Chris Hobson is the co-founder of Unite and Create, launched in 2020.
The agency, which specialises in digital, live events and high-end film production and animation, has since created campaigns for brands including Spotify, BASF plc and Travelodge and reported an annual turnover of £1.5m last year.
Having spent 20 years leading agencies and heading up high profile projects with the likes of Pets at Home, Santander and Kellogg’s, Hobson shares his career journey, tips and words of advice with us…
How did you first get into your industry?
I spent several years in the event technology sector before being hired into my first creative agency by my now business partner, Dan Laurence. I was always fascinated by the companies that made those events happen. After several years in a full-service creative agency, we decided to go it alone and form Unite… the rest is history.
What do you love about your job?
Two things for me stand out. Being able to exercise my creative side, and variety. It really is as simple as that… months, even years fly by in the blink of an eye. Having gained a reputation in client acquisition I always wanted to have a greater impact on the creative process of events, film and design and now I’m here I wonder why I spent so long on the side line!
Who – or what – has inspired you in your career?
Having been brought up by my mum who has run a successful business for the last 20 years, I was always shown that I can have ambitions bigger than the situation that is in front of me. Also, having had my fair share of good and bad employers showed me what kind of leader I wanted to be too. It’s been a challenging journey, but I wouldn’t change a thing.
What are the biggest challenges about your job?
I find a new one most days! I suffer with imposter syndrome so often feel like what we achieve here at Unite isn’t real or deserved… and at any moment I’ll be woken up and thrown back into the real world. Overcoming this is a daily effort but is essential in continuing the growth path we are on.
What skills have been the most crucial to you succeeding in your career so far?
Not so much a skill, but resisting the urge to become complacent at times. This constant state of ‘paranoia’ (for lack of a better word) and knowledge that nothing is given keeps me sharp and grateful for what comes my way.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
Working predominantly in sales roles, salary was low but commission high and the risk of not achieving target was that you needed a new job (this explains my character well to be honest…). Chasing salary can hold you back from your potential and force you down a path of a role/route you don’t enjoy (I’ve been there, and it took me a while to get back on track). Don’t be tempted by the extra couple of thousand when your gut is telling you you’d be happier doing something else. Eventually your passion and expertise will demand what you’re worth – be patient.
What education or training would be most useful for someone looking to follow your career path?
Often, education is important to get you in the door. But no number of textbooks, video tutorials or lectures will replace real world, on the job experience. My advice would be to research and identify companies you’d love to work for, offer your time for little pay or even free and go like hell to prove your value. Soak up as much as possible. Put yourself in uncomfortable situations… pitches, client meetings, lead that briefing, put in the hours outside of the traditional working week. Try not to see it as ‘unpaid/low paid work’ but an investment in yourself instead.
What advice would you have for someone looking to follow your path?
Don’t! Create your own… the world (especially the creative world) would be incredibly boring if we weren’t different. Your gut is usually right, follow it.
