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So today we launch the second venture I/we have been embarking on in the last few months … and this time it sees us joining forces with M&C throughout Asia to launch a company called SUNSHINE.
Don’t worry, we’ve not been indoctrinated with Google happiness [well, not all of us :) ] but as much as there’s a load of business-justifications behind the choice of name, the reality is  we liked that it was the polar-opposite of cynic because it will fuck with a few people’s minds and  we love that we will be able to answer the phone in our best Eastend accents and say “Morning Sunshine” and sound like some 1960’s gangster.
Anyway I’ll be linking to the blog/website as soon as they are finished, but the basic premise is that most communication companies think they’re at the commercial end of creativity, whereas we will be at the creative end of commerciality.
The benefit of this attitude is that we won’t ever be able to have an agenda as regards how we solve a clients business problem … we’ll always be focused on identifying and creating the most interesting idea that …
 achieves the fundamental challenge set by the brand/business
 helps move the brand/business to where they ultimately want to be [financially, emotionally and socially]
 motivates the masses to act in our clients best interests because we understand what is [or what they believe] in their best interests
 helps the wider community [socialistic capitalism]
All of this stems from a comment Lee said a while back … business success isn’t about media neutrality, it’s about idea neutrality … which is why our goal is to be an agency that ‘creates fate’ rather than just creates television ads – or said another way – a brand liberation business.
Anyway I’ll write more as we move forward – but we’re very excited, because not only does it reunite us with the brilliant guy who got us involved with [and protected us from] WPP, Chris Jaques … but it gets me temporarily away from the hippies of the West Coast who were allegedly turning me ‘nice’.
Finally, because I know you’re all evil bastards, I think I should address the issue regarding M&C’s one word equity before you lot bring it up.
As you know, I’ve always had an issue with this because for me it has – and always will be – too simplistic.
On top of a few things, I feel it ignores the attitude/personality of the brand – which in these days of brand parity is becoming ever more important – however interms of giving a brand a ‘theme’ [ie: NIKE = Confidence / Volvo = Safety / Apple = Creativity] then I get it, understand it and wholeheartedly endorse it.
Saying that, one thing I absolutely adore is their brutally simple thinking.
I love it …
The word BRUTALLY is the key. That single word ensures what you do isn’t about lowest common denominator thinking, but the highest.
It’s about understanding sacrifice … it’s about embracing ambition … it’s about MAKING things happen, not hoping they will … it’s about brave creative intelligence.
[I've said many times that an idea should solve the business issue regardless of ads - the purpose of executions is to publicise the solution to as many people as possible, rather than celebrate the problem]
Regardless of all that, I am just excited to be working with/for a couple of guys who have actually ‘been there and done it’ rather than the usual Adland CEO whose only major achievement seems to have been patience … so lets see where this takes us, but I won’t be happy until we’ve taught Asia’s bigger boys a lesson or 12
Sunshine/M&C: the new [or maybe I should say old as that's when they really were good] Saatchi, ha!
[PS: There is no truth to the rumour we have embarked on this adventure because M&C use the impact font. But it does make it easier :) ]
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