We interviewed our Creative Director, Phil Robinson. Here's what he had to say...
So, Phil, what are your responsibilities at P+S?
I’m Creative Director at Proctors, responsible for a team of designers, copywriters, artworkers and filmmakers. It’s my role to harness and guide that wide range of capabilities, delivering work that covers everything from brand creation and development to fully integrated marketing campaigns.
You work with clients all over the world – is that a challenge?
It’s certainly a challenge, but one that I absolutely relish. Success relies on being able to apply the principles of great creative marketing in different cultural and social contexts, as well as producing ideas that have universal appeal across geographies, territories and markets.
On a practical level, working with clients in different time zones can create its own challenges, but with years of experience, we’re adept at managing this requirement – and always ready to answer the call, no matter what time of day (or night).
I wouldn’t have it any other way, to be honest. International clients means regular international travel, and that’s one of the huge upsides of the job. I believe the richness of experience makes me a better creative marketer.
What’s been your favourite project in recent years?
So many to mention here! It isn’t easy to pick out one in particular, but I am especially proud of our collaboration with Economic Cities Authority and Effat University in Saudi Arabia. Both are progressive, ambitious organisations who represent positive change in the Kingdom. Helping them build ‘today’s Saudi Arabia’ has been a pleasure and a privilege.
Both projects have called on the full range of Proctor + Stevenson’s online and offline services, and playing a pivotal role in the delivery of high-profile, integrated campaigns has been extremely fulfilling from a personal point of view.
What’s the most rewarding aspect of your job?
It’s always the feeling that our work is helping to make a difference. We work with educational institutions, government bodies, multi-national corporations, eco-friendly start-ups and many other businesses that are all making an impact on the way the world works and lives. Having a part to play in their success is what gives me greatest personal satisfaction.
That, and helping a team of highly talented professionals express themselves creatively too!
What sets P+S apart from other agencies?
We believe two things give us an advantage over other agencies around the world. The first is our pioneering spirit and sense of adventure. We’ve never accepted the notion of a ‘comfort zone’ and have always been ready to go where others fear to tread.
We started life as a pure brand and design agency, but from day one, we’ve been ready to evolve and adapt, and today, we’re still as committed to creative marketing as we ever were, but we’re also recognised for our digital skills and technology services on the global stage.
Describe a project you’d love to get involved with
There’s so much fantastic work going on out there, and so many incredibly talented people, that there’s a lot to be excited about in our industry. My dream project would be one that truly connected creativity and great ideas with everyday lives. One that allowed us to step out of the marketing ‘bubble’ that can sometimes exist.
So something to do with positive social change, delivered in a fun, entertaining way, that involved input from people in all walks of life, and reflecting the gloriously diverse world around us.
What advice would you give to brands looking to make more of their marketing this year?
The opportunity to produce inspirational marketing has never been greater. So I’d suggest looking at how technology, creativity and people can be brought together. I have a strong belief in the power of human-to-human marketing, in which we can connect people more fully, effectively and purposefully with each other.
And that process starts with people and ends with people. Technology and creativity are the connectors. Human interest is the driver.
Start conversations. Entertain people. Have fun. That would be my advice.