Rainey Kelly Campbell Roalfe is dead. Long live Rainey, Kelly, Campbell, and Roalfe.

I noticed that Y&R finally shot the RKCR brand in the head the other day.

To be honest I was relieved. I was sick of being described as ‘the Robert Campbell from Rainey Kelly.’

I left twelve years ago!

However, tonight, MT Rainey, Jim Kelly, Mark Roalfe and I are having dinner together to celebrate the overdue end of an era.

RKCR was a great agency.

You may not remember, but when we launched in 1993, we launched on the then radical platform of ‘payment for ideas.’

This is because we wanted to attach value to the multimedia ideas we created. Rather than man hours spent. (Or man hours wasted, as is so often the case in big agencies.)

And anticipating the digital revolution (this was 1993) we recognized that solely producing tv adverts was not the future.

Our business model worked. Every client that hired us for the first seven years paid us a cash lump sum up front for the idea we created for them.

The ideas we created were strategically inspired (MT is a genius), creatively robust, and highly effective. They extended way beyond the parameters of conventional advertising.

The biggest sum we took was a cool one million quid for a major new brand campaign. Cash up front!

(I won’t tell you the name of the lovely client who valued our strategy and ideas so highly. But they were very happy with the results.)

So there we go. Rainey Kelly was a fab, innovative agency. Seriously rock and roll. And a golden goose for both itself and its clients.

No wonder Y&R paid £28 million for us in 1999!

Y&R were great guys to work with. And working on an international stage, for me, was fascinating and fun.

But they were like an over excited child who had got a shiny new toy to play with. Y&R were thrilled to own us, but they never really bothered to read our instruction manual.

With a little more belief, help and support, RKCR could have transformed the Y&R network globally.

So, after all these years, good bye Rainey Kelly Campbell Roalfe.

Hello, the future.

Robert Campbell

2 Comments

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