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A day in the life of... in the life of... Alasdair Lennox


We’ve got a two for one this month as Alasdair Lennox, Creative Director at global design consultancy FITCH, parallels a day at his London base with one of his weekly day trips further afield.


I have two distinct types of working days as Creative Director of FITCH. The first type of day is at our West London studio, working at a breakneck pace of internal creative reviews, brainstorming, client video calls and management meetings. The second type of day could be classified as ‘glamorous’ or ‘globetrotting’, as on a weekly basis I will be working in Moscow, Dubai, Zurich or Johannesburg, some weeks multiples of these. These days are tightly packed with client meetings, creative pitch presentations and auditing stores with clients.


7am London – I review the overnight emails and browse a number of trend blogs & sites. With so many feeds and media I mainly use the Flipboard app to edit down all the noise. 7am Moscow – As Moscow winter time is now four hours ahead of GMT, it feels like a 3am wake up call. Ouch!


8am London – I think I have the best cycle commute in the world, under the growing Shard, through Borough Market, along the South Bank and then a sprint along the cycling motorways of Hyde Park. 8am Moscow – Over breakfast in the hotel our team are ‘polishing’ client presentations for the day and discussing our various plans of attack.


10am London – Before we start designing any project we always build a creative strategy; working closely with our Strategic Planners we brainstorm ideas, leveraging


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our latest thinking around Shopper Missions and their Locating, Exploring or Dreaming mind states. 10am Moscow – Start of a dual language creative presentation to a leading Russian sports brand. Verbal language translations are difficult; I have to work hard to keep the room’s energy levels up.


12am London –My favourite activity of the day is reviewing creative work by our young talented designers. Young creative talent is the lifeblood of the company and we work with a number of UK Universities


and international Design Schools on setting projects, reviewing portfolios and for the lucky ones, internships to our studio.


12am Moscow – The presentation appears to be going well, whether we are in Russia, UAE or Switzerland it’s all about cultural understanding - the local idiosyncrasies of shopping habits, competitors, use of web etc.


2pm London –Working lunch pouring over images of orientation boards for a new retailing concept for a leading beer brand.


www.a1retailmagazine.com


A Day


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