Tina Robinson, Director of Brand & Agency Licensing, Shares Her Thoughts on Her Time With Jukin Media
By Jukin Media on August 28, 2020
Can you Summarize what you do at Jukin?
My role at Jukin Media is the Licensing Director - US East Coast where I partner with agencies and brands to help tell brand stories through User Generated Content. I collaborate with the Creative, Production, and Business Affairs divisions, essentially serving as the UGC expert on their teams. Together we discuss the goal of the campaign and through the creative brief figure out how we can best integrate “real people experiencing real moments” into the brand story. Especially now, as more and more brands are trying to connect with a younger audience. Where is that younger audience? They’re on social platforms. What type of content are they consuming? UGC. UGC is the most powerful and effective way for brands to be authentic. The polished look, that hero campaign, it's important but it's not everything. There are many ways to tell a story.
I also support brands in clearing content. More than ever, clients are stretched thin, and they just don’t have the bandwidth to deliver high quality work in a short amount of time without relying on extra support. I fill in the gaps, wherever they may be. When COVID19 first hit, and productions were instantly shut down, agencies scrambled to find safe existing content. Although productions have come back in many markets, at any moment due to the pandemic, they might come to a halt. We are here to support them immediately to ensure campaigns are executed to their fullest potential.
How did you end up at Jukin Media?
For eight years I was at an agency called Trunk Archive, where I was the Director of Sales for Licensing. I licensed high-end fashion and beauty photography, and also represented premier photographers such as Annie Leibovitz, Inez & Vinoodh, Mario Testino, and Mert and Marcus. When I first got into the industry, media was still very much dominated by print editorial. My main revenue-generating clients were Conde Nast and Hearst, including their global subsidiaries. As the industry evolved, so did the consumers. There was more and more demand for digital, and less value placed on photography as an art form. A skill that is honed over the course of a lifetime. Deadlines got tighter, which made working with film less efficient, phone cameras got more advanced, so the need to spend thousands on professional-grade equipment became harder to justify, and the world of influencers and their camera filters emerged. I wanted a change. I loved photography and videography but knew I had to transition into digital media. From where I sit now, it’s very clear, I made the right decision.
A position became available at Jukin Media in Licensing, that almost mirrored my past work experience. It just made sense. I was already speaking to brands and agencies, however, because of the caliber of artists I represented, the commercial opportunities were quite limited. I loved how UGC opened me up to a new world of brand relationships. So many more brands were willing to test out this new type of brand narrative.
I was also ready to step away from managing. This role was very much focused on Business Development. Relationship building is my strength, and an area I feel very passionate about. In my past role, I spent so much time mentoring and developing other people, I didn’t have much time left to build upon my own skills. I was ready to make the transition. Jukin checked off the boxes in so many different ways.
What was your favorite memory/greatest success working at Jukin Media?
I’m really proud of the work I’ve done in the market over the past 2.5 years to evangelize Jukin. I’ve taken the time to get to know my clients and find meaningful ways to support them. I also think I’ve helped to destigmatize UGC. There isn’t a cookie-cutter way to use UGC. It evolves, as do consumers, as do brands. The campaigns of last year, look nothing like they do today. It’s always a pleasure to see a brand come back and look for new ways to tell their story.
What’s are some common questions you usually get about licensing?
I think there is always a misconception around the safety of UGC. Who are these video owners, and how do we clear content? Oftentimes, I spend most of my initial conversations explaining our acquisitions process, and our relationship with video owners. I also get lots of questions about whether or not this is real, authentic content. Do you send creators a brief to shoot? Are they influencers? I let them know that our library is entirely made up of real people, having real experiences, and sharing raw emotions. It’s those lightning in a bottle moments.
How has the licensing business been for you during this pandemic?
Honestly, we’ve been fortunate enough to see tremendous growth in our business during this challenging time. Jukin has positioned itself as the global leader of UGC. More than ever, there is a need for content. Consumers are looking for honest dialogue with brands. Brands have an opportunity to see their products in play. Plus, everyone is home so there is an endless amount of content being created. We are seeing in real-time, what is happening in the world. If you look at the current civil unrest and social upheaval, you can clearly see the power of UGC. We are also showing one another how resilient we are.
Beyond our library, we also offer custom curation and clearance. If you need a creative asset of any sort, we are here to help It's actually a really exciting time for us. We're evolving and seeing what people are creating has been really fun.