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.

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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.

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November 28, 2022

The Lightbulb: Katie Grand

For the third interview in our series, we’re joined by one of the most creative forces in fashion: editor, stylist, creative director, and founder and publisher of Perfect Magazine, Katie Grand.

November 24, 2022

Speaking the British Love Language.

We all know that love languages differ for everyone, everywhere. In the UK authentic, self-deprecating humour reigns over Hollywood clichés. So to ensure their global campaign was hitting the mark in the UK, Match.com challenged us to get nosey with British women’s love lives.

Our extraordinary strategy worked directly with Match’s audience to find timely cultural conversations & behavioural insights on the kinds of love stories they wanted. With this knowledge of British women's love languages, we turned these nuggets of gold into brand strategy and campaign executions.

But storytelling doesn’t stop at the last chapter, it stops where the story is told.

We needed to understand the voices and places in which women would want to hear the tales we were looking to tell. So to go on to create a truly resonant campaign we approached creator selection focusing on authenticity over audience size, and relatability over reach.

With love more than anything, it’s not just what you say, it’s how you say it.

October 20, 2022

Mercedes-AMG profiles Director & Photographer Jordan Rossi as part of LGBTQIA+ Pride campaign; Celebrating the Journey.

Jordan Rossi, Director and Photographer at RANKIN CREATIVE recently shot the latest Mercedes-AMG LGBTQIA+ Pride film. As part of the LGBTQIA+ community, Jordan's work explores issues that queer people care about.

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

October 11, 2022

The Lightbulb: Alastair Campbell

For the second interview in our series, we sat down to discuss obsessions, inspired thinking, and optimism for the next generation with one of Rankin’s own personal inspirations: writer, communicator, and strategist, Alastair Campbell.

Best known for his role as former British Prime Minister Tony Blair’s spokesman, press secretary and director of communications and strategy, this month sees Campbell bring his political expertise to the new Channel 4 series ‘Make Me Prime Minister’, where he appears as co-host and judge alongside Baroness Sayeeda Warsi. The six-part series sees 12 ordinary - albeit opinionated - Brits with views from across the political spectrum compete in a series of challenges to see what it really takes to succeed in the cutthroat world of politics.

What has been the biggest lightbulb moment in your career?
It was probably in 1986 when I was in a psychiatric ward, having had a psychotic breakdown. I had a realisation that the problems that had got me there were created by me, and not by other people.

Where do you look for inspiration?
I look for inspiration in the younger generation. I’m working on a book, and I’m writing a chapter about Greta Thunberg. She inspires me. It’s not even about who she is and what she believes, but that she’s shown the absolute nonsense of people who say that one person can’t make a difference. I see lots of young people who depress me because they don’t care and aren’t interested, but I do also see a lot of young people who really inspire me.

What’s your weirdest obsession?
I’m a very obsessional character. My weirdest obsession is probably the fact that I can’t be anywhere near ketchup. It’s actually a condition called Mortuusequusphobia. If I’m in a restaurant and I see someone spraying ketchup all over their food, I just have to close my eyes. I can’t look at it. If it’s on the table, I have to ask somebody to move it, because I can’t touch it myself, it’s a bit weird, and it’s an obsession. I think it’s to do with blood — I’m quite squeamish.

What’s one piece of advice you live by?
I try to live by this: focus on sleep, diet and exercise.

What do you think is the key to understanding people?
Listening to them, and learning to read them — especially their eyes. We all make mistakes about people, but I do think I’m quite good at reading people now. You genuinely do have to listen, and this is the other thing that Rory Stewart and I talk about, a lot of politicians stop listening. When they become senior politicians, they just go on broadcast mode the whole time. I’m on broadcast mode a lot of the time when I’m in an argument, but if I’m out and about, I do really try to listen.

Read Alastair Campbell’s full interview with HUNGER magazine here.

Join us next month as we sit down with Asma Khan - chef and founder of Darjeeling Express, the only Indian restaurant in the world run by all women - to discuss creativity, finding inspiration, and the lightbulb moments that shaped her.

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September 30, 2022

‘Nothing can prepare you.’ For the Celebrity Issue. LIVE NOW.

In 2022, celebrity is everywhere.

From global superstars to niche influencers, platforms such as Instagram and TikTok have only increased our fascination and desire to follow, analyse and dissect some of the most famous faces and talent on the planet. No longer is it just actors, musicians and sportspeople on our radar, we now have reality television starlets, à la Kim Kardashian, ascending to the upper echelons of fame. We’re endlessly intrigued by their every move — and so, in this issue of HUNGER, we explore what celebrity really means to us as a society.

We speak to some of the culture’s most recognisable faces, including Blink-182 drummer, Travis Barker, who talks openly about the aftermath of surviving a near-fatal plane crash 14 years ago, and the joy of finding love. Next up, acting royalty, Chloë Grace Moretz and Lili Reinhart discuss the reality of growing up in the limelight and the toll that social media can take on young stars. Up and comers, including musician, Hak Baker and Showtrial actor Céline Buckens, chat about navigating newfound fame, while our Future Famous section shines a light on the stars of tomorrow, with Top Boy’s Araloyin Oshunremi leading the way.

But it wouldn’t be an issue dedicated to the reality of being famous in 2022, if we didn’t look at all aspects of celebrity culture, including those who were born into it — enter our wide-ranging conversations with Raff Law, Mabel McVey and Leni Klum. Then, there’s the other side of the coin; the stars that have come out of the social media boom. YouTube comedian and musician, Yung Filly, talks about the mental health issues that come with his breed of fame, while our ‘New Faces of Sex’ report looks into the NSFW sites that are making lucrative stars of sex workers.
Of course, we all want to know what makes a celebrity, so we consulted the experts to see how celebs are able to climb to the upper ranks of the fame game in our ‘From D-list to A-list’ feature. Our Harry Styles infographic breaks down the megastar’s success and the key to his longevity.

In the Speaker’s Corner section, experts discuss everything from the dark side of reality television to stan culture. Stand-up comedian, Daniel-Ryan Spaulding analyses how social media will allow everyone to get their “15 seconds of fame” while Bailey Slater hones in on the long-standing relationship between fashion and fame.

Finally, it wouldn’t be an issue of HUNGER without all the innovative fashion and beauty editorials to feast your eyes on. This time around, we have originality and adventure from Moncler, Off-White, Dior, Chanel, Gucci, Guerlain and more…

Get your copy now!

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.

September 2, 2022

Sarah Hernandez-Bedford Joins RANKIN CREATIVE as Head of Production. 🎯

Sarah has worked in the creative industries for over 15 years for some of London’s top independent creative agencies; Mother, Lucky Generals, Wieden + Kennedy In that time she's worked with brands such as Nike, Intel, Sony & Diageo. Most recently heading up the international production department for Peloton. 🚴

September 1, 2022

LBB: Rankin Creative Launches Exhibition to Platform Those Unfairly Censored on Social Media.

RANKIN CREATIVE has launched an online community project spotlighting unfair censorship by using its resources to re-platform those who’ve been unfairly silenced online. THE UNSEEN is open to anyone who has experienced content removal, account removal, promotion/ad ban or shadow banning. The project intends to create a positive debate around this topic, to provoke change in attitudes and working practices.

THE UNSEEN EXHIBITION AT QUANTUS GALLERY

“Censorship is a necessary tool to prevent fake news, protect children and more. But it is often used inadvertently to silence marginalised voices,” said creative founder and photographer, Rankin.

READ MORE ON LBB HERE.