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


Identity Is More Valuable Than Discounts …

Loyalty.

One of the most overused, misunderstood words ever used.

At least in marketing.

Too often companies/agencies think the word – or, the modern version of it, ‘membership’ – gives them the right to churn out all manner of contrived marketing under the guise of it being for the benefit of their members … when we all know it’s just a badly disguised attempt to get people to spend more money with them.

It’s so transparent you could put it in your garden and call it a greenhouse.

But recently I saw an example of a brand that understands what being a member should mean. How it should feel.

Because contrary to what many companies seem to believe, membership is as much about give as it is take.

I’ve heard far too many people narrow it down to ‘transactional value’.

What a company gives you is in proportion to what their audience gives them.

Data for discounts.

Purchases for discounts.

Information for access to stuff. And discounts.

Mechanical. Contrived. Commercial. Soulless.

And while I get the commercial value in this approach and acknowledge some do it very well … apart from the fact it’s now condition of entry for any commercial organisation, that’s not what real membership is about, just the illusion of it. And often, this illusion isn’t even for the audience, but for the marketing department of the brand and their agency.

Having a card that gives you discounts or questionable points that – if you’re lucky – can be used for some supposed benefit or other, may increase the amount of times you transact with a brand, but it doesn’t mean the audience give a shit about them.

And maybe companies don’t care about that, they just want your money.

But they should.

Because if people are transacting purely for convenience or routine, you may find they’re susceptible to going to someone who shows they understand who they really are, not just how much money they have to spend.

Nothing highlights what real membership is like, like sport.

Yes they expect stuff from their team.

Yes they can be vocal when things go wrong.

But …

Members can deal with loss.

Members can deal with pain.

Members can even deal with scandal.

All they really want is to feel their presence counts.

That they’re seen. That they’re valued. That they’re respected.

That both parties are putting in equal amounts of graft for the common goal.

Not so the club can flog them more of their stuff, but so they can feel they play an acknowledged and accepted role in making the team better, more distinctive and more special.

And while there’s a bunch of programmes that do this – and some do involve giving discounts and access to products before they hit the market – the most powerful are where teams target members hearts, not just their wallets.

Doing stuff they value, not what they want you to value.

Stuff they didn’t have to do, but still did.

Stuff that means they went out of their way rather than expecting their members to always go out of theirs.

It doesn’t even have to be a grand gesture, it just needs to be a gesture that proves you get how important it is to them, rather than just say you do.

But here’s the best bit … when you do that properly, you find those members will want to buy more of your stuff anyway.

No need for any contrived ‘membership’ marketing.

No need to claim you are as loyal to them as they are to you.

No need to push ‘signing up’ every time they spend any amount of cash.

Because ‘transactional value’ is a byproduct of the emotional relationship you have together, not the cause.

You’d have thought brands would have got this by now, especially as the approach so many currently favour is not that different to when the internet first started and people would get inundated with ‘e-newsletters’ from brands, simply because they once handed over their email address because they were interested in a single thing they said.

I often wonder if the brands that follow this approach think Argos has the best membership program in the Universe, simply because people keep stealing pens from their stores.

If you are one of those wondering this, let me help you.

They don’t. People just steal their pens from them. Because they can.

Me included.

And yes, I appreciate someone could say that’s ‘transactional value’ but actually it’s just shitty free advertising from a shitty free pen. It’s the same approach Virgin Atlantic had with their Upper Class salt and pepper sets that literally had ‘stolen from Virgin Atlantic’ printed on the bottom of them.

Because it was free advertising. Literally included in their cost of operations.

Look, having programs in place that drives sales value is a smart thing to do.

But doing the same as everyone else and claiming people have some sort of deeper connection with you because of it, is ridiculous.

Transactional value is the opposite of what membership is really about.

Because membership isn’t just about what you have, but how it makes you feel.

Or said another way, who it makes you feel you are … who you are a part of.

And with that, have a look at this …



When Things Don’t Make Sense, They Sometimes Lead Us To Somewhere Better …

One of the things I loved about R/GA was they were one of the few agencies who truly understood creative tech.

It was never an add on. It was never just about the ‘shiny, new thing’. It was central to the creative process … enabling ideas to explore places you may never have thought about.

It was one place where I really felt I might be able to be part of something that outlived me and while I’m not there anymore, I still think that’s pretty cool.

I say this because in the world of innovation – and I mean this in the broadest sense of the word, not just within the marketing industry – so much of it seems small.

Yes, I know innovation can be executed in multiple ways.

The process.

The technology.

The integration.

But for the people on the street, if innovation doesn’t result in an experience or product they’ve never seen before, too often they end up dismissing it out of hand.

That’s hard for companies.

Especially when the moment they do make something new, the public fawn in delight for half a second, then go off in search for the next new thing.

It’s this situation that paralyses a lot of companies.

They know they have to innovate to keep moving forward but the financial risks involved – both in terms of development, application, competition and audience adoption – mean it’s far more ‘sensible’ to make degrees of change.

So we end up with ‘new features’ that serve little or no purpose because they’re not innovative enough to make people pay attention and not useful enough to make people value what it does for them.

And it’s for this reason why I bloody love this piece of tech madness from Amazon/Ring.

Yes, I know it’s an evolution – albeit an evolution on steroids – of a home security cam.

Yes, I know it’s being sold as a solid and sensible piece of technology.

BUT IT’S A SECURITY CAM ON A DRONE!!!

How nuts is that?

I would have loved to have been in the meeting where that idea came about.

Not to mention the meeting where they had to ask for R&D funding from Bezos.

I wonder if it was a brainstorm and someone just threw the idea out there as a pisstake and then, after everyone laughed, someone said, “that could work”.

Do I think it’s a good idea?

Yeah … maybe.

I mean, they do make other security products that, arguably, are much better protection for the home because [1] you can see them outside the house which [2] acts as a deterrent, so a criminal is less likely to smash a window or door to get in.

But even then I still love it.

Even with one of the worst product demo films I’ve ever seen.

Because at the end of the day, the idea it got made.

An idea, that is frankly utterly bonkers, got produced … and in this world where too many companies are putting the no into innovation, that’s infectiously intoxicating.

But before you accuse me of celebrating creative tech security indulgence … there’s another important thing here.

Because almost regardless how well this sells – though I think it will do brilliantly, simply on ridiculous novelty – it has just opened the door to so many more things.

Not just in terms of what the next iteration of that product will be.

Not just in terms of what the competition will now create.

But in terms of what is possible.

From home security to medical supervision to stuff we haven’t considered yet.

A few years ago I read an article by a tech journalist who said the biggest thing he needed to remember was to not judge new technology by the standards of the established. He had to acknowledge things may not be seamless. That products may not be perfect. Because if he didn’t, he may contribute to killing an idea before it’s had a chance to become what it could be.

It’s an important lesson because all ideas start off fragile.

They need space and time to grow. To get strong. To evolve.

They need nurturing, crafting.

Hell, in some cases, they need humanity to catch up to where the idea already is.

While I fully expect Amazon/Ring to cop a load of piss-taking from people and the media, it’s worth remembering that Fuel Band – another product widely questioned by media and society when it came out – opened the door to creative uses of tech that directly led to NIKE being able to make products that are now relied upon – and loved – by millions of athletes all around the World.

Or said another way.

Without Fuel Band – developed by R/GA – we may be living in the athletic dark ages.

So here’s to more crazy creative tech ideas.

Because as mad as they may seem at the beginning, they might just be the things that push us all to somewhere greater.



Sacrifice Is Love …

Before I start, I need to warn you this post is long.

It may be the longest post I’ve ever written, so there’s a TL;DR at the very end.

Anyway, this post is about my Mum. And my wife.

Two amazing people who provided the foundation that allowed their husbands to go all over the place.

I’ve written about how my Dad had a bunch of radically different careers.

Not degrees of change, whole fucking protractors worth.

And while my career has been more ‘stable’, in so much it has pretty much revolved around the same industry … the fact I’ve been able to live and work literally all around the World is as much down to my wife as it is to any opportunity I have been given.

Put simply, none of what Dad or I have done could happen if Mum or Jill hadn’t enabled it.

And enabled is the perfect word … because this is more than just ‘supporting’ someone’s quest for adventure.

They actively enabled it to happen by choosing a path that offered them – and the family – a greater level of stability and consistency so their partner could follow the path of curiosity.

What an amazing act of generosity and love.

It is something I have been aware of for a long time …

And while Jill has loved the adventure we have been on, it has come at some personal sacrifice.

She is far from her family.

She built her career as much around the environment she was in as the interest she had in a particular area.

And while she did brilliantly with all of it – especially with her cake design business in Shanghai – I am perfectly aware she could well have gone on to even more amazing things if we had just stayed in one place rather than moved all around the World.

She has never complained about this.

She has always embraced the journey and the countries we have lived in.

But the reality is I took her away from her family supposedly for a year, which turned into 16.

Or said another way, she has shown me a level of love and support that I find hard to fathom.

So now it’s time to pay things back a little. Kinda.

You see when I got made redundant, I was inundated with generosity.

Some of it was words of support.

Some of it was offers of projects.

Some of it was even offers of jobs – albeit all overseas in America, Europe, Asia and Australasia.

Frankly, it was overwhelming and wonderful.

And while all the gigs were amazing opportunities, our first reaction was to say no.

Part of it was because of the wonderful family home we had just bought. Part of it was our desire to set down real roots for the first time. And part of it was because two famous rock bands, a wonderfully eccentric Chinese billionaire, an amazing German home appliances brand and the World’s most notorious/desired video game company stupidly asked me to work with them on long-term creative projects, meaning I could continue to earn a good living in the country my family now considered home.

Hell, in the last 9 weeks I’ve done presentations to the boards of TikTok, Rockstar, a fashion superstar and a Silicon Valley VC while also helping some mates on 2 pitches … one in Australia, one in Italy … and we won both of them!!!

As weird as it is to say, unemployment – for me – has been amazing.

Now, don’t get me wrong. I know what I’m saying is the definition of privileged-as-fuck.

I absolutely acknowledge I’m in an extremely fortunate position and, if I’m being honest, I’ve found that hard to reconcile with, given how many people – many my mates – are having a hard time right now. To help deal with that, I’ve been finding ways to bring some of them into the projects I’m on because not only do I want to share the good fortune I’m experiencing, they all make me – and the work I do – so much better.

But it also revealed something I had forgotten.

As much as I love the work I’m doing and who I’m doing it for, I love it more when I’m doing it with a team. If I’m being honest, I suck when I’m on my own and given the personal projects I’m doing will never demand 8 hours a day – let alone 5 days a week – there’s a lot of ‘on my own’ time, I have to deal with.

I know, that sounds like the dream doesn’t it?

And it is. But while I absolutely love spending so much time with my family and adore working with Rock Stars and eccentric billionaires, I also love – and probably need – to collaborate with other creative people on other creative things … which led us back to the ‘real’ jobs people were talking to me about.

Frankly they all offered something unique, interesting and valuable to my career, my family and our overall future.

And, importantly, they all involved working with interesting, passionate, creative people.

Plus – in theory – I could still deal with the crazy ideas and needs of rock stars and billionaires.

So Jill and I discussed them again.

Some were pretty easy to decide …

Not because the job or the companies were bad – they were all wonderful – but they were based in the US and frankly, given all that’s going on there right now, that’s not somewhere we wanted to go back to at this time.

But there was one opportunity that caught Jill’s attention.

Not just because of the job, but because of the place.

Jill knew I was already excited by it because the company involved was one I had revered and raved about for years. In fact I had almost joined them a few years ago, but Mum had just died so I was in the wrong frame of mind to make any big changes in my life.

So why did this place catch Jill’s attention?

Because, in simple terms, it was nearer to her Mum, who lives in Australia.

You see while she talks to her daily, it’s obviously not nearly the same as seeing her a bunch of times a year.

I totally understood this, not just because I had been in a similar situation with my parents … but because now we were so close to my beloved best mate Paul and his epic wife Shelly, I felt an even deeper connection with them, simply because we got to hang out a shit load more than we had for the past 25 years.

And so this got us talking.

As I said, I absolutely adored the company. And I loved Jill could be closer to her Mum. And we loved the idea Otis could spend his primary school years in an environment that is safe, natural, liberal, creative and culturally diverse. Plus I loved I could do something that would – in a super small way – repay Jill for all the love, consideration and sacrifice she had given to allow me to keep us moving forward … not to mention I loved that I would have a whole new list of people I could make Facebook friends.

[OK, not that last bit, more like a whole new list of people I could be an instagram terrorist to]

Are you wondering what the fuck I’m going on about?

Well this is my very convoluted way of saying Jill, Otis, Rosie and I are all moving to Auckland in New Zealand, and I‘m pathetically happy to announce I’ll be the head of strategy for one of the most wonderful agencies in the World – in fact, one of the Cannes agencies of the decade – the utterly brilliant, beautifully ridiculous, infectiously creative … Colenso.

I have loved this agency for so long.

They’ve consistently made work that I’ve not just been insanely jealous of, but I’ve not seen anywhere else.

From creating a radio station for dogs … to stopping speeding by letting kids design the speed dial in the family car … to making drinking a beer the most romantic thing you can do on Valentine’s Day – or an alternative fuel for cars – they’re imaginative, audacious and wonderfully bonkers.

While saying ‘no’ to them 5 years ago was the right decision because of my state of mind after Mum died, I always felt I’d missed out on an opportunity that could be very special for me, so to be offered a second chance is … well, put it this way, it’s something I’ll always be eternally grateful to their idiocy for making happen.

Frankly, when I got made redundant, I never imagined something like this could happen … but, as I said at the time, the last time this happened to me, it led to one of the most creatively rewarding times of my life and in my post, I wondered out loud if lightning could strike twice.

Amazingly, it seems it can … but that’s the best thing about life, because if you’re open to everything, anything can happen.

That said, being in England has been amazing, far more than I imagined or hoped.

I don’t mind admitting when we came back I had a sense of trepidation.

Part of it was because I never thought we’d live in England again, part of it was because I didn’t want it to signify ‘the end’ of the adventure [and yet so many people thought it did] and part of it was that I felt guilt coming home after Mum and Dad died … because if I was going to do that, what didn’t I do it when they were both still here.

But as we spent more and more time in England, those concerns were replaced by feelings of belonging and connection that I thought I’d lost the ability to feel or experience, regardless where we lived … so while the UK may a complete basket-case of a nation, it’s my basket-case and I can take that newly formed sense of connection with me wherever we go.

But what about our new home?

The one I’d written so much about when we got it?

The one we moved into SEVENTEEN DAYS AGO!

Well, the fact of the matter is we’re in it and we love it and we don’t want to lose it … so while we will taking a detour via a wonderful adventure in New Zealand, I can categorically say we will be back living in it at some point. Don’t know when – we never make plans about timing – but we just know we will one day.

You see the reality is the house was always more to us than just an asset.

We wanted somewhere where we could settle … a place where our roots could grow and become established and entwined. It’s why I took the decision to sell Mum’s home, not just because it helped us be able to afford it, but because it was the sort of place Mum would want for us.

A family home rather than a house my family lived in.

I look forward to continuing to enjoy that until we go.

I look forward to continuing to enjoy that when we eventually come back.

But when do we go?

Well, that’s an interesting question with COVID … but hopefully in the first part of 2021.

If you asked me if we would ever live in New Zealand in the first half of 2020, I would have laughed and said no … and then added., “not unless Colenso offer me a job again”. But here we are, about to do just that … and I have to admit we are all hugely excited about it.

Not just for the reasons I’ve mentioned, but because living in another country and culture is an amazing privilege and we’re excited that the journey we’ve been on for the last 25+ years, still has a few more chapters to be written.

[That said, our cat is not happy as this this will be her SIXTH country in 13 years]

I’m so grateful to Colenso for giving me – and my family – this opportunity.

I’m so grateful to Jill for thinking of me even when this is supposed to be more about her.

I’m so grateful to R/GA for giving me – and my family – this experience in England and, by making me redundant, opening the door to exciting and rewarding things I never imagined could happen.

I’m also so grateful to all the people who have been so kind with their generosity and support while I’ve been in England, especially when I was made redundant. There’s loads and I’ll write a post about them when we leave but quickly, a massive thanks to …

My old planning gang at R/GA. Nils, Lucy and the incredible team at Uncommon. Matt Tanter. The Brixton Finishing School. John Dodds. Joel Keene. Emma Clark. Jonathan Nwauzu. Phil Jacobson. Judd Caraway. Caroline Seifert. The delightful nightmares Mike and Sam. Claire Pickens. David Tiltman. Munraj Singh. Kay and the team at SMILE-ing Boys Project. Michael Roberts. Karrelle. Louise Jack. Nick Ellis. Paul C. Nick Hirst. Richard Greene. Jed Hallam. Ms Bloodworth [although technically she is now in PDX]. Trudie McNicholl. Omar at The London Business School. Larissa. Sam Clohesy. Hanan. Giles Edwards. Asher. Tom Roach. Tarik at On Road. Sara Tate. Stefano. My beloved Mr Weigel. Ally McKenzi. Vince Aidoo. Neil Perkin. Graeme Douglas. Nick Owen. Nic Owen. Sam Brookes. Dave Alberts. Ayo and Group Think.

There’s tons I’ve missed but as I said, I’ll write a proper thing about them closer to the time we go [even though I appreciate this is turning into a Ms World acceptance speech] but I would be wrong if I didn’t give a mention to my oldest, dearest friend – Paul – and his wonderful wife Shelly, who made – and are making – this chapter better than I dared imagine.

I can’t really put into words how wonderful it has been being close to them again. While it had been 25 years since we were in the same country, it never felt like it – though being so close definitely made things even better. [The photo above, taken in our new garden when they came to visit, is one I’ll always treasure]

The one really sad thing about going is not seeing them as much as we have been able to over the past 2 years … but I keep reminding myself we’ll be back and I know when that happens, it will be exactly like it has been – wonderful and silly – because that’s exactly what happened when we came back after a quarter of a bloody century.

I know this has been a super long post. Like, Gwyneth Paltrow Oscar-speech long.

And I know most of you won’t have read most of it.

Or you just skipped to the TL;DR at the bottom.

But that’s OK, because it’s not for you, it’s for me.

And for Otis. For when he’s older. So he can properly understand the reasons behind his childhood, family adventures.

However even I’m getting over it so with that I’ll leave you with this …

Once upon a time, Dan Wieden asked me if I would ever live in Portland.

My response resulted in him saying, “I should fire your ass” and repeating it every single time he saw me from there on in.

I never had anything against Portland.

It’s an absolutely lovely place, but for me – especially as I was living in Shanghai at the time – I felt it was too small, too quiet, too natural and just too nice.

Well, we’re going to find out who was right.

I’m pretty sure we’ll find Dan was. As usual.

TL;DR

Bought a house in England but moving to NZ.
Off to play at the wonderful Colenso and let my wife be closer to her Mum.



Eau De Toilet. Literally And Metaphorically …

The fragrance industry is fascinating.

I’ve written a bunch about this in the past [here, here and here for example] but nothing reinforces my view than the new fragrance bottle from Moschino.

Have a look at this …

On one hand I admire how the industry uses creativity to design distinctive bottles and packaging – mainly because the smelly liquid inside has little value – and I love the fearlessness they tend to embrace all they do, but there’s few industries as pretentious as the fragrance industry. Hell, they’re even more pretentious than a Swiss finishing school run by a Victorian father.

Now I accept some are being ironic – or have evolved to be that way, like Gucci for example – but the vast majority continue to have their heads so high up in the clouds, that even the biggest dope smokers couldn’t reach them.

I’m not sure which side Moschino are on, but anyone who makes a perfume bottle to look exactly like a disinfectant spray and proudly puts the words ‘toilette’ on it, suggests either the biggest misstep or act of fragrance genius I’ve seen in years.



When Creativity Was Used To Tell A Story Not Just Demonstrate A Product Feature …

Look at that ad.

Look at it.

Isn’t it marvellous?

Simple. Clear. Charming. Engaging.

Sells the product feature through a human benefit.

A simple story that works for kids and parents alike.

The photo and the headline do all the heavy lifting, namely because the photo isn’t a stock image and the headline isn’t a piece of generic twaddle. And yet it’s not like it has high production values, it is just a good piece of advertising.

It’s also from a bygone age.

Not just because this ad ran years ago, but because advertising has become about selling features rather than benefits.

Explaining rather than communicating.

Describing rather than imagining.

Telling rather than inspiring.

It’s not advertising … it’s a product brochure designed to please the board of directors rather than actual human beings.

Despite my music and clothes taste, I hate looking backwards … but maybe the industry needs to do that. Not because we should aim to replicate what has gone before, but because we seem to need to remember it was stories, ideas, creativity and craft that once made us so valuable, not being able to churn out cultural landfill at the lowest price per execution.