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.

To read this article and more, log in to Lecture in Progress or create an account

Sign Up
scroll to top arrow-up

Sign up now for full access

We’ve put together a selection of recent articles to give you a sense of what to expect. Take a look and then sign up for unlimited access.



Lecture in Progress will always be free to all students, but to get full access to the site and our archive, you’ll need to become a member. 

  • Full access to website and archive
  • Bookmark content
  • Offers and promotions
  • First to know about new products and services
  • Help shape the future of Lecture in Progress


Free Trial

We’ll be introducing a paid-for professional membership later this year. In the meantime, sign up for a professional membership for full access to the site. No credit card details required and we'll give you plenty of notice before we change anything.

Lecture in Progress is made possible with the support of the following brand patrons