Built for Industry: Ceri Sampson
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The next instalment in our Built for Industry series features Ravensbourne alumni, Ceri Sampson, who has spent more than two decades producing creative work at Sky, culminating in his current role as Group Executive Creative Director.
We caught up with Ceri to hear about his career journey, the impact of his Ravensbourne education, and his advice for students aspiring to enter high-profile creative industries.
Ceri quote
Ravensbourne taught me how to think, not just how to design. The emphasis on concept, clarity and communication has stayed with me throughout my career. I learned to be curious, to question briefs, and to understand design as a tool for problem-solving rather than decoration.”
Can you describe your current job and what it is like on a day-to-day basis? What’s your favourite part of it?
I’m the Group Executive Creative Director at Sky, responsible for setting the creative vision across the Sky brands and leading large, multidisciplinary teams spanning design, motion, advertising, on-air, product and experiential. Day to day, that means everything from shaping long-term creative strategy and mentoring senior leaders, to reviewing work in progress and helping teams solve creative problems at scale.
I also love creating the conditions for great ideas to happen, seeing talented people do their best work, and knowing that what we create reaches and resonates with millions of people. My favourite part of the role is working within sport. Sport is my passion and every day I feel very privileged to play a part in how we as a nation watch and consume our sporting passions.
Looking back at your time studying Visual Communication (now Graphic Design) at Ravensbourne, what skills or ways of thinking have stayed with you throughout your career at Sky?
Ravensbourne taught me how to think, not just how to design. The emphasis on concept, clarity and communication has stayed with me throughout my career. I learned to be curious, to question briefs, and to understand design as a tool for problem-solving rather than decoration.
Just as importantly, it instilled a strong work ethic and an understanding that good ideas only become great through craft, collaboration and iteration.
Your career has spanned more than two decades at Sky, culminating in your current role as Group Executive Creative Director. What early experiences or opportunities helped set you on that trajectory?
Early on, I was fortunate to work with people who trusted me with responsibility and encouraged me to stretch beyond my comfort zone. Taking on varied projects, being open to learning new disciplines, and saying yes to opportunities, even when I didn’t feel entirely ready, were all important.
I also learned early that creative careers are marathons, not sprints: consistency, resilience and a willingness to keep learning matter just as much as raw talent.
Ravensbourne is known for its industry-facing, practical approach to learning. How important is that kind of real-world preparation in creative roles within broadcast and media today?
It’s absolutely vital. Broadcast and media move fast, and creative teams are expected to collaborate across disciplines, technologies and platforms from day one. An industry-facing education helps students understand not just how to create work, but how that work lives in the real world – within constraints, deadlines and commercial realities. That grounding makes the transition into professional creative environments far smoother.
You lead large, multidisciplinary creative teams delivering award-winning work. What qualities do you look for in emerging creative talent entering the industry now?
Curiosity, adaptability, and generosity of spirit stand out. I look for people who are passionate about their craft but open to collaboration, feedback, and change. Strong ideas matter, but so does the ability to articulate them clearly, to listen, and to keep learning.
The most exciting emerging creatives are those who combine technical skill with cultural awareness and a genuine interest in the world around them.
What advice would you give to current Ravensbourne students who aspire to work in high-profile creative environments like Sky?
Focus on building a strong point of view, not just a portfolio. Be curious beyond your course, learn how to work well with others, and don’t be afraid of starting small, every experience adds up.
Seek feedback, stay resilient, and remember that creative careers are built over time. Start building your network now. Expansive networks are how you best navigate the creative industries. It’s never too soon to get out your black book and start building your network. You won’t regret it… and my number one piece of advice, be nice. Don’t forget people are going to choose if they want to help you or work with you, so make them want to put you in their team.
For more information on Ravensbourne’s communication-based courses, you can visit our website.
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