The Importance of Being Well-Rounded

As we watch society transform, how do we prepare ourselves for our professional journey? LCC graduate, head of creative at London creative agency MGA and mentor with LCC’s Industry Mentoring Programme, Colin Goad talks through the importance of professional versatility. 

If you are reading this, you’re probably interested in the creative industries. Whether it’s Dior’s recent collection, the latest work by artist Mónica Hernández or the new issue of Vice magazine, understanding how each undergoes the transformation from concept to realisation is important.

This transformation process mirrors what goes on as a new generation of creatives think about entering a career in the creative industry. How best can we prepare for the changes in our professional journey? 

Colin Goad graduated from what was then the London College of Printing in 1996 before it became London College of Communication.

Over the years since entering the creative industry, he moved from his role at the creative consultancy, Radley Yeldar, to being head of creative at a magazine publishing company. 

He then made the decision to change course. “I’d worked on customer magazines, internal magazines, fashion magazines, car magazines…,” says Colin. “So, I’d achieved what I wanted to do with that.” He wanted new challenges. “My thing was to move out of magazines and into branding/campaigns, which I’ve done, and I’m now head of creative at MGA.”  

Venturing into new territory can be daunting, and when reinventing yourself creatives can feel pigeonholed, much like an actor repeatedly cast as the funny sidekick. Overcoming the preconceptions of workmates needs persistence and preparation. And the best way to prove you can do something is by doing it. 

“If you’ve got a creative idea and you understand the brand you can make the transition,” says Colin. “But it is hard.” It’s important to be brave, broaden your scope, and bring exciting new ideas to clients who trust your vision. 
 
Looking forward is necessary for all walks of life. And brand campaigns don’t stay the same either, constantly changing to meet new goals. Every experience in your career should serve as a stepping-stone and deciding to change direction takes a lot of reflection. 

For Colin, the potential for change comes from his design work: “When you understand the power you have, you can use that for good, for example, a charity, and make positive change. You’ve got a skill or talent and to be able to use it for a charity benefits society.” 

“Use those opportunities to get your foot in the door and develop” 

His experience working with the British Heart Foundation (BHF) ignited his interest in philanthropy and pushes Colin’s career towards its next stage. “It’s where I’d like to see my career evolve. I did some work for the BHF, and when you see those magazines and the influence they have, that would be something I’d enjoy.” 

Despite not envying today’s competitive job market for graduates, Colin agrees that changes to office culture in the creative industry, specifically, tendencies towards a more holistic way of working, have benefitted graduates and industry professionals alike. Speaking of his own approach at MGA, he cites a united front as a method that should be incorporated across the industry. 

“The best agencies I’ve ever worked for have no boundary between the account manager and creative, and I think that’s one of the biggest shifts our industry can make.” This fluid way of working creates a nurturing environment to challenge a divisive ‘them and us’ mindset. 

In John Cage’s ‘10 Rules for Students and Teachers’ the avant-garde composer says, “Pull everything out of your teachers. Pull everything out of your fellow students.”

Carrying this mindset into the workplace can put you in the best position to develop. By drawing on the perspectives of those around you, you can use the knowledge of people with greater experience. 

“When you come out of university be open to the opportunities that are out there,” says Colin. “Use those opportunities to get your foot in the door and develop.”  

Feature image: copy of John Cage’s 10 Rules for Students and Teachers.