Supporting internal design teams under pressure: a conversation with Ian Mackie

TDL’s TL:DR

Introducing our partnership

Internal bid design teams are often balancing strategic bids, shifting deadlines and limited capacity, while maintaining quality and consistency across submissions. Led by TDL’s Marketing Analyst, Abi Buller, this conversation with Ian Mackie, Creative Design Manager in Amey’s Group Commercial & Work Winning team, explores how TDL works alongside Amey’s internal teams as an extension of their resource – providing specialist bid design support when it’s needed most, without replacing the expertise already in place.

The conversation touches on managing capacity across multiple complex bids, the value of bringing in specialist expertise and sector experience, and why consistency and communication are critical when internal and external designers work together. Ian also shares why early involvement and a collaborative approach help external support strengthen in-house capabilities rather than replace them.

"For the last few years, TDL has been the team I turn to whenever bidding workload becomes too much to manage internally."

Ian Mackie
Creative Design Manager at Amey

Abi: Can you share a bit about your role and team at Amey?

Ian: I joined Amey in 2019 as a Creative Design Manager, heading up a small design team within the central work winning function. In 2022, the work winning resource was deployed into our business units, and I led the creative design team for transport infrastructure. We have recently re-centralised, and while my team is still primarily focused on proposal design and graphics for transport infrastructure bids, we provide support across all sectors. But our bids are large-scale, complex and often run in parallel, meaning sometimes we need additional design support. That’s when we get TDL involved.

Abi: How did the working relationship between Amey and TDL start?

Ian: When I first joined Amey, TDL was already known internally as a trusted design partner. There was an existing relationship there, and people spoke very positively about using TDL whenever extra resource was needed. When I moved into transport infrastructure, my team was small and there was a need for external support. For the last few years, TDL has been the team I turn to whenever bidding workload becomes too much to manage internally.

Having an external agency on board has allowed me to ensure our key bids are all resourced, without needing to constantly check that quality is high – that comes as standard. ”

Ian Mackie
Creative Design Manager at Amey

The benefit

An extension of the team

Abi: What stands out to you about the design output itself?

Ian: The consistency and quality. What I really value is that TDL aligns with what already exists within the bid rather than trying to impose a completely separate style. We’ve worked with other external designers where that consistency simply hasn’t been there. With TDL, the graphics feel like a continuation of our internal work, which is exactly what you want on a major bid submission. It genuinely feels like an extension of our team rather than an outside agency trying to put its own stamp on things.

"The level of designers [at TDL] has always been very strong; they’re usually experienced enough to hit the ground running, and there isn’t a long onboarding process."

Ian Mackie
Creative Design Manager at Amey

Abi: Do you normally involve TDL from the beginning of a project?

Ian: Usually, yes. We try to forecast as early as possible because we know TDL supports other clients as well, and naturally we want to secure that support early. Occasionally projects evolve through the process and we need extra help later on, but generally speaking, it works best when we involve TDL from the start. That said, even when designers join midway through a project, it’s never been a problem.

Abi: That’s great to hear! Why do you think there’s never been a problem, even when TDL has come in at a later stage?

Ian: The level of designers has always been very strong; they’re usually experienced enough to hit the ground running, and there isn’t a long onboarding process. It doesn’t matter who TDL allocates to us, we always get great service. We can jump on a Teams call, explain the project, share the bid branding and guidelines, and they just get on with it. We also give access to systems like SharePoint, so communication is easy and everyone works in the same environment.

Bids and tenders

Winning as one

Abi: What separates an agency that simply delivers work from one that genuinely supports an internal bid design team?

Ian: Communication. If an agency just delivers work without asking questions, that’s usually a warning sign. TDL will always ask for clarification if something is unclear, and that prevents problems later on. More questions up front usually means fewer issues further down the line. That kind of communication creates a collaborative relationship instead of a transactional one. And the people. Everyone at TDL works in the same way and that is a great fit for our team and processes.

Abi: How do you manage the dynamic of overseeing external support alongside your internal bid design team?

Ian: When I first heard about using an agency, I probably did see it as competition for my team. But over time, you realise there’s simply too much work for our internal teams to manage alone. TDL isn’t replacing anyone, they’re helping us deliver more effectively under pressure, by complementing and strengthening our in-house capabilities. Once people understand that, it becomes a really positive relationship. As our values state…we win as one!

"Their fresh ideas and creative approach complement our in-house capabilities well, keeping our proposals and design projects at a consistently high level."

Ian Mackie
Creative Design Manager at Amey

Abi: What advice would you give internal design teams considering external support for the first time?

Ian: Start early. The worst thing you can do is wait until the last minute and then suddenly ask for help. Strong relationships take time to build. Be clear about what you need, involve your internal designers early in the process, and position the agency as an integral part of the team rather than as a replacement. That mindset makes a huge difference.

Abi: Any final reflections on working with TDL specifically?

Ian: Honestly, I’m always advocating for TDL internally. If an agency consistently delivers strong work, communicates well and makes life easier for internal teams, naturally you want to keep working with them. That’s where TDL sits for us.

Supporting internal design teams under pressure: a conversation with Ian Mackie

Introducing our partnership

"For the last few years, TDL has been the team I turn to whenever bidding workload becomes too much to manage internally."

An extension of the team

"The level of designers [at TDL] has always been very strong; they’re usually experienced enough to hit the ground running, and there isn’t a long onboarding process."

Winning as one

"Their fresh ideas and creative approach complement our in-house capabilities well, keeping our proposals and design projects at a consistently high level."

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