Get to know Artistique's new Creative Director Dave Moxey. Dave shares how his background will help in his role and his hopes for the future of Artistique.
1. As Creative Director of IQ, what skills do you find essential to your role?
The creative director is only as good as the project brief – my skills are in extracting, dissecting, exploring and reassembling the brief, in order to have maximum insight and understanding of the client's needs. Only then can we effectively tell their brand stories. I take the information I gain from this process and translate it into finding their perfect creative partner from the talent we represent.
2. What did you do prior to your role at IQ?
I ran my own agency for many years, creating content for businesses including Microsoft, BMW, and BBC. This peak around the other side of the curtain gives me a clear understanding of how agencies rely on great creative talent to deliver their visions.
3. Is there a particular project you have worked on that influenced your career?
I led the team that rebranded 'The Genetics Society', several years ago. Although the work itself was successful, it was an aesthetically modest project. However, the project was my first exposure to the evolving landscape of digital. At that time print had dominated marketing and brand facing design. This was 'my' project that made me step back and assess where best to place the budget and resources, and it was the first time digital was prioritized over print.
4. What are some clients you have worked with in the past?
The wonderful thing about working in the creative services sector is the range of different industries and companies you are exposed to. Each industry has its own voice, its own story. I find it just as exciting working for tech start-up businesses such as Astound US, a tech-led illustration agency, as I do working for our larger clients such as Pfizer or on licensing projects for the big-hitters including Netflix, Disney and Mattel.
5. How do you see IQ growing and evolving under your creative direction?
I'm really excited about the future of IQ. The talent is already there and they are buzzing to get started on some 2024 campaigns. My aim is to do less ad-hoc, one-off, pieces of content and instead get to know about our clients, hear their stories, understand their needs. This will give us the insight we need to put in place the right combinations of copy-writers, designers, animators, illustrators – to deliver the right campaigns to tell their stories, in their voice, to their audiences.
