The Musings Of An Opinionated Sod [Help Me Grow!]


Be Interested In What Others Are Interested In …

Over the last couple of weeks, I’ve been invited to speak at a couple of conferences – in Hamburg, for the APG, and at ‘Closeness’ in London.

In both cases, I was asked to talk about the importance about empathy – something I’ve been banging on about for centuries.

And in both cases, I felt the best way to do it was to talk through the lens my Mum had taught me … which is the title of this post.

For an industry that is supposed to understand people, I’m surprised how few seem to really understand what that means.

Rather than understand hopes, dreams, fears, ambitions and contradictions … it seems we prefer to focus on the bits that are relevant to our business needs, without seemingly realizing the important role context plays in shaping how we live.

If you don’t get context, you don’t get people … and you don’t get context without investing time.

Not focus groups.

Not ethnographic studies.

But an on-going commitment to going down the rabbit hole of people’s lives to understand how they live and the nuances that separate each and every one of us.

You can’t do this if you want to ‘fast forward’ to the bits you have pre-determined will be useful to you.

You can’t do this if you want convenient answers to ‘sell your campaign’.

You can’t do this if you want answers rather than understanding.

This last point is especially important.

Frankly, understanding is becoming a lost art.

Understanding is built on emotional connection, not intellectual.

Where you leave your prejudices, barriers, filters, expectations and hopes at the door and focus. Asking questions to understand more about what someone is saying than to get the answers you want to your specific challenge.

It’s hard.

It takes real practice.

Because while you may appreciate every person has a story … it can only truly be revealed if you let them do it in their own way, in their own time, in their own words. Which means you might end up hearing things that makes no sense to you, even though it makes perfect sense to them … and while that might not initially seem valuable, you’ll soon realise it’s immense.

But all this takes time.

And takes a real commitment.

However it lets you go back with knowledge that enables you to make work that feels like it was born from inside the culture rather than from a bunch of observers.

Work that is filled with the nuances that makes the audience take notice.

Care.

React to.

Feel respect towards because it shows respect to them.

Or said another way …

Work that is resonant to culture rather than just relevant.

And it all starts by being interested in what others are interested in.

Not for commercial gain, but because you are interested in who people are.

It’s why my Mum is still teaching me how to live, 4 years after she has gone.

And now she is teaching others too.

Thank you Mum.

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Your Enemy Is My Friend …
May 15, 2019, 6:15 am
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Audio Visual, Music

So recently, the lead singer of The Prodigy, Keith Flint, died.

This news was met with an outpouring of grief from all sides of the music industry

Uniformly, he was celebrated for his passion, talent and his humility – best celebrated by, of all people, James Blunt.

But there was one person who – for me – captured the essence of why Flint was so special.

Kathy Burke – an actor. not a musician – sums up his brilliance as well as the state of the music industry in just 19 words.

That’s not just about her brilliance with words, its her ability to get to the essence of what bands mean to us.

Especially when we’re young.

Where the music we like isn’t just about cultural currency or even generational inclusivity … but to actively demonstrate our independence from our parents choices and preferences.

A thing for us, not them.

Something that speaks to us but shouts at them.

If only planners had such insight …




Craft Is Not A Cost …

The picture above is a ‘behind the scenes’ photo of Queen preparing for a photoshoot.

Not just any photoshoot … but one that define their immortality.

Now looking at the state of them, you’d not thing that was possible.

John Deacon is wearing a Queen t-shirt for christsake.

But in the hands of the brilliant photographer Mick Rock, he turned these 4 lads into genuine music icons with an image that will outlive the band and define an album, a song and a video for decades ahead.

At a time where more and more people are trying to devalue the value of craft, I hope people see this and remember it’s not a cost, but an investment that pays for itself many times over.



The Difference Between Design And Creativity …

As I’ve written many times, I am a huge, huge fan of design.

Frankly, I have seen more great things come from the design community in the past few years than advertising.

Of course there has been some great advertising, but in terms of solving problems in magical ways, the design industry seems to be more progressive than a lot of adland.

Part of that is that is because a lot of adland believes their job is to make ads to solve problems rather than embracing the possibilities of creativity … however I recently saw something that reminded me the difference between great design and great creativity.

Good isn’t it?

Captures the pain, sadness and horror of the terrorist attack in New Zealand in such a gentle, tender, authentic way.

You see what this work tells me is that while great design communicates a single thought with great clarity, great creativity communicates a 1000 feelings with great emotion.

As much as we need more great design, we also need more great creativity in our lives too.

That’s down to us.

What we do. What we fight for. What we protect.



Forget GoPro, Now We Have GoPorno …

As we all know, technology has had a profound effect on how we live.

Things that were once only available only to the few are now accessible to anyone with a smartphone.

Whole industries have been created – and destroyed – by the power of the internet.

One of these is porn.

While there is more of it available than at any point in history, the revenues associated with it are at all time lows.

This is not just because of sites like Pornhub – which has had a huge impact on the income of studios – but because smartphones have allowed people to film and share porn with ease.

But as with most things, once something has gone mainstream, people look to elevate themselves above the common herd and, as usual, the porn industry has found a way to exploit this trend by launching this …

What you are looking at is a cock cam.

That’s right, a camera attached to a cock ring so you can film your penis doing it’s thing in even greater detail.

Whether people want that level of detail is another thing altogether – quite frankly, I don’t know that many people who watch porn imagining they’re the penis – but for just US$160, you can elevate your home made porn to errrrm, professional standard.

Apparently it has ‘amazing night vision’ capabilities and comes with a stretchy yet tight silicone cock ring, keeping you harder for longer.

No, I can’t believe I’ve just typed that either.

While the porn industry have always embraced technology – albeit to drive revenue – there are times where I wish they followed the majority of other industries, and just put their head in the sand to trends.

That said, given this is a GoPro for penises, I do think they missed a trick not using the Go Pro old positioning line of ‘BE A HERO’ … not just because it captures the massive egotism someone must have to make a homemade porn film that they want to share with others, but it might alleviate their [correct] fear people might start laughing when they see them approaching with a camera balancing on their cock.

I wish this was an April Fools, but it isn’t.

Though anyone who buys one probably qualifies for the title.



Netflix DataFucks …

Let me be clear, I really like Netflix.

I like them for the programming they make.

I like them for how they reinvented themselves when they saw their business die with DVD’s.

I like them for putting craft back into content and arguably making this the golden age of telly.

[Yes, I said TV, because some research said Netflix was mostly watched on the old box]

But I digress …

There’s one thing I don’t like about them and that’s how they talk about data creating the show ‘House Of Cards’.

I’m not doubting data played an important role in their thinking, but the way some people talk about it, data was the whole reason the show was made, ignoring the fact that a team of talented and creative actors, directors, camera men and film crew were needed to actually bring it to the screen. But even more than that, House Of Cards had already been made by the BBC years earlier, so it was an ‘update’ rather than a brand new creation.

However the main reason I doubt that narrative is that if data had proved to be so successful, why haven’t they done it again … and if they have, why is there no show that has had the same level of impact?

Alright, there have been a few that have definitely captured cultures attention, but they seem to be more because they’re talking about an event that captured the World’s attention [Fyre Festival] or simply offered a show featuring a Hollywood star at a time where people were desperately looking for content [Sandra Bullock’s, Bird Cage, which came out at Christmas]

OK, I’m being pretty unfair as Netflix is pretty awesome, but I suppose I just get wary of people claiming data made their creativity happen when the reality is [1] it didn’t and [2] if it did, then there is a hell of a lot of content on that network that is a great case for not relying on it entirely.

Data has a very important role to play in almost every industry, but when you claim – and trust – it can do it all without needing the understanding, imagination and craft of talented and creative humans, then you’re about as blind as the people who fail to see Bird Cage’s ending was rushed, contrived and massively underwhelming.



R/GA Get Me …

Starting a new job is always slightly unnerving.

You want to make a quick, positive impression but you don’t know how everything works so you often end up asking ridiculous questions just to work out how to get through the day. To make it worse, you know people are judging your every move and so you can often end up presenting a side of you that really isn’t you at the very time you need to be showing exactly who you are and what you can do.

So while I am still on my probation at R/GA, I was kind-of happy they said they wanted to take a photo of me so they could use it in some material.

The happiness wasn’t because I love my photo taken [would you with a face like mine?] it’s because by them wanting publicly acknowledge I work for them, it seems I’m doing OK.

I say ‘seems’, because this is the photo they have ended up using.

They took quite a few pictures.

Some are – even by my ‘hate myself’ standards – OK.

And yet they ended up choosing the most ‘mischievous, caught in the act of evil, I’m-going-to-fuck-with-you, prepare-for-hell’ photo they could find, which can only mean this is their way of telling me I have 3 months to convince them to keep me because right now, they think I am a bit of an asshole.

Unfortunately, this only makes me like them and respect them more.

Damnit.