12 Software, Technology & Marketing


12TH FEBRUARY 2024 BUSINESS GUIDE DISTRIBUTED WITH


largest company in the industry). Over the last decade I’ve spent time leading smaller, more personal agencies, culminating in the last five years or so working with well- known photographer, film director and cultural provocateur Rankin, leading his businesses and building out a new agency model.


Did you always want to work in advertising and marketing? I was dead set on a career in engineering in the car industry, having lived my teenage years in Germany and being hugely impressed by what was going on there. However, it was a triumph of interest over talent, and I quickly realised I needed to focus on what I was good at — which turned out to be business and creativity.


GETTY Clever conversations


With more brands and products to navigate than ever before, staying relevant has never been more important for businesses Words: Layla Turner


Technology has evolved exponentially over the past two decades, and with it, the way brands communicate with customers. I sat down with Richard Pinder, CEO of advertising and editorial agency Rankin Creative, to discuss his successful career and how brands can stay relevant.


Can you tell us a bit about your career? I was lucky enough to come into advertising in the period when it was a phenomenal growth machine. I joined Grey in the late 80s and learned from some amazing leaders who were obsessed with building a communications company rather


than a pure Mad Men era ad agency. Tat led to becoming managing director at Ogilvy within a decade of starting in the industry. Tat was followed by stints at


Leo Burnett as head of Asia then head of Europe. My final role in the corporate environment was as COO at Publicis Groupe (now the world’s


Any career highlights? I have been lucky enough to have had many career highlights. Be that presenting campaigns to billionaires to seeing our work on billboards and TV and getting huge social followings — we did YouTube’s first ad of the decade for Turkish Airlines.


How about favourite campaigns you’ve worked on? Tere’s a few! Some of the more memorable Guinness campaigns, the Allied Dunbar campaigns that became part of the national vernacular in the mid-90s, extraordinary work that our teams at Publicis did for brands around the world. But my favourite is probably more recently — being personally involved in the CEO of Levis, Chip Bergh’s, decision to rebrand using the Live in Levis tag


and some of the great work that was made around it.


And favourite marketing campaigns in general? Tese days I’m not really a fan of anything that is built around a linear TV ad, or an outdoor poster that tells you something dull like here’s the new BMW 5 Series or whatever. To me, the best marketing campaigns are the ones that understand I am an audience to be engaged with, rather than a ‘consumer’ who needs to be sold at.


How do you think the marketing landscape has changed over the past few years, and how do you think it will continue to change? Te devices we consume messages on, the number of messages we get served a day, the measurability of it all and so on is out of this world compared to 30 years ago. However, we are still communicating with humans and humans haven’t changed their nature or their humanity. You still need to understand your audience, you still need to meet them where they are at and you still need to give them a utility for listening to your message.


How can companies maintain relevance through marketing? Te main thing for a brand or company to remain relevant is for the marketer to look and think ahead. Look at your brand’s socials, look at the comments, compare it to what your competitors are doing. Truly listen to the user and catch things before it’s too late. Ten engage the audience you most want to talk to in the thing they most want to hear from you.


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