Meet Rob Payne | The Mill’s Head of Brand Partnerships

Community July 5, 2021

Rob Payne has an impressive 20 year career working at some of the world’s most celebrated advertising & creative agencies including TBWA, Karmarama, Grey, VCCP, Saatchi and Saatchi and Mother.

In his role as The Mill’s Head of Brand Partnerships, Rob focuses on how we can partner with brands, leveraging the full weight of The Mill’s capabilities across creative production, immersive experiences and visual effects to develop unforgettable campaigns that resonate with audiences worldwide.

Rob’s passion is creating innovative and impactful brand campaigns across a mix of media channels and emerging technologies to truly engage audiences and make his client brands part of popular cultural conversations. He has led award-winning campaigns for clients including: Sony PlayStation, Diageo, Pernod Ricard, The BBC, O2 and KFC. Most recently Rob set up his own brand communications consultancy partnering with a range of clients across the philanthropic, lifestyle and media sectors.

We asked Rob what industry trends we can expect to see in the next 6 months, and what he’s most excited about:

“I feel like one of the biggest emerging trends is how younger generations are turning to experiences over products. I think there will be a knock on effect to our industry in that the brands targeting those audiences will have to start looking at how to tell their brand stories through emerging experience led technologies.

What I’m most excited to see is how we all start to use a mixture of these technologies with existing ones to really tell those stories in the most engaging and innovative way. It has to be narrative first and not technology just because it is the latest thing. For me it’s all about the storytelling.”

If you are a brand marketer and would like to speak to The Mill about working with us directly, please get in touch here.