Mark Denton Esq.

Back

LGBTQ+ history is not finished yet

To mark the end of LGBTQ+ History Month, the SODA team looks forward to three historical moments that still need to happen in queer equality
Opinions

The SPLASH

Your fortnightly dose of creativity from 'The SPLASH'
The Splash

This is our Virtual Reality

How is VR is changing our reality as we know it...?
Opinions

The SPLASH

The latest in creativity from the SODA team.
The Splash

The Value of Public Art

SODA highlights some of London’s best examples of public art for good.
Art & Design

The Splash

The week in creativity brought to you...
The Splash

To Build a Place

What makes a place a place
Art & Design

The SPLASH

The week in creativity explored...
The Splash

Plastic Free July

Plastic Free July round up
Opinions

THE SPLASH

A creative roundup of the week
The Splash

Painting a Clearer Picture

As art galleries reopen their doors, the SODA team highlight some of the most exciting new exhibitions coming to the capital this summer.
Art & Design

03.07.20

A weekly series exploring the new and practical ways that creatives are responding to COVID19...
Make Good

Movement in Colour

An exploration of how colour is used to define different movements
Opinions

19.06.20

A weekly series exploring the new and practical ways that creatives are responding to COVID19...
Make Good

Queer Artists of Colour

To celebrate Pride 2020, SODA highlights the cultural and artistic contributions of queer people of colour to our industry.
People

21.05.20

A weekly series exploring the new and practical ways that creatives are responding to COVID19...
Make Good

07.05.20

A weekly series exploring the new and practical ways that creatives are responding to COVID19...
Make Good

Make Good

A weekly series exploring the new and practical ways that creatives are responding to COVID19...
Make Good

THE SPLASH

New Year, New SPLASH...dive down into our creative roundup!
The Splash

THE SPLASH

The SPLASH is back...
The Splash

Jesper Eriksson - Transformative Materials

We sat down with the London based artist to discuss coal, fossil fuels and the nature of materials.
People

KASIA WOZNIAK & LISA JAHOVIC

Photographer Kasia Wozniak and set designer Lisa Jahovic present 'Negative Mirror' ...
Projects

PRIDE 2018

Here’s our pick of the best Pride campaigns of 2018 ...
The Splash

Photo Diary

Whilst attending Biennale Architettura 2018 Rob Fiehn documented some well known faces with his trusty Olympus OM20 ...
People

'Freespace' Preview

Architectural correspondent Rob Fiehn picks his highlights to check out this summer at Biennale Architettura 2018 ...
Opinions

Gavin Coyle - man of the woods

Bobby Jewell sits down with furniture maker Gavin Coyle ...
People

Christiane Spangsberg - Works In Progress

Imogen Eveson spends an evening in Sydney with Danish artist Christiane Spangsberg, as she sketches out the year ahead following three sell-out shows in 13 months ...
People

Rowan Williams on Education

Designer Rowan Williams reflects on his experience of his design education ...
People

14.12.17

It's our last creative news round-up of 2017 .... Enjoy!
The Splash

Adventures in Dalbergia

We paid a visit to the studio of Federico Méndez-Castro, a fine dust maker located on Granville Island, Vancouver ...
People

mario macilau

The extraordinary, everyday ...
People

30.11.17

'Tis the season to be jolly (almost!). Before the holiday season sweeps you off your feet take five minutes to have a look our latest round-up of creative news. Enjoy!
The Splash

The Goldloxe Effect

Creating in the shadows ...
People

The Enduring Allure Of Indigo

Jenny Balfour Paul shares what makes the power and draw of natural indigo so enduring and what we can learn from its rich and magical history ...
People

10.11.17

An audio visual explosion this week, plus an array of very very interesting objects from Athens ... Enjoy!
The Splash

TAKESHI MIYAKAWA

We chat to the NYC based designer about his practice, wax chandeliers & chairs having conversations ...
People

Empty spaces to extraordinary experiences

Museum and interior design practice Casson Mann talk about how they create world-class innovative and engaging experiences.
People

20.10.17

Ease into the start of the weekend with another round-up of creative news ...

SODA x SODA

That name sounds familiar! Rob Fiehn sits down with architectural studio SODA to find out about their Soho beginnings and how they're searching out interesting new projects.
People

loading...

Mark Denton Esq.

Mark Denton is an ad man.... A multiple award winning creative with a fearless reputation for producing eye catching, nostalgically driven work. Mark Denton is a brand. His tracksuits are emblazoned with his name and the “£” symbol that has become synonymous with his witty, cheeky personality. Mark Denton is fearless. He introduces himself by handing me his business card upon which I see him crouching down, bare bottom exposed after seemingly laying a golden egg. We sat down for a chat after Mark had given a talk about his life and work to Sky’s in house creative agency, 'Sky Creative’. This big personality explains how the industry has shifted, the importance of self initiated work, and championing new talent ...

What change have you seen over the course of your career?

The main change is that people want to talk about doing creative things but don’t want to get on and do them. There’s a lot of chat and then at the end of the process there seems to be a watered down vanilla outcome. There’s not much exciting work out there at the moment. It has a lot to do with globalisation, increasing numbers of broadcasters, keeping shareholders happy and of course the agencies making money by filling in timesheets. They need to keep the ‘creative' process going on for as long as possible, which inevitably means a lot of meetings and chat about what they will do.

(left) Mark's business card (right) Mark Denton

There is a nostalgia to your work, where does that come from?

I’m still living out my childhood. I’m not a deep thinker. I draw a stupid picture and think.. “wouldn’t that be funny if …. “. If I’m paying for something then I naturally have the final say and I’d rather do something funny and colourful with a nostalgic nod to it. That’s my flavour, and that’s what I like. I’ve never regretted making something. If I’m working for a client then of course I have to look at it from a different angle, as the work has to reflect the nature of the message and/or the brand. A good example of this was the Wrangler ads we did in the late 80’s. I’d met a young photographer called Malcolm Venville who had contacted me trying to build up his portfolio, and I saw an opportunity for us to make this campaign together. At the time the result was very contemporary and quite left-field because that was exactly what the client needed.

Do you think people like laughing anymore, or is society more concerned with showcasing material possessions and achievements?

My observation is that there are lots of people laughing in ads, yet nothing funny has happened. I don’t get it. I’d rather someone make me laugh! That’s engagement - getting someone to actually like your ad is what makes it memorable. Where’s all the humour gone? Nothing’s funny anymore. If you watch Family Guy or South Park you’ll probably like a lot of my work but the fact of the matter is that, those shows will get a lot of letters of complaint. Clients don’t want that these days, and it’s easier than ever for people to state their opinion about something. 

2 of the Wrangler ads from the 80's, shot by Malcolm Venville

Is there anything you’re working on at the moment which is injecting your brand of humour back into the industry?

I met an artist at a party and he started to tell me a story. He was at a bus stop one day, where he met a girl. A conversation ensued and before you know it she was back at his studio getting her anus cast. He then started a chocolate company called ‘The Edible Anus Company’. I took them on because it amused me and we self-funded the creation of these giant anus casts so we could photograph them creating an ad and print campaign. Advertising directors don’t get paid half as much as we used to. Back in the day when I was a young creative, there’d always be a posh car parked outside. But I would rather put on a Mexican wrestling show or work with the Edible Anus Company than have a flash car. I’ve got my senior rail pass, that’s a lot more fun! 

A Mexican wrestling show? 

At the time I was a 50/50 partner in a production company called Therapy films. My partner Malcolm Venville who was the photographer I gave those Wrangler ads to at the very start of his career, was shooting in the States and started to photograph these Mexican wrestlers. I thought it was a great opportunity to create a book, but sadly the publisher pulled out at the last minute. We decided to publish it ourselves and bought ad space in fight and photography magazines. We then created an ad campaign with Dave Dye, and it turned out to be one of the biggest award winning print campaigns of that season. We thought, “if we’re going to launch this book properly, we should bring some Mexican wrestlers to London and host the UK’s first Mexican wrestling championship”. So that’s what we did, at Cafe De Paris in London. In the end we made no money, but it was a bloody good night!

One of the print ads for 'Lucha Loco' by Malcolm Venville

What does creativity mean to you?

If you’re creative, you just can’t help it. I’d rather do it than not. There’s more opportunity to shine nowadays than ever before. I’ve always got my radar turned on, looking out for an opportunity. I was in Soho, London the other day and walked past a new restaurant and saw a great opportunity to create a campaign for them. They don’t know it yet but shortly they’ll be getting a phone call from me and I’ll start that conversation with them, bring them an idea and hopefully create something really great. It’s as much about seeking out work for me than it is the actual creation. And as the budgets continue to get stretched across the industry, it’s increasingly a younger person’s game. But here I am, often the only 60-plus person in the room. I believe that’s down to the fact that I still self generate work and regularly create a body of personal work. If you put that work out into the world, other amazing things start and continue to happen. If you’ve got great ideas, people come to you.

A gallery of work by Mark Denton

So as long as you get a reaction, good or bad, then you’ve done your job?

Yeah exactly. You shouldn’t worry about being liked. Clients get wound up by the desire to be "liked”. 100,000 likes mean nothing compared to 6 million people who might watch your ad on TV.

Finally, best part of the job? 

Meeting people!

soda-s

Special thanks to Andy Smith 

  • Mark was interviewed by Samuel John Weeks
Further Reading:
fullscreen
close

Subscribe To Our Newsletter

Catch up on all the latest news from State Of Design Affairs right in your inbox.

Remind me later
Please dont ask me again

Thank you for signing up, don't forget to check your inbox to confirm your email.