I first met Tony in 2005. We both worked at a Brand design agency called DesignWorks. Tony was the senior designer on the Diageo and Unilever accounts, and I was the account manager. Tony is the sort of person that you instantly bond too. He’s a crazy Kiwi that tells it like it is but has a brilliant way of connecting with people. We have remained friends ever since and is someone I admire greatly.
Watching him succeed in his own agency and build a great place to do even better work is awe inspiring. So, it was a no brainer in 2010 for him to be part of the Kitchen Table Series panel business event in the Apple Store, Sydney. I then sat down with him later on to get a deeper insight into what makes Tony tick. I wasn’t disappointed.
The interview below is Tony through and through. An honest account of life and a business owner where you realise you really can’t separate the two. Excuse the swearing. But I am hoping you will enjoy this piece as much as I did in putting it together. I still laugh when I reread it.
The Creative Method began in 2005 with the sole purpose of creating the highest quality of design solutions. And underpinned by even better ideas. Their focus has been on creating brands that have impact, standout, have a point of difference. And most importantly, brands that work. They believe that by applying the principles of great design combined with clear and simple ideas, can work in any discipline.
TCM has worked on large and small scale projects in Australasia. But have worked with multi-nationals across the globe. These have included Diageo UK and Asia, Pepsi Co US and Mexico, Suntory and Coca Cola in Japan. With every project they seek to innovate, create and elevate brands through compelling stories and visuals at every touchpoint.
Starting out
Why did you start your own business?
I have always wanted to have my own business and starting it was the cumulation of a number of factors. I was working my ass off for a global branding company that had just sold out. The company became very cost orientated and the level of creativity dropped. I worked out that I had done 16 weeks of overtime in the previous year and asked for a pay rise. They said no and I left.
Tell me about the day when you thought ‘ok, I’m really doing this’.
The first day that the pay stopped going in from my previous employer was a scary one. The safety net had been removed and it was all up to me.
What room did you first work from/in?
We had a landing style room on the first floor. It was hot as hell and we had no air conditioning. The only benefit was having a late lunch and watching Oprah as I ate my toasted sandwich.
Who or what were your biggest challenges?
Initially it was making sure that I had something to do. Then it was all about systems, estimating invoicing, artwork/production, printing. The list was endless!!
What were/are your biggest mistakes/regrets?
That I didn’t do it sooner although in retrospect the timing was perfect as I was able to continue my working relationship with Diageo and Unilever. 2 massive clients that gave us great bread and butter cash flow.
Who was your first client/customer?
My parents own a sizeable winery in NZ and I had been neglecting the brand update on it all for a while so I started there. Following soon after was Guzman Y Gomez. I showed the owner my portfolio of alcohol packaging and deodorants and for some strange reason he believed that I could design a Mexican Restaurant!
How/why did you come up with your brand name?
There are lots of rubbish design agency names that have been born out of hippy parents in the 60’s and 70’s. Anything with the word ‘fish’ in the name or too zany was immediately out. Ibbotson is a shit name that people can say let alone spell was out – and I was never going to name it after myself. What a wanker! It had to mean something and be relevant. It had to say something about what we do. I likes the idea of methodology in design so initially researched the name ‘Method’. This was taken so I added the work creative in the front. The rest is history. Some people do however think that we are a fertility clinic!!
How did you market your business?
Simple. Do a bloody good job and get them to come back. In the process if they told their friends even better.
What did you do with your first pay cheque?
From the first check to this day I don’t pay myself a large wage and I reinvest money back into building the business. I was able to move out of the room in the house after 6 months and into an office space. After 2 years we were able to purchase an office in Surry Hills.
Who were/are your mentors? Who did you look up to?
I have worked for some great legends of the business. I have also worked with some of the biggest tossers. I learnt equally as much from both. Both how to do things and how not to. One thing I noticed from the best people is that they were all good in dealing and communicating with others.
What are you most passionate about?
The best ideas with the best execution. I want TCM to be know as a company that does the best world class work that is always different.
When you first started, what did success look like?
Most business fail in the first year so that was an initial goal. I have always thought that about 10-12 employees was about right. I wanted to work on awesome projects with people I like. Being able to pay the mortgage was always in the back of my mind too!
Tell me about the time you hired your first employee/s.
My weakness was in account management, estimating and invoicing. I knew a great sort at my old company who had left to have a kid and knew that she would be able to do the job and start out on a couple of days a week. This enabled TCM to grow slowly.
What was your biggest challenge?
Dealing with people and management is a very hard thing to learn out of textbooks it’s something that you have to learn by doing (and failing). One of my goals or questions when starting was ‘can I have a successful business without being a wanker’? I’m still trying and my staff would say the jury is still out but it’s a fine line between being a nice guy and getting the best out of people sometimes. As a boss you need to be part headmaster, part counsellor, part friend and part parent. It still to this day remains the hardest part of the business for me.
What was the biggest marketing budget you ever had?
We have done a couple of jobs for Diageo that were around the 180k mark. Initially nerve wracking but once you have the process you can break it down into pretty easy small steps.
Who are/were your main competitors?
Other design agencies, it does vary depending on what project we are working on, but to be honest we focus a lot more on us that our competitors. We constantly look at other work but no so much at the agency.
Do you consider your brand to be a industry Leader or Follower? Why?
We definitely operate in a unique space as we cover so many disciplines. I truly believe that we can create anything so long as we understand the marketplace that we are working in. Most textbooks will say to specialise but being small gives you a little more luxury to go outside of specialty areas. Our bread and butter is more specialised, but if somebody rings up and asks us to have a crack at something outside of our core competency we will often discuss it as a group and have a crack.
Would you start a new business today at the same age/time?
For sure!
What would you do differently?
Get money up front from anyone we have not worked with before. Not hand over final artwork until all the money is paid. Not work for gangsters. Build and foster better relationships. Not hire anyone who wasn’t passionate. Not free pitch. Get a strategist earlier. Not pay people their holidays before they have earned it. Get studio management software earlier. Get better at taking briefs. Get better at giving briefs. Not get a contract with Vodafone. Not download The Wiggles on my phone in NZ.
What is it about graphic design that you like the most?
Having the opportunity to create brands from scratch. The ability to make a mark. Working with awesome people.
What you do believe it takes to be successful?
Passion. Passion. Passion. Dedication. Time. Great people. A great wife. A little talent. A dependency on alcohol.
Why do you think you have lasted this long in business?
Great people. This includes great clients and relationships. Great talented staff who are all on the same page. A never ending drive to improve and be the best.
What would you change about your business?
See above, what would I do differently.
What does your morning routine consist of?
Office at 8am. Check emails till 8:15. Eat cereal. Go through jobs for the day. Lay a cable. Meetings or working with designers or designing myself. Then repeat.
How would you describe your managerial style?
Pretty loose. A bit soft as far as confrontations. Try to lead from the front. I won’t get someone else to do something unless I was prepared to do it.
What do you think is the biggest threat to the world?
Greed
What do you think is the biggest threat to your business?
Losing the passion and drive.
What’s the biggest piece of advice you would give to someone who was thinking of starting up or is already running a small business?
Find something to do for a job that you would do as a hobby. Work your ass off. Believe that you can do it and give others the confidence and opportunity to do it also. Keep working on it. Never take anything for granted. Form great relationships and continue to service them. Treat people how you want to be treated.
If you could change anything in the world, what would it be?
People are never going to always get on but we are all the same. We bleed the same blood and need to treat those of different cultures like we do our own. The sooner we all learn to get along the sooner we can work together to make the world a better place. This will never happen, unfortunately it’s human nature and is only exacerbated by money and religious beliefs.
What’s your favourite gadget?
I do enjoy playing poker on my phone every morning when I sit on the toilet. I am not sure if the phone is the favorite gadget or the toilet.
What is your favourite brand/celebrity/actor?
These are too hard to answer as how do you compare Apple with say 42 Below?
They operate in different ways and talk to us in different ways. Celebrities are all dicks.
Actor? Maybe Phillip Seymour Hoffman
Company name: The Creative Method
Owner/s: Tony Ibbotson
Type of Business: Graphic Design
Established: 5/5/05
Location: 10/50 Reservoir St Surry Hills
Main Products/Services: Consumer branding with a packaging bias
Number of employees: Nine
Web site: www.thecreativemethod.com
