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


A Brand Is Ultimately Defined By Culture, Not Owners …

I have a confusing relationship with Amazon.

I use them a lot.

I admire what they do.

I appreciate how they operate.

But I don’t know if they’re a great brand.

Without doubt they’re a great company and have created a clear role in people’s lives … but in terms of brand, I’m not so sure.

That’s weird, because in many ways, they have achieved all the things a great brand requires, but at the end of the day – I have no emotional relationship with them, it is entirely functional.

Does a brand need to have emotional value to be great?

No. But I think it is the difference between being seen as a great transactional brand and a great brand.

But what surprises me most is Bezos understands business and brands better than many.

Not just CEO’s, but marketing folk … exemplified by this statement he made.

Which leads to the point of this post.

Brands.

As I’ve said a billion times, I’m an unashamedly huge believer in them.

If done well, they enable differentiation, cultural connection and economic power.

But the emphasis is ‘done well’.

And frankly, I don’t see a lot of that.

What I do see is a lot of companies spending of an awful lot of time and money on what they want to talk about.

What they think people should care about.

What audience should buy their product.

What they want their product to be used for.

What they want people to discuss about them.

What words they want people to associate with them.

What they want people to view as a threat or a competitor.

Them. Them. Them. Them. Them.

Now don’t get me wrong, you have to know what you stand for. What your values are. What your role is and why you do what you do, well. Not to mention what your point of view on the World is.

But you don’t just churn them out like some political manifesto brochure. Boring people into submission.

And yet that is the practice of so many … minus the point of view, which would at least make it relevant to culture instead of using a ‘proposition’ that is like a cement block, standing firm regardless what the headwinds that surround it are.

But it gets worse.

Because often what they do is wrapped up in some contrived ‘purpose/manifesto’ message in an attempt to make it look like it’s not all about them, which doesn’t convince anyone because it’s all about them.

Everything.

And it comes across exactly like that.

Self serving. Self indulgent. Self important.

Because the people behind these campaigns live in a bubble of corporate complicity.

Where ‘real life’ is closer to a sitcom sketch than anything resembling reality. Where families are always perfect and together. Where there is no problem that can’t be solved with [insert brand here] and their [insert meaningless ingredient]. Where the undertone of the work is to scare/shame/blame audiences into purchase submission – regardless how happy the soundtrack is or how saturated the images. All backed up and reinforced by a research report that has been specifically designed to fit in with the clients processes than representing truth.

Welcome to the world of marketing truth – a parallel universe to real truth that exists next to the Marketing solar system.

And that’s why, love him or loathe him, you have to respect Bezos.

Yes he has a world of data. Yes he has a universe of information.

But he knows it’s what people say when you’re not watching or listening to them that really reveals what they think of you.

At a time where so much work is done behind the desk, there’s never been as important a time as to get out, talk to real people, understand the texture, nuance, and chaos around the category … so we can help our clients with the most important foundation you can have in getting to great work.

Truth.

Of course, it is not always easy for clients to swallow.

Of course, they may prefer agencies that pander sweet bullshit to them.

But as Mr Bezos knows, you don’t get culture to truly buy into you, if you don’t know what culture really thinks of you.



We Are All Hiding Something …

So much for not posting for 3 weeks eh?

For what it’s worth, I officially start writing my rubbish again on Monday.

What’s the difference between the posts I’ve been writing and the posts I will be writing?

Apart from the fact I’ll allow you all to insult me in the comments?

Errrrrm, that’s it.

But this one is quite important because it’s something I hear talked about a lot.

Imposter syndrome.

Every industry has people who suffer for it, but right now, I’m hearing a lot of planners talk about it. Doesn’t matter if they are top of their profession or new into it, somewhere along the line they feel it.

I know I do.

And while I know it can be massively destructive – undermining your confidence and self belief – it isn’t all bad.

I know, that sounds mad … but hang in there.

Recently I was talking to one of the best planners in the world. Yes, I appreciate that’s a subjective comment, but if you knew who I was talking about – saw the work they have consistently been a part of – you’d probably agree they’re in the top 5 globally.

Anyway they were telling me how they felt imposter syndrome. That they were going to get ‘found out’ any day soon and then their career would be over. Cast aside by an industry who would point at them and laugh and then use their name as a warning to any new entrant into the industry of what not to do.

And then I said, “maybe that’s what makes you so good”.

That shut them up.

And when they asked me what the fuck I was talking about, I said that maybe that was part of the reason they were so brilliant. That they were never so comfortable with their abilities and title that they would ever take their foot off the gas … that they would ever stop exploring every possibility … that they would ever not write a million different versions of the same brief until they found the one they thought had the most creative potential.

Silence.

Then they said, “but it can hurt so much”.

And I acknowledged it can. But I then added that I imagine being as good as them does not come without pain, sacrifice, tension, scars and sheer utter graft … so while they experience times where they wish they didn’t have to feel that way, the thing they should really worry about is if they didn’t.

Now please don’t think I am advocating pain and suffering. I appreciate how demoralising and destructive it can be. I also think it’s a subject that should be talked about more to both destroy the stigma and help people feel they are not alone.

I can tell you for a fact it is something I have – and continue to – suffer a lot.

However, until you feel confident to speak about it or get help for it – and you can get help for it, because it’s a real situation with many different expressions – maybe you can reframe what it is doing to you.

Not bringing you down, but possibly pushing you further.

I’m here to chat should anyone wish to.

_________________________________________________________________________

There’s a big difference between imposter syndrome and gaslighting.

One is where you are involuntarily undermining your own self-confidence, whereas the other is driven by others doing it to you.

Both are debilitating, so ensure you know which one you are dealing with to get the appropriate help.

For those experiencing the latter, there is Corporate Gaslighting … a place where you can see you are not alone and start taking steps to changing your situation. I am also here for that should you need or wish to talk.

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Full Service History, A Few Semi-Careful Previous Owners, Needs A Bit Of Body Work But The Engine Is Tuned To Put A Smile On Your Face As You Hold On To The Edge Of Your Seat …

So if the title of the post didn’t give you a clue.

And if the photo above didn’t make what this post is about, obvious.

Today is my last day at R/GA.

Sadly my role has been made redundant. Thanks a lot COVID!!

And while it’s sad, I am glad it’s a senior, white, male who is being impacted rather than someone young or female or a person of colour who are often the ones who get hit first across the industry.

But while there will plenty of things I’ll miss, the biggest will be my team.

I’ve always been so lucky with the planners I’ve worked with and this lot are no exception.

They’re great. A talented bunch of creative fools who made me laugh, debate and rethink stuff every single day.

They were an honour to work with and they will continue to be epic in all they do.

They better be, because I’ll be watching them. Closely.

So thank you Lachlan, Nic, Rach, Anna, Joel, Amar, Erika, Laureen, Bassot, Ed, Megan, Nicole, Divya, Arda, Amelia, Severine, Marissa, Insa, Toby, Ben … and the others who helped make my time – and the gang – so much fun, including Anne, Valia, Eduardo and Michael.

So what next?

Well there’s a bunch of things.

We bought a house which we still need to move into.

I have my projects with the Metal Masters I need to deal with.

And I recently got an assignment with the Chilli’s, by which I mean the band rather than the food – which will be fascinating. Or headache inducing. I’ll let you know which, later.

Then I’ve registered a company I now need to work out what the hell I’m going to do with. I’ve got some ideas and I’ve even got some backers, but I owe it to my family to give it a bit more thought rather than just run full-speed to wherever my excitement orders me to go.

But for right now, all I’m going to do is take a couple of weeks off to enjoy being with the family and no zoom calls – which means you also get a week or two off – so all that leaves me to say is thank you to R/GA for the adventure and the airmiles … my team for their brilliance and their trouble making and … my wife, son, cat, clients and mates for their love, support and sarcasm.

Last thing.

Let’s be honest, these situations suck.

If people had the choice between having a job and not, the job is pretty much always going to win, especially at my age.

However not only am I absolutely fine, I’m strangely optimistic.

There are many reasons for this, but the main one is the last time this happened to me, it resulted in some of the best times of my career.

From starting and selling cynic and Sunshine to then working at Wieden+Kennedy and R/GA through to living, exploring and working all around the World.

Or said another way … when my role was made redundant, it was instrumental in helping me do stuff at the highest levels of creativity, culture and client all around the World.

From helping launch brands like Spotify in Japan to partnering with NIKE to create sport culture in China to inspiring Virgin Atlantic to build an airport lounge that people want to miss their plane to stay in to finding ways to redefine the rules of luxury which led to SKP-S building an experience specifically designed to look/feel like life on Mars to helping Metallica do all manner of weird and wonderful stuff from connecting deeper with fans to opening new ways to connect with the band. And a bunch of other stuff, from the small to the huge to the ridiculous.

I absolutely, unapologetically, love this stuff with all I’ve got.

Now whether any of this can happen again is anyone’s guess, but it is possible … and given the challenges and competitive nature of the world today, I feel my history of provocative and intriguing creativity to help brands around the world define their position in culture – and business – still gives me a strong and valuable role to play.

I guess this is all my convoluted way of saying if you’re an agency or a company – anywhere in the World – who is ambitious to grow or change or reimagine who you are or considering new markets [ie: Asia/China] or stuck on a mindfuck of a problem or want advice on building a cohesive, potent strategy gang or just want to win better … then give me a shout, because whether it’s about leading something, collaborating on something or just chatting about something … I’m going to be officially available for all of this very soon and I’d bloody love it.

Right, now my Gwyneth Paltrow Oscar speech is out the way, see you in a few weeks.

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The Problem Vs The Real Problem …

A while back I wrote a post about the best bit of advice I’d ever had regarding solving problems.

Or should I say, on how to present how you are going to solve a problem.

But this is dependent on knowing what is the right problem to solve … and quite often, it ends up being the problem we want to solve versus the problem that needs solving.

Now of course, we can only solve the problem that relates to our particular discipline.

For example, as much as adland likes to claim it can solve everything, we can’t build a car.

[Trust me, I’ve tried]

But that’s not what I want to talk about.

Too often, when there is a huge piece of business on the table, our goal is to get all of it.

Every last piece.

Doesn’t matter if it’s not our core expertise.

Doesn’t matter if the work won’t be interesting.

We. Want. It. All.

Now there’s many reasons for this – mostly around money – but what it often ends up doing is destroying everything we’ve spent decades trying to build up.

It burns out staff.
It undermines the creativity of the agency.
It forces quick fix solutions rather than ideas that create sustainable change.
It creates a relationship based on money. rather than creativity.
It positions the agency more as a supplier than a partner.

Now don’t get me wrong, money is important, but when you let that be the only focus – it is the beginning of the end.

Before you know it, the money becomes the driving factor of all decisions and – because you have had to scale-up to manage the huge business you’ve just won – you end up looking for similar sized clients to ensure the whole agency is being utilised rather than chase the business that can elevate your creative reputation.

Oh agency heads will deny this.

They’ll say they still value creative, regardless of the size of client they work on.

And maybe I’m utterly wrong.

But as I wrote a while back, we had a [small scale version] of this situation when we had cynic … and while we were making more money than we had ever earned, it had made us more miserable than we’d ever been.

Thank god we noticed in time, because we were in danger of seeing more economic value in the processes we were creating for the client than the work and then that would be it.

People would leave.
Our reputation would be damaged.
We’d have to pay more to bring people in to deal with the situation.
The profit margin money we were making from the client would be impacted.
Soon we would be doing work we didn’t like without even the excuse of making tons of cash.
The client would call a pitch.
We would have to do it because we were so dependent on them financially.
They’d pick someone who would do things cheaper.
We’d crash and burn.
We would hate ourselves.

OK … OK … that is a particularly bleak possible version of events and I know there’s a lot of big agencies that have found a way to manage doing work for big clients while marrying it with maintaining their creative credentials [but not as many as they would like to admit] but I am surprised how few agencies say which part of a big job they want to do.

I get why, because there’s fear the client will write you off because they want a simple solution rather than a complex.

But if you’re really good at something, then you have the power to change that mindset from complexity to effectiveness.

Of course, to pull that off, you have to be exceptional.

A proven track record of being brilliant at something few others can pull off.

Which means I’m not talking about process or procedures … but work.

Actual, creativity.

In my entire career, there’s only been 3 agencies I’ve worked at – and one of those I started – who have told clients they only want a slice of the pie rather than the whole thing.

More than that, they also told the client how they believed the problem should be handled rather than simply agreeing to whatever the client wanted in a bid to ‘win favour’. Of course, the slice they focused on was not only their core area of brilliance, but also the most influential in terms of positioning the entirety of the brand – the strategic positioning and the voice of the brand – so what it led to was a situation where the benefits for the agency far exceeded just an increase in revenue.

They had the relationship with the c-suite.
They set the agenda everyone else had to follow.
They were paid for quality rather than volume.
They made work that enhanced their reputation rather than drag them down.
They were more immune from the procurement departments actions.

All in all, they ended up having a positive relationship rather than a destructive one.

Now, I am not denying that in all 3 cases, the relationship lasted less time than those who were willing to take everything on. In many cases, once the initial strategy and voice work was done, many companies felt we were no longer needed. Not all, but a few.

And while many will read this and say my suggestion to choose the part of the work you want rather than take it all on is flawed … my counter is not only did all 3 agencies enjoy a reputation, relationship and remuneration level that was in excess of all the other agencies they worked with – and often delivered in a fraction of the time – but they ended up in a position where they attracted new business rather than had to constantly chase it.

In all business, reputation is everything.

Don’t make yours simply about the blinkered pursuit of money.



Art Writes New Rules …

One of the things I love about this industry is our way of re-writing rules.

I don’t mean that in terms of post-rationalisation.

I don’t mean that in terms of rebellion.

I mean it in terms of letting creativity take us to new places.

That said, I think a lot of people forget this.

Clients and colleagues.

Specifically the one’s who encourage work to go where others have gone before.

Or where the brand has previously been.

Or just killing ideas before they’ve had a chance to start to evolve.

Of course I appreciate what we do has a lot of implications on our clients business.

That to get it wrong has serious ramifications.

But – and it’s a big but – doing the same thing over and over again doesn’t move you forward.

The opposite in fact.

They know this.

We know this.

And yet I hear words like ‘optimisation’ far more than I do ‘creativity’ these days.

Now I get it, you want to get every bit of value from something that you can, but our obsession with models and processes just limits our ability to invent and move forward.

Please don’t think I’m discounting the value of experience.

There’s a lot to be said for it.

But basing the future purely on what has happened in the past – specifically your individual past – is not experience, it’s blinkered.

Case in point.

Mouldy Whopper.

Here was a campaign that was attempting to do something differently. But rather than be curious about how it would be received, industry people – the same folks who are supposed to be pushing for creativity – were violently writing it off from the beginning. And when I pointed out that no one really knew what the campaign was trying to achieve – I copped it too.

Hell, I didn’t even like it very much, but I appreciated they were doing something different and evidence showed it was getting people to talk about preservatives in food – which was a positive for BK – so at the very least there were something positive in that. But then a senior industry person challenged me – said it was only people in the bubble of adland doing that – so when I proved he was wrong, he just disappeared. Happy to throw out personal opinion but not happy to be shown it was just his personal opinion. And that was my issue, we didn’t know how it would go. We had thoughts, we had opinions but we didn’t give it the time to see how it played out and apparently, it did pretty well by a whole range of metrics.

Of course, the great irony is that when you do have a brand that believes creativity can move things forward in unexpected ways, then you get accused of your job being easy.

I can’t tell you the amount of times people said to me, “it can’t be hard working on NIKE, they love being creative”.

Of course, the people who say this have never worked on NIKE and tend to be the first to criticise anything they think is ‘too creative’.

My god, when Da Da Ding came out, the wave of, “I don’t get it”, “it’s indulgent” was amazing.

But not as amazing as the fact that a lot of the abuse came from white men not based in India.

But I digress.

I love creativity.

I use that word specifically as I see it as being much bigger than advertising.

At least in terms of where the inspiration can come from and how it can be applied.

I am in awe when I see ideas taking shape. Things I never imagined coming together in the aim of changing something rather than just communicating it.

One of my greatest joys was running The Kennedys, because I saw that in possible its purest form.

From making takeaway coffee cups into dog frisbees to re=programming Street Fighter to represent the lessons they’d learnt over the previous year … was epic.

Sure, sometimes it was scary, frustrating and painful.

Sure, there were arguments, walk-outs and moods.

But as I wrote before, great work leaves scars and while that doesn’t mean it can’t be an exciting journey to be going on, it will have many twists and turns.

Or it will if you are pushing things enough.

And that’s what this post is about, because recently I read a story about John Kosh.

John was the creative director of Apple.

Not the tech company, but The Beatles.

John Lennon loved him and at 23, he found himself art directing the cover of their iconic album, Abbey Road.

What many people fail to realise is the band name was no where on the cover.

And while John had logic behind that decision, many in the industry thought differently.

Especially at their record company, EMI.

In fact, the only reason it ended up happening is that timing was so tight that it was allowed to slip through before anyone else could stop it.

Another example of chaos creating what order can’t.

What a story eh?

And before anyone starts saying I’m wrong …

I’m not saying the decision to remove the bands name from the cover made the album successful. This was The Beatles after all – the biggest, most successful band of all time – so it was always going to sell by the bucketload. However I am saying the decision to remove the bands name from the album cover helped make it iconic … which arguably, helped make it even more successful.

Not to mention make the zebra crossing on Abbey Road one of the busiest in the World.