That was the moment the penny dropped. Years spent working across various agencies and brands in advertising to realise no one watches ads anymore... ever. But they will binge Netflix for 10 hours straight. They will scroll through hours of content. As people watch more and more, the traditional TVC becomes less and less relevant.
Brands and entertainment have a history together, but now it's more than just product placement. After being global ECD at Ridley Scott developing stories and partnerships between brands and film studios, and bringing a culture led editorial approach to brands heading up the creative department at Rankin, we believe there is a new space to explore with branded entertainment.
Christine is one of the 1% in the industry, a multi-award-winning creative who started in the Adland over 20 years ago, and as Global ECD for the past 15 years. She has worked in traditional agencies, with Rankin across culture trends and fashion, building a successful creative division. Before Siren, Christine was the Global ECD of Ridley Scott Creative Group where she built from scratch a department that originated brand partnership ideas for the likes of Pepsi and Diageo. Creating stories that sat across any platform, any length for the likes of AMG. Unilever and beyond.
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Interesting fact: Christine is an identical twin who’s sister worked for Her Majesty’s Secret Service… Oh and she can never keep a secret, even a top secret one.
CHRISTINE JONES
"If you always do what interests you, at least one person is pleased."
KATHERINE HEPBURN
Oli's been working across the creative industry for over a decade. His experience has taken him from launching new drinks with Jack Daniel's to building worlds for AMG's electric fleet. Whatever he works on his aim is always to engage audiences with storytelling and loves to find new ways to bring brands into culture. Before Siren, Oli worked with Christine at Rankin and RSA developing creative platforms and brand partnerships for the likes of AMG, Pepsi & Diageo. A lot of his career has been spent working alongside incredibly talented women, and with Siren he's able to make sure that keeps happening while building a company that strives for a better balance.
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You’ll find his whippet, Beryl, our sassy Siren mascot, keeping a watchful eye on proceedings wherever we're working.
OLIVER NOWLAN