Embark on a journey with us as we lead the charge towards a greener, more sustainable future. Our latest triumph? Achieving ISO 14001 accreditation is a shining beacon of our unwavering dedication to environmental stewardship in the creative sphere.
At Outlook Creative, we’re not just creating; we’re crafting a legacy of responsible creativity. With a firm resolve, we’re sculpting our operations to tread lightly on the Earth while positively impacting our industry. From our products to our practices, we’re committed to minimising our ecological footprint and maximising our positive influence.
But it doesn’t stop there for us. We’re cultivating a culture of environmental consciousness, staying ahead of the curve on regulations, and championing the cause of sustainability in everything we do. Our mission? Not just meet standards but also set them.
Be part of our quest for a better tomorrow. Whether reducing waste, conserving resources, or partnering with suppliers who share our vision, we’re paving the way for a brighter, greener future—one project at a time. Together, let’s create a masterpiece of sustainability that leaves a lasting impression on future generations.
The funny thing about the word “relentless” is that you don’t want to mess around with it. It can carry negative connotations—”the Carolina Reaper seed was relentless when I ‘accidentally’ flicked it in my eye on a dare.”
There’s an intensity we felt was necessary when we discussed our approach to creativity. “Let’s get serious,” we said. “Let’s get disruptive” (a grossly played-out term, we agreed). Let’s communicate that we are passionate and a bit inflexible when it comes to revolutionary creativity. You know what? We are relentless when it comes to our creative. Bold? Yep. Honest? Always. Scary? A little. But we if aren’t pushing and scaring ourselves regularly, we are doing it wrong.
“Creative,” on the other hand, truly belongs to everyone. Sure, the word is knocked around a lot, and some might argue tossed around too much, diluting its very nature. But I don’t believe that to be true. I believe it’s fair to say that everybody is a bit creative. It takes creativity to run a business, mow a lawn, deliver the mail, decode my daughter’s borderline criminal algebra, navigate the Northern Line, tie a shoe. It’s certainly not reserved for “creatives.” We’ve all heard “I’m not a creative person” countless times. People often say it if they feel they are surrounded by “creatives.” It’s a disclaimer. It’s a proclamation. It’s malarkey.
So, what does being relentlessly creative mean to us as an agency?
Everything.
Strong creativity is our driving force. I wouldn’t be writing this, or even be here, if it wasn’t for our approach to creativity. We use it to breathe life into everything we do, across all touchpoints. It’s this WHOLE-AGENCY APPROACH that sets us apart. Think about that for a sec. Everyone. A select group of highly skilled people, all motivated by a common goal, all using their specialities to develop a better way of doing something, looking at the world, bringing your band experience to centre stage.
We’ve delved deeply into our core motivations (they’re here, [link] by the way), and our approach to creativity is kinda like crafting the perfect pizza from scratch. Meticulously selecting the freshest ingredients, balancing flavours, and considering the preferences of everyone who folds a slice and has a bite. It’s beyond what we create; it’s where we transport you. Mmm.
Sure, that metaphor may stretch thin in places, but you get the idea. It’s a collaborative effort—a mindset we share and strategically use to constantly strive for improvement. It’s what fuels us, sparks innovation, binds us together, and we don’t compromise.
You can be relentless, and you can be creative, but being relentlessly creative is something entirely different. We will continue to throw the word “creative” around, whether it’s overused or not, and so should you.
During my recent trip to Confex, the less-often-talked topic of ‘event psychology’ was brought to the forefront in a presentation by Kelly McCormack, discussing ways of applying the science of human behaviour and psychology to event strategy.
I won’t go into too much detail about Kelly’s presentation. Still, she warned of a trap that is all too easy to fall into – focussing too much on trying to change event technology, the format, or reinvent the wheel while not giving enough conscious thought to how our delegates think and feel.
Many factors can contribute to a delegate’s experience at your event – environmental, social, musical, and behavioural psychology all combined and filtered through each individual’s perception and personality. But there’s no reason technology can’t be made even better when considering psychology.
One great example highlighted the careful balancing act when allowing delegates control to co-create the event experience they want. For some, this is a massive source of excitement; for others, having too many choices can be a source of distress and even lead to decision paralysis.
With everyone seeking a different ideal, the only solution is offering an individualised amount of choice available to every delegate to suit their preferences. With the profiling potential of so many event registration platforms, advancements in AI and utilisation of data, a well-thought-out profiling questionnaire at registration could be the answer to delivering a unique and personal delegate experience.
For those who want absolute control, their event app shows them every possible choice when building their event agenda from a blank slate. Some may prefer being prescribed sessions with the option to make changes, while others may prefer to receive a fixed agenda based on their questionnaire results.
There is unlikely to be a ‘one size fits all’ approach, but that’s the whole point, right? If you’re not effectively utilising technology when planning your next event to better cater to psychology. Well, maybe you should think again.
The anticipation grew as I entered Confex, the UK’s premier event expo. This annual gathering isn’t just about networking or showcasing; it’s a pilgrimage where industry aficionados converge to explore, innovate, and reinvigorate their event strategies.
This year, my focus is sustainability—a pivotal ethos in event planning. As a company, Outlook Creative is steadfast in its commitment to authentic sustainability by dismissing greenwashing and focusing on impactful change. Our ISO 27001 accreditation stands as a testament to this unwavering dedication.
Within the bustling halls of Confex, sustainable alternatives amid tightening budgets emerged as a prevailing theme. With the events industry contributing to 10% of the world’s carbon footprint, the imperative to act swiftly and decisively has never been clearer. While sustainable solutions often carry a price tag, the landscape is evolving, promising viable options that balance eco-consciousness with fiscal prudence.
Diving into tangible strategies for crafting sustainable events, here are some that we already use:
1. Reuse vs. Recycle: We endeavour to infuse new life into past event materials wherever feasible, curbing carbon emissions and fostering continuity in our creative endeavours. For instance, reusing materials from previous events, even if they’re not the same item, can halve the carbon emissions associated with production.
2. Mindful Material Selection: The appeal of eco-friendly materials can sometimes clash with budget, making it a tough decision for clients. Yet, strides are being made with alternatives like Zero Formaldehyde MDF and VOC-free Sterling board, supporting our commitment to sustainability without compromising quality.
3. Sustainable Graphics and Flooring: Traditional graphic materials often rely on PVC, which is known for its harmful environmental impacts during production and disposal. However, we’ve consciously decided to pivot towards PVC-free alternatives as standard. By opting for eco-friendly materials in our graphics, we minimise our carbon footprint and contribute to the preservation of natural resources.
While flooring may seem negligible in event planning, its environmental ramifications are significant. We adopt a proactive approach by repurposing offcuts rather than discarding flooring after a single use. These offcuts find new life as pallet bases, wraps, and covers, sparing them from ending in landfills. Furthermore, our dedication to recycling extends beyond our operations; we partner with recycling facilities to ensure that even the flooring remnants unsuitable for reuse are repurposed into pallets and other useful industry materials.
4. Venue Selection: The venue serves as the canvas for our sustainable vision, emphasising accessibility and eco-friendly amenities. Opting for venues with alternative energy sources and digital signage further reduces our environmental footprint while enhancing the attendee experience. Transport and travel account for, on average, a whopping 60% of all event emissions, making accessible venues a critical factor in reducing overall emissions where possible.
5. Thoughtful Catering: Acknowledging the disproportionate environmental impact of animal-based diets, we advocate for menus with a high percentage of plant-centric options sourced from local, seasonal produce. This aligns with sustainability goals and caters to diverse dietary preferences. Animal meat is responsible for 57% of all food-based emissions compared with 27% of plant-based emissions, making the shift to plant-based options a significant step in reducing our carbon footprint.
Amidst the dynamic landscape of sustainability, we remain vigilant, adapting to emerging trends and advocating for meaningful change. Our commitment extends beyond the confines of event planning; it’s a testament to our enduring stewardship of client experiences and the planet we call home.
A brand isn’t just a logo—it’s the heartbeat of a company. It’s a promise made, a story told, and a journey embarked. And when it came time to unveil our new brand identity, we didn’t just throw a party—we ignited a spark that lit up the room and set our team on fire with excitement!
Picture this: anticipation buzzing in the air, hearts pounding with excitement, and then…the big reveal! Our brand had undergone a stunning transformation—bold, vibrant, and unmistakably us.
But the magic didn’t stop there. Our event wasn’t just about the visuals or the merch—it was about the people behind the scenes who poured their passion and creativity into every detail. Every team member played a crucial role in making our brand identity launch successful.
Ultimately, our brand identity launch event wasn’t just about unveiling a new look—it was about igniting a spark of excitement and possibility that would fuel us on our journey forward. And as we continue to write the next chapter of our story, we do so with hearts full of passion, purpose, and endless optimism. There are lots of pictures we will be sharing on social media. Here are a few of them.
25+ years working for one agency—how did that happen?
It’s a great question and one I have been asked plenty of times by wide-eyed Gen Zs and millennials, who often find the idea of staying put in one place tantamount to insanity.
The simple answer is that it wasn’t planned and has happened in the blink of an eye. It’s true time does fly, especially when you’re having fun (and even when the going gets tough, such is agency life). One minute I was making plans to travel and work in Australia post-finishing university, and the next my last CV application for a design role (genuinely) led to an interview at Outlook HQ in Northampton—and the rest is history.
Outlook as a business has always managed to meet my ambitions and provide a career path within a growing agency that has allowed me to grow and flourish, rising from Graphic Designer to Director and proud shareholder in the business.
As well as my personal growth within the business, the transient nature of agency life has meant that I’ve been blessed to have worked with many exceptional designers, producers, account managers, and colleagues throughout the 25 years. This, combined with the opportunity to work with and for some truly brilliant clients and brands—including Silverstone, Twickenham, Club Wembley, GLP, Sacla, Fred Olsen, and Parexel, to name but a few—has kept the creative juices flowing. The satisfaction of seeing our talented team delight and inspire clients never ceases to put a smile on my face and keep the passion for my role burning brightly.
The evolution of the agency, its people, and its values over 25 years also plays a huge part in keeping things fresh and engaging. New opportunities, new people, new thoughts and beliefs, new client challenges, and new and constantly evolving technology mean we are never standing still. The highly competitive nature of the industry we operate in means there is never a dull day; we always need to be on our A game, even in those difficult times. In fact, the irony is that it’s the difficult moments on projects where both individuals and teams learn the most. If it’s easy, then you have to question whether you’re really nailing a client brief and putting in the extra effort to sprinkle that all-important magic that helps set you apart from the many ravenous competitor agencies that are waiting in the wings to swoon a client should you drop your guard and let your standards slip.
One of the most pleasing aspects I have seen big improvement in since I first started is the investment in our people’s welfare. Naturally we can continue to improve and evolve, but we have made huge strides forwards in terms of trying to find a much better work-life balance for our teams in what is a very high-pressured service-led industry where the clients and their deadlines are key. We recognise the importance of having happy, healthy, and motivated individuals at the top of their game and this can’t happen if we’re working them to the bone and not giving them any time to enjoy the fruits of their labour and spend quality time with their friends, family, and colleagues.
It’s equally pleasing to see that clients also recognise the importance of respecting a supplier’s welfare. We want to be an extended part of our clients’ teams and, for us to be able to do our very best work, we need the time and support to do this working in collaboration with a client’s own challenges and demands.
The role of technology has been the biggest and most visible shift in transforming our industry recently and this, I believe, is only set to increase massively. Personally, I find AI and all the benefits it can bring to our profession exciting and, if used correctly and morally, can be a huge benefit to both agencies and the end results we provide for our clients. The access to essential data, R&D, the speed, and the mega visual library at an agency’s fingertips combined with the expertise of a talented team of creatives can only bring positive benefits for all. It’s the equivalent of turbocharging a creative team’s experience and talent, which is incredibly powerful. As an agency we shouldn’t fear AI but embrace what it can do to improve the output and efficiencies of our industry.
So, to summarise: Is staying with one company right for you? I think it’s a very personal choice and there is no right or wrong answer. If you work for a great company that treats you well, has fun, produces great work for great clients, and provides a positive career path for you, then why move? The grass is often not always greener. But if any of these elements are missing or not putting a smile on your face then, yes, it’s time to move on—and this can also be a positive for your development.
What works for one doesn’t work for all, but don’t feel the pressure to move on just because you feel your CV demands it. Agencies now, especially with the advent of AI, are looking for integrity, loyalty, and positivity, combined with initiative and drive.
Being happy and motivated to create your very best work is the key, and this should be a core value to align with your personal ambitions. Whether this is with one business or several, the choice is yours. But whatever you do, enjoy the journey!
The great Steve Jobs once said to John Sculley of PepsiCo: “Do you want to sell sugar water for the rest of your life, or do you want to change the world?”
Now, I’m not suggesting we always set out to change the world, but it is our mission to strike the sweet spot between just delivering on a prescribed brief and utilising all our skills across the agency to think bigger. Not out-of-scope bigger, but bigger in terms of our collaborative thinking to garner clever solutions. It’s important to stay honest to those time, budget, and quality parameters—if accurate, those are set for a reason and true creativity shines through within those constraints.
To quickly summarise the analogy of Jobs and Sculley; selling sugar water for us would be like simply executing the brief with no real problem-solving, no creative or strategic thought, no crafted experience, and no added value. You would have to ask yourself: “What was the point and what did we achieve?”
Transforming creative into reality is a bit like that. We hang our hat on this statement, so I wanted to crystallise what we mean by it at Outlook Creative.
It’s a snappy slogan for sure, but it really does distil down and reflect our approach to everything we do. It’s important to consider our audience which, as with any agency, is multifaceted—our clients, prospective clients, our people and potential new recruits, the trade media, and our partners—they all need to get it. And crucially, we want them to believe it.
In simple terms, transforming creative into reality means we know how to get shit done. But it’s not just about ‘doing’ and turning over projects—it’s about truly delivering for our clients. Finding the right solution for the challenge we’ve been set and all the while providing value, whether that be clever budget saving, additional considerations around sustainability, or just a really smart idea that goes beyond the brief to better tackle the problem.
Let’s put it into plain English—we’re a creative agency that is rooted in production reality. With over 25 years of production expertise and many in-house capabilities that any agency would be proud of, we’re able to set additional parameters in place that sit over and above the client brief. Often these are very focused on the endgame—the build, the tech, operations, logistics and delivery—taking something from the drawing board to reality, as promised.
By beginning with our endgame, it means our creative and strategic thinking is well-informed and credible, and our concepts can manifest themselves in the real world. ‘Clear blue-sky thinking’ has its place but is generally a term I dislike—it often means that we don’t really know what we want, or the implications of delivering such a ground-breaking idea. Often, you can end up selling a dream to the client that is impossible to implement on brief (not enough time or money are usually the prohibitive reasons). You end up hacking away at the original idea until it fits within those immovable prerequisites, if you’re not careful, things can soon end up looking a little like Frankenstein.
In short, we think about the audience, the end use, the unsexy ops and logistics and everything else in between, so that we can unreservedly deliver on our promise.
It’s this approach that not only transforms creative into reality but also builds a relationship that is centred around reliability and trust and is testament to several of our client relationships that span well over a decade.
Recently I stumbled across a video of Barack Obama giving advice for people starting out in their careers; it got me thinking.
It was clear to me that the advice he went on to share is relevant for a business and especially an independent creative agency like Outlook Creative.
What he said was, “learn how to get stuff done” and that he looks for “somebody who says, ‘Let me take care of that.’”
My experience shows me he is right.
As I approach my 15th year in this industry, I haven’t yet encountered a client who doesn’t like it when we say, “let me take care of that.”
Reflecting on my interview at what we then called The Outlook Creative Group, way before I moved into the leadership role I hold today, I recall being encouraged by the can-do attitude that existed and how everyone was focused on providing solutions. Not just a solution but multiple solutions, allowing for clients to make informed decisions.
Seemingly, this agency’s leaders before the current team established a great culture in this regard.
Which brings me to my point; sorry it took so long to get here. It is all about solutions first.
Every brief we receive has a challenge for us to overcome, a problem to solve. The journey to finding the optimal solution isn’t always linear or direct and often requires us to lean into many of our specialist capabilities to crack it. But it’s those twists and turns and bumps in the road that can be the catalyst for uncovering some of the most creative ideas.
Mr Obama also says “I’ve seen at every level people who are very good at describing problems, people who are very sophisticated in explaining why something went wrong or why something can’t get fixed.” That has never been us at Outlook Creative and never will be. We will say “let me take care of that” and find a solution.
A solutions-first mindset has served us well for 25+ years and it is here to stay.
