do on a day to day basis? Do you find design time limited? Or are you still very much hands on?
Hands on yes but not a designer as such anymore. There are many better designers at Dave. My role is to creatively lead teams by generating ideas and making sure the client gets the right answer. Dave is much more than design. I have to lead the company, developing the culture and keeping creativity at the forefront of what we do.

You famously branded yourselves as Dave well before the TV channel. Is it annoying or flattering that someone now shares your very distinctive and unusual name?
These things happen. It’s currently with our lawyers as you would expect. Watch this space.

What’s the most unusual thing you’ve ever done in your career?
Presented at 10 Downing Street a few years ago when Blair was in office. What else… Went on an absinthe binge with our Orange clients in Tel Aviv, ended up with the army searching the sea for my body. I’m a strong swimmer though. Another time, Stripped naked and walked through the D&AD awards, but then realised halfway though that I was in a Free Masons bash. All work related eh.

What time do you start and finish on an average day?
At work before 9 and out before 7 but I use the train to think/ Also weekends are good to switch off and get a clear head. That allows me to think of things in my sleep! Seems to work… Someone up there feeds me the answers!

Any advice for students entering the industry during the recession?
Be enthusiastic and keep at it. It’s tough. Always has been but this year a little tougher. Work for peanuts to get in. Be clear about this, offer it blatantly. Companies will take you up- expenses paid for starters. If you don’t want to work in the industry do something else now.

……………………………………………………………………………………………………………..

Portfolio

……………………………………………………………………………………………………………..

You smoke, I choke

This video snippet – taken from Channel 4’s Battlefront program – shows Robbie and his team in action during the creation of the ‘YOU SMOKE I CHOKE’ campaign, which DAVE created for free. It gives us an interesting glimpse into DAVE’s studio and working culture.

Here’s the final campaign logo…

…and here’s the final animation, which recently picked up a Design Week award.

……………………………………………………………………………………………………………..

Orange brand creation, implementation and development

……………………………………………………………………………………………………………..

FIVE and FIVER brand creation

……………………………………………………………………………………………………………..

A little bit more about DAVE…

……………………………………………………………………………………………………………..

Humble thanks go to Robbie for taking time out of his busy schedule to contribute to the Preston Profiles project. Check out DAVE’s new website here. And you can read more about the YOU SMOKE I CHOKE campaign here