About the author of this site.

After graduating from the University of the Arts London with a BA (Hons) in Graphic Design Seb Duncan went on to work as an Art Director and then later as a Creative Director in advertising where he managed, art directed and wrote advertising scripts for radio and TV and digital media. Along the way, he also started training clients for their marketing and design requirements.

He worked in London for fifteen years and in 2008 went to Dubai as a Creative Director for a multinational advertising agency.

In 2012 he left the industry, got married and went travelling with his wife. The same year he started teaching English.

He got a post teaching the In-sessional English course to undergraduates at the Dubai branch of Shiraz University, one of Iran’s most prestigious universities. This was an incredibly challenging job with large classes of terrifyingly bright young adults studying subjects as diverse as Engineering and Architecture to Finance and Chemistry!
A baptism by fire like no other.

Following that, he instructed at three colleges in Dubai as a freelancer. He ended up specializing in Business English, particularly in the areas of presentation skills and writing. He studied the IELTS exam and became the prime instructor for this at another college in Dubai. The classes were huge, but a lot of fun! Once a week the class was divided into a smaller Academic group, which he also planned lessons for and taught. These students were predominantly medical professionals looking to work for the NHS in the UK.

When asked why he should be your English Instructor, Seb says: “Having worked in the advertising industry for almost twenty years, I feel this gives me a natural edge in the education field because of my ability to effectively communicate difficult ideas and concepts in a fun and engaging and above all, memorable way. My approach is very student – centered as a result.”

Seb holds a PGCert in Teaching Creative Writing from the University of Cambridge and is now completing his Masters in Creative Writing and Education at Goldsmiths. He has mentored students from Anglia Ruskin University,  Oxford University, London Met, Brunel University, Kings College and Cambridge Judge Business School. He is also a paid mentor for Goldsmiths University as part of their partnership, Inspire Lewisham.

The Red Ink is now an invaluable resource for English language students looking to take the IELTS exam as well as a forum for writing and general English language knowledge. To enroll on a creative English course check out the courses page here.

Recent writing projects


Client Experience:
Emirates Airlines
Jumeirah Group
Intercontinental Group PLC
The Oberoi Hotel Group
Sony Music Group
Lloyds Group
Zurich Insurance
Welbeck Group
General Motors
Emirates NBD
Gulf News
Forbes Middle East

Business English
Business Writing
Creative Writing
Presentation Skills

Dubai Colleges:
Ace It
Speak Language Institute

London Colleges:
Pearson College
Stafford House
Islington Centre For English

English Language Materials:
Market Leader (Pearson)
English Unlimited (Cambridge)
Global (Macmillan Education)
In Company (Macmillan Education)
Straight Forward English (Macmillan Education)
Inside Out (Macmillan Education)

PGCert in Teaching Creative Writing (University of Cambridge)
CELTA (Stafford House)
BA Hons Graphic Design (UAL)