What makes a great Art Director? - Punch!

What makes a great Art Director?

Punch! Creative Lead Diego Arroyo is named one of the Top 10 Art Directors 


Art Directors. The most subjective of roles. The marmite of the creative industry. How shall we compare thee?

Luckily we don’t need to because Creativepool already did, and named Diego Arroyo one of the top 10 Art directors of 2020.

Punch! recently recruited Diego Arroyo as its Creative Lead, so we feel we are in a position to share some expertise in this area.

Before Punch! welcomed Diego aboard in November 2020, he worked for major advertising agencies across Europe and the US, including Young & Rubicam, BBDO, Ogilvy, Euro RSCG, Santo London, AIA Worldwide and JWT among others. Now he is at Punch! he leads a team of creatives working on projects for clients such as New Relic, Sage and Masternaut to name a few.

We enjoyed a chat with Diego to find out what makes a Top 10 Art Director tick:

Did you always want to be an Art Director?

Not at all. That went after artist, archeologist and archeologist-artist. What’s true is that I always wanted to do something creative with my life, no matter what shape or form. I remember that around 12 or so I heard about one of my friend’s parents being in advertising and I got curious. That’s all it took, really. Inspiration comes in very random ways sometimes.

What led you to where you are today?

I guess I was lucky in that once I made a decision to go into advertising, my path was quite clear: I focused on getting the right education and experience, and I made sure I got to work in some big ad agencies with very smart people from whom I learnt a lot. It was then a matter of applying that knowledge to my own professional development.

What was the ‘big break’ in your career? 

In 2012 I was hired to join Y&R New York to help them with the Bank of America account. It was a very interesting experience where I learnt a lot, but it also helped me become more aware of my priorities and take control of my career. After that, I mostly veered towards slightly smaller projects where I have more ownership over the work, which I find rewarding – and which ultimately makes me happier.

What does it mean for you to be named one of Creativepool’ top 10 art directors?

It’s really humbling to be honest. I’m grateful for it but I think there’s so much amazing talent out there, I’d be completely fooling myself if I really thought it was true. If anything, it inspires me to keep growing and learning.

What piece of your work are you most proud of?

I bet this happens to a lot of creatives, but I usually get bored of looking at  my own work. I think some of the work around Bank of America, M&S Food or the Carlsberg global campaigns were big achievements and really interesting projects to be involved with. Lately, though, I’ve been having quite a lot of fun with spec work like the one I did for Transport for London.

Who inspires you?

Lots of people. From photographers, to illustrators, cinematographers, film and music video directors, musicians…and of course, my amazing team at Punch!

Why did you join Punch!? 

Punch is an expanding business with lots of potential. The attitude and the vibe is just great, very open for creativity and constantly looking for ways to grow and innovate. Joining Punch! and it’s fantastic team now, in a moment of growth, and helping shape its creative department is a particularly exciting challenge.

What are your goals for 2021? 

To keep pushing the creative boundaries and collaborating with our clients to come up with the best possible work we can do. Also, I’m trying to quit pineapple pizza, but that’s another story.

If you could have dinner with one artist living or dead who would it be? 

Tough one. I think I’d go for someone like Sebastiao Salgado. I love his photography and his life experience inspired me in many ways. If anyone hasn’t seen “The Salt of the Earth”, it’s an amazing documentary about his life and career, directed by his own son and Wim Wenders. Really inspiring. No doubt I’d bombard him with a thousand questions and both our food would get cold if that ever happened.

What makes a great Art Director?

Not sure, but I’ve always thought that it’s important to keep your finger on the pulse of the industry. It is also helpful to try to develop a broad range of practical skills. For example, the more you know about, say, photography or animation, the more productively you’ll be able to brief, work and collaborate with photographers or animators – and that will ultimately make the project that much better. An AD needs to do many things, ranging from being conceptual and creative, to coming up with visual styles, all the way to rolling up their sleeves and doing actual design work.

3 Tips for becoming an Art Director: 

Ok here it goes: Try to do stuff that inspires you. Try to learn from the talented professionals you’ll find on the way. And keep yourself humble and ready to learn from your mistakes.

Over to you…


So, do you think you are (or could be) one of the greatest Art Directors?

Take this test to see how you measure up 



Want to work with Diego? Get in touch here.


One-to-one, one-to-few, one-to-many, programmatic, lite…it’s understandable why account-based marketing can seem daunting at first! But regardless of the ABM terminology being used, the basic principles are the same. Putting more resources into fewer target accounts who are more likely to convert, and provide a greater ROI. Which kind of ABM approach you should adopt depends on a number of factors. In this blog you’ll find out what the 3 types of ABM are, and which is right for your business.

the three types of ABM

So you’ve decided that adopting an ABM strategy is right for your business and that’s definitely a wise choice.


It’s understandable that you might have some concerns, running an ABM programme requires a shift of mind-set. It takes sizeable marketing ‘balls’ to shift resources from more typical marketing strategies to account-based marketing.


But that’s exactly what organisations are doing – the number of companies with an advanced ABM programme doubled from 2017 to 2018. And why?


Simple – because in a recent study, 97% of marketers reported a higher ROI from ABM than other marketing campaigns. Any successful ABM campaign is one that balances these three measures –


  • The likelihood of a given target account buying
  • The resources required to acquire them as a customer
  • The potential ROI to your business if they convert

The differences between the 3 types of ABM are driven by a need to align these factors, so let’s look at exactly what each approach involves and what factors should inform your ABM strategy.

One-to-one ABM

The original and probably best known of the 3 types of ABM, and the approach you’re most likely already familiar with.

One-to-one ABM is a strategic approach that treats your most valuable target accounts as their own individual markets. This means engaging with each of them in a specific and bespoke way.


A typical one-to-one campaign would involve targeting 5-10 key target accounts, the ones whose business would make your year or even change the direction of your company.

The resources required to engage with each account in a one-to-one ABM campaign are significant. With that in mind, it’s vital that you have deep insight into how likely the target account is to buy. Intent data is a great way to choose your target accounts based on whether they’re starting a buying journey.


By focusing on 10 accounts that you know are likely to buy, you can allocate more resources to engaging with each, knowing that they are more likely to convert and provide you with a great ROI.

You should consider one-to-one ABM as your strategy of choice if –


  • You can research the accounts in detail and gather detailed insights on how likely they are to buy
  • Your products and solutions are high-value and high-consideration
  • You’re selling into a mature or even saturated market
  • Your opportunity to close rate is high
  • You have clear and genuine points of differentiation from your competitors
  • Each account has a large number of key stakeholders from whom you need buy-in
  • You have the resources available to create content bespoke to each account
  • You have the available people resources to engage and nurture each target account

One-to-few ABM

One-to-few ABM, or ABM Lite as it’s also known, is a way of using the one-to-one ABM principles and applying them at scale to a greater number of target accounts.

For example, you might be dedicating 40 days per month to your top 5 accounts in a one-to-one strategy.


If you then wanted to reach out to your top 30 accounts, you most likely wouldn’t be able to scale up the same approach unless you have 240 days worth of resources available to do this. So what’s the answer?


Your best strategy would be to focus on small groups of target accounts, rather than individual accounts. These groups can then be treated as their own individual markets, in the same way as individual accounts were with one-to-one ABM.


The most common way to organise accounts into groups of 5-10 is by sub-sector. If you’re targeting the retail sector, your sub-sectors might be fashion, groceries, DIY and homeware.

You can then build specific content that will resonate with that sub-sector, identifying trends and solving their challenges.

Consider one-to-few ABM as your strategy of choice if –


  • You have a small addressable market of target accounts
  • You’re selling high-value, high consideration solutions or products
  • You have to get buy-in from 3-4 key stakeholders at each account
  • You’re able to gather insights into the challenges facing each target sector
  • You have the resources available to create sector specific content
  • You have the available people resources to engage and nurture each target account
  • Your product or solution has clear points of differentiation from its competition

One-to-many ABM

One-to-many ABM takes the ABM approach and scales it so the principles can be applied to a larger number of target accounts.


How many? That’s up to you, as there are no hard and fast rules as to where one-to-few ends and where one-to-many begins.


Similarly, you might be wondering where to draw the line between one-to-many ABM and just ‘marketing’? Well you’re not alone, there’s not a clear agreement even among leading practitioners of ABM.


It depends on the lifetime value of those accounts to your business, the greater the value, the fewer you should go for.


The average number of accounts for a one-to many campaign according to the ITSMA sits at around 100. However you may choose to go for more than this and dedicate fewer resources to each, or use an approach closer to the one-to-few model, and dedicate more resources to engaging with each account.

You should consider one-to-many ABM as a strategy if –


  • You want to increase brand awareness whilst also creating engagement at key accounts
  • Your solution is new to market, or the market need educating on its potential
  • There is one or a couple of key stakeholders at each target account
  • You have the available people resources to engage and nurture each target account
  • Your pipeline to close rate is low and could be improved
  • You don’t have access to information on which accounts are starting a buying journey
  • You need some accounts to convert more quickly in order to see ROI sooner


In these times of uncertainty, making the most out of your marketing budget is more important than ever. In Account-Based Marketing you reduce the number of accounts you target significantly and then increase the amount of resources you spend on them. This makes the actual account selection process very important because you can’t afford for an account that receives significant resource to just fall by the wayside. So with that in mind, here a five tips for best practice account selection.

Have you thought about targeting different industries?

People are getting scared and more cautious about taking meetings and calls. So, who is engaging?


Some industries are booming at the moment such as:


  • Video conferencing technology
  • Project management tools
  • E-learning
  • Ecommerce
  • Gaming

With an influx in demand, they might just be looking for your solution. But for industries heavily effected, you need to rethink your GTM strategy to be as humane as possible; if your solution is something that would be deemed essential to these businesses – keep helping. If it’s more of a luxury, consider targeting different industries where an influx of demand means they might be on the lookout for your solution.

Sales and Marketing, Name a Better Duo

We always talk about the importance of sales and marketing alignment, but it comes into play with regards to account selection as well. A common mistake is allowing one department to select all of the target accounts for a campaign.


If the sales team are solely responsible then you run the risk of them giving you all of the ‘problem’ accounts that they have yet to achieve any traction with. As Jamie Hardin, Senior Marketing Manager of ON24 explains “ABM should be viewed as augmenting the current strategy, not a ‘Hail Mary’ initiative on an inactive account.” Similarly, it would be foolish for marketing to be solely responsible without using the information that sales already have on the accounts that they’ve been engaging with.

This could be information on which accounts are reaching a contract renewal date, previous positive conversations with the clients, or even contacts that could have used your services in a previous role at another company.

By combining the information marketing has alongside insights from sales, your account selection can lay the foundation for a successful campaign.

Are you intent on this?

Utilising intent data is the best way to select accounts. This helps you understand which companies are in a buying window based on the websites they’re visiting and the content they’re consuming. However, platforms such as Bombora and Nexus aren’t at everyone’s disposal, which is why a combination of the above tactics gives the next best chance of selecting accounts that are most likely to convert.


Account selection is perhaps the biggest factor in the success of an Account-Based Marketing campaign. Good accounts, that fit your ICP and are showing intent are bound to be successful, whereas accounts that aren’t selected on insight and reasoning are likely to fail. There’s never a sure fire way to pick accounts that are destined to convert, but by following these tips you’ll have a solid foundation for your ABM programme.

Do it early!

One of the most consistent mistakes we come across with account selection is doing it too late in the ABM journey. After first defining your ideal customer profile or ICP (link to other blog) and selecting your sector, you should be looking to choose your accounts. Prioritising selection early on in the process will give you ample time to gather insight into them, allowing you to really personalise your message that will resonate with the target DMU.

Make Sure They Fit Your ICP

Using an ICP to frame your account selection ensures that your target accounts are most likely to be a good fit for your business. It also ensures that you don’t fall for those ‘dream’ accounts that you may have put on the list because you want the logo on your website, or you’ve always dreamed of working with. If they aren’t right for the programme, you shouldn’t be targeting them. It’s not about if you want them, as much as it’s about if they want you.

So, you’re thinking about adopting Account-Based Marketing…

Fantastic! But there are three different types of ABM; one-to-many, one-to-few, and one-to-one. So, which one is right for you? Luckily, we have a handy little calculator that will tell you exactly that.