5 Minutes with… Simon Richings
In 2022 Simon Richings joined We Are Social, the global socially-led creative agency, as its new UK executive creative director. After years of admiring the agency from afar, both for its work and the thinking coming from the people there, he finally got to rub shoulders with those people and get his hands on the work.
Simon’s background brings expertise across design, conceptual thinking and writing, meaning he has an affinity with the whole creative department in some way.
He previously spent eight years as ECD at AnalogFolk, with previous positions also including DDB and Tribal London.
Two years into the job, LBB’s Alex Reeves chats to Simon about his career and his outlook on life and creativity.
LBB> When did you first find advertising interesting?
Simon> As a kid, staying up late and watching films on Channel 4 when I was supposed to be sleeping.
LBB> You came into the industry through more of a design background. What was your big break?
Simon> Bizarrely, a friend already at an agency urgently needed someone who could design and write an online murder mystery in next to no time. I was that person.
LBB> What are the people, work, and events that have shaped your professional outlook?
Simon> David Carson (the Californian designer), Ben Clapp (first CD), Matt Ross (second CD), my daughter (seeing the world through her eyes is never boring), everything that CP+B were doing a decade or so ago (extreme work envy), Cannes in 2010, SXSW in 2023.
LBB> What lesson do you wish you'd learnt earlier in your career?
Simon> There will always be difficult conversations, so get on with them.
LBB> What's your approach to creative leadership? How do you allow people to have the best ideas of their careers?
Simon> By listening very hard and trying to hear the best version of the ideas in their heads.
LBB> You've largely stayed at agencies for a long time. You were at Tribal then AnalogFolk, each for several years. What drew you to We Are Social in 2022?
Simon> We Are Social is at the galactic centre of where the industry is going. It’s a big bright sun of culture-first creativity.
LBB> And what have been the preoccupations of your work there since?
Simon> Talking about the work more, and getting creative people to share what makes them tick – it’s always inspiring.
LBB> What work are you proudest of and why?
Simon> I absolutely love the ‘Impossibly Light’ Adidas Adizero Pro Evo 1 work we did – a series of reality-bending films that helped make the Pro Evo the most talked about running shoe Adidas have ever made.
LBB> Is there anything you're obsessed with outside of the industry that will give people an insight into the kind of person you are?
Simon> I am a dedicated Dungeon Master (as in D&D, not S&M).
