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


Happy At Home …

So it’s 2 months since we’ve been back in England and I have to say it’s been great.

Sure, the weather isn’t like LA.

Sure, finding a home and unpacking was a pain-in-the arse.

Sure, catching the tube is not like driving my beloved Audi to work.

Sure, I’m shocked at how bad the service is in restaurants and how many people smoke.

But all that aside, things are great.

There’s a bunch of reasons for that …

The first is my family are all together and well. Even Rosie, the moaning cat.

Seeing how brilliant Otis has adapted to his new environment [again] is inspiring, even though it has highlighted how much of an American twang he picked up in our time in the US.

To move home is a traumatic experience for anyone.

To move countries is often too much for people to even contemplate.

So to have moved home and country, 3 times when you’re only 3 years of age – and still be happy, positive and curious – is an incredible achievement and one that makes me even prouder of my wonderful little boy.

That said, we’re very mindful he is still trying to find where he belongs … find other kids he can form a connection with … so our job in these early months is to help him feel as settled and secure as we can, but so far, he’s handling it far better than we could ever hope, even though he did exactly the same when we landed in LA after Shanghai.

What a kid.

Another reason we’re enjoying things in England is that there’s an incredible familiarity to how things work.

Sure I’ve not lived here for 24 years and Jill is Australian … but we both have spent a huge amount of time here over the years so there’s a comfort in knowing how to make things happen. It’s allowed us to acclimatise to the new environment far quicker than we have in other nations while still feeling the buzz of excitement of being somewhere new.

Sure, there’s nervousness about some things we’ve never/rarely had to deal with before.

The school system and how insane that is here.

The inability to be confident a tradesman will turn up as promised.

The high price of public transport [which is still low, but comparatively high to say, China]

But all that is offset with the incredible culture that surrounds us, the friendliness of the people we’ve met and just being in a place where we can see ourselves for a good length of time.

Oh, and chips, mushy peas and gravy.

God, that’s magic right there.

But one other thing that has made things so great is work.

I’m really enjoying myself.

I have an incredible team full of smarts and opinions.

I have a huge array of colleagues full of creativity and provocation.

I have a bunch of clients full of fascinating challenges and ambitions.

I’m learning.

I’m being challenged.

I’m [hopefully] contributing.

There were a bunch of reasons why we moved countries – both personal and professional – and while no place will ever be perfect, I’m pretty shocked at how much I am enjoying being back in England given I never thought I’d ever move back.

I still wish I could nip up to Nottingham to see Mum and Dad.

I still wish Paul and Shelly lived down the street not 2 hours away.

But as much as I’ll always be a cynical bastard, I’m pretty happy right now and I’m sure that is as shocking to you as it is to me.

So on this bombshell of positivity, I wish you a good weekend and let you know that the APSOTW results will finally be out next week.

Ta-ra.

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You Know Adland Is In A Hole When A Lord Mayor Has A Better Philosophy Than Us …

Magic Magid is a British-Somali who has served as the Lord Mayor of Sheffield since May ’18.

Yes, the Lord Mayor.

Given he was born in 1989, his appointment has attracted a lot of media attention – not just because of his young age and cultural background – but because he is also the first Green Party councillor to hold the role.

But that’s not why I’m writing about him, I’m writing about him because of the way he connects to culture.

Where most politicians tend to say whatever they think their audience want to hear – and then, once elected, use fear and put-downs to control their audience’s actions – he not only says what he believes [and attracts people on those shared beliefs] but he also shows great belief in the capabilities and possibilities of his constituents.

Have a look at this …

How is that for a set of philosophical beliefs?

Pointed.
Topical.
Cultural.
Humorous.
Positive.

Is it any surprise he has made youth give a damn about politics?

While the opposition are fixated on scoring points against each other, Magic Magid communicates a way of living and behaving that pulls the community together.

A set of standards and rules you can live by.

A set of standards and rules you would be proud of following and representing.

Now of course his actions have to represent his words but just in terms of fresh energy, it sets a direction by which most things can either be filtered through or measured against.

Now look at adland.

What are our beliefs?

What are we saying that is making people want to believe?

Making people want to be a part of us?

Sure there are some agencies that still have them … still live by them … but the thing I find sad is all agencies started with a set of distinct beliefs that differentiated them from the crowd and yet now, the vast majority of the industry tends to behave in the same, blunt and ambigious way.

We say the same things.

We read the same books.

We aspire to the same goals.

Christ, we’ve become more corporate than the clients who used to hire us to stop them being corporate.

The World is changing.

I love that we live in times where the minority – or underdog – can no longer simply be ignored.

Where how you do things is becoming as important as what you do.

And yet despite claiming to know how to move culture better than anyone else, adland continues to stick rigidly with what it knows even though publicly, they’re desperately trying to associate with the latest new, new thing.

Where are the leaders?

The mavericks?

The pioneers?

Oh I know, in the file labelled ‘too much trouble’.

Let’s hope we learn before it’s too late.



Marketing To The Religious Right …

Over the years I’ve written about some strange beliefs some strange people have.

For strange people, read overly religious, bigoted individuals.

First there was the gum that claimed to stop you masturbating.

Then there was the soap that made you a virgin again.

Well if that wasn’t weird enough, I recently saw this …

Now that is some headline.

It’s a headline that commands your attention.

It’s a headline that demands you delve deeper.

And when I did, I discovered that – similar to TBWA’s current approach to disruption – I left feeling more repulsed than attracted to the cause or the topic. Have a read of this …

I have read this a few times.

And even now – as I read it again – I come away shaking my head in utter dismay and disarray.

Because while I appreciate the authors beliefs are her beliefs [even though I find them unbelievably condescending, patronizing and judgmental] I also think she is fundamentally wrong because I’m pretty sure the main thing young men look for in young women is a pulse.

I’m not saying that’s right but neither is this sort of blinkered bollocks.

But here’s the thing, as blinkered bollocks as this may be … there’s a bunch of people who not only believe this, but live by it. And our industry needs to acknowledge this reality, because while we can judge all we like in our personal opinions, we have to keep an open and curious mind to what’s going on in our professional lives, because real life is a damn sight more complex, twisted and confusing than the nicely curated versions of what’s going that we like to present to the World.

If great communication is about resonance rather than relevance, then knowing the weird is way more important than knowing the convention.



Let Kathleen Turner Start Your Week With A Smile And A Bunch Of Food For Thought …

Kathleen Turner is an actress.In the 80’s, she was hugely successful – but illness, addiction and Hollywood studio’s hatred of women over the age of 30 – all contributed to her falling out of the limelight.

This interview is a few months old, but I recently read it again and I still love it.

Not because she is indiscreet about other actors … though that’s good.

But because of her ability to know who she is that has enabled her to acknowledge her faults, see her strengths and challenge the system.

There’s a bunch of gold in there – from how to deal with others [which is very similar to the advice Tom Hanks gives] through to how to deal with yourself – so whether you know her or not, I am pretty certain you will enjoy the read.

Hey, you might even come away asking yourself some questions about yourself.

It’s a good way to start the week and you can read the interview here.



Every Detail Matters …

So I’ve not been sacked – yet – which means I feel confident enough to write another post for the week.

About a month ago, as I was flying to LA from Hong Kong, I re-watched the Michael Mann classic, Heat.

Making a movie – like making communication – consists of many elements.

Sure, you need a great story and you need great actors who can bring that story to life … but what really elevates the work to something special is a passion for the details.

Or said another way, the craft of craft.

In simple terms, this means the person heading the project doesn’t just appreciate what they don’t know, but they trust the people around them, who do.

They create the time and space for the broader team to do their best work on their areas of expertise. Encouraging debate and discussion to explore how each member of the team believe they can enhance the goal of the project to even bigger and more exciting places.

I think Heat is an example of this.

While Michael Mann wrote and directed the film, he allowed his expert team to be experts … ensuring every scene was as powerful or as believable as it can be.

There are many things I could highlight …

From allowing De Niro and Pacino to ad-lib their cafe scene because he trusted their talent to make the moment something unique right through to making sure the way the actors left the bank [after they robbed it] mirrored how trained soldiers would leave such a building.

[Apparently that scene is still used by many military organizations as a way to train their soldiers on how to leave a building]

But while those things are good, if you really want to see craft in action – and understand the impact it can have on the final product – then rewatch HEAT and marvel at the sound design of the main gun fight … because despite the movie being over TWENTY THREE YEARS OLD, it still stands out for all its majestic power and still continues to make the viewer feel like they’re actually in the scene.

Details matter.

Talent matters.

Craft matters.



See The World From Another Persons Eyes … [APSOTW Assignment]

I know I said there’d be no blog posts till October because I’m busy moving countries [again]. but I thought I could use this ‘empty’ time to set a new APSOTW assignment.

Over the years we have covered all manner of subjects … from validating flag design to pitching new business to developing comms strategy to creating solutions to difficult problems.

But this time we’re going to do something different.

To be honest, it’s less about being evaluated on how you present your thinking and more an exercise on thinking.

Now the thing with thinking – especially thinking where advertising and creativity is concerned – is it rarely can be wrong.

Sure, people can have all manner of opinions on what you think… but it generally can’t be viewed as being fundamentally right or fundamentally wrong.

This is liberating – or should be – which is why I’m hoping as many people as possible will have a go at this assignment.

The actual deliverable is easy.

All you have to do is watch the below clip and tell me– based on what people are saying in the clip – what you think the brand could have said to make their audience care about shaving.

That’s right, all you have to do to take part in this assignment is watch a short film and then send me a single sentence.

That’s it. Easy eh?

OK, I’m not going to deny this is harder than it may first seem.

Part of that is because the clip is about African American men … so to succeed, you have to appreciate the context how African American men live in America.

The other challenge is you need to get your point of view into a single sentence.

That might sound super easy until you remember that single sentence has to also capture the context that makes your point of view so powerful.

[For a clue on how this could be done, click here … even though this example isn’t quite right as it’s based on having lots of additional information, which this challenge does not allow]

The reason for this challenge is 3 fold.

1. It will help your skills in reading subtext.
2. It will help you ability to write a provocative point of view.
3. It will help you make audiences want, or imagine, more from themselves.

As I said at the beginning, there’s probably no wrong answer to this assignment, but to win [and there will be a prize] you’ll need to see something in the conversations within the clip that you feel opens the door to a bigger, more intriguing, more exciting, more resonant point of view for the brand.

This is not about inventing something that isn’t there … this is about seeing something that is, but hidden in plain sight.

While the ultimate deliverable for this assignment is easy, your submission will be judged by some of the toughest, most experienced, most culturally authentic experts in their field, including – if I can convince him to publicly associate with me again – Jason White, the Global CMO of Beats.

So have a go, it will be fun and all you need to do is send me a SINGLE SENTENCE by September 30th to this address.

As I’ve said before, I believe the future of our industry will be built on developing ideas that are resonant with culture rather than trying to be relevant to them and hopefully this will help make that happen.

If you have any questions, please place them in the comments. Thank you.



It’s Nice To Be Hated …

A few weeks ago, I woke up to the photo above appearing on my phone.

The 2 people are both ex-planners of mine from Wieden and I admit it was nice to see them.

Then I realised they were never at Wieden at the same time – and even though they’re now both bigwigs at Apple – I suspect there reasons for getting together [and making sure I knew about it] was more to talk shit about me than to discuss the launch for the next iPhone.

Eitherway, I’m as proud as fuck about them and for them … and not just because I’m hoping for freebies.

As I’ve said many times before, I believe the role of a boss is to help develop your people so when they leave, they get a better job than they could ever of hoped for.

Of course, they have to do all the hard work.

They have to want to see where their potential could take them.

But by pushing them, developing them, giving them opportunities to grow and just overall helping them believe in their talent and where it could take them beyond where they currently are, you have a chance to play a small role in creating their future.

And that’s why, seeing David and Rodi lead Apple strategically across the entire Asia region [and for some perspective, just the iPhone business in China is bigger than the entire NIKE company worldwide] makes me so happy.

Not for what I did for them.

But what they did for themselves.

Now please give me the new iPhone or I’ll ask Baz to fire you.