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


Weigel And Me …

As some of you know, I trained to be a teacher.

Admittedly it took me 5 years to qualify instead of 2, but my plan was that I would eventually leave this industry and become a teacher in the areas of creativity and innovation.

Then I started, and ran, The Kennedy’s, Wieden’s creative talent incubator and it all changed.

Not because I discovered I didn’t love teaching – quite the opposite – but that I love doing it through chaos, not order.

Now given most teaching jobs prefer the latter more than the former, that put me in a bit of a predicament … carry on with my plan and risk not enjoying myself or find another outlet.

Well, the reality is I’m a long way off leaving this industry, but if I am going to teach, I need to do it on my terms, not an education boards … especially as more and more teachers are being graded by their students which has to be one of the most stupid things I’ve ever heard.

So why am I writing this?

Well I’ve been thinking about this for quite a while and thanks to the experience I’ve had with the Advertising Planning School on the Web [APSOTW] and HOALA, I realized one area I like helping people learn, is advertising strategy.

Now I know what some of you are thinking, “the last thing Campbell needs to teach is ad strategy” and you’re right, that’s why I’ve somehow managed to convince the best advertising strategist in the World to do it with me.

Yes, that’s right … the majestical Professor, Mr Martin Weigel.

Now Mr Weigel’s brilliance is well documented – hell, I even wrote a love letter post about him not that long ago – which is why even if you ignore everything I say [which, let’s face it, we all know you will] you’ll still learn really valuable stuff from it.

I should point out, we’re not leaving our jobs* – this is a little side hustle business, where a couple of times a year, we’ll turn up in a country to see who is interested in doing a couple of days planning workshop – but it is something we both are very passionate about doing because we both feel there is not enough training going on in the industry these days.

Yes, there are schools of planning and yes, there might be the odd training workshop at an agency, but at a time where more and more brands seem to favour efficiencies and process over creativity and possibilities, we believe strategic radicalism is needed more than ever which is why we want to offer something that will help planners reveal, release and exercise their most dangerous mind.

We’re still finalising our first session, but if you want to know more [if only to start pre-seeding it with your bosses, hahaha] then visit here and put your name down so we can send you information when things are finalized or if you want to talk about your organisation’s training needs [whether you’re on the agency or client side] drop us a note at info@weigelcampbell.com

I’m super excited to be doing this, especially with a man who I bloody love to death, so I hope people/agencies will see the worth in it or our egos are about to get deflated quicker more than one of Jordan’s implants.

All this leaves me to say is a big thanks to the wonderful Mercedes – Martin’s much, much better half – who ordered us to do this because she thought we’d be good at it, though I have a feeling she talked to Jill and decided this was their way to get us out of their homes.

Now that’s the sort of strategy we could all learn from.

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Half Way Mark …

How the hell is it June already?

It literally seems like two minutes ago that I was making that epic Christmas ‘Baywatch’ special with my best mate Paul.

You don’t know what I’m talking about?

Weird, as it was a Youtube phenomenon, with an amazing 38 views as of the time of writing.

Oh well, here we are … 6 months into 2018, how has it been for you so far?

I’ll tell you how it’s been for me after I’ve seen how many presents I receive from you on my birthday – which happens in just 12 days time.

Subtle aren’t I?

And yes, this may well be the worst post I’ve ever written.

Well, I could say that if I hadn’t included the ‘career car crash’ film in the post. With it, I think it’s fair to say it absolutely is the worst post I’ve ever written, and that is saying something, especially when I compare it against the iPod singing, Scorpions disaster.

[Which was all your fault Marcus]

Anyway, after all that horror, I wish you a good weekend and if it has deeply disturbed you, remember if I’ve been able to have a semi-decent career with this alarming lack of judgment, you’re going to be just fine.



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.



Stop Pushing Percentages And Start Celebrating Possibilities …

One of the things I’ve always hated is reading planning decks filled with charts and graphs.

Don’t get me wrong, it is very important to ensure your strategy is grounded in truth, but pages and pages of data and percentages says you lack confidence in what you’re saying rather than you have a conviction for it.

There are so many tips and tricks to ‘presenting’ strategy – of which I’ll be talking about some of them at the upcoming HOALA conference in Amsterdam – but having a story that takes the audience on the journey of your strategy in a way that both excites and informs is the absolute basic requirement.

Excites … because if the recipient doesn’t see the potential for what’s in it for them, then there’s no point presenting.

Informs … because if they don’t see it baked in reality, then they will regard all you’re doing as trying to sell fantasy.

I’ve seen far too many presentations that only deliver on one of those attributes and the reality is the work either never gets made or you wish it never was made and that’s why getting someone to buy your strategy requires real thought and ‘beating up’ before you commit anything to paper/powerpoint/keynote/film because as Ronald Reagan said, if you’re explaining, you’re losing.



Strategy Is Knowing What Not To Do …

As I mentioned a few weeks ago, when I was in NY, I was invited to speak at design gods … Pentagram.

Whenever I’m asked to speak at something, the first thing I think is ‘why?’

The second thing I think about is ‘what right have I got to talk about this subject?’

And the final thing is ‘what am I going to talk about’.

In the case of Pentagram, I didn’t know what I could say that would be of any interest of them.

Then I remembered the only reason they asked me to come is because of my relationship to a certain, famous rock band so instead of doing a deck – where, let’s be honest, they would be judging the design of each slide rather than listening to what I said – I bought 12 iconic albums on vinyl [they’re the ones in the picture above] and talked about the relationship they had with the music and the fans of the music under the heading, ‘Design is not decoration’.

Now I have no idea if they actually learnt anything from my talk, but it certainly created a bunch of conversation and debate and for me, that’s a big win.

Actually, getting out alive was the big win, but seeing some of the most talented design people in the World talk about the relationship between music, design and fans was something I’d pay for just to witness.

Which is why one of the best lessons I learned about strategy is less about what you are going to do and more about what you’re going to sacrifice.



The Best Monday Of Your Life. Unless You Live In NYC …

So the good news is this is the one and only post of the week.

I know … could today be any better?!

You see as you read this, I’m on a plane zooming my way to NYC.

I must admit I’m super excited about it.

Not just because I miss the rush of an intense city … nor because I will get to see friends who I miss very much … but because I’ll be doing two things that are going to be new to me.

One is I’ll be judging the final round of the North American Effies.

The other is that I’ve been invited to talk to design gods, Pentagram.

OK, so I’ve judged the Effies before and I’ve done more than my fair-share of talks, but what’s exciting to me about this is that it’s a totally new context.

The reality is American advertising is very different to the advertising I am used to, make and – to a certain degree – love.

It’s not that it’s bad, it’s just different.

More bombastic. More spell-everything-out. More leave-nothing-to-chance-or-interpretation.

It’s also much more rational and focused on driving immediate sales than creating a position in culture that builds sustainable brand value.

OK, not every brand is like that – and I also know many other markets are becoming more and more like this – but as someone who passionately believes in setting long-term directions, not to mention true culture driven ideas, it’s going to be interesting how I view the results versus some of my fellow judges.

As for the talk …

Well, we all know I can do that in my sleep, but I must admit I’m super excited to be doing it at Pentagram.

For those of you who don’t know, Pentagram are one of the undisputed gods of design.

Literally, one of the gods.

Given it’s not that long ago I was only using the IMPACT I must admit to being somewhat surprised they asked me to come talk to them about my perspective on design, but then I discovered it was less about me and more about the work I’m doing with a certain famous rock band which is why I felt the best way to handle the challenge is to only have 1 image and make that image truthful to what I am sure they’ll leave thinking about me.

Especially when they see my Birkenstocks.

So while I know it’s Monday and you’re probably not looking forward to the week ahead, I hope this post has helped offer you a glimmer of hope for the next 5 days. Unless – of course – you’re based in NYC, and then your week is even darker than you could ever have imagined.

See you next week …



It Seems I Am The Fine Line Between Famous And Infamous …

How is your 2018 going so far?

I know it’s still early days – but is it looking good or bad?

Well, if it’s looking positive, I’m about to ruin it for you and if it is looking dodgy, I’m going to help you solidify your opinion.

Why?

Well, a few weeks ago, a nice guy called Paul McEnany asked if he could interview me about my career.

While I’m sure his reasoning for his request was to help planners learn what not to do, my ego said yes even before my mouth did … and while the end result is the bastard love child of rambling randomness and base-level swearing, it’s the perfect way to justify your pessimism for 2018 or to ensure your optimism for the new year doesn’t get too high.

So go here and errrrrm, enjoy [if that’s the right word for it, which it isn’t] and after you’ve heard my crap, listen to the brilliant interviews with people like Gareth Kay, Russell Davies, Richard Huntingdon, Martin Weigel and the amazing Chris Riley because apart from being hugely interesting and inspiring, you’ll get the added bonus of [1] undeniable proof I’m a massive imposter and [2] the knowledge that if I can have some sort of semi-successful career in advertising, you certainly can.

You’re welcome.