The Service Provider: Tamara Dixon

The ‘Inbetweeners’ (Service Providers) – Creative Director at Rizon Creative

the-inbetweenersHow important is the role of the ‘inbetweener’ for the Industry?
Having been a licensor, a licensee and now an ‘inbetweener,’ I fully understand why ‘inbetweeners’ are essential for the growth of the industry for a number of reasons.

Firstly, being outside the licensor allows us to apply fresh thinking and innovation without the constraints of working on the brand every day, secondly our collective learning across all the brands that we work with means that any client is buying not just creative ability but thinking, forged across multiple brands and demographics.

Do you think the industry can survive without inbetweeners (service providers) in particular style guides?
Style guides still have a place today but there are far better tools to sell with. The style guide is there for when the deal is done and the partner needs to apply the brand. We provide a different approach that has proven very commercially successful with our clients.

So I don’t think we can survive without them; they are an entry point, but I think we have to adapt and evolve and offer partners something compelling and fresh.

How important is it for the inbetweeners (service providers) to understand the industry?
Industry knowledge is everything: you have to know the rules before you can break the rules. Innovation comes from a solid base understanding of the current solutions and issues the industry faces. Without that context anything we come up with will be based in theory and not practice, something we have seen happen in other service providers. We never lose sight of the fact that our design work is there purely to commercially leverage the brand