Nicola Evans, Creative Services Manager

As the leader of the RNLI’s in-house creative agency for several years, Nicola Evans has been on a mission to show how the right talent, led in the right way, can deliver creative entirely in-house. All at a level that competes with – or exceeds – the quality you’d expect from a large external agency. All at considerably less of the equivalent cost if the RNLI outsourced. And that’s what she has achieved while leading RNLI Creative Services. A 45-strong team that includes account management, video, photography, design, artwork, email production, editorial, case studies and, uniquely, print DM management. A team united by Nicola in their aim to produce their best work, using processes and systems she has fine-tuned to reduce costs and help save more lives. 2024 saw a new level of expectation, as the charity reached its 200th year. Beyond the usual mix of client briefs from across the organisation (everything from DRTV ads and major fundraising appeals to recruitment, water safety and retail campaigns), there was a need to produce a special range of additional anniversary creative and content. Nicola led the team through the challenge. How? By creating and evolving the agility, processes, systems and culture needed to navigate 789 creative jobs, each raising RNLI awareness and funds. The end result? Record-breaking campaign income and huge cost-savings. It would have been impossible without Nicola. In the true spirit of the RNLI, she’s a courageous and selfless leader who deserves recognition as the RNLI's creative helm.