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


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.

Advertisements


The Coolest Business Card Ever?

So as many of you know, I’ve been doing a long-term, side project with a famous rock band.

Well about 2 months ago, when I was still in the US, I received a box of business cards.

Metallica business cards.

Now as excited as I was about getting them, I was a bit confused for 3 reasons …

1. I’d been working for them for over a year so couldn’t work out why I’d only just got them.

2. The work I do for them has absolutely no reason to ever need a business card.

3. I was about to move to the UK so the phone number on the card would soon be redundent.

I then discovered that I’d been on probation for that whole time [which they had never mentioned to me], I needed a way to gain some speedy respect with some of the people they were connecting me to [because obviously, on my own, it’s impossible] and apparently I’m “an asshole” for not reminding them I moving country [even though I absolutely had told them I was moving country fact] but who cares … I’m now the proud owner of some obsolete business cards with an awesome email address and for that – and, I suppose, the amazing opportunity they’re giving me – I’m eternally grateful.

Christ, first I ended last week on a positive note and now I’m seeing the silver lining in things.

Who am I?

And it’s a Monday.

Seriously, we should all be getting worried around now.



Welcome To Inauthenticity …

I’ve written about Gary Vee before.

And while I admire his ability to promote himself – and don’t deny his considerable entrepreneurial spirit – I feel he is entering that dangerous area where he’s starting to blindly believe his own voice, without any sense of objectivity.

Now there’s many successful people who are like that, but given he preaches on a platform of self awareness, I find this new chapter of his ego particularly unpleasant to witness.

What has raised my ire?

This …

Yep, he has launched his own range of sneakers.

Sneakers!

What the fuck?

Apart from maybe watching sport or having once ridden a skateboard, what credibility has he got to do that?

I could maybe accept it he had got some fantastic – and credible – people to help create them, but that is never mentioned at all.

Of course not, because even if that is the case, I doubt his ego would allow it.

And maybe that’s why he wants people in marketing and entrepreneurship to support him rather than athletes … despite the fact they’re made to look like the bastard love-child of Adidas and K-Swiss.

That’s right, it’s not enough for Mr Vaynerchuk to create a pair of ‘sneakers’ that’s been influenced/plagarised by one credible sports brand, he wants to double influence/plagarise … which kind of sums him up through and through.

Seriously, anyone who buys a pair of these is basically anti-sport and pro-asshole.



Hanging On To The Past …

I appreciate I am the last person who should be writing a post with a title like this one, but recently – when I was in Hong Kong – I saw this billboard …

Now I get that once upon a time, HK was indeed a gateway to China and … in some categories, like law and, to a degree, international finance, it still has a significant role … but China is not this closed off country anymore, in fact I could argue it’s more commercially minded than HK so it seems this is the worst headline you should use to try and attract clients.

Without doubt there’s a role for advertising in HK airport for people traveling to China – especially Chinese tourists – but it’s not because they don’t have options there, hell they have more options that any other place in the World, it’s that you might help them want your option more than the countless others they’ll have available to them the moment they land.



Quality Control At A Glance …

Remember, the more confident the marketer the less messages they demand.



The Final Countdown …

So today is the beginning of my final full month in America.

That blows my mind.

Without doubt I am sad my time here is coming to an end so soon – its been a great honour to be able to live here and meet so many amazing people – but by the same token, I’m genuinely excited to be moving back to my home country after 24 years away.

That said, part of the disappointment of leaving is I know I got to see and experience so little.

Sure, I’ve been to a bunch of places in my time here, but when you travel mainly for work, you never really get to get a feel for a place.

Yes, I have continued to do what I’ve always done in new cities [the follow up to that link can be read here] but that’s nothing like immersing yourself in the cultural underbelly of a place.

And that’s one of the main reasons I’m disappointed, because while America is a pretty fucked up right now and a lot of the industry here prefers easy over great, it is still an amazing country that I would have loved to have understood and experienced more of.

People, portions and lifestyle aside, there will be some things I’ll always take with me.

The realisation America’s version of a ‘compact car’ is a European 4×4.

The obsession people all have with ranch dressing.

The countries fascination with holidays and how they go all out for them.

The obsessive order people follow to get off planes.

The fact people say and write “Y’all”.

That checks/cheques are still a thing.

No one can talk about race, abortion, wealth, guns, racism. Ever.

That people are not at all comfortable with honesty and truth.

The hierarchy of corporate structures and how they work and are adopted.

The utter brilliance of The Cheesecake Factory.

Oh there are so many things … things I will take with me forever that will make me smile and frown for the rest of my days … but overall America has been very good to me and my family and for that, I will always be grateful.

Sure, the feelings are different to when I left China, but thanks to some of the people, experiences and work I was able to be a part of, I can leave feeling a better person than when I arrived, which – when you think about it – is the best way to leave anywhere.

I just hope some people will feel the same way.

At least the ones who now will always matter to me.

[Though I have a month to try and change that for them, ha]



When Marketing Goes Mad …

I found this photo in my old files.

It’s about 12+ years old.

But based on what the sticker says, it shouldn’t matter should it?

Except it does, because it’s bollocks, especially where technology is concerned even though Moore’s Law is coming to an end.

While I appreciate the World moves so fast that many people just want to have something that they can rely on forever, any brand that promises lifelong relevance is either utterly delusional or a bigger conman than Bernie Madoff.

When will brands learn great marketing isn’t about fabrication but authenticity,