Interview with Phil Evans

Creative Director of Leith in Edinburgh, Phil is responsible for steering the agency’s creative output on clients like IRN-BRU, the Scottish Government, Famous Grouse and the Royal Bank of Scotland. A copywriter and former agency owner, Phil has been recognised at countless award ceremonies. We caught up with Phil ahead of his slot at our Inspiring Women event on 21 June at University of Edinburgh Business School. 

Introduce yourself. How did you end up Creative Director at The Leith Agency?

I guess I served my apprenticeship. I’d worked in a few different agencies and ran my own place for two years before serving under Gerry Farrell at Leith for ten. When Leith were looking for a new CD, Troy Farnworth and I applied. We got the gig in 2015.

The Leith Agency have worked with some pretty big name clients, like RBS, Dobbies and Irn Bru. What’s the key to a good client/agency relationship?

Three things. Great work. Great work. Great work.

Which brands have caught your eye recently?

Skittles, McDonald’s, Lego, Channel 4. And Pepsi for all the wrong reasons.

Why is diversity important for creativity?

Our job is to get under the skin of different audiences and speak to them in a meaningful, persuasive way. Creatives draw on their own life experiences to do that. So it stands to reason that, as an industry, we have a much better chance of doing it if we have people from different backgrounds, with different experiences and different ways of looking at the world. Creativity is just being different. And difference is diversity. 

Why is it important to be involved with events like this?

For me, it’s important to send a message to those starting out that they can do well in this business, regardless of who they are or where they come from. Being an ad creative is the ultimate meritocracy – all that matters is your ability to do great work. Do that and you’ll do well, and have some fun along the way too.

Phil on Linkedin & Twitter @caspershorts @TheLeith