What would I alter: Trevor Robinson, Quiet Storm
At the age of 11, Trevor Robinson's school career advisor told him that he had more chances of becoming a bus driver than working in advertising. Despite the early obstacles to entering the industry, he has had an extremely successful career over the past three decades. In 1995 he founded Quiet Storm, one of the first agencies to write, direct, and produce his own work – a model that she still uses today. She has created award-winning works, including You & # 39; ve Been Tango-ed and Haribo & # 39; s kids voice campaign.
Robinson is also known for his personal contribution to the advertising world, namely for dealing with the diversity problem. Prior to that, he chaired the IPA Ethnic Diversity Forum, launched an "Create Not Hate" initiative to fight arms crimes by getting underprivileged young people to advertise, and received an OBE in 2009 for his charitable causes and advertising.
Since most of the filming could not take place as originally planned, the lock-up period for the Quiet Storm production line was a particular challenge. In addition to working on lockdown ads for customers like the cleaning brand Zoflora, Robinson has used the past few months to gather industry support for the relaunch of Create Not Hate. Here he discusses the need for advertising to finally take action against the diversity problem, how it can shake up the controversial format of industry awards, and why switching to WFH can destroy the vital work culture that is the lifeblood of the industry.
Adaptation to the new normal Personally, I'm an advertising creative, not an artist, where you like to sit alone in a warehouse, paint for six months, and then reveal your artwork. I love being with people, I get real energy from people. Even with my customers, I hate the zoom thing; You can't read people, you can't read body language, it just feels very inhuman, even if you know when to speak and when not to speak and how to involve people in the conversation. Maybe I have a little time to work like that. Although I have an office in the agency that I like to be with people, I like the routine of getting on my bike and going somewhere and going for a walk at lunchtime and going to museums. I love this interaction with life, but we could still work and I was still able to be creative director and deal with customers in this way.