News // 27 News by RANKIN
THE DRUM Rankin Guest Edited Issue The world has gone nuts. From presidents to our friends on social, everyone is lying about something, whether it’s about their tax returns or living an entirely fake life. It’s got to the point where we’re living in an age called ‘post-truth’. So, who is there to turn to for honesty? The public wants it (and needs it) more than ever, but who is going to step up to the plate and choose sides.
The Drum, one of the leading publications in marketing and advertising, invited RANKIN to guest edit an issue. The issue he and his team chose to deep dive into was a question of honesty. The result is “Sell Me the Truth”. From fake news and whistle-blowers to big data and deep fakes, the climate crisis and even responsible advertising, this provocative, exposing issue takes a long hard look at what we think we know and the advertising industry in a Post Truth era.
Pulitzer Prize-nominated journalist, Carole Cadwalladr, sits with Rankin for an exclusive interview and cover shoot, isn’t afraid to dig her claws into “crazy cat lady” smears by Brexiteer critics, and reveals her thoughts on truth, lies, and data. Also photographed and in conversation with Rankin are Sir Martin Sorrell, who speaks candidly on the politics surrounding big data in advertising, Munroe Bergdorf, who shares her concerns about representation in the advertising industry, social media addiction and feeling trapped inside “a big invisible cage”, also interviewed by Rankin is the provocative photographer Oliviero Toscani. The pursuit of honesty and general mistrust of big media is rife throughout the issue as Jonathan Freedland offers his opinion on how the near-future dystopia of a world ruled by tech might look; Matthew Todd bemoans “the never-ending gay parade of capitalism”. Alastair Campbell writes a think piece on the peddling of lies in the Brexit era and Vice journalist Oobah Butler puts his viral marketing mastermind to the test with a game of Silicon Valley- inspired true or false.
Rankin: “There is no better place than The Drum to ignite this debate. I commend them for driving it. We live in strange times and we are all worried. But what can we do? What is there to be done? How do we make a difference? These are just some of the questions we set out to prod, provoke and try to answer. Most of all, we wanted the issue to be hopeful and optimistic. It’s been a great issue to work on; heated debates, impassioned causes and the future of our industry, not to mention our planet!” Carole Cadwalladr in an interview with Rankin: “They go after me with these misogynistic smears and I’ve got to own it. And it just feels really empowering, and I think there’s a real lesson in that. We have to turn their tools against them, we have to catch the grenade coming in and rip out the pin and throw it back at them”
Sir Martin Sorrell in an interview with Rankin: "They claim to be forward-looking but really, they’re looking in the rear-view mirror. There are people who espouse creativity, but their definition of creativity is a 19th-century definition.”
Oliviero Toscani: “Many advertisers try to make the world more than what it is. They’re dealing with reality but then they think that reality isn’t enough. They have to make it better, more special. They have to bring added value to reality. For me, this is something you don’t need to do. The added value is almost always fake”.
In a world run by the “male, pale, and stale” there are, what seems like, endless problems without solutions. Every day we’re fed another spoonful of bull and not sure what to do with it. But one thing is clear; the truth has never been needed more. Something must be done. A change must be made. And, it might just be down to the advertising industry to lead the way...
28.09.2019 // show complete article
RANKIN shoots celebrity mugs to raise awareness for The World’s Biggest Coffee Morning in aid of Macmillan Cancer Support. ‘Whose mug is this?’ launches this year’s campaign for Macmillan’s biggest annual fundraising event. Approaching its third decade and raising over £200 million to date, The World’s Biggest Coffee Morning brings people together across the UK over a cuppa, asking them to donate the cost of their coffee in support of those living with cancer.
With 1 in 2 people diagnosed with cancer at some point in their lifetime, this catch- up coffee call really couldn’t be more valuable. To raise more awareness, more money and get more people involved in the 2019 event, Rankin has captured a series of fun and intimate portraits of steaming hot faces you’ll recognise. Doing their best to hide behind the humble cuppa, these pearly whites and glittering eyes unveiled with Rankin’s signature style, take the term ‘mugshot’ to a whole knew realm. With talent including TV presenter Rylan Clark-Neal, Strictly Come Dancing head judge Shirley Ballas, music legend Boy George, comedian Joe Lycett and actor Faye Brookes. If this sparkling celebrity line-up isn’t your cup of tea, we don’t know what is.
Rankin: “It's been a lot of fun photographing these stellar faces for such a fantastic cause. Although the campaign is playful, the message is an urgent one. The more people we get hosting a Macmillan Coffee Morning, the more money we raise to support those fighting this horrible and now fearfully common disease.”
To get involved and host a Macmillan Coffee Morning, all you need to do is sign up to receive a free fundraising kit and get those too-tempting traybakes ready for 27th September. GoSee: coffee.macmillan.org.uk
26.09.2019 // show complete article
In the ever-changing, ever-evolving era of creative industries comes the need for an agency to cut through the bull. Enter: RANKIN. Once known as simply one man, now an amalgamation of the independent operations Tonic Reps, The Full Service, Rankin Photography and Rankin Film; all tidied up in one neat creative package.
RANKIN is now a one-stop-shop, with one easy-to-remember name. Bringing together all the many creative facets of the acclaimed photographer and over 80 talented people buying into Rankin’s creative vision under the one umbrella means the agency sits in that unique spot of not being just a film or photography studio but also wearing hats in idea generation, editorial content, brand identity, talent management, and start-to-finish production.
Rankin himself is now joined by leading industry players Richard Pinder, ex Publicis Groupe and Crispin Porter, as CEO, and Christine Jones, ex Ogilvy & Mather and WPP, as Executive Creative Director. RANKIN, which officially launches this September, already has the names of Samsonite, Unilever and Rolls Royce on the wall – the latter for which it helped throw out the luxury car rule book with the help of Gwendoline Christie.
Rankin says: “I’ve always been excited by the new. So when the world started changing, I just grabbed it.”
“That’s what RANKIN is about – taking Rankin’s reputation as a cultural provocateur and providing that same creative agitation for brands that need to cut through all the media clutter,” Pinder explains.
“This goes beyond providing creative ideas. It’s about helping to make brands freshly relevant to a complex world that, frankly, needs to be impressed to pay any attention.” says Jones
Here is our Q&A with Richard Pinder, CEO RANKIN, for you on GoSee:
What kind of clients are you aiming to work with?
We want to work with the kinds of brands that already find us intriguing. Brands that want to stand out in culture. Brands that see the changing world as an opportunity to change their world, not be changed by it. And brands that think a new kind of creative company built around a cultural provocateur and visualizer like Rankin is exactly what they are looking for.
RANKIN is a global brand of its own. How do you want to use this?
Rankin the man is very well known. We aim to build RANKIN the company in his image, with his vision but with a large number of talented people delivering to that. We are already 80 people, and we expect to grow that pretty quickly. As we head into turbulent times, it’s a time of opportunity for brands. We think those who are open to new things will be intrigued by the Rankin they know morphing into the RANKIN they need.
What do you think is the difference between RANKIN and a classical ad agency?
Quite a lot of differences. We know that today’s consumers want to be told the truth. So we work with brands to uncover their truth and to see how that can be used to change the world for the better. We are unashamed and unapologetic in searching for that and telling the truth to brands. Then we have studios, directors, photographers, editorial staff, and filmmakers in the building and can very quickly bring the ideas we develop to life. In even the most forward-thinking ad agency, I’ve never seen that combination.
Bloggers, influencers, supermodels, athletes … are self-managed talent, and the new power-play within the industry, would you say, is liberating talent from the administration?
Everyone is looking at cutting out the middle men/women. Stories of going direct are everywhere. Why? Because the end purchaser (often clients) have been disappointed in some way by the status quo and are looking for ways to get a leg up. In a changing world, they are looking to change theirs. That’s why we think we have an offer that is relevant for them.
Do you think ad agencies have lost their bite/wit?
I think no one sets out each day to do a bad job. There are thousands and thousands of smart souls working hard in the ad industry for their clients and their employers. But the tricky bit is to create a situation where the best work can be done for the best reasons. That is much easier at the ‘cottage industry’ end of the scale than at the ‘mass production’ end. Wit is mandatory here. It’s not always welcomed there.
Rankin the man is known for working nonstop – how about you?
Yeah, well we both come from a similar work ethic upbringing which the millennial generation pity us for…but millennials have also taught us something which is that work and life are interchangeable and you can do both in the same hour. If you enjoy what you do and know how to enjoy yourself, it normally works out pretty well.
Any upcoming campaigns you can share with GoSee?
Loads! Lots of work being briefed in and being shot. And we will share with GoSee just as soon as we can :)
16.09.2019 // show complete article