Rebecca Rhodes, chief creative officer for Virgo Health and Golin Health, talks to Gorkana about healthcare and the health and wellness trend, creative thinking and the best piece of career advice she’s ever received.
What media do you consume?
ES magazine, Sunday Times Style, Observer Food Monthly, Red, Vogue, Elle Décor, Dazed & Confused and Blue Print.
What are the essential differences and similarities between healthcare and other sectors or industries you have worked in?
I spent ten years in consumer brand communications working for Adidas, Heineken and Speedo, among others. Healthcare is now very much a consumer industry. People’s interest in health-tech and data, along with zero stage medicine (preventative rather than cure) has meant that the healthcare industry has had to take consumer engagement seriously and is therefore a much more creative place to work.
What’s the best thing about working in healthcare and how did you get to know the sector?
I was approached to take a creative director role in a healthcare agency as a result of my consumer brand experience. I love the fact that you work on campaigns that have both social purpose and impact. Health brands are so much more interesting than marketing a can of coke or a bottle of shampoo. Health and wellness is having its moment!
What’s the secret for great creativity in PR?
1) Creative confidence is key. There is much written on the subject but it is widely accepted that it comes down to self-affirmation.
2) Great stimulus. Our brains are wired to go to the same place so we need disrupt them with new experiences.
3) It is all about the idea. Smart ideas that connect across multiple platforms. Think channel agnostic and see where it gets you.
Where do you get creative inspiration from?
Galleries/exhibitions/magazines/other people’s work!
What work are you proudest of from the last 12 months, and why?
Being a Cannes Lions judge was a real honour and creating the first R&D innovations hack at Lions Health in June 2016.
What’s the best piece of career advice you’ve ever received?
You should probably think about moving into a creative role!
What’s the highlight of your working week?
Reading a lovely new brief – I’m not a completer finisher.
How do you switch off?
Drink wine, meditate badly and watch Game of Thrones.
- Are you working in an interesting or unusual PR role? Do you have strong views on the industry that you want to share with the Gorkana community? If so, please contact Emily Andrews.