martin bush

Martin Bush HND, BA(Hons), MA, FHEA

Programme Director 

Tel: +44 (0)1792 481285

I am the Course Director for the BA(Hons) Creative Advertising Course. This means I am responsible for the organisation and day-to-day running of the programme.

I also teach a wide variety of specialist advertising and branding skills across all year groups. I share the expertise I have learnt through working in a number of communications and advertising agencies over the last twenty-five years.

My primary aim is to help our students realise their full creative potential so when they leave university they are equipped to find the ideal job and career they have been looking for.

I also provide pastoral care for all our students and I am the year 3 tutor. My aim is to ensure the student experience of everyone studying on the course is an excellent one. This often begins at the interview where I look forward to meeting individuals who are eager to learn the craft of advertising and brand design.

Before joining academia five years ago, I worked in a Creative Director role with the responsibility for the creative output of a UK top 30 integrated communications agency for 8 years. In that role I was responsible for the development and delivery of the creative work and creative strategy across all clients and projects.

This was both a management and working creative role that included idea generation, conceptualisation and copywriting for digital, broadcast and print communications. I was also responsible for the development and guardianship of client brands.

My day-to-day duties included attendance at film and photo shoots, recordings, audio mixes and edits in order to provide creative direction and ensure premium craft values were always achieved.

In this role I was also the creative lead for client presentations, pitches and meetings, and I had overall responsibility for the agency creative output. I facilitated this by problem solving, critiquing work, providing creative direction, motivation and inspiration for creative teams and agency staff.

In my tenure as Creative Director, I helped the agency win more creative awards than at any other time throughout its’ 60-year history.

Additional responsibilities included commissioning external creative services, agreeing budgets, organising work schedules, meeting deadlines and briefing illustrators, photographers, commercials directors and producers.

Prior to taking on the role of Creative Director I worked at the agency as an art director and copywriter for 7 years.

Clients I have worked with include:

  • BBC Wales
  • Brace’s Bread
  • British Telecom
  • Cancer Research Wales
  • Cardiff & Co
  • Cardiff University
  • Cornwall Tourism
  • English Heritage
  • Euronics
  • Flymo
  • Gwent Police
  • Hoover
  • HTV West
  • Leekes
  • Media Wales Ltd
  • Mitsubishi Motors
  • Principality Building Society
  • The British Army
  • The Central Office of Information (UK Government)
  • The Royal Mint
  • VisitWales
  • Welsh Government
  • Welsh Lamb
  • Welsh Rugby Union
  • Westbury Homes

My previous roles have been as a Graphic Designer for two design agencies, Studio Manager for a newspaper and magazine, and as an Artworker for a print company. I have also worked on freelance creative projects which have included consultancy, copywriting and scriptwriting, advertising campaigns and graphic design.

I have been on the judging panel of the LPA Big Poster Challenge and I have also been a visiting lecturer on the BA(Hons) Graphic Communication course at Cardiff Metropolitan University.

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I am a member of the D&AD Educational network and attend the Educators Forum at the New Blood event every year.

I teach all year groups the wide range of disciplines that are essential for a successful career in the advertising and brand design industries. My specific focus is on idea generation, creative enquiry, creative craft and professional development. I also support and deliver lectures in Contextual Practices and tutor postgraduate students.

The modules I teach are:

  • Typography
  • Copywriting
  • Sustainability, Enterprise and Entrepreneurship
  • Visual Enquiry
  • Integrated Advertising
  • Graduate Portfolio
  • Dissertation Supervision
  • Professional Practice
  • Contextual Practices

I also promote and supervise Swansea College of Art entries into international student advertising competitions such as D&AD New Blood. As a result, our students have won four prestigious awards in the last five years, the most recent being in 2018.

My industry-related research interests include storytelling in advertising, the importance of craft, emerging technologies, sustainability, social media and the changing role of the creative in the advertising industry.

Having just completed an MA in Fine Art my broader research interests are around affect theory as an antithesis to representation, identity, semiotics and the work of Francis Bacon and Antoine D’Agata.

I have extensive industry experience of advertising and branding across all the major media platforms including broadcast, digital, print and social. This has been gained through working in the advertising, media, design and print industries for the last 25 years as a graphic designer, copywriter, art director and creative director.

As Programme Director I seek out opportunities for our students to work with local charities, on Welsh Government initiatives, university projects, with start-up businesses, local galleries and established companies.

In doing so I provide support and creative direction to our students and this has led to many successful placements and full-time positions being offered to our students as a result.

I have always been an advocate of creative education and was a mentor to undergraduate students from Swansea Metropolitan University, Cardiff Metropolitan University and the University of South Wales whilst I was working in industry. I have also been a regular speaker at the annual Creative Futures career event held at the University of South Wales.