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


Appetite For Destruction … The Advertising Edition

So I had a lovely time in Spain and now I’m ready to go hit Cannes.

I haven’t been there for over 12 years and I have to be honest, I’ve been very very OK with that.

While I have always enjoyed the talks they have, the other stuff has driven me nuts.

Pretending to be rockstars. Acting like animals. Just demonstrating a total lack of self-awareness.

Of course not everyone is like that and it’s always nice to catch up with old friends from around the World, but in my experience, I saw far too many people who were cliches of the industry so I am hoping with all my heart that has disappeared in my time away.

What I am looking forward to is the presentation we are giving on behalf of WARC.

As you know, the wonderful Mr Weigel and I started a planning school about a year ago.

While not a huge amount has happened, it is happening and the lovely/stupid [delete as appropriate] people at WARC invited us to give a talk about dangerous strategy.

To be honest, it’s quite a big subject to cover in 45 minutes so we’re going to focus on why every strategy needs more chaos in it.

Within this subject there will be all manner of unpacking. From the need to spend time in the real world, to the ridiculousness of what brand owners think passes for insight to why being interesting is literally the new right.

I hope it will be enjoyable for the people attending – I know Martin won’t disappoint – but it’s a great honour for me to be doing a project with probably the best planner in the biz right now … at the most prestigious event in the ad calendar …. with an organization dedicated to helping make smarter work rather than just smarter decks.

Then again, if they all agreed to be publicly associated with me, maybe they’re not as smart as we all think they are.

That, or Martin is doing it to use me as the physical manifestation of chaos.

Devious sod.

Come and say hi if you’re there or avoid me like the plague.

Back posting rubbish on Friday.

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What Do You Call Someone Who Loves Lots Of Brands …
June 10, 2019, 6:15 am
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Culture, Loyalty

I’m back and I survived.

Not sure if Portland did, but I am fine and that’s all that matters.

And yes, I can be a little prince because it’s my birthday in 2 days time so I can act anyway I choose.

Ahem.

But before I write a sycophantic birthday post, let’s get to writing some rubbish loosely-based planning post instead.

The holy grail for brands is to have someone only buy their brand.

Doesn’t matter about price.

Doesn’t matter about features.

Doesn’t matter about availability.

A loyal person is a blindly blinkered person.

Of course it’s all bollocks because people buy a bunch of brands … and while they may have their preferred choice – emotionally or commercially – they rarely limit themselves to just one name.

It does happen … such as Yorkshire Tea for example, or – errrrm – Birkenstocks … but it’s not as often as many marketers like to think.

So does this mean brand advertising is a waste of money?

Of course not.

Apart from the fact we are seeing more and more people make their choices on what a brand believes, the fact is there’s a shitload of choice out there and you better be one of the ones people are thinking about or associate strongly with in specific categories or you’re dead before you’re started.

Anyway, this has nothing to do with the point of this post because what I want to write about is this lady that I saw on the tube a couple of weeks ago.

Look at that drink in her hand …

Starbucks cup.

In a Prêt sleeve.

That contains a tea bag from god knows where.

I have to be honest, I would love to know which of those 3 came first.

Is she a recycler?

Is she a hoarder?

Is she just weird?

Whatever the answer, while many may say she is brand disloyal … she might just actually be one of the most brand loyal people on the planet.



Chapters Help Us Move Forward. Books Change Our Direction.

I left Wieden+Kennedy Shanghai 2 years ago this month.

I have very special memories of my time there and these two people – Leon and Carina [both circled in the photo above, which was a gift from my planning team when I left W+K, even though they forgot to put Debi in there] – played a big part in that.

Sure they were pains in the ass and opinionated as all fuck [though Carina did it in a much nicer way than Leon ever could] but it was – and still is – an honour to be able to say they were on “our team”.

Now – by pure coincidence – they’re both moving onto their next adventure and that will mean there will be no more of my mob infecting the place [though I did find Chris, even if he got away with never having to work with me] so I just want to say thank you to them for all they did for me, the team and – most importantly – the work.

Their loss is a big one for everyone but no one could be anything but excited and happy for the bigger and better things they’re about to do.

So to Leon and Carina, go have a shitload of fun … but please make sure you hide stickers throughout the office before you leave.



Consolation Prize …

I have talked about my love of Martin Parr before, which is why you can imagine my excitement when I thought I was going to pull off the ultimate collaboration between him and my side project with the masters of metal.

For absolutely fair reason, it sadly didn’t come off, but I did get a nice gift as a way of thanks … which ironically, makes me only wish it had worked out even more.

When I pitched the idea, I was asked why I thought it was a good idea.

I said I didn’t, I just thought it was interesting and sometimes, that’s all we have to go on.

The best thing with working with people who only think creatively is they totally get that … that sometimes, the intrigue of an idea is more important than the actual outcome – even if it ends up not being what you quite hoped.

I get why we all look for certainty in what we do. There’s a lot riding on it … money, employment, business … but the problem with certainty is that it is built on compromise and convenience, where the outcome is safe rather than alive.

It’s why Martin’s Weigel’s wonderful case for chaos is such an important read.

I have long been an advocate of this approach.

While it can scare people, the reality is chaos can create what order can’t and when we are all looking for ways to infect, infiltrate and shape culture, the best way to do it is to offer them something they find interesting and resonant, rather than boring and right.



The Many Faces Of Beautiful …

I’ve written how mental Gucci have been in the past few years in both their fashion and their marketing – though on this last point, it’s been quite refreshing from the up-itself-image-bollocks the fashion industry tends to perpetuate.

However I recently saw an ad for their lipstick that is making me think they’re doing more than just trying to superficially differentiate from the competition.

Yes brands like Dove have celebrated ‘real beauty’ before – though they also sold skin whitening products so you know that their intentions for female empowerment are not entirely true – but it’s rare for a high end fashion brand to do such a thing, especially in such dramatic fashion.

You see even though Dove celebrated women of all shapes and sizes, they tended to all be classically beautiful … however here is Gucci, doubling own on celebrating the beauty of the imperfect by showing what my American friends would say is a ‘British smile’.

We will have to see if they are truly going to push this agenda but in an industry so superficial they can make a puddle look like an ocean, this is a step in the right direction in helping women celebrate their own beauty, not someone else’s definition of it.



Post Office Windows …

When I was a kid, I would love to look at the post office notice board.

Every week it would be filled with different items for sale – from bikes to beds – with maybe the odd babysitter or gardener ad thrown in-between.

Decades later – literally – I pass the local post office in Fulham and now have Roxy and her massage centre stage.

I’m not judging, I just find it interesting … though I have to admit, I don’t find it nearly as interesting as the massage ad that appears bottom left.

Therapeutic or not … a ‘pay as much as you want’, female only massage, feels dodgier than a night out with Billy in the Bronx … and that’s VERY dodgy.



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.