Chris Macleod is a graduate of Newcastle Business School and has a Master’s degree from the London School of Economics. He is an ad man by background and has worked at leading agencies including Saatchi & Saatchi (twice), McCann Erickson and Collett Dickenson Pearce (CDP) where he was chairman.
Having spent a large part of his career in communications agencies he has an appreciation for, and empathy with, creative and design concepts and people.
He joined Transport for London, the world’s largest integrated transport network, in 2007 and is currently Marketing Director. He oversees a broad portfolio of activities including all advertising and promotion of TfL services, all customer information, customer research and insight and the increasingly important TfL website. He is also responsible for the marketing around major sponsorships with Barclays and Emirates so understands this increasingly important area and its implications for design.
Most recently he managed the integrated marketing programme for Transport during the London 2012 Games, keeping London moving and ensuring a successful event.
He is also responsible for the Corporate Design team at TfL. The term ‘iconic’ is somewhat overused in relation to design but it would be fair to say that TfL is the custodian for some of the most important design classics in London, including the Tube map, the roundel logo in all its various guises and a series of famous vehicles. The team has worked on a new Bus design, a new cycle hire scheme and the memorable ‘Olympink’ way finding signage for the London 2012 Games. Their role also extends beyond products into the wider area of public realm.
Along the way TfL has won every major Marketing and Advertising award including IPA Effectiveness, Cannes Gold Lions, Marketing Society Excellence and Campaign magazine advertiser of the Year. A former chairman of the Marketing Society, he is a regular on the Bakerloo line.