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


There’s Models And Then There’s Models …

I consider what I’m about to tell you an early Christmas present.

Not for you, but for me.

You see a few weeks ago, one of the creatives at R/GA was walking down the road when he was stopped in his tracks as he saw this …

Now you may be wondering what is so shocking about a back of a van featuring 2 weird looking men starring into space with a lilting triffid like plant behind them?

Well I agree with you, except those 2 weird looking men starring into space with a triffid like plant behind them are my colleagues – Eduardo and Ed.

As you can tell from the absolutely horrific photo and pose, neither knew this photo was being taken – nor did they give their permission for the image to be taken, used or plastered on the back of a corporate horticultural company van – but I am so glad it happened … and while they are trying to get some sort of response from the company who did this, I keep telling them that on the positive, they can say now say they’re models, which is a damn sight better than saying they work for a creative company in creative company cliche, Shoreditch.

Sometimes, accidents are the best thing that can happen to you.



Technology Can Make Us More Human …

Technology gets a hard wrap.

It is blamed for all manner of wrongs, when we conveniently forget we are the ones programming it and using it.

Of course, they’re not totally blameless – but like powerpoint – we have to accept that the ‘badness’ that comes from it is, at the very least, equally our own fault.

But sometimes you see something that reminds you of what power technology has.

How is can change how someone looks at the World … feels about that World … thinks about the World.

No where is this more apparent in the area of medicine, where AR is being used in ways that few ever originally considered.

Not just to make people heal, but to make people feel better.

There’s a big difference between those 2, and if you are not sure what they are, then look at this wonderful clip of an elderly, Liverpool football fan, who is suffering from demetia.

Like most things, the role of technology is in our hands. We either use it for good or for evil and the scary thing is – as we’ve found out from countless platform ‘owners’ – the line between them is very thin indeed.



Anything Is Easy If You Don’t Want It To Last

I am unashamedly a believer in brand.

I know there is a huge amount of talk about its commercial value, but – like the talk about whether we need ‘insights’ – there is plenty of evidence to suggest it continues to drive companies growth and revenue.

And while there are accademics, like Byron Sharp, who have proven people are far less loyal than they claim, the fact remains that loyalty – whether emotional or transactional – has significant value in building sustainable success for a brand.

But here’s the thing many brand owners forget.

To stand any chance of loyalty from your audience you need to be loyal to them.

Continuously.

It’s not good enough to simply offer discounts and early access.

Sure, that can help, but audiences know exactly why you’re doing it.

Real loyalty – by which I mean there is an almost irrational connection to a brand – is born from brands acting in ways that prove why people should care and keep believing in you.

Behaviour not just words.

Progress over the comfort of repetition.

Authenticity not just chasing popularity.

Telling beautiful stories not just spouting facts or contrived ‘ads’.

As I said, there are some marketers who say none of this matters in a world where digital enables them to have ‘direct to consumer’ relationships at a fraction of the cost of brand building.

I get it. It’s quick and it can be powerful which explains why every day there seems to be a new company claiming it will disrupt the category.

But where they go wrong is not realising disruption without distinction [ie: brand building] doesn’t create long term sustainable value, it just creates new commoditization.

In such an extremely competitive, highly-pressured, fast moving world, I would argue that brand has never been so important to stand a chance of having a stronger future.

And while this might all sound hypocritical given I work for a company who is trying to invent the future of marketing – which includes building new ways to have D2C relationships for clients, finding new ways to interact with subcultures through digital and passionately believes in disrupting categories – the fact is we never do this without an obsessive focus on the authenticity of the brand and how we can help it create the future culture wants to follow rather than just exploiting the offers of the present.

For me, the real issue is we are seeing is companies wanting all the good bits of brand loyalty without much of the effort, for which I leave them with this story I heard when living in China.

The successful farmer plants their seeds and nurtures them in the knowledge that when it comes time to harvest, their crop is bigger and healthier. It takes time, but it is always worth it.



Brighton Is Rubbish. Kinda …

I went to Brighton recently and I have to say, I quite liked it in a try-hard-to-be-cool kind of way.

And while there was a bunch of things to see and explore, one thing stood out from all of them.

This …

I have to be honest, while I am all for sorting out your rubbish, a public bin just for BBQ food is pretty spectacular.

Especially as I didn’t spot a single place selling BBQ food anywhere near it.

But as I wrote about the bins in LAX airport, by not labeling it simply as ‘rubbish’, it did stop me in my tracks.

Made me look more closely.

Made me think.

Which begs the question, for all the logic we are approaching the challenges of the environment – maybe the best way to get people to actually think and reconsider is not to bathe them in facts about our self-created, impending apocalypse, but to use language and imagery that cracks the firewalls we have put up around ourselves to manage this sort of information on our own terms.

It might be counter-intuitive, but as the Ice Bucket Challenge and the Doncaster County Council grit machine campaign showed, sometimes the most sensible thing we can do to create change is to embark on utter madness.

Just like my Boaty McBoatface argument that I am absolutely not bitter about in any way, even thought they completely ignored it and dismissed it out of hand.

Oh no.

When will authorities appreciate that humans are hypocritical.

That common sense is often in the eye of the beholder rather than their being some uniform fire of how everything should be.

This is why we have rubbish ads, rubbish politicians and rubbish products … because while I appreciate we need certain benchmarks to move forward, so many of the things we rely on are as fake as the Emperors New Clothes.

Designed to hide our truth rather than to reveal it.

That doesn’t mean you should stop talking to people, far from it, it actually means you need to spend even more time with them so you can get even closer to them. Understand their realities, their contexts, their truths and dramas and all the nuances and personal rabbit holes they go down to manage what they think and decide to do.

People are fascinating, but it needs more than a fucking focus group or poll to discover it.

As I’ve said before, if you want them to respect your clients brand, start respecting them~.



Best Of The Best Or The Least Bad?

Today I’m judging the Effies.

Oh awards …

I’ve written so, so much about them in the past.

Like here. And here. And here. And here.

I must admit, I am intrigued to see what they are going to be like in the UK.

Will they be a celebration of insightful efficiency or will they be like I experienced too many times in Asia, a stream of consciousness that just rumbles along till they think they have explained how they got to their idea and how they have proved it worked.

I guess we shall see later today.

I really, really hope they are good.

Not just because the Effies have always had a standard they’ve lived up to, but because it will give me faith the industry still has fight in it to do things right.

In my time in the UK, I’ve read a bunch of planning documents/portfolios/resumes that have been more about packaging.

Repeating a client brief in a way that has been ‘sexed up’.

Superficial.

Executional.

Literal.

There are a bunch of reasons for this.

Part of it is the lack of training agencies give their strategiests.

[Hence why we started the School of Strategic Arts]

Part of it is the huge amount of freelance planners out there who are doing exactly what they are asked because they are fighting for their livelihood.

And part of it is because of the client/agency remuneration deals which means planners are giving too little time to explore the best outcome to the problem they face.

Planning has a valuable role to play in effectiveness.

Planning has a valuable role to play in creativity.

But it needs to be allowed to do it to make it happen … so here’s hoping we see the best of what it can do today, because the Effies is not just important for the people who win, but for what the industry needs to get back to being.



Make Space Or We Die Alone …

One of the best things I’ve done [so far] in the UK is see my R/GA planning mob work with the brilliant Brixton Finishing School.

They all graduate today so this post not only makes me – for once – super timely, but also super proud of them all.

Anyway, over the past few weeks they’ve been working with the students on the importance of putting creativity at the heart of strategy.

Well a couple of weeks ago it was my turn and it was massively emotional for me.

Not just because of their passion for creativity.

Not just because they embraced an old fucker with open arms.

But because of the openness of the conversation we had that touched on issues often swept under the carpet but are raw and real … especially if you’re a person of colour.

I was honoured to be there, we should be honoured they still want to work in adland given we – as an industry – are doing our level best to make them feel alienated, isolated or a token gesture.

It’s not hard to change this.

As I wrote about the need to embrace more female leadership, it’s just about making space.

The great irony is that the industry loves to talk about diversity, but not only do they fail to realise it’s about background not just heritage, it’s about how you let them behave. Basically if you make anyone feel penalised or negatively judged for simply being their authentic self, then you are acting in a way that is literally the opposite of diversity.

Sadly, many companies still don’t get this.

They better start or the people who are the one chance we have left to make this industry have a decent future, will finally have enough and take their potential and talent elsewhere.

Frankly, I would not blame them.

[Thanks Maya, Bree, Chelsea and Lani for the impact you still make on me]



You Never Forget Those Who Never Let You Be Forgotten …

Many years ago I wrote a post called pivotal people.

It was about those individuals who have an incredible impact on how your life turns out.

I’m not talking about family or friends.

I’m not even talking about relationships that last years.

I’m talking about interactions – whether for 10 minutes or a decade – that changes the course of how you live.

I’ve been lucky enough to have had quite a few of these people come into my life – most recently Maya, Bree and Chelsea – and it is important to me they all know the impact they have had – and continue to have – on who I am and what I do.

A long time ago, I decided the best way to show this was to write to them all and say thank you.

Weeks passed without a word from anyone so I emailed one of the recipients to check they had received the letter.

He responded saying he had and wanted to know if I was dying.

Yep … my heartfelt gratitude was met with the general consensus that I must have a terminal illness.

Thankfully I nipped that misconception in the bud, and while the people I wrote to still didn’t really know how to react [to the words in my letter, not the fact I wasn’t dying] the reality is I wasn’t looking for any sort of response or gratitude, I just wanted them to know.

Why?

Because in my experience, the people who go out of their way to help you in this way, do it because they see something in you that maybe you don’t even see.

They want to see you grow because they give a shit about your wellbeing.

But better yet, they do it for no self-serving reason, they just believe in you and who you can be.

It is – in my opinion – one of the most beautiful acts someone can do for another person and yet, in many cases, the people helping don’t even realize the impact they’ve had on you.

I’m writing this because I recently read an interview with the footballer Ian Wright.

He was asked ‘what did he owe his parents’ and he said he owed them nothing as he had done everything for them. He said the person he owed the most was his old school teacher, Mr Pigden.

Looking into it, I learned a story of love, belief and standards.

A story that celebrates teaching in its most powerful form.

Not for grades. But for preparing someone for a fuller life.

You can read the article here, but watch the video, it’s incredibly moving.

You don’t have to be a teacher to be Mr Pigden to someone.

I hope you have recognized yours and act in the same way to someone else.