Creative Agency Culture: What is a Commercial Director?

Did you know that 99% of the UK's economy is generated by small businesses? and by small businesses that's 50 people or less under one company?

I'm proud to say that it's hugely satisfying to play at part of that business contribution as part of the Bugler Smith team.

I'm approaching the 6 month mark in my role as Commercial Director and in what feels like a flash of time I've seen a progressive growth pattern within the Bugler Smith business itself and its clients. The team is expanding and the internal culture is growing and developing, the clients we work with are stronger partners than ever and the outreach we have as a business is very exciting.

We have updated social activity that engage our relevant audiences by channel, our focus on development is strong and the jewel in the crown is our updated website which if you didn't already know is fresh out of its wrapping as well.

From my perspective as it is from the team, this is all great news, and you may be thinking...

Commercial Director what's that? You're the sales guy right? 

You wouldn't be far off the mark yes, I definitely carry the responsibility of making sure we are speaking to as many of the right people as possible, but taking some advice from one of the wisest people I know (JH, you know who you are) who said very early in my career...

Sales is straight forward, it's giving the people who need your service what you offer. The skill, is finding those people at the right time. 

And that is an entirely different ball game, if we sold office supplies or furniture for example even though that process carries it's own challenges the fact remains everybody needs a pen to write with or a chair to sit on, therefore the market is wider. However with creative it's about the personality fit, the ROI and most importantly the longevity of ideas.

As a creative service your value isn't always about 'the next cool thing' anyone can do that, and does! It's about aligning yourself with clients, building a partnership and creating solid long term innovative ideas that consistently deliver. 

I'm sure there isn't a client out there that wouldn't want a cool idea that consistently delivers on their investment. 

So, 'how do you reach those people?!'  I hear you ask, well. That's why you need a business that supports the charge bringing me full circle back to my original point about Bugler Smith. The agency is incredibly talented and that talent isn't effectively communicated down one channel by one person, it's a company wide display which is (are you ready for the sales speak?) 'steered and amplified' by the front facing person, and that would be me in this instance. 

So the take away today is:

Think of a Commercial Director as a retailer, a retailer needs the product to sell but knows who might like it. Their job is to make sure they are inviting the right target market to the shop.