Michael Vines, Creative Partner, RBH Creative Communications

Michael Vines is Creative Partner at RBH Creative Communications, an award winning and leading full service marketing and communications agency. Having worked in both South Africa and across the UK over the past 25 years, he's gained a lot of invaluable knowledge and experience. At RBH, Michael has grown and now oversees a highly talented creative team that keeps on winning awards and delivers exceptional creative work for it's clients, spanning retail and fashion, automotive, education, leisure and travel...

Michael, you've worked for some amazing agencies over the years, both here in the UK and in South Africa. What would you say are the biggest differences in the creative industry compared to oversees and for those who are thinking about relocating and working abroad, what advice would you give?

In my experience, agencies are structured and run very similarly wherever you go. You can walk into an agency anywhere in the world and settle in swiftly. From a creative perspective, it’s your portfolio that’s your passport and the quality of your thinking that’s your currency. It’s as simple as that. Some very talented people I knew found work in other major cities (London, New York, etc) quickly and easily, based on just a single campaign that had garnered international attention. I’d wanted to come to the UK and to do it I put in the same sort of effort that I had when I was first starting out in advertising. I applied for every job I saw going. I made a pain of myself. I made it as easy as possible for potential employers to seriously consider me – “Yes, I can start in three weeks,” “Sure, I’m happy to take a more junior role.” And here I am ten years later. It worked.

Working at RBH, you and your team visit and talk to students at universities, or sponsor and give advice at local creative events such as Birmingham Design Festival. This obviously takes a lot of your time up, but we know is something both you and RBH are passionate about doing. Why is this?

It’s always been important to us that we bring in and develop young talent. Bringing in younger people brings in new inspiration, different ways of working and reinvents the dynamic within the agency. To be honest, we learn as much from young people’s fresh perspectives as they (hopefully) do from our collective experience. We love going out to meet students, speaking and reviewing portfolios at universities. When I was trying to get my own foot in the door, I struggled to find people who were willing to give their time and offer me support. So as a result, I’m keen to do as much as I can to help those new to the industry.

This year we've seen creative roles blending, to span both digital and traditional advertising more than ever! Writers able to create content for an advertising campaign one minute and short punchy social post the next. Designers that are strong on digital design, but also able to create animations and videos. Do you see creative and design changing anymore in 2024 and what if any, impact do you think copy AI will have?

The blending you mention does seem to have accelerated over the last twelve months. As creatives we need to be open to constantly bolstering our skills and adapting to rapid change. Our landscape will keep changing, of course, but the essence of creativity (and of what makes someone a good or a great creative) won’t ever change. And as for generative AI, it’s a tool, and it’s improving all the time, but for me it’s not yet what I would consider a collaborator or a creator on the level of a human being.

Finally, you've worked at RBH for nearly 8 years, starting out as a senior copywriter and now as Creative Partner of an award winning creative team! What is about RBH that has made you stick around and what do you think makes RBH stand out from the rest?

Honestly, RBH felt like home the moment I walked in the door for my first interview. From the beginning I was encouraged to be the best I could be, rather than working to be better than those around me. In so many other agencies I’ve worked at, I’ve sensed a competitive edge among the staff. That doesn’t, I don’t believe, exist at RBH. Instead there’s a proper spirit of working together. That’s the big differentiator for me, and the reason I love being here.