Day in the Life of Julian Kyanston, Founder of Propaganda
This can be insanely varied – it really does depend on the day. I like an early start. First thing is doing a full catch up on emails and social. I try and respond to emails as quickly as possible after they come in. Throughout the day I deal with them almost in real time.
I’ll work wherever motivates me that day. Either in the office, at home, a coffee bar, or sometimes I’ll work at a client’s office. It’s all about my mood on the day.
How Did Your Upbringing Influence Your Career?
Growing up in working class Yorkshire and falling into the ‘casuals’ youth culture in the 80s had a huge impact on my career, which is something I talk a lot about in Brand Warfare. The biggest influence for me has got to be the obsession with designer labels and brands. It was a real culture of one-upmanship and wearing the right brands was everything!
In the casuals, when you’re dressed in your gear, it felt like armour. It gave you the courage to stand your ground in a brawl or to rush the pitch or whatever. You felt invincible. All this from a cotton jumper! That’s the power of brand. Experiencing that as a teenager taught me what I needed to learn – the value of brand, the importance of perception, the power of standing your ground. So this is a book for people with imposter syndrome!
What Do You Think Your Industry Needs to Improve?
Gravitas gravitas gravitas. Agencies need to earn the respect of the brands they work with. So first off, free pitching needs to go. They’re never going to respect you when the marketing head’s made you jump through all these hoops just to get the contract.
On top of that, we need to engage directly with the C-suite or business owners. They’re the people who make the real decisions and have the business’ long term goals in mind. Even with the best intentions, having to work through a marketing manager just dilutes the relationship.
Before we started working with the C-suite, there were so many times we’d share an amazing idea with the Head of Marketing who absolutely loved it. But then we’d hear that the execs didn’t sign off on the strategy because they don’t see the vision. Of course the marketing person – who’s thinking more about their next promotion than on the business goals – won’t present the approach as well as the agency who came up with it. Agencies need the gravitas to work with the actual decision makers.
What Career Advice Would You Give Your Younger Self?
This one’s simple: Take. More. Risks.
Conclusion
Julian Kyanston, founder of Propaganda, shares his unique perspective on the branding industry and the importance of taking risks. With his book, Brand Warfare: From the Terraces to the Boardroom, Julian inspires readers to think outside the box and push the boundaries of creativity and innovation.
FAQs
What is Propaganda?
Propaganda is a brand consultancy transforming business through “creative excellence and commercial rigour.”
What is Brand Warfare: From the Terraces to the Boardroom?
Brand Warfare is Julian Kyanston’s memoir, a candidly inspiring tale of his creative journey.
What does Julian think is the most important aspect of branding?
According to Julian, the most important aspect of branding is the power of perception and the value of standing your ground.
What is the biggest risk Julian would advise taking?
Julian advises taking more risks and being bold in one’s career.
