Chris Newell is co-founder and creative director of syn, a creative marketing agency in Leeds. He has spent over 20 years working across fashion, financial services, FMCG and fitness for brands including adidas, Caterpillar, Vans, Asda and Gillette.Before syn, Chris came from a Leeds based marketing agency, where he played a key creative role in helping drive the business from 50 people to a 250 strong global agency.
Post lunch, there are usually one or two more scheduled meetings, followed by another session of focused work for a couple of hours if possible. Towards late afternoon, I quickly circle back to the studio for any spontaneous creative discussions or project alignments that may be necessary on-the-fly. As the day progresses, project presentations start coming in for final approval or feedback before they are sent out by the end of the day.
We did everything from cold calling to attract clients, to pitching and art directing our first photoshoot, and even designing a 48-page catalogue for a well-known retail brand, all at a young age. But we were fresh and ambitious graphic designers – eager to make our break. One of the biggest challenges was mastering Adobe Illustrator and dealing with our first takeaway fuelled all-nighter to meet a print deadline.
Transitioning from managing one large-scale global retail campaign a year to overseeing 10+ campaigns specifically for adidas originals was a significant shift. As our team expanded and our relationship with the adidas team strengthened, we were presented with new opportunities to pitch for Above The Line projects.
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