Member Interview with Steve Johnstone

We are delighted to bring you a Member Interview with Steve Johnstone, Creative Director and Co-Founder, Alliance Creative 

What’s your golden rule?

I know it’s easier said than done, but stop worrying about what other people think of you. You’ll never please everyone, so don’t tie yourself in knots trying to – just be you! I’ve fallen foul of this for years and it can take a while to be comfortable in your own skin, but because of this attitude, I now feel far more at ease acknowledging what I’ve managed to achieve, rather than criticising myself for what I haven’t yet got around to.

Who has been your biggest influence?

Lyndsey Redding was a colleague of mine at Faulds Advertising in the 90s. I’ve worked with a lot of extremely talented Art Directors in my time, but he really stood out for me. He was a rare breed at the time in that he was well ahead of the curve in terms of his software skills which helped him produce consistently outstanding work. His dedication to his craft most definitely inspired me. The other would be the typographer and designer Alex Trochut, this guy’s portfolio blew me away the first time I saw it, would love to work with him one day.

What is your most hated business expression?

“Blue sky thinking” or “we’re gonna put that project you’re about to start, on the back burner”

What’s the smartest business idea you’ve ever had?

Starting the Alliance on a hair-brained scheme, with no plan on how to achieve it – but we found a way! Like most business ideas, they tend to be borne out of frustration and/or a lack of something in the marketplace, and that’s where it all began back in 2018 during a ‘slightly’ beer-fuelled discussion in a pub. We happened to be in the right place at the right time with a product that no one else had really brought to market here in Scotland, so we figured – why not try it? Learning to trust your instinct in general is something I’d recommend (in the main).

Which leader do you admire most and why?

I think for me there are 2 standout companies in the Scottish landscape that have impressed me, they would be Ooni and LS Productions. Firstly Darina was an ex colleague and I’m in awe at what she and her husband have achieved globally with their product, but also the strong positive cultural aspect of their business. Then you have Marie at LS, who is so down to earth, yet extremely driven to have got them to where they are today. Both seem to have grasped the fact that you need to treat your staff properly and foster both a professional and respectful bond with them – that to me shows damn good leadership. Who wouldn’t want to work for businesses like that?

What is on your mind the most right now as a marketing leader?

Where will the creative industry be in 5 years time and how will it look compared to right now? There‘s been rapid change in the preceived value of creative work in the last 10 years, but the last 5 years have seen our opportunities dramatically shrink for a number of reasons, and at an alarming pace. The dumbing down of marketing comms via a cheaper AI-driven option is very real concern. If that calibre of output becomes an accepted norm in the marketing community, then I hate to think what happens to the creative industry as a whole.

Why is being part of The Marketing Society important for your career?

For myself and the Alliance, it’s about remaining active and visible within the marketing and creative circles. It’s also about the educational aspect that the Society provide through their events and speakers, which in turn better prepares our own business for the future, thanks to thought leadership and trend setting sessions. The Society offers a great platform to regularly meet new people with varied perspectives across a broad demographic – that’s a valuable aspect indeed.

Why does marketing matter to you?

Earlier in my career, I didn’t really think about marketing as such, I was more focussed on the production of ideas without truly understanding the purpose behind it. As I’ve progressed within the industry, I now better appreciate the need to educate, sell or just entertain through the medium of marketing. It’s an incredibly powerful tool when used well, it can better humankind by promoting more positive behavioural attitudes – let’s have a lot more of that please.

Tell us something that’s not on your CV

I’m too decrepit and old to play it anymore, but I love my rugby and proud to have played in the front row for the mighty Boroughmuir and Edinburgh, and once had the privilege of having Finlay Calder run over my back. I also play lead guitar in a band banging out 'Dad rock' and absolutely love it. Wish I’d done it way earlier in life when I could do a proper knee slide solo (and still had long hair). Oh, and I was drafted in for a last minute cameo role in a Whyte & MacKay British Lions ad with Lloyd Langford: https://youtu.be/QKs_V-drgdQ?si=C6Xc1GlOnS_qz_2k