If I've learned one thing... it's that you need passionate people

Andrew Moir, managing director of London Calling, a marketing and print distribution firm with a focus on arts and leisure, says people who work for him must have an interest in the sector.

"The people who started the company were passionate about the arts and that has always run through the business—the wish to make people aware of the wonderful cultural diversity in London," says Moir.

The company places promotional displays for exhibitions, shows and other cultural events in venues throughout London and the south-east. Over the years it has grown to become a sophisticated operation, as Moir explains.

"We have to constantly update the venues and it is an interesting challenge to ensure every one of the 25 million leaflets we distribute every year gets into the right venue at the right time," he says. Clients include the Tate galleries, the V&A and the Barbican, although they stretch to non-cultural organisations such as the Greater London Authority and Transport for London.

Among the staff members, from the sales team to the van drivers, are photographers, musicians and actors. According to Moir, that makes the business stronger. "Because they have that interest, they are prepared to go the extra mile. It would be easy to just stick leaflets in a fish and chip shop or a small supermarket but it just wouldn't be the right place," he says.

"Because our people are part of the industry, they look for the best venues. If staff are passionate about the industry, they do a fantastic job."