CLICKON at SXSW 2019
Here, Richard Wilson, CEO of storytelling agency CLICKON shares the latest trends that affect how brand storytelling will evolve in the next few years.
"For us our biggest message was, and this was the hardest thing to convince investors of; we’re not appealing to an age group, we’re appealing to an attitude and a state of mind."
When you organise an interview with Trinny Woodall, you know your first words matter. As it happens, Woodall’s first words to us see her reveal that she almost always takes her phone interviews either on the loo or while she’s having a cigarette. Thankfully she chose the latter for our conversation that whirled through her impressive career, taking in the 15 years she spent on our TV screens as one half of the infamous Trinny and Susannah in What Not to Wear, as well as the 11 books she’s penned and naturally onto to her newest baby, Trinny London.
Woodall speaks reflectively about the cyclical nature of her life, how she’s moved from burnt out twenty-something to writing bestselling books in her thirties, hosting over 120 TV shows in her forties and now finds herself a brand founder in her fifties.
For us our biggest message was, and this was the hardest thing to convince investors of; we’re not appealing to an age group, we’re appealing to an attitude and a state of mind.Trinny Woodall
Woodall talks of how she found it a difficult transition from partnership to individual: “I had to find the whole of me because I was used to only putting out the half of me.” And find her whole she has with Trinny London, a beauty brand “changing the face of makeup” as the brand’s website states. As she said, her greatest desire for her brand, and its USP, was that “we’re not appealing to an age group, we’re appealing to an attitude and a state of mind”.
This state of mind is emulated by Woodall across the brand’s social media channels as she regularly invites her audience to participate in Live sessions and Instagram videos. Her Trinny Tribe, as her loyalist fan base is so named, are the women who feature on the website. They are the faces modelling the products, faces aged from 16 to 83 that look like the women we know and love.
A lot of starting your own business is quite a solitary experience. But you never know what’s behind a closed door.Trinny Woodall
The idea for the brand emerged from Woodall’s observations of the women she’d worked with over the years. She said, “What it really taught me is every woman, irrelevant of her race, ethnicity or country she lives in has very similar issues. I was always mesmerised by how whenever I did a makeover, the first thing a woman would see is her makeup and then she’d see her body shape and hair.” Woodall wanted to create a set of products that are all personalised, of prime quality and are portable.
The hardest part of running her business? The accelerated growth the brand is experiencing. But Woodall adds sagely, her advice to young entrepreneurs would be, keep your eyes open because “you never know what’s behind a closed door.”
We’re growing a movement as well as a range and it’s how those develop in harmony.Trinny Woodall
I feel slightly that I know what women don’t realise they need yet. But I also want to hear what women really want.Trinny Woodall
Caroline Casey, founder of the Valuable 500, revealed that whilst 90% of companies claim they are passionate about diversity and inclusion, only 4% of them employed someone with a disability.
There are many laws that exist to us as bureaucracy, dealing with issues that many of us won’t face. But, look a little closer, and after a little interrogation you might just find that many of them feel outdated or just plain wrong.
Publicis One Japan's CCO talks us through the neon colored nights, hidden bars, Michelin stars, temples & science fiction of Tokyo.