Huge Inc. On Why Creative Leaders Make Great Business Leaders

For our second conversation in our Leadership Series, we were delighted to be joined by Fura Johannesdottir, Chief Design Officer of global creative agency, Huge Inc. Fura has over 20 years of experience in the industry, working for brilliant companies like R/GA, Publicis Sapient and loads more. We chatted about what it was like working in different creative cities like New York, Stockholm and now London. She also discussed her approach to design leadership as well as the best way of talking to business leaders about the power of design.

Here are some of the best bits from our conversation:

FLA: Describe yourself in three words? 

FJ: Positive, impulsive and determined.

FLA: Let’s go back to when you grew up in Iceland. Was there a lot of creative inspiration and when did you realise you had a need for creativity?

FJ: It was amazing growing up in Iceland. It’s a very small community, like 350,000 people in the country. There was so much freedom living there. When I was six, I would walk around the city with a key around my neck because it was a safe space to grow up in. When you have that level of freedom in your life, when you’re not being watched all the time, you do all kinds of things you’re not meant to do. That’s really where the creativity came from. Doing things you’re not meant to do, challenge convention and encourage others to do the same.

FLA: What’s your philosophy for leadership?

FJ: I believe that creative leaders are great business leaders – we understand what business is. I really see my leadership role as designing the future of businesses. I have been doing it for clients for years, so why wouldn’t do it internally for the agencies I work in too?

FLA: When you were promoted to Chief Design Officer at Publicis Sapient, did your identity change as a creative?

FJ: The main thing I realised was that I needed to develop was a clear point of view on the industry. More than ever before, I needed to communicate the role of design throughout the organisation to different teams and partners.

FLA: That’s really interesting how you mention talking to different teams which involves being knowledgeable in finance, operations and other departments. How do you learn these different skills as a creative leader?

FJ: I think in order to learn these you have to develop empathy for the roles people are in. For example, my main job is to ensure that the agency's creative output is at the highest level. At times, this has an interesting tension with the finance team. You develop empathy with that side of the business by creating new conversations in the boardroom. Ask those big questions, ‘Do we need to change the way we work so everyone can benefit?’.

FLA: You have worked literally across the world! From London, Stockholm to New York. When you are navigating different cultures, does that make learning empathy even harder?

FJ: Yeah it does but it is very interesting. I am Icelandic so we are very open and honest there. When I kick-started my career in New York City, I found the people there direct but extremely kind so there was some common ground there. Therefore, I could be very direct, make decisions and move very quickly.

Whereas when I moved to Stockholm, it was very different for me. In Sweden, it is more about being inclusive and consensus driven. Everybody would have a part in the decision making process.

Then when I moved to London that was also completely different. Not all British people but they’re generally more passive in their approach. I would never speak to a Londoner in the same way I’d speak to a New Yorker! I’m always learning and adapting to these cultures.

FLA: What annoys you the most?

FJ: When people are not honest – dishonesty.

FLA: If you could give yourself one piece of advice to yourself from five years ago, what would it be?  

FJ: I would have more of a work-life balance. It sounds obvious but it’s really hard to execute. I used to travel a lot for work – jumping from plane to plane thinking it was absolutely necessary to do that. I would not see my team for one month at a time. It’s hard to get the balance right but I think we need to take care of ourselves more.

If you want to hear more of Fura discussing creativity in business, listen to the full interview on our Creative Capes Podcast

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If you’re more of a visual learner, head over to our Youtube Channel @futurelondonacademy

If you want to learn how to be a great design leader, Fura will be a teacher on our Executive Programme For Design Leaders, inspired by the amazing Bauhaus. Learn more here.