A day in the life of an emotive Creative Director


Creative Director Rob Sampson has a degree in Graphic Art and Design and over 18 years’ industry experience across consumer and healthcare advertising. Rob has worked in art direction across a variety of medical communications agencies spanning an array of European and Global clients.

What are you responsible for?

I am responsible for the creative output of emotive. I oversee a team of designers and artworkers, as well as having my own projects that I work on for our clients.

Talk me through your typical day?

I tend to try and get in early and start by looking at the workflow for my team. I’ll make sure that everyone knows what they have on and that the tasks for the day are achievable. I then go through my own work for the day and make sure that fits around my team, so I can be available for anything that needs to be signed off or needs my guidance. I’ll also prep for any meetings that I have, which may be internal or with clients. My day-to-day is a movable feast really, no two days are ever the same!

Describe a favourite project you’ve worked on.

In general, I really like pitching – that’s always fun. Working on a pitch is a very creative process where we can produce ideas and concepts that we think are right for the client, without any of the caveats and expectations of an existing project. No two pitches are ever the same, and I enjoy sitting down with a brief and seeing where I and the team go with it.

I’m also really excited about an upcoming project we’re about to kick-off – it’s a patient engagement program which we won based on some strong, creative ideas and our expertise in patient programmes. It will have a real impact in the public realm when it’s rolled out across Europe next year.

We’ve also worked on a lot of cool branding projects in the team, and we’re about to do a new e-learning project in a way that has never been done before. It’s shaping up to be a big and exciting project the team are looking forward to starting.

What do you love most about your job at emotive?

The variety of work. It’s quite different to other agencies that I’ve worked in, which have been more traditional advertising agencies focusing on creative concepts and developing campaigns. We do that here at emotive, but we also do a lot more, like producing educational programmes and patient communications.

We also work on a lot of digital projects which is something I never really did in other agencies, so it’s a lot more varied. What I love is the fact that, through creativity, I can help make our programmes and campaigns as engaging as possible so that they really have an impact on the patients and healthcare professionals they reach.

What three words would you use to describe your job?

Challenging, creative, fun.

Who has been the most influential person in your life to date?

My mum – who works as a care nurse – because she is the most hard-working and compassionate person I know.

What has been the most fun you’ve had during your time at emotive?

The social side of agency is great, we all get on really well and enjoy what we do!

What is your favourite sandwich?


To learn more about how our scientific, creative and technical expertise stimulates the optimal participation of HCPs, people living with a disease, and other stakeholders in the care pathway, please email Chris Edmonds (chris@thinkemotive.com) or call +44 (0) 207 148 0408.



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