Creative Lives — “Work harder and smarter than everyone else. Stay lucky. Be nice”: 4creative’s creative director Dan Watts

Posted 02 May 2017 Interview by Marianne Hanoun

If you can find an emoji good enough to summarise having a “superfrickinawesome” job, creative director Dan Watts is the person to send it to. Tasked with creating head-turning work at Channel 4’s in-house agency, 4creative, his time is currently split between working on a range of exciting new projects including the UEFO Women’s Euro Championship and the hotly-anticipated revamp of the Great British Bake Off. (😮) A graduate of Tony Cullingham’s Watford Advertising course, Dan – and apparently, David Brent – claims that ideas can be found anywhere. But in reality, it’s the ideas that seem to find him, whether that’s in his sleep, or at mealtimes with the kids. We caught up with Dan as he guides us through the ins and outs of his Escher-esque working day.

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