Land Securities is a FTSE 100 company, the largest commercial property company in the UK, and the name behind some of the most ambitious developments in London. I spent five years working as a consultant reporting to their Managing Director and Head of Marketing.

One of the early challenges was to establish the brand vision and objectives for the central London division, working alongside the Head of Marketing to create a two-year marketing campaign under the title ‘Capital Commitment’.

To carry out this brand vision, I proposed and established a design and copywriting roster and remained involved in its management and evaluation. I am a firm believer that roster creation is only the first step. While it’s vital to get the best mix of talents on board, it is just as important to put in place the right processes to manage relationships and motivate people to produce ever higher standards of work.

In addition to this, I was commissioned to assess a subsidiary company’s product and output to establish its integration into the main company portfolio.

It was satisfying to see the positive effects of my involvement, particularly as a result of the new roster process. The resulting creative work was widely reported as having turned property marketing convention on its head, and proved equally effective from a sales perspective. During my last two years there, Land Securities won more creative awards than any other company and was voted one of the ‘Hot 50 people making a difference in design’ in a Design Week poll, as well as being named Design Week’s Client of the Year.