From Doctor Photo to DCTR Group
Exactly ten years ago, my dad formed a small limited company called Doctor Photo Ltd. At the time, I was busy transitioning out of a marketing career at KFC when he asked if I would like to join him.
I was young, clueless, and convinced I knew everything. I definitely did not.
Ten years on, that photo enhancement business has evolved into DCTR Group. Today, DCTR makes the exact creative work I always dreamed of making, partnering with real estate brands I would have given my right arm to work with a decade ago. Meanwhile, Doctor Photo continues to produce high quality visuals for the property sector.
Looking back across ten years of launches, schemes, rebrands, and late night studio pushes, here are the ten lessons I would tell that clueless version of myself on day one.
1. Embrace Being Different
We were never going to fit into the traditional corporate agency mold. Somewhere along the journey, we realized that was the entire point.
The property industry does not need another safe, beige marketing agency. Standing out, having an opinion, and bringing genuine energy to project launches is what attracts ambitious clients who want to build real belief.
2. Software Subscriptions Will Cost a Fortune
Adobe and 3DS Max will cost a fortune every month, and they will raise their prices every single year forever.
When you run a high end visual and web studio, software overheads are constant. You learn quickly that investing in top tier creative tools is non negotiable if you want to deliver world class work, so budget for it early.
3. You Do Not Know What AI Is Yet
In ten years, you will not be able to scroll through social media without someone shouting prompts at you.
Technology shifts faster than you think. AI will arrive and transform creative workflows, but it will never replace human taste, brand strategy, or real studio craft. Learn to use new tech as an engine, not a shortcut.
4. Never Burn Bridges
Property is a small industry disguised as a big one. The contact you meet in year two might not call you again until year ten, but when they do, it could be for the biggest scheme of your career. Treat every person, project, and partner with absolute respect because every interaction counts.
5. Your First Business Plan Only Needs a Direction
Your initial business plan will simply say explore CGI and design. That is completely fine. You do not need the entire roadmap figured out on day one; you just need a clear direction and the nerve to start walking.
6. Never Get Too Comfortable
Whatever creative workflow or business setup you think you have figured out will change. Get comfortable starting over, adapting to new digital formats, and reinventing your studio offerings to stay ahead of the market.
7. Work Life Balance Is a Myth
You will constantly tell yourself that things will calm down once the current development launch is finished. There is no calm down; there is only the next project. Make peace with the tempo of agency life and learn to manage your energy rather than chasing an impossible balance.
8. Family First
Family comes first. It is easy to say, but much harder to put into practice when you are the boss and a client deadline is looming tonight. You will not get it perfect every single time, but keeping your priorities straight is what keeps you grounded.
9. It Is a Ten Year Roller Coaster
If you do not like roller coasters, hold on tight because running a creative business is a ten year ride of high wins, stressful tenders, and unexpected turns. The momentum is what makes it exciting.
10. Enjoy the Journey With Good People
The miserable days and tough deadlines are real, but you will spend them with brilliant people making incredible things. One day you will look back and miss even the hardest moments, so enjoy the craft, the team, and the chaos while you are in it.
Here Is to the Next Ten Years
To everyone who has trusted DCTR with a site launch, a housing scheme, a corporate rebrand, or a daft idea on a Friday afternoon: thank you. We could not have built this studio without you.
Whether you are planning your next residential scheme or looking to elevate your regional brand, speak to the DCTR team today and let us build something extraordinary together.
