About me
“A company that focuses solely on profits ultimately betrays both itself and society.” - David Packard, co-founder of Hewlett-Packard
A creative director and brand consultant with over 20 years experience. I founded and edited Jocks & Nerds, a men’s lifestyle magazine, for six years. I began my career at i-D magazine; later working at Vice. In that time, I have built a range of unique skills and experience that has proved invaluable for my commercial work.
I ask the overarching questions about the role of communication for a brand. “What is the brand’s heritage?” “What are the brand’s values?” “Who is the brand’s audience?” “How does its audience act and behave?”
Whilst we are all wowed - and perhaps daunted - by the pace of communication today, we are also unclear on its value - both morally and commercially. In my work, I bring a focus to a brand’s needs and values, both back to the client and the creative team.
Today’s technology - a myriad of communication channels that are always switched on - can by its very nature become ephemeral, impersonal and forgettable. Having worked in media for 20 years, I always consider the story - how to make something valuable, nourishing and honest. How, in fact, to engage an audience.
Projects
- C.P. CompanyItalian fashion brand C.P. Company traditionally presented its new season collection at London's men's fashion week. Wishing instead to stage an event, I was approached to create a party and imagery which was exhibited first in its stand-alone store before travelling around the country to various stores. Chosing five city-dwelling professionals, each was photographed sporting a jacket from the new collection.
- Le Coq SportifFrench sportswear brand Le Coq Sportif had recently opened a stand-alone store in London's Covent Garden and created the official leaders jerseys for the Tour de France. Keen to capitalise on the increased interest in cycling in the UK, I was commissioned to develop a range of platforms to promote the brand's cycling range including a film, in-store imagery, print advertising, a lookbook and online retail imagery.
- Absolut ElyxAbsolut Elyx is the premium vodka from Swedish brand Absolut which supports the charity Water for People. I was approached to conceive an idea around music for a one-off event with a selected invited guestlist that would culminate in something that could be auctioned off. My idea was a live performance by Hollie Cook that we recorded. The live recording later became a limited edition vinyl album. Whilst the guestlist helped promote the charity through their social media, proceeds from the album went to the charity.
- Jocks & Nerds MagazineJocks & Nerds was a cultural, lifestlye magazine for men. Founded in 2011, the idea was to create a magazine that focused on fashion, music, cinema, the arts, sport and leisure and travel. Aimed at a discerning audience, the thrust of the magazine was the notion that culture is formed out in the real world by real people - not by marketeers, self-intersted industries and cookie-cutter celebrities. It acted as a foil to the anodyne media landscape that has seeped into print publishing and beyond today. Tagged "Style. History. Culture", the magazine's editorial drive was research and develop through historical relevance and cultural intrigue, always with nod to individual style. This desire to create something engaging and honest for the readership led to many key decisions regarding the presentation in the magazine from the use of fonts, a documentary style of photography and a frank and coloquial style of writing. Fundamentally the magazine was a celebration of a certain type of character - ambitious, creative, inquistive, independent, hardy - and the magazine focused on those people, famous or otherwise, who we felt expressed those values.
- TudorPart of the Rolex company, Tudor watches date back to the 1920s. Less expensive than a Rolex, Tudor watches have been conveted by fans and the military alike, whilst the brand's history is fascinating. Tudor had recently re-entered the UK market after a few decades away. I was commissioned to create a pamphlet that would tell the history of the divers' watch in an engaging and simple way. Knowing that the watches were used by the navy and marines of several nations, I found a professional freediver who trains personnel (military, medical and the public) to hold their breath in case of emergency. (In most cases, one can get out of a submerged helicopter in under two minutes, I now know!) Photographing the freediver both gave us an interesting character who could help tell the history of the watch as well as create a series of images that showed of the watch and its uses.
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Work history
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Freelance Creative DirectorMarcus Agerman Ross
London, United KingdomFreelance
Both as a freelancer and head of my own company, I have worked for clients including Absolut Vodka, Nike, Barbour, Tudor Watches, C.P. Company, Fred Perry, Le Coq Sportif and Brooks England. Alongside responding to briefs and delivering presentations, I have a wealth of production experience including commissioning creatives, managing teams and overseeing budgets. I also enjoy acting as a point of contact for clients and contractors, including agents, PRs and marketing managers. My portfolio includes digital marketing, video content, look books, events, multi-platform programmes, exhibitions and full-scale advertising campaigns.
Founder, Editor-in-Chief and Creative DirectorJocks & Nerds
- London, United KingdomFull Time
Having conceived the idea for an independent, cultural men’s title, I wrote a business plan which enabled me to secure nancial backing. After launching the company, I headed up both the editorial and commercial departments, managing a small team of sta and contributors across print, digital and advertising. Together we strove to create engaging content, alongside delivering commercial solutions to a raft of clients. I oversaw all the business a airs, including nance, marketing and planning.
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Skills
- Art and Creative Direction
- Production
- Editor
- Photography
- Management
- Business Owner
- Magazine Publishing
- Digital Content
- Content/copywriting/writing/editorial/advertising
- Brand Consultancy
Education
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BA (Hons) Fine ArtKingston University
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