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


What If We’re Wrong …

One of the things that bothers me is how data [in marketing] has become law.

Don’t get me wrong, I’m a huge fan of data – or should I say, real data that has been amassed properly, read properly and used properly – but a lot of the stuff today is nothing more than small bits of information packaged to be big bits of information.

Worse, a lot of it has no texture whatsoever … designed to reinforce a position someone wants rather than to inform and enlighten on things you don’t know but would like to find out.

But even then, data is not infallible.

There, I said it.

Data is as good as the people who created it.

And yet day after day, I read about companies who treat their data like its god … even though you can see the flaws in their approach from 10,000 miles away.

From what they’re trying to discover.

To how they’re trying to discover it.

To what they want to do with it once they’ve got it.

No surprise then that so many then go on to report ‘lower than expected’ revenues.

I’m lucky that I work at a place with a progressive view of data, especially with the way we use our Ventures program.

But in addition to that, I work with an amazing data specialist.

She’s cheeky sod who is a bloody legend.

Not just for what she does but for what she pushes.

A believer in the role of culture not just habits.

But another part of her skill is that she knows what data does and what data doesn’t.

Data guides.

It heavily suggests.

It shines a light on important and essential behaviours.

It forces discussions about how best to approach situations.

But it rarely is undisputed, unquestionable, always certain, fact.

To be honest, I believe most people in the marketing field of data knows this but – as is the case with most things in marketing – we go around talking in certainties in an attempt to raise our professional standing when all it does is the opposite.

Hey, I get it, we see it being done in so many fields – from government to finance – but that still doesn’t mean it makes people believe what we’re saying, it just makes us complicit.

The reality is society is far smarter than we give them credit for. The only reason they let so much of this rubbish pass is because they literally don’t care what we say. They have seen so many facts that turned into fiction that they view what we do as literally a game … which is why, while data and strategy still play an important part in making creativity that helps brands move forward, the most powerful differentiator between ideas that culture sees and culture give a shit about is how interesting, intriguing and exciting it is.

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How America Changed Me For The Better …

While I wasn’t in America for long, 4 female, people of colour changed my life forever.

Given how old I am, that’s a pretty big statement and yet it is entirely true.

Mind you, it’s my age – or more specifically, the fact I’m at a level where I have some sort of influence in the industry – that is driving real change in terms of what I hold up as goals I want to hit in the time I have left in adland.

Don’t get me wrong, I still have a ridiculous level of enthusiasm and excitement for helping make great creative work … and I still want to help my team create one of the most interesting planning departments in the industry [based on what we create and how we did it] but I also want to make time for what I passionately believe will help the industry be better … of which one of those things is driving diversity in leadership.

Look, I know I don’t take too many things seriously, but this podcast interview with an HR organisation [I know, HR, but it is part of Niko’s brilliant Gap Jumpers group!!!] is one of the proudest things I’ve ever done.

Not for what I say, but because who helped me think this way.

Of which those 4 female, people of colour in America that I mentioned at the beginning of this post, are some of the most important ones.

Which is why I hope all the women I refer to in the podcast feel I honour the generosity, compassion, friendship and trust they showed towards me, because I am forever grateful to them for who they helped me become.

You can listen to it here.



You Can Tell How Much The Finance Industry Thinks Of Us By The Products They Try To Sell To Us …

OK, I know banking is an easy target but – as anyone who has read this blog over the years will know – I am more than happy to throw darts at them.

Recently I came across this gem from Nutmeg … one of those financial institutions who give themselves a cool name so they can pretend they’re ‘down with the people’ when everything they say and do demonstrates the opposite.

Have a look at this …

Apart from the fact that they say nothing about what they do or how they do it – because, let’s face it, compound interest is hardly a unique offering – I’m just surprised they are saying that if you leave £20,000 for 40 years you’ll get over £140,000 at the end of it.

First of all, £20,000 is a lot of money.

Secondly, putting £20,000 away that you’ll never touch is an amazingly big ask.

Thirdly – and I don’t want to sound a dick – but I don’t know if £140,000+ sounds that much after a wait of 40 years.

Sure, I wouldn’t say no to it and I appreciate it represents a huge growth on your initial investment, but after removing the £20,000 you put in at the beginning, that works out to be a return of £3,000 a year.

OK, that’s not bad, but it’s certainly not enough to live off and certainly not the ‘most powerful force in the Universe’ that Einstein supposedly said.

And let’s not forget that little bit of copy at the top of the ad that say’s ‘Capital at risk. Forecasts are not a reliable indicator of future performance’.

Yes, they really are saying that everything they’ve just said could be a load of bollocks.

Imagine what else you could do with that strategy …

“Eat chips 10 times a day and could be beating admirers off with a shitty stick*”

[* Your health is at risk. Forecasts are not a reliable indicator of future performance]

Or what about this …

“Buy this skin care and you will look 30 years younger*”

[* Your self esteem is at risk. Forecasts are not a reliable indicator of future performance]

Why hasn’t someone thought of using this cross-category before???

But getting back to Nutmeg … my question is who is this ad aimed for?

Is it for people who are worried about their future and will put all their life savings away to get £140,000 in forty years time – ignoring the fact, that in 40 years time, £140,000 will be worth around £2.77 in todays money?

Or is it aimed at the wealthy … who can afford the investment, but probably expect even higher returns?

Honestly I’m not sure, but one thing I am certain of is that a financial organisation who doesn’t tell me why I should choose them over every other financial institution that also claims if I give them my money for 40 years, they’ll [hopefully] give me more back – but no guarantees – doesn’t stand much chance of getting any of my money.



Till Next Year …

So this is the final post of the year.

It’s been a big year for me and the family.

Then again, it was a big year for the family last year too.

However, whereas 2017 saw us leave Shanghai and Wieden+Kennedy – something that was truly emotional for all of us – 2018 has seen us go from sunny LA, working at Deutsch, living in a house by the beach and driving a custom made Audi to being citizens of cold and rainy London, living in a much smaller house in Fulham, working at R/GA [with some sprinkles of Metallica madness in-between] and traveling by tube to and from everywhere.

And we haven’t been this happy in ages.

Don’t get me wrong, there are things we definitely miss from our life in the US – people, the weather, Otis’ school, free soda refills and bacon mainly – but this move was right for us for a whole host of reasons, personal and professional, and we enter 2019 with the full expectation we’ll still be here when 2020 comes around.

I hope.

It’s funny, when I read the final post I wrote for last year, it is apparent that change was in our minds. We didn’t think that openly, but it seems it was there.

Of course, moving to a country and then leaving in just over a year is not the best thing.

It’s financial stupidity for one.

But these things happen and we are very happy for the amazing experience, though I must admit I’m even happier my wife, son and cat are still talking to me.

Fools.

But while our environment has changed, some things have stayed exactly the same.

Your ability to trash everything I write on here, for one.

And to you all, I say a huge thank you.

Sure, being told I’m a bad dressing, musically ignorant, gadget tosser every-single-day can get a bit tiring, but I wouldn’t have it any other way.

Because amongst the insults, there’s often pearls of gold in there.

Stuff that makes me think about things a different way.

Stuff that influences how I think about things I never thought about.

Stuff that just keeps me on my toes and interested about stuff.

And I love it.

I love that people come here and share a bit of their time and opinion with me.

Yes, I appreciate moving to the UK and still posting at 6am is screwing up the flow of the comments given the East Coast of America is asleep and can’t insult/join-in until much later … but the fact so many people still write makes me feel very fortunate.

While I have loved the ability to move countries and cultures so many times – and hope to continue doing it, just not for a bit – the reality is that is makes your friendship network difficult.

Don’t get me wrong, I’m very fortunate we have technology to keep me in touch with the wonderful people I’ve met in every country we’ve lived [whether they like it or not] and this year I got to catch up with people I’ve not seen in years – from Freddie to Paula – but there is something about having a level of constancy that makes you feel settled.

Bizarrely, this blog has provided me with a bit of that.

Even with people I have still yet to meet.

[Though I met Marcus and Neil Perkin this year and that made me so happy]

While I would never suggest I am your friend, you have been to me – in many ways and at many times, both at moments of darkness and happiness – and I want to take this opportunity to say thank you.

To all of you.

Even you Andy.

When I started this blog way back in May 2006, I never expected anyone to read it, let alone comment so the fact some of you still are – regardless that many Police officers would call it abuse – I’m grateful.

I’m excited about next year.

It will be big.

Not because we’ll be moving … or I’ll changing job … but new things will be entering my life.

From my beloved Otis starting proper school – which literally is screwing with my head – to the much-talked-about-but-not-much-actually-done Weigel/Campbell officially doing its thing in addition to the exciting adventures and exploits my wonderfully beautiful family, my bloody amazing friends and fantastic new planning team will get up to that will make me feel even luckier than I do already.

Being back in England has had a much bigger effect on me than I ever imagined it would.

I am grateful for it.

I am grateful for all I have.

I hope this holiday season and 2019 is one that is wonderful for you all too.

See you in a few weeks. [Yeah, don’t think you get so lucky to not have me come back]



Majority Cruelty …

Given we’re are in throws of Christmas parties, I think this post is possibly very relevant.

A few weeks ago, I was at Liverpool Street Station when I saw this woman …

People were sniggering at her and I could tell she was getting upset so I went to her and said …

“Excuse me, I just want to say you look fantastic”.

Fortunately for me she didn’t call the police for breaking the cardinal London commuter rule of ‘DON’T TALK TO STRANGERS’, instead she said thank you and then explained she felt a bit silly dressed up for a Halloween party among all these business people.

I told her to ignore them because they were all dressed as depressing sheep to which she turned around, looked at a bunch of the people who had been looking at her and said – very loudly – “fucking sheep”.

While this may be one of the proudest moments of my life, it quickly turned into feeling slightly unnerved given I then got on the same train as the people she insulted whereas she went somewhere else.

But the thing is the way people were looking and acting towards her was horrific.

These weren’t drunken, young idiots, they were sober, middle and elderly business people … and yet they ganged up on her for their own amusement because she was dressed differently to them.

For someone to do that – even if they’re going to a party – is a big deal.

It is an act that makes them very vulnerable … they’re literally letting their day-to-day guard down and exposing themselves to the mercy of the mainstream so the last thing they need are a bunch of the majority showing no respect – or worse – downright distain at them.

We talk about wanting to encourage creativity and openness in the World, but we suck at it.

Whether it’s being part of at a creative review or watching someone dressed for Halloween … we need to start by accepting what they’re bringing to the table is very personal and showing it to others for their judgement makes them very vulnerable so whether we like what they’ve done or not, we should never just dismiss it just because it doesn’t suit our tastes.

Openness means being open to possibilities, not negatively judging with a smile on your face … so I hope Ms Colourfuljoyness went on to have an amazing night and may she wear whatever the fuck she likes going forwards.



Strange Combinations …

Maybe it’s because I only have one working eye.

Maybe it’s because I’m an complete and utter idiot.

Maybe it’s because they’re both basically in black and white.

But when I saw the above ad at a local tube station, I thought it was all for the same product and couldn’t work out why the fonts were all different.

On the plus side, it made me take a closer look which means it’s immediately more effective than most of the ads I see underground.

As I said recently, tube ads are terrible.

Boring and rational as hell … with some occasional loose ‘riding the tube’ reference.

Boring while pretending to be wild and wacky … with some occasional loose ‘riding the tube’ reference.

Boring because they think they can get away with writing the longest, long copy ads in history, regardless that they make it feel like watching paint dry.

For such a captive audience, you’d think agencies and brands could find a way to enhance the passengers journey rather than letting their ego get the better of them and make them think they’re sitting their patiently waiting to read about another app launch that does exactly the same as the other 10 apps rationally explaining their role with some ‘crazy’ visual attached. Seriously, when the only reason I notice an ad is because I thought a whisky brand had made a milk product, you know it’s time we look at what ‘engagement’ means in our industry.



I’m Even More Confused By Who I Am …
November 7, 2018, 6:15 am
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Culture, Differentiation

So a while back I wrote about how I had one of those DNA tests done to identify my heritage and when it came back, it didn’t resemble anything I expected.

Well unsurprisingly I recently got an email saying they had ‘updated’ my results to better reflect my information.

“I knew it” … I said, with a self-satisfying smugness that they had got it wrong.

That was until I pressed the link and discovered this …

I’m still only 1% British and 27% Italian … but now I’m a whopping 64% European Jewish.

Now I have absolutely no problem with that, except – as I said in my earlier post – my Mum’s family have been Italian for many generations and my Dad’s family have been British for many generations so either there’s some big family secret or, as I suspect, Rosie the cat did some fiddling with my sample before I sent it off.

The reality is it doesn’t bother me, but it does intrigue me.

What is the truth?

What would my parents say?

Why am I not religious in any way whatsoever?

Whatever the answer – and let’s be honest, we’ll never really get one – it highlights that nothing is as it seems, however hard we try to make it so.

People who voted for Donald Trump should remember that fact in particular.