Julian Kynaston, age 57, founded the creative agency Propaganda over three decades ago in Huddersfield, where he currently serves as chairman. Additionally, he is the brand director for Cloud Nine, a hair accessories company, and established the makeup brand Illamasqua, which he sold to THG Beauty in a notable seven-figure transaction in 2017.

In his youth, Kynaston was immersed in a world of designer labels and football casual culture while supporting Leeds United, a phase of his life that taught him the importance of standing his ground. He asserts that creative agencies should defend their ideas more vigorously: “[We] owe it to clients to guide them towards making the right decisions. If that requires a more assertive approach, then so be it.”

During a textile project, facilitated through a connection with IBM, Kynaston encountered challenges with an uncooperative individual who seemed disengaged during their presentation. Frustrated, he ultimately confronted him, stating, “If you want to take this outside, sunshine, let’s do it now.” Although the meeting ended abruptly, the man’s superior followed Kynaston and declared, “You have got the work.” The boss acknowledged their need for partners capable of standing firm.

On another occasion, Kynaston dealt with a management consultancy overly preoccupied with a minor typo in a concept presentation. Despite originally misspelling “economist,” Kynaston emphasized the importance of the underlying idea rather than the error itself. He boldly remarked, “What do you want me to do? I can toss the board out the window or continue. I think you’re about to f*** me off, and I’ll be taking the best concept out of this room because you’re being a tit.” This directness also led to securing the contract.

Kynaston believes that clients desire creative agencies willing to advocate for them. He notes that when executives from the C-Suite engage with agencies, they often value strong personalities alongside innovative ideas, rather than passive contributors. He credits his own resilience and assertiveness as key factors in maintaining long-term relationships with clients, many of whom have partnered with Propaganda for over two decades.

Reflections on Writing ‘Brand Warfare’

Kynaston’s book, ‘Brand Warfare,’ aims to convey that an individual’s background, regardless of upbringing, can equip them with essential business skills. He argues that many enter the corporate world feeling unprepared, relying too heavily on conventional measures of success like education and work experience.

Having interacted with individuals who have navigated severe challenges—from unemployment to incarceration—Kynaston recognizes that they acquire invaluable negotiation and stress-management skills. In a business setting, these abilities can provide a significant advantage.

Kynaston maintains that many entrepreneurs emerge from diverse and often difficult backgrounds. His formative experiences among the fervent football crowds of the 1980s imbued him with essential life skills, leading to the insights in his book about the valuable life lessons taught during those challenging times.

He emphasizes the importance of standing one’s ground, a critical skill acquired during his youth, which continues to be relevant in confronting disrespect or intimidation.

Can I Be as Forthright Today?

Kynaston acknowledges that while the world’s dynamics have evolved, a firm stance in business remains vital. He notes that while he no longer employs the coarse language of his younger days, he retains the ability to assert his views clearly and resolutely.

Although he may be less boisterous, he still insists on clarity and dedication in negotiations. In high-stakes corporate environments, the demand for results is as intense as ever, and Kynaston recognizes that this necessitates assertiveness.

The Importance of Community Among Youth

Kynaston observes a decline in youth culture, reminiscing about earlier groups like the Mods, Teddy Boys, and skinheads that embodied camaraderie and shared values. He reflects on the strong work ethic within these communities, noting that the social codes provided a sense of security and identity.

He argues that learning to navigate these social tribes fosters resilience and life skills, which seem to be lacking in today’s youth. Without forming such bonds, young people miss opportunities for growth and creativity.

Julian Kynaston shared his thoughts with Richard Tyler, editor of The Times Entrepreneurs Network.