Through the Lens – Great Marketing, From Great Marketeers

Introducing ‘Through the Lens’ our brand new quick-fire film series that combines industry ambitions with masterclass-worthy content. The ‘Through the Lens’ lineup offers incredible insight into the minds of the marketing industry’s MVPs.

“We wanted to take our quest for knowledge to the next-level. To understand what real time problems CMOs are facing today and not just in the sectors our clients work in. Our ambition for the agency is massive, so what better way to become an expert in all categories, than learn from experts within them.” - Rankin, Founder at RANKIN CREATIVE

"The Through the Lens series has been a brilliant way to chew the fat on some of the biggest and most complex issues facing the industry today. We've seen some common themes emerging, as well as consensus on some of the biggest opportunities and how to build progressive modern day brands with creativity at their heart". - Nimi Raja, Strategy & Development Partner at RANKIN CREATIVE

For our first episode we are turning our lens to John Rudaizky - Partner, Global Brand & Marketing Leader at EY. Click below to see John talk what drives him most, defending creative ideas and the definition of being bold, daring and different.

WATCH NOW

We’ll be dropping new episodes weekly. From Ellie Norman - Chief Communications Officer at Manchester United, to Peter Semple - Chief Brand Officer at Depop and Tanja Grubner - Global Marketing Director at Essity. You’re not going to want to miss who’s next.

SUBSCRIBE TO NEVER MISS AN EPISODE.

October 17, 2022

Strategy & Development Partner – Nimi Raja on how to earn the right to people’s attention spans, conversations and thoughts.

Nimi Raja Strategy & Development Partner at Rankin Creative chats to Creative Brief about why it’s harder for brands to earn the right to people’s attention, as there’s an inherent lack of trust from the moment people assume they are being sold something. So how do brands stand out in a world where pay-to-play doesn’t work anymore?

What’s the “rule book” - is there one? Ironically, to define its future, we must first learn from the past: this means going back to the basics of brand building. Secondly, we must learn from the present: how do those influential people manage to still earn a space in our lives at a point in time when social media allows much closer proximity than ever before?

READ MORE ON CREATIVE BRIEF HERE

September 25, 2022

RANKIN Talks: A photograph is worth £1M.

We recently held a breakfast talk where Rankin discussed the value of a photograph to a studio filled with incredible PR people, the first of many. Read our biggest takeouts from the discussion below.

THE WORLD IS MORE PERFORMATIVE THAN EVER

Everyone is getting more and more skilled at more than simply taking a photo - but at performing capturing and editing content.

THE RULES CHANGE ON A DAILY BASIS

What makes a successful piece of visual communication is literally changing at least once a day, a 5-year-old can do what previously took years to learn.

BUT THAT DOESN’T MEAN THE POWER OF PHOTOGRAPHY IS DIMINISHED

It’s just got more complicated - for all of us. Because now our audiences have some experience of being creators too - they’re much more literate in visual language.

TREAT YOUR AUDIENCE LIKE THE EXPERTS THEY ARE

We’ve all done more than our 10,000 hours of ‘training’ on visual language and storytelling - we’re actually addicted to it.

PROFESSIONAL PHOTOGRAPHERS MAKE PICTURES THEY DON’T TAKE THEM

Great photographs evoke a feeling or thought - make sure you and your photographer align on what you’d like that to be BEFORE you shoot.

BE NOSY

If you’re working with a subject your idea has to come at least in part from THEM. So be nosy and listen. You’ll get people to open up because you’re genuinely fascinated by them and their lives - that's where the great stories are. This genuine interest also set’s up your subject to feel more comfortable with you - even the big celebs don’t like being in front of the camera all the time.

BRANDS ARE PEOPLE

Your ideas, your message and your image need to position the brand you're working with humanly and authentically as the lines between brand and person become ever blurred.

EMBRACE TABOOS

As soon as you embrace a social taboo - you’ll get pick up - especially if it’s hard for people to argue with. I.E Older people have sex, so why shouldn’t they be represented in a STD social health campaign?

FILL THE GAP

If other brands aren’t talking about a relevant social topic or area - be the one to do it first. Actively look for these spaces.

DO THE OPPOSITE

If other brands are all talking about something - do the opposite. Remember you’re trying to be noticed and remembered - an easy way to do that is to boldly stand out and own your differentiator.

CAPTAIN THE SHIP

The pyramid of creative solutions has now become a beautiful roundtable voices, but you still need a captain of each ship. The captain has to keep you true to your idea and message.

When you approach a photographic commission or a creative brief ask yourself 3 things:

1/ What’s the headline. (i.e. is there an idea)

2/ Will this capture the audiences imagination and make them feel something. i.e. Am I prepared to stand behind the idea and shoot it.

3/ Is it shareable. i.e. has it got a chance of being successful.

If your ideas do NOT tick these boxes then you shouldn’t be commissioning it.

You should be calling us.