Available now
Julian Kynaston’s highly anticipated second book
Old Testament
Vol. 1
About
Old Testament Volume 1 offers a bold, inside look at an agency that challenges industry norms—saying “no” more often, rejecting pitch culture, and focusing on real results. A manifesto for strategic clarity, creative courage, and meaningful impact.
The book covers
From terraces to boardrooms: Julian’s journey from youth subculture to trusted brand advisor reveals the power of conviction, credibility, and lived experience.
Why pitching is broken: A bold refusal to pitch or chase growth challenges agency norms—and proves more valuable, lasting relationships can be built without compromise.
Strategy before creativity: Assumption kills great ideas—Propaganda’s knowledge-first approach delivers sharper brand thinking and commercial impact.
Agencies need gravitas: To reach the C-suite, agencies must speak the language of business, earn trust, and stop selling fluff.
Creative disruption wins: Sector neutrality, building from scratch, and treating brands like bands show how originality beats conformity—every time.
The author
Julian Kynaston is an award-winning marketing leader and founder of Propaganda, the pioneering brand consultancy accredited by the Management Consultancy Association. With over thirty years of experience, Julian has driven transformative results for clients, founded the iconic Illamasqua brand and helped scale ghd to global success.
Julian’s projects
Brand Warfare
What is brand, and how are brands built? Our founder, Julian Kynaston, answers these questions and more in this no-holds-barred, fast-paced account of how he launched and grew Propaganda into one of the UK’s most successful brand consultancies.
