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Both marketing and journalism talk about the importance of storytelling and exploring the full scope of an issue, topic or community—just before leaving much of that story on the editing room floor.
Rana Reeves, the founder and CEO of the RanaVerse creative agency, was kind enough to talk to Adweek earlier this month about how brands could be better allies to their LGBTQ+ followers. Since founding his agency in 2018, he’s worked with brands including Coach, Airbnb, Citi and Smirnoff to address cultural issues and support societal change.
His contribution to that story was just part of a more wide-ranging conversation about brand commitment in the face of performative (but nonetheless dangerous) rage, resilience in the face of adversity and responsibility toward marginalized and vulnerable supporters and spokespeople. While Reeves has been no stranger to Adweek, his insights on both Pride and brand perseverance were too valuable to strand in a reporter’s recorder.
Adweek: You’re very good at getting brands to commit to Pride. In your estimation, what makes a good brand ally?
Reeves: The first thing is having clients that have honesty, openness and willingness. We have a direct, authentic conversation. I talk about having to speak in my Sunday-best voice, and having clients where I don’t have to—where we can take the masks off and talk honestly.
There is no perceived middle ground, and I think that that’s what you have to find with clients. I want people to feel like we have a space where you can say the wrong thing. Because otherwise, how would you ever create a teachable moment? A big mentor of mine is Edward Enninful, the editor of British Vogue, and he had to teach me the difference between anger and a teachable moment.