Rebecca Rowntree

🎮 How does a small city like Dundee go from industrial roots to being a global gaming hotspot…? Find out in our latest #PlayableFutures article - in partnership with Ukie GamesIndustry.Biz and Amazon Web Services (AWS)

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Surprisingly, there is very little guidance for those wanting to step up to the Creative Director position or those who have landed in the role and are looking for more advice. That’s why, as part of my coaching services, I have added a programme focused solely on how to be the best Creative Director you can be. I’ll be sharing, via video calls, insights and the lessons I have learned along the way on my creative leadership journey. Details are in the carousel below. #creativedirector #creativity #creativeleadership #advertising

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Like a lot of people my age, I’d begun to wonder whether the BBC was becoming irrelevant. This new work pokes that belief in the eye. The BBC’s slide away from dominance could be explained by numerous headwinds: - an increasing resistance to establishment narratives coming off the back of COVID; - a proliferation of streaming sites and creators who didn’t see the need to charge a license fee. “If they can make great content without the fee, why should I pay it to the BBC?” - the much-discussed splintering of cultures driven by the algorithmic feed, which is rendering the idea of one ‘angle’ on current affairs less and less relevant… I could go on. And then this phenomenal new work by BBC Creative explodes onto my feed. What a great example of #pickafight - the oft-tried and oft-failed Challenger brand strategy. And what great self-awareness of the BBC to recognise that, yes, despite being effectively the state media of the UK and in many ways the epitome of an incumbent brand, they are now a Challenger brand. A brand less of proposition (the lovely things they stand for) and more of opposition (the monster of disinformation that they are uniquely designed to combat). As Richard Huntington put it, ‘they fight for truth and they fight for us, whether we choose to watch or not’. An excellent example of both in-house agencies getting it right (with the help of some excellent external help too), and also the importance of strategy first, tactics second. The BBC has the production capabilities to make anything beautiful, but to decide to tackle this issue head on shows real strategic grit, and I’m interested to see where it leads. —— I share stuff about Challenger brand strategy, and the Challenger mindset that big businesses can learn from. Follow me for more like this. #bbc #creativity #advertising #brand #strategy #challenger #challengerbrand #challengermindset

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✅ Transforming Events into Positive Impact Stories Ever wondered how an event can change the world? At MUT Agency we’re not just organising events; we're crafting experiences that leave a lasting positive impact on both people and the planet. 💡 The last 2 years I’ve had the privilege of witnessing firsthand how our creative endeavours are reshaping the landscape of brand experiences. Based in the vibrant city of Barcelona, our team specialises in #CorporateEvents such as #MICE and conventions. Also experiential events like brand experiences, product launches and celebrations. But what truly sets us apart is our commitment to Positive Creativity®. Our methodology is a #DATAcentric unique blend of strategic analysis, emotional ideas, and scientific rigor. This approach ensures that every project we undertake maximises business and #socialimpact while minimising #environmentalfootprint. And with our #MUTImpactDashboard, we measure both generated and saved impact, aligning with international standards. 🌍 Being a certified #BCorp we’re proud to stand as a beacon of #sustainability in the #marketing and #advertising sector. Yet, like any journey, ours is not without its challenges. From acquiring new partners to increasing our pull of #ESG metrics, very day is a learning curve. But with a dedicated team focused on such an innovative offering we’re poised for growth. Our ideal partners are those who share our vision. Together, we can create events that not only captivate but also contribute positively to society. In the ever-evolving world of events, staying ahead means being modern, cutting-edge, and always inspired by sustainability. Whether you find us on LinkedIn or TikTok, our story is one of innovation and impact. Looking to create an event that matters? Let’s make it happen. Connect with us, and let’s craft a narrative of change together. 🌟 #PositiveImpact #Sustainability #CreativeEvents #MUTAgency #Barcelona

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Jan 2024: Cracking start to the year with onboarding 4 new clients Feb 2024: Signing our biggest client to date April 2024: Quietest month at Infinitistudios to date, whilst celebrating my daughters first birthday May 2024: Ran my first marathon September 2024: Spent more time managing potential clients than actual projects. Lesson learned: not everyone’s ready for the £8k glow-up. 2024 in summary: lots of wins, some fails, Here’s to doing it all over again in 2025. 

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I know that what we do today has to drive sales, well, today. But our inability to track the value of when a little kid sees an Air Jordan ad on TV in 1990, and then grows up and buys only Nike shoes and apparel for the next 35 years and counting, is a damn crime against the real value we bring. Even if their men's apparel has realllllly fallen off lately. #advertising #marketing #creativity

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What did I learn judging for the The Drum Awards? Firstly, Imposter syndrome is real. I was surrounded by some mega players in the industry and then there was little ol’ me Then I learnt about the submission process itself: Write to the criteria: if the concept took a lot of work, say it did. You can’t assume the judge knows what went on unless you say it out loud Check your data: if you get any of it wrong, the judge will question it and you don’t have a chance for rebuttals Case study video: a submission is restricted by a character limit. Adding a 3 minute case study video helps the sell (and appeals to the visual people) Do you enter awards in your industry? Do you see it as patting yourself on the back or do awards help you win more business?

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📣 UPDATE ANNOUNCEMENT: I have made some changes to this - it is now One-To-One - not a group. Why? Well, I have had some requests for this, as it can be difficult for some people to stick to set times - life and work can be hard to juggle, so it helps if there can be some flexibility in things like this. There are limited spots available - you can start now, or sometime in September or October - whatever works for you. I'm offering a 20% discount if you sign up before August 29. The current group taking part in my Creative Director programme is about to wrap up, so it’s time to get started with some new sessions. You can see more details in the carousel below - but ignore the whole group thing and dates - LinkedIn won't allow me to replace the carousel. 😎 What can you get out of it? ☑ New perspectives. ☑ Inspiration. ☑ Answers to burning questions. ☑ Advice on how to navigate certain obstacles. ☑ Creative leadership advice and insights. ☑ And much more. And if you want it…I'll share my guacamole recipe. Better creative leadership skills lead to better work, happier staff, and stronger client relationships. There are limited spots available. If you want to get on board and benefit from a discount then sign-up before August 29. Oh, and don't forget about the guacamole recipe. It's pretty good. Just sayin'. If you're interested in joining please email me for more details - [email protected] #creativity #creativeleadership #advertising

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Baby, It’s Warm Outside… Back in 2020, there was a great push in the advertising industry to both tackle its own carbon-guzzling profligacy and to use its skills to reframe sustainability and pro-environmentalism. But four years on, is there the same sense of urgency, particularly as adland attention is consumed by the stress of budgetary pressures and the AI arms race? What progress, if any, did we make in 2024 and what do we, as an industry, need to do in 2025? LBBonline - Little Black Book’s Alex Reeves spoke to sustainability experts from the industry including Amplify’s Global head of responsibility and impact, Jennie Mossman. “One thing that feels optimistic is the growing movement towards better understanding the influence the creative and advertising industry really has on people's decisions, aspirations and behaviours. Storytelling is such an integral part of the industry and the reality that for decades this has been used to drive mass consumption and often mislead audiences seems to be becoming more mainstream. The recent Netflix documentary 'Buy now! The shopping conspiracy', the reality checks at the end of each new episode of any David Attenborough programme, and even the UN Secretary General calling for a ban on fossil fuel advertising, are all continually embedding the message of the true human impact on the natural world.” You can read Jennie's full comment and contributions from Vincent Villaret, Impact Plus; Calvin Innes, JvM NERD London; Winston Binch, GALE, Pierre Bellefleur, Strike; Mattia Fiumani, Conero Film + Adv and Michael Kaliski, Green The Bid via the link in the comments. #Responsibility | #Sustainability | #CreativeAgency

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This article in Campaign UK made me exclaim “WTF!!!” at the top of my voice. Sadly this is really what most of the advertising industry thinks “culture” actually is, whilst most people in the real world know culture can’t be painted in big broad brush strokes. It’s not a trending word, the hippest streetwear brand or the latest hybrid music genre. There is no such thing as working class culture or black culture or gen z culture. Culture is the shared value, behaviours and understanding that coalesce around interests, hyper local places and moments in time. It’s movements that start in niche, grassroots communities and grow authentically. It’s enduring, real and driven by people connecting. Culture is 60 year old retired mums who discover the gym after their kids grow old and are now fitter than they ever have been. Culture is a handful of young people discovering and playing jazz in the back rooms of pubs across the UK. Culture is young Gen z who are furious their parents and schools haven’t taught them to be financially knowledgeable and responsible. Culture is indoor climbing becoming one of the fastest growing sports for young people across the UK. It’s not the word hun, it’s not Amelia Dimz, it’s not Peggy Gou and it’s not Peachy Den. Fortunately for most brands these communities can be found out there in social. You can see who they are, where they are and what they are talking about. They can help brands make more informed decisions about your audience, what drives their behaviour and how you can be more relevant and capture more of their attention. You don’t need an AI powered cultural futurist to help you discover this you just need to roll your sleeves up and start digging into your audience. https://lnkd.in/eNfEE8Nz.

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This latest report from Youth Music makes for an interesting, if slightly depressing read... Social class is found above all else to influence a young person's chances of forging a career in the music industry. Those from lower income backgrounds are significantly less likely to be earning money through music than those from higher income backgrounds - even if they have both studied music at school, college or university. Not a huge surprise - lack of industry contacts, affordability of instruments and private lessons (when music facilities in schools are so severely lacking) and the fact that 86% of internships in music and the arts are unpaid (sorry, but is this even legal?), all contribute to working class kids having a much harder time of breaking through. Here's hoping that whatever happens on 4th July, there is more investment in the arts and more focus on levelling the playing field for everyone who dreams about a career in music. We can't keep expecting amazing charities like Youth Music to shoulder all the responsibility.

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Gender conversations in advertising cannot be viewed as topical interventions or as 'femvertising'. They need to be normalised, and become an inseparable part of everyday life and thinking. We need more inclusive, true, active and intersectional representation, with ensuring stories are voiced by those they belong to. I write my thoughts for WARC. Do give it a read. Hayden Scott, Sumbul Khan, Zoe Chen, Huiwen Tow, Lesley John, John Davenport, Zoe Chen. Illustration credits: Ayushi Saria. Thanks Biprorshee Das. #Gender #Advertising https://lnkd.in/gE4dcxwB

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Here's a handy reminder of what's expected of a Creative Director. My A to Z guide is not comprehensive; I cover more details when coaching people, but this is a good start. ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ ⚡ My 'HOW TO BE A CREATIVE DIRECTOR WITHOUT SUCKING AT IT' Coaching Course starts on June 26 - there are 2 spots left. Sign up before the end of June 17 for a 10% discount. Message me or comment for more details. #creativedirector #creativecoach #advertising

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👉 'FFS' more coverage with ChargeGuru ⚡ 🪫 Great to see the continued media support for our FFS campaign with ChargeGuru. Two new articles have gone live; I had the opportunity to speak with MediaCat Magazine and Creativepool, together we dug more into the campaign; the background and the creative process. *** With Media Cat, we discussed how 'Marketing and the media are essential in accelerating EV adoption'. Snippet: Marketing and the media are essential in accelerating EV adoption by making it relatable and addressing misconceptions head-on. This is where smart marketing can step in. We need to educate the public about the cost-efficiency and sustainability of electric vehicles (EVs). By showcasing advances in EV technology and infrastructure, we can alleviate concerns and anxieties about going green. Providing accurate information that can empower potential drivers to make informed decisions. Read the full article here: https://lnkd.in/eZXSwkzi In Creative Pool, we explored the creative process behind the campaign in the article titled 'Inside ChargeGuru’s Groundbreaking Campaign'. Snippet: What is one funny or notable thing that happened during production? Using a guerrilla-style projection tactic, we set up quickly, projected, and moved on, generating public excitement and candid reactions for the campaign video. At one location, we were asked to leave, with the police even called. Fortunately, we captured all necessary footage before needing to pack up—no laws were broken! Read the full article here: https://lnkd.in/ewueD2iQ #EV #Marketing #MediaSupport #ChargeGuru #Campaign #ElectricVehicles #Sustainability #CreativeProcess The PHA Group Denis Watling Elizabeth Davidson

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How the times are a-changing. 📰 "The news that John Lewis Partnership (including Waitrose & Partners) has created an in-house content agency was surprising - you mean they didn’t already have one? The best FMCG and retail brands think on their feet and make content that reacts to what’s going on. But it’s not just about being reactive. Having great in-house creative improves marketing across the board. The everyday beating of the drum becomes louder than their competitors. Who’s already doing this well? Moju, Nice Wine, Surreal, what3words - and Kraft Heinz, on the bigger brand side." Full article here: https://lnkd.in/d2KhqqGP

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The Creative industry is embarrassing right now I'm not one for sugarcoating things...the creative industry is in a mess Agencies are pitching ideas that feel like leftovers from a 2010 brainstorming session. Take the Sodastream advert below. Was 'push it' the first idea that came to mind when someone said 'no idea is a bad idea'. 2 out of 10. See me after class. FFS And when it comes to clients, start asking whats possible without being 'crwazy' coz its embarrassing. If I see another big brand getting a flying goat or a sealion driving a boat I'm gonna fcuking puke Where’s the spark gone? Where are the stories? The hunger to do something that makes audiences go 'Wow, now THAT’S clever' is just not there any more But how do we fix this? Agencies! Stop playing it safe. Start pitching the bold stuff and forget the invoice. Clients! Demand brilliance and be brave. If we don’t shake things up, we’re just putting out the same ads people can’t wait to fastforward What do you think? Do we need to organise an intervention?

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Yes, I know, I am biased, but please hear me out. I have spoken about this many times over the years, and have been on podcasts talking about it as far back as 2017. However, I used this model for the first agency I started in 2002. The theory is quite simple and very apt for today. Think of a band like U2, no, you don’t have to be a fan of them to like this business model. U2 are, for all intents and purposes, a 5 person creative business. - 4 are the creative minds behind the output. - 1 is the manager and business person making sure they get deals and get paid. U2 is estimated to be worth US $1.8 billion. When it comes to things they need to be creative they are mostly brought in on an as-needed basis. When they tour they rent the gear and venues and hire the road crews. When they need to make a record they rent the studios and hire a producer and engineer. When they need to make a video or have some photography done they hire the appropriate talent. The packaging and distribution are all handled by the record company. Oh, and one big thing they have that no creative agency has is that they own their IP and license out their creative thinking - we give it away for a relatively small fee. Add to that the fact this ‘creative department’ doesn’t sit in an office together, in fact, none of them live in the same cities. They use technology to share new ideas with each other and get together when they are ready to create something. That also means they don’t sit in endless meetings overthinking and overanalysing their ideas. They would thrash those issues out between themselves either on calls or in the rehearsal or recording studio. So, why can’t more agencies be more like bands? - A core unit that thinks. - Someone who ensures the business is bringing in revenue. And then hire the best talent needed to join them when needed. Agencies have been so over-staffed for so long, relying on the billable hours model to have accounts laden with people. But, the billable hours model is broken and I'm guessing it's headed for the history books. The band model approach does work, as I said, I did it over 20 years ago with my little creative shop BORN, and I am doing it again with my new creative businesses. Keep the operations small and the thinking big. It’s a simple formula. 🤘 ⚡ 🎸 ------------------------------------------------------------------------------- One new addition to my coaching services is CREATIVE UPSTARTS, a new programme to help recently started or soon-to-start creative shops…part coaching, advisory, and copilot. This is the time for indie shops to get a foothold. Get in touch for details.  ⬇ [email protected] #creativity #agencies #advertising #creativedirector #creativecoach

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