In this Q&A with Francesca Aita, Head of Marketing at Together TV, Justin shares his proudest moments, his involvement with Together TV and adapting to the ever-shifting media landscape.
Francesca Aita (Head of Marketing, Together TV): BBC Creative has produced countless award-winning campaigns. Which are you most proud of?
Justin Bairamian, Director of BBC Creative: Our first BBC One Christmas film, “The Supporting Act” , was the first campaign that really caught fire with audiences, and got people in the industry to take notice of us. And, more recently, in the work we’re doing to tell the BBC brand story there are a couple that I’m particularly proud of: Shared Stories that set out the BBC’s unique purpose and Trust is Earned which showcased how BBC News sets itself the highest standards of impartiality. And winning a BAFTA for our Tokyo Olympics titles of course!
Francesca: What inspired the creation of BBC Creative?
Justin: We were inspired by 4Creative, which showed that you could get all the benefits of being inhouse whilst also producing world-class work. And we can attract great talent: people in the advertising industry are attracted by the opportunity to do something more meaningful - that's what drew me to the BBC. We may not be able to offer the same financial incentives but we provide unique opportunities and briefs that can't be found elsewhere.
Francesca: How has the media landscape evolved during your time at BBC Creative?
Justin: In the seven and a half years that BBC Creative’s existed, the acceleration away from traditional broadcast channels to digital streaming has been extraordinary. It's probably been one of the most dynamic periods in the history of broadcasting. And we've had to be at the heart of that and evolve to meet those challenges.
Francesca: Going back to the beginning of your career, could you tell me a little bit about your journey to your current position?
Justin: I started at 'Saatchi and Saatchi' a long time ago. But at a time when advertising was incredibly exciting and attracting some of the best creative talent in this country. I had 17 really rewarding years in the commercial world, but then I got to a point where I recognised I needed something different.
I'd had the BBC as a client and that had really inspired me. I loved having as a client an organisation that was so much at the heart of UK culture. I’d kept contact with a few people at the BBC, and they let me know about a new job setting up Audience Planning as a discipline that seemed really interesting. After a few years, I moved into a marketing role. Then, 7 or so years ago, I set up BBC Creative which, in many ways, brought together all my different experiences.
Francesca: What skills are essential for success in your role as Director of BBC Creative?
Justin: A significant part of my role is about leadership and creating an environment where my team can do their best work - so talent management and recruitment are crucial. And then helping make sure we produce ideas that are really going to have an impact with audiences – and that those ideas are protected and nurtured.
Francesca: What challenges have you encountered in your role at BBC Creative?
Justin: Initially, the biggest challenge was to establish our reputation and to convince people inside and outside the organisation of our capabilities. Then, more recently, it’s been how best to build a modern and relevant BBC brand in an era of abundant choices for audiences. More than ever, we need to help audiences understand the value of the BBC and why it matters to them and to this country.
Francesca: What would you say to someone who is starting their career and wants to be part of a creative team?
Justin: There are lots of ways in depending on your passion or your skill set. I think in terms of giving people a stepping stone into the industry, we're working really hard to try and open up the opportunities. I think there are - whatever your level, experience or background - ways in, if you're talented, and you care about the BBC.
Francesca: What efforts are being made to address diversity in your area?
Justin: We’re working hard at every aspect of it. It starts with talent and us making sure we have diversity inside the organisation. With every bit of recruitment, we’re making sure we have diversity on the shortlist – but we’re also trying to help the industry overall. As well as being actively involved in apprenticeships schemes, we’ve also created our own 10 week creative masterclass, called BBC Creative U, specifically designed to give people from diverse backgrounds some foundational skills and understanding.
But it’s also about portrayal and we've made great strides in that area too. A really good example is in Women's Sport where, four or five years ago, both in Editorial & Marketing, we really focussed on it. Now when you go on the sports website, you will find women's sports given exactly equal weight to men's sport. And, in our Marketing, campaigns like Change The Game and We Know Our Place also reflected that commitment. And it’s made a positive difference.
Francesca: Why did you join the Together TV board?
Justin: When I was first invited to join the Media Advisory Group, to be honest I’m not sure I fully understood what I was signing up to. But the more I got involved, the more I thought how amazing this organisation is, entirely focused on doing something that really matters. Nowhere near enough people know about it and if I can help raise awareness that can only be a good thing.
It's all about the power of community and having a real impact in the world, which Together TV does on a daily basis. And when I was offered the opportunity of becoming a Trustee, that felt like a natural next progression to try and have a bigger influence - and to support and help the team to have the impact that it needs to have. The more you know about Together TV, the more you love it, and the more it gets under your skin.
Francesca: What role does Together TV play in the media ecology?
Justin: Together TV encourages people to get involved in the local community. It's unique in that sense. Other broadcasters, BBC included, are able to inspire action or thinking about the world differently, but Together TV has a unique and increasingly important role on in inspiring action to help local charities. In a world in which there is isolation and loneliness, Together TV gives people ways into coming together. Its focus on bringing people together and making a difference is so powerful.
Francesca: What challenges does Together TV face in an evolving media landscape, and how can it sustain its impact?
Justin: The challenge lies in sustaining Together TV's role as linear broadcasting is used less and audiences also enjoy different platforms. Finding new ways to engage audiences beyond traditional broadcasting is essential. As a trustee, we are exploring solutions to ensure Together TV reaches its target audience and continues to make a meaningful impact in the long term.
Francesca: Can you share the best piece of advice you've received?
Justin: ”Do a job that makes you happy and feels meaningful.” Personally, I found that at the BBC, and it also drew me to Together TV. Being able to go home at night thinking I've been surrounded by wonderful people having done amazing, creative things, but I've also done something that I hope will make a positive difference. That's what's worked for me.
Francesca: If you could have chosen a different career, what would it be?
Justin: In another life, I would have loved to be an architect! Beautiful buildings inspire me and I appreciate their impact on our surroundings.
Francesca: What TV show could you not live without?
Justin: I got completely obsessed with ‘Succession’ - a fascinating look into the world of billionaire media owners. Another show I enjoy is ‘Who Do You Think You Are?’ as it intertwines personal stories with social history, providing different perspectives and insights.
Francesca: I end each interview with a “Pass it on” question provided by the previous guest without knowing who was being interviewed next – they asked: What has been your biggest failure?
Justin: I suppose it was when I was at the end of my time in the commercial advertising world. I'd been at the same agency for nine years, and we both recognised it time to end the journey. It felt like a failure at the time as I expected to stay in commercial advertising but it ended as a fantastic new opportunity as I joined the BBC. Things that feel like setbacks can instead be the route to success as long as you approach them in the right way!
Enjoyed this? You can also read ITV's commissioning director's, Satmohan Panesar, Spilling the T interview.
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