Creative Leadership That Elevated CMC Markets
Client
CMC Markets
Agency
In-House
My Role
Head of UX, Design, & Creative
Skills Used
Leadership
Creative Direction
Design Direction
Design
Brand Culture
Team Growth
Team Building / Scaling
Design Strategy / Governance
The Challenge
When I joined CMC Markets, the brand felt fragmented and was reliant on expensive external agencies. My strategic remit was to strengthen brand cohesion and bring greater consistency and confidence to their market presence while driving down operational expenditure.
The Solution
I executed a strategic shift toward internal capability. I rebuilt the in-house team to handle campaigns, photography, and digital execution end-to-end. This centralised creative governance and reduced reliance on external agencies, securing creative control and increasing speed to market. I replaced generic stock imagery with original photography that brought authenticity. Crucially, I fostered a culture where the design function was recognised as a strategic partner, not just a production resource.
The Impact
CMC gained a revitalised brand presence that stood out in financial hubs and media. Centralising creative control delivered significant operational cost savings, directly impacting the marketing P&L. Campaigns achieved greater cut-through, proving that internal capability could deliver both cost efficiency and brand credibility.
Campaign - You Wanted
In my first campaign, the goal was clear: elevate visual communication and craft ads that stood out in crowded financial hubs. I worked closely with the external agency, refining typography and sharpening ideas to set a strong foundation for success.
Campaign - FX Origami
In my second campaign at CMC Markets, we rewrote the rules by producing everything in-house. Instead of simply showcasing the platform, we explored the very essence of trading, creating bold, industry-shaking campaigns that outperformed competitors.
Brand Photography
I replaced stock images with original photography that brought the site to life. Every shot was crafted to tell the story of the at-home trader, motivating our audience.
Campaign - Active Trader
Building on the success of the new website photography, the next campaign placed the trader at the heart of the story.
Website
I led a complete website overhaul, expanding the team to handle design, UX, and development in-house. I elevated the experience with rich video, photography, and interactive features that showcased our products.
Detail
At CMC, I fostered a culture where every detail mattered, from big concepts to the smallest icons and chart lines.
“Paul brings a wealth of experience and is an enormously talented Creative & Product Director. He works very effectively with other creative, tech and web development team members and is always willing to lend a hand educating and suggesting alternative ways of doing things.”
Wil Lynch, Group Head of Marketing, CMC Markets