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


It’s A Matter Of Taste …

Before I start, let me ensure your Friday is even better than if you were being bathed in a sea of Crunchies by letting you know next week there will basically be no posts as I’m going to be back in the good ol’ USA.

Now I’ve given you a deep sense of joy, let me rip that away from you with some bitching.

So I saw this ad for Kontor – a company that helps other companies find their perfect space.

Now I appreciate I have the style sense of an Australian [Boom Tish] but I must admit I am a bit confused regarding the image they’re using in the ad.

If it’s an example of an office environment they think is good, then I am afraid they’re badly mistaken.

It feels more like a hotel restaurant in any 3 star business hotel you can find across the US.

Or the Costa Coffee boardroom.

But if they’re trying to make it look like the sort of office environment a company would want to move away from … an office environment that Kontor can help them find … then I hate to say it, but it’s not bad enough.

Let me be a bit clearer …

Yes, it’s horrific, but in terms of an image for use in an ad on a tube, it’s no where near horrific – or nice – enough to make whatever point they want to make and so for the poor schmuck stuck on the tube looking at it, you end up wondering if Kontor have as bad taste as me both in terms of what they hate and what they love.

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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.



Management Is Directing, Not Dictating …

One of the things that really shook me working in the US was how hierarchal it was.

Of course I appreciate not all companies are like this, but in my experience, there were a huge amount who were.

Where the person with the highest title won.

Regardless how right – or wrong – they were.

And what this led to was a bunch of talented people opting for the easier life.

Where they did what the most important person in the room wanted, because ultimately it meant they would have less stress and could go home on time.

Or realised their career growth was about managing up rather than being great.

I don’t blame them – especially those who had families to feed – I just found it sad and alien.

Sad … because I saw incredibly talented people being restrained and restricted.

Alien … because I had been brought up to see management as enabling people to make the best work of their life.

Directing rather than dictating.

Creating the time, space and energy to let your team craft the work not focus on the politics.

But in America, this didn’t seem to be the case … it felt it was much more about following orders rather than solving the challenge in the most interesting and exciting of ways.

I kind-of wrote about this before, but the reason I’m saying it now is because I recently read a book that reminded me of some of the things I saw and – to a degree – experienced.

A book that reinforced why I will always love Wieden – and now R/GA – because they were founded by individuals who value creativity rather than devaluing age.

The book I’m talking about is called “Disrupted: Ludicrous Misadventures in the Tech Start-up Bubble” and was written by ex-Newsweek journalist Dan Lyons.

It’s a humorous tale of his experience working for the tech/marketing company Hubspot and – without giving anything away – it’s a total shitshow.

There’s a bunch of reasons for it … but as I read the book, I couldn’t help feel that many of them were because of this hierarchal practice that I saw in America.

It’s definitely a book worth reading because apart from just being enjoyable, it is super informative in how Silicon Valley works.

Even more specifically, how the finance of Silicon Valley works.

But if that doesn’t tempt you, then maybe this will.

You see Dan Lyons – the author – was a hardcore, tech journalist and yet when he joined Hubspot, he found himself in the marketing department. After experiencing the industry first hand, this is what he had to say about the conferences we love to go to and talk at …

“Marketing conferences are filled with wannabe gurus and ‘thought leaders’ who work themselves up into a revival-show lather about connecting with customers and engaging in holistic, heart-based marketing … which sounds like something I made up but is actually a real thing that really exists and is taken seriously by actual adult human beings, which makes me want to cry.”

Harsh?

Maybe.

True?

Definitely.



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.



If You Want To Be Topical, At Least Make Sense …

Just before everyone broke up for Christmas, I saw this …

Now I get the ‘Out Of Office Is On’ bit … and I even get why they said it in an attempt to be topical to the holiday season … but for the life of me, I neither understand what ‘with the spirit of New Orleans’ means nor what it has to do with writing an out of office email.

Are they trying to say the people of New Orleans are always on holiday?

Or are always sacrificing their work commitments to go and get pissed?

Seriously, what the hell are they trying to say???

I can only assume the creative team behind it had been sampling a bit too much of their clients product because that’s the only thing that makes any sense with this car crash of an ad.



Goodbye Mr Gee …
January 18, 2019, 7:30 am
Filed under: China, Chinese Culture, Death, Empathy, Insight, Marketing, Media, Planners

When I first moved to China, I heard of this ad man who was highly regarded for his authentic insight into Asian culture but without the smug arrogance shown by so many of his peers.

His name was Ian Gee.

A few years later, I had the pleasure of meeting him when we were both invited guests on an episode of the now defunct, Thoughtful China.

Unsurprisingly he stole the show with his smart comments delivered in his understated charismatic way.

Despite his brilliance making me feel even more of an imposter than I normally do, we hit it off and while we only met in person that one time, I was thrilled we stayed in touch – often instigated by comments he made on this blog.

Sadly today I heard from his son that Ian passed away yesterday from cancer.

Few people knew he was ill because he kept it to himself as he didn’t want it to define him.

He need not of worried because lots of people know he was a kind, generous, humourous, intelligent man with unwavering and unapologetic standards for doing what was best for the work, the people around him and the culture he represented … and anyone who tried to shortcut or short-change had better watch out.

It was a true privilege Ian.

Comments Off on Goodbye Mr Gee …


Erection By Post …

So I recently saw this ad in the tube.

To be fair, it caught my eye more than most tube ads but there’s something about it that just doesn’t feel right.

To be honest, I’m not really sure what it is.

Maybe it’s that they are advertising viagra on a transportation device that is long and hard?

OK, it’s not that.

Maybe it’s the fact they call it Viagra Connect?

It’s not that, but it doesn’t feel right either.

Oh I know, it’s the fact the company website is GetEddie.com

This bothers me for a bunch of reasons.

One of them is that asking a bloke called Eddie for erection help feels very, very dirty.

Alright, that might just be me, but it just feels very under the counter when the whole premise of the ad is that it’s not something to be shy or scared of.

But more than that, it’s the website that really makes me uncomfortable.

You see while I am sure GetEddie is meant to be a play on ‘Get Ready’, it also feels like it’s trying to imply ‘get head’, which just seems pathetic to the core.

However – and it’s a big however – I appreciate this view may say more about me than the people behind Eddie, because lets not forget the time I thought an Old Spice campaign we did at Wieden – called Smellcome to Manhood – was a play on words about teenage boys experiencing puberty, when in fant it was literally just a pun on the word ‘Welcome’.

The creative team avoided me like the plague after that, which is a shame, as it was one of my favorite Old Spice campaigns.