Creative Director (Automotive)


hullavington, Hullavington - United Kingdom


We need a Creative Director to build, lead and manage a new ‘Automotive Integrated Campaign Team’ based out of Hullavington, Wiltshire. You’ll play a pivotal role in helping us to create and deliver the market leading integrated campaigns that will inspire people to buy into our automotive technologies, philosophies and vehicles. This role has two key components: 

Phase One: is about partnering the Automotive Senior Commercial Manager in developing the launch strategy. It is then about assessing and building our automotive creative capability to ensure that we have the right team in place to deliver all creative communications, and ensure these are perfectly executed. You’ll build a team which is a combination of in-house and external resource. 

Phase Two: is about executing the strategy and delivering the creative campaigns that are media agnostic. It requires you to be both hands on with creative and strategic development whilst also providing the guidance and support for the wider team to ensure everything is activated brilliantly. Ultimately, you assume responsibility for the quality of all work leaving the team. 

Additionally, you’ll contribute to the overall running and broader vision of the Dyson Creative & Design team as a director and partner and ensure the Dyson reputation is understood and lived across the wider automotive team.

The role will report to the Global Creative Director.


  • Collaborate with the New Product Communications team (NPC) team during their ‘upstream’ research, design, test and development, and creative ideation phases.
  • Deliver fully integrated campaigns and channel executions. These should dramatise the product proposition, technology and USPs, while retaining the integrity of the of the Visual Communications Strategies agreed with the New Product Communications team (NPC) team.
  • Deliver vertical and hyper-targeted executions within campaigns as required. To do this effectively you’ll need to get and stay abreast of emerging channels, technologies and application advancements that can deliver marcomms to highly targeted needs-based groups and (increasingly) individuals (1:1 marketing) from markets across the spectrum from, USA to Europe to China.
  • Deliver fast turnaround ‘Hit’ campaigns as and when the requirement arises. You’ll need to keep the NPC Team up to speed with your activities in this area and invite them to work collaboratively with you if required
  • Devise, run and continually improve your integrated creative process. Current thinking is to run mission based creative teams/projects working in sprints comprising of talent capable of delivering: 
    • Trade - inspiration, product sell-in, campaign sell-in, sales tools etc
    • PR - Event and collateral conception plus execution oversight. Imagery direction and execution oversight
    • 3D and 2D creative for our direct retail interests will reside with the Group Retail Team so close liaison with this team is crucial to ensure overall synergy of approach
    • 2D creative for product and accessory packaging including the research/and design development/setting of templates for all packaging that deliver class leading relevance, competitive effectiveness and conversion in physical retail
    • Full suits of creative to populate the needs of both and The area of content will require increasing degrees of A/B testing and optimisation
    • Multi-platform advertising including TV, press, out-of-home, on-line banner in both owner and bought spaces, ambient etc. On-line banner advertising will require increasing degrees of A/B testing and optimisation
    • Setting the tone of voice and look and feel across our Vehicle Finance, Service and overall Owner experience proposition. • Literature creative and design encompassing product, finance options, and service
    • Life-cycle and targeted email CRM and notifications
    • Ideation for social media content working in collaboration with the Head of Content, content partners and producers to consistently develop our story with 3rd parties
  • Drive your mission teams to think, create and craft everything they do around the following guiding thoughts: 
    • Create audacious pure ideas that differentiate us and challenge the industry status quo
    • That hero our products as engineering firsts Amplifying the problem(s) they solve
    • Demonstrating how they’re better
    • Dramatising the magic of our technology
    • Highlighting their unique attributes In their own right, and comparatively
    • Surrounded by and infused with our engineering stories and spirit
    • All created holistically as flawlessly connected shopper journey experiences
    • As a premium technology company
  • Build an understanding of the role of the new Digital Experience Team and establish a collaborative working relationship that brings UX discipline to each of the campaign touch points that you and your team create
  • Build systematic, concise, inspirational Go-to-market Campaign Kits that bring the above together as an effective and efficient whole. Briefing these to markets - inspiring them to execute with the integrity and quality expected
  • Continuous improvement of current product campaigns and templates and liaising with local teams for in market localisation and origination
  • Lead and develop a team of creatives, designers and writers behind one philosophy that fuels the experiences that contribute to building the Dyson Reputation. Do this in close collaboration with the Global Creative Director
  • Drive process, progress, challenge, quality and delivery across multiple projects though all project stages. Collaborate closely with the Category Ops Managers and Senior Commercial Team
  • Manage structure, talent, welfare, growth and budget for the team as well as putting in place the structure and approach for freelance, production and agency teams to augment the in-house capability. While doing so ensure you and your team are operating within all company and divisional company policy. Do this in close collaboration with the Global Creative Director, Planning & Operations Director and HR Business Partner
  • Quality check and control the work being presented upwards - to the Global Creative Director, Chief Commercial Officer, James and Jake Dyson – and outwards. Work needs to be thoroughly explored, considered, rationalled, chunked and well set-up for a positive outcome
  • Lead the presentations and ensure that all actions are clearly understood and followed up by the teams
You must be able to analyse test observations and data and turn them into insights; turn insights into creative strategies; and turn creative strategies into brilliant context driven communication hierarchies - with a unique creative idea and treatment. You must have an eye for detail, and obsess over accuracy.

You must be a Dyson Ethos and Visual Identity expert and guardian, with a complete understanding of our identity guidelines (we’ll train you in this). This will ensure that all the Dyson communications strategies you create not only clearly communicate the right messages, but present the messages in the ‘Dyson’ way that joins ‘Home’, ‘Business’ and ‘Automotive’ as one monolithic Dyson entity.


  • You will have gained multiple years experience as a Creative Director in an agency or in-house team operating globally, and scaling out across multiple markets and cultures - preferably in the automotive and / or technology sectors  
  • Media neutral. You’re able to work and think across all media touch points in the shopper journey.
  • You’re a perfectionist. A sharp eye for detail, composition, layout, art direction, graphic design, type face, weights, leading, line breaks, punctuation, and copy to create communication hierarchy and emphasis. You will be able to guide and develop a wide team of designers, art directors, illustrators, 3D artists, UX and UI designers, writers, and film makers. And you will be confident doing this across all communication channels and shopper touch points.
  • Technically minded and curious. You can think like an engineer and have a fascination with science and product engineering. You’re able to analyse our core technology attributes, translating inputs from our engineering teams and translating these into audacious, impactful, exciting and motivating communications.
  • An interrogator. Able to uncover insights, inspiration and possible message and visual direction routes from numerical/written data, field observation and desk research. You can then instinctively simplify this into communications with distilled elegance, charm.
  • You’re brave. An excellent judge of creative work, willing and able to fight for the best ideas in any forum. But you’re comfortable with failure in the context of multiple iterations through testing and learning. You can be objective and responsive to feedback in what can be a devil’s advocate, challenge led environment.
  • You’re challenging...and a problem solver. Comfortable leading multiple projects from conception to completion, ensuring we constantly challenge the status quo, never rest on our laurels and nothing goes out until it is 100% right. But you deliver on time. Every time. Working in a fast paced, ambiguous environment.
  • Commercially focused (instinctively understanding business context). You are able to span strategy (help define the brief and the plan), creative (the ideas), design (the devil and detail of the graphic design, art direction, execution and finished assets), and copy with the highest standards in all areas of execution. Culminating in knowing when to make the right decisions in the interest of balancing time, quality and cost.
  • You’ve got spirit. A strong leader, able to motivate and develop a team around you to rally around a shared vision of success. An expert in briefing and leading a production team of writers, art directors, photographers, and film makers to deliver the right content, pace, tone and meaning.
  • You possess a good understanding of variety of production processes – how they influence creative, how and when to engage producers, typical time constraints, typical quality constraints, typical cost constraints.
  • You have excellent communication skills (written and verbal), able to present ideas to the highest level…including James and Jake Dyson.


  • 27 days holiday plus eight statutory bank holidays
  • Pension scheme
  • Performance related bonus
  • Life assurance
  • Free on-site parking
  • Lift share scheme
  • Subsidised café and restaurants
  • Discount on Dyson machines

And with a vibrant culture, flexible working hours, the latest devices and a relaxed dress code reflecting our engineering spirit, it’s an exciting team environment geared to creativity, innovation and ambition.

Posted: 04 March 2019