
Meet creative director Emily Moffatt. She’s not only delighted to still be leading the design studio after 20 years in the business, but also loves collaborating with other board members and leading 44’s cultural journey…
Hi Emily. Tell us a little bit about your roles at 44… as a director, designer, and also as the person who takes the lead when it comes to our people and culture.
I love working with people. They are at the heart of everything I do. That might involve collaborating with 44’s other directors, Alan, Tom and Corin, on the strategic direction of the company, working with my amazing team of designers, or helping make 44 a great place to work.
My career is rooted in design and I love that I’m still hands on in the studio. Twenty years into my career and I still get a buzz from brainstorming great creative ideas, and then seeing them develop into strong pieces of communication and design.
You’re involved in a wide range of projects at 44 – how do you balance your work and home life?
Hybrid working means I have a terrific balance between seeing people face-to-face for great collaboration time, but also the opportunity to get my head down at home to concentrate on design, concept work and other business needs.
44 puts a lot of focus on its values – tell us what they are and why they’re so important…
We had an amazing team day in April where we spent some time focusing on our values, and the behaviours that sit behind them. This reinforced how important they are to the company, setting the foundation for the growth of our culture and business.
We live by each value every day and they really guide our decision-making:
- Friendship
- Awareness
- Creativity
- Excellence
- Teamwork.
Why are they so important? Well, I could talk all day about that, but here are a few thoughts.
They strengthen our brand identity as a values-led business. We have shared beliefs, standards and ethics that we collectively buy in to, and we celebrate these internally with our own monthly values awards. It’s great to give people the recognition they deserve, plus it inspires others and builds confidence within the team.
What’s so great about working at 44? What sets it apart from other agencies?
Working for a small company means we don’t work in silos. We get involved and stuck into all areas of the company. This is where our values really come to life. We always have each other’s backs, really value every colleague’s unique skills, and know we can’t do it on our own.
Great creativity defines our team. I like to think of it as the red thread that runs through everything we do, rather than something that’s concealed to the studio. Whether it’s a clever headline or an amazing piece of design, we’re brilliant at finding solutions that excite and inspire.
The friendships and relationships we build with clients and colleagues are really important. We always see ourselves as an extension of a client’s team and really get under the skin of the business we work with.
You’re the only woman on the 44 board – do you actively try to bring different perspectives to discussions?
As a board member, it’s important that we all bring a slightly different perspective to the table. My role around people and culture means I look at things slightly differently.
We all have our specialist areas – values and culture being mine. It’s nice to link the commercial side of the company back to the people that make it happen, and I like to think I’m always there to support people if they need it.
I’ve recently become a trained Mental Health First Aider, which I hope brings a new dimension of support that’s so important in today’s society.
How do you see the future for 44?
We always strive for excellence in everything we do, and we’ll continue to push things in terms of creativity.
We’ve come a long way with animation and video over the past few years, and I see this continuing to develop as we push boundaries to create exciting new content.
And, of course, I want us to meet and work with new clients in new and exciting industries.
What do you do to relax outside of work?
I have a young family, and I love being with them – though that’s not always relaxing.
I also think it’s so important to practice self-care and manage your mental health – in and out of work. This year, we got a dog – a Patterdale Terrier called Merlo (yes, after the wine). Taking her on a lunchtime walk gives me the thinking time I need – time away from a computer. It’s great for my physical and mental health.
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