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


How To Know You’re Improving …

A few weeks ago, I ran a planner training session – with the amazing Paula Bloodworth – in Amsterdam.

The theme of it the session was this …

When we first presented the image, you could tell a few people were wondering what the hell I was going on about.

It was a training session … designed to help planners make less mistakes, not more … but they were missing the point.

Planning isn’t about perfecting.

It’s not even about differentiating

It’s about making things happen … moving things forward … opening new possibilities … increasing value [copyright Weigel] and you don’t get to that if you just stick with the traditional approaches, practices and goals.

Of course this doesn’t mean you get to be an irresponsible dick with someone else’s money, but it does mean you have to look at problems in ways that normal approaches may not get – or even appreciate – and to do that, you need confidence.

Confidence in your abilities.

Confidence in feeling uncomfortable.

Confidence in making others feel uncomfortable.

Of course, at the end, you have to pull it all together because not only are you not going to get a client to try something without the chance of great reward, they need to know there’s method behind your madness … and while you might not always achieve the result you all wanted, ‘failing’ because you were pushing for something great is rarely failure, because not only do you all get a shitload of learnings from the exercise [learnings that can get you over the line next time] but you often end up opening a door to a World the whole industry never imagined and now wants to run full-pelt through.

In other words, you are pushing things forward not keeping things the same.

Which all helps explain why I believe planners should aspire to make better mistakes rather than succeed at average levels … because while consistency may get you the promotion, confidence creates the possibilities.

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The Beauty Of Madness …

Last week, Nike dropped an ad.

A 3+ minute ad.

THREE MINUTES, ARE THEY MAD?

Well yes they are because it’s the most magical 3+ minute ad you will see in a long, long time.

I know you might say I’m biased because [1] it’s Nike [2] it’s by Wieden and [3] my beloved ex-collegue, Paula Bloodworth, worked on it … but I’m not saying it for those reasons, I’m saying it because it’s sheer gloriousness.

Sport.
Culture.
Authenticity.
Eccentricity.
London.

You watch it and you are sucked in. You’re smiling, laughing, nodding, relating.

Whether it’s how outsiders see different parts of London to the madness some young athletes have to go through to be noticed.

There’s so much to love about it … though I have to say my favorite parts are definitely the female footballer, the ice-hockey player and the guy at the end on the bike who swipes the ball away.

Brilliant casting, writing, everything.

An ad that shows how great advertising can be when it’s injected with madness, authenticity and originality. Not to mention fun. Not in terms of what the ad is – though it’s full of that – but in terms of feeling how much fun everyone had making it.

An ad that not only shows the elasticity of NIKE’s brand voice, but their ability to be culturally authentic while staying true to who the brand actually is.

Right there is why Wieden is so fucking good.

It’s not just that they’ve made an ad people around the World will love – even if they won’t understand it all – it’s that they’ve made an ad that people in London will truly get.

An ad that is for them.

About them.

Bursting with all the swagger, humour and contrast that makes that city what it is.

I’m sure they knew they had something special at the very beginning but when it started actually coming together, they must have got super excited.

And nervous.

I remember going through all those emotions when we were creating Blackcurrant Tango.

But as I’ve said before, the best feeling in adland is when you think a piece of your work is going to be either amazing or a disaster

Nothing in-between.

Because it means whatever happens, it’s going to make a statement.

And this ad does.

Without doubt it is my favorite NIKE spot in a while [acknowledging a huge amount of them of late have been extra good] and I’m so happy for all my friends who were a part of it.

In fact the only thing wrong is when they say ‘Nothing Beats A Londoner’ when we all know a Nottinghamer can.

Ahem.



Given Brexit, I’m Shipping Australian Crims Back To England …

So today another one of the planning team leave.

Yes, I know, it’s only been a couple in a couple of weeks since the last one … but [I think] that is entirely coincidental.

That said, this one is only semi-leaving … because while she is going from Wieden Shanghai, she is ending up at Wieden London.

And will continue to be working on NIKE.

Yep, I’m talking about the one and only, Paula Bloodworth.

Oh Paula …

Despite being Australian … a wannabe cool kid … incredibly picky about her food and occasionally a princess … I am going to miss her.

To think it’s only been 2 years since this is mindblowing

We have done an incredible amount over that time … stuff we can feel very proud about for many, many years to come.

Not just work, but other stuff too.

In the 2 years of being here, I’ve seen the best and worst of her and she has seen the best and worst of me.

From my son being born to my Mum passing away … and through all of it, she has been kind, considerate, loyal and caring.

For someone who likes to pretend she has a ‘tough exterior’, the reality is she’s a fucking sweetheart and by embracing that, I believe she leaves even better than when she came.

And that’s impressive because she was fucking good when she started.

While I am sure she won’t miss the Australian banter … the oily food … the prying into her personal life … the bad instagram photos that I constantly took of her … I do think she will miss this place.

Maybe not as much as I will when I go, but a little.

[Please note, the photo in this post is not one of the ‘bad ones’ … I felt I owed her a ‘nice one’ as a gesture of goodbye-goodwill. Besides, all the nasty ones appear in the video below]

And she should because in the short time she was here, she achieved an incredible amount and so she can look back on this fascinating time in her life and career as one where she came, she saw and she conquered.

Paula I am going to miss you … especially the bitch and gossip-fests … but I know I cannot stand in the way of an Aussie who needs to make their cultural pilgrimage to London to live in Earls Court.

So now you are Paul Colman’s problem. And I’m very jealous of that fact.

Thank you lovely. Be brilliant.