Why did you get involved with Take 12'

I'm attracted to the notion that strategy, particularly digital strategy, can help creative companies. There can be a slightly frustrating sense that being creative is all about instinct and is blind to planning for the future. But I believe creative people create their creative outlets, and strategy helps that become a reality.

The other great thing about this project is that it gives smaller companies, who would not normally be able to come to us, access to a much larger scope of thinking, deal making and connections than they would normally be able to have.
Small companies have often got more desire and enthusiasm than the big companies but no one will pick up the phone to them. So this programme enables us to combine big company muscle with the small company 'let's just do it' mentality.

I am now trying to develop work streams that apply directly to these kind of companies, looking at how to take the tools associated with big companies and make them accessible and priceable to companies who have got the raw enthusiasm of the businesses on this programme.

What can you bring to the programme'

I've learned a lot about audiences across the industries that I've worked in and how understanding them can make for a better business. It's not about telling a producer to make a certain product, because that needs to remain instinctive. But when that first seed is growing you need to ask yourself who it appeals to and how you're going to approach them. That's never more important than in the fragmented digital world.

What we have at HUGE by being a part of Engine is access to several hundred people at the very top of their game. Strategists, top flight creatives, data experts, technical spods, PR, sponsorship gurus. And what we do at HUGE is bring those people together around specific problems in a fleet-of-foot way that fits a small film company's budget.

What has impressed you about the businesses so far'

It is great to see a range of companies from across the value chain. And they are such a charismatic, smart, friendly bunch of people. They're not where they are because they slid up the corporate ladder. They're successful and well-loved because they're good with people, and it shows. I am constantly learning from them.

How well is the film industry adapting to digital technology'

There is a feeling that because we have a new and impressive media form, everything that existed before it must be dead. In actual fact all those thing that came before it get to define what the new media will be.

The reason that it has been easier for TV to adapt is because it is in short form and has historically been free, although I don't think the TV industry has completely cracked it. With music, there are only a handful of companies involved, so again it has been easier. Film on the other hand is long form and is hard costed, and the right conditions haven't been available. But the industry will learn to adapt.

What results are you looking for'

Each company has got a different sign of success, so there isn't one thing I would wish upon them all. This project is about giving these businesses the tools to interpret new opportunities. I hope this is not a one off - I would definitely do it again!