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


A Half Brit, Half Italian Who Spent 7 Years Living In China And Now Lives In America Starts Work At An Agency That Sounds Awfully Like A German Bank …

So as you know I have left China and moved to LA.

And, given I’ve written about it, you know the reasons behind the decision.

However I am also conscious I haven’t said where I am going. OK, so I know others have said where I’m going, but I haven’t. At least on here. 

Well today is the day, because today is the day I start my new job.

Actually I should say today is the day I start my main job because I’m also doing an on-going project with a rather famous rock band [ no, it’s not Queen] however I’m super excited to announce that as of this morning, I have become partner, chief strategy officer and official ‘new boy at school’ at American agency, Deutsch.

If you are based in the US, I’m sure you’ve heard of them but if you’re not, you’ll probably know them for this

To say they’re big is an understatement.

They’re huuuuuuuuge.

Massive clients. Massive office. Massive team.

Basically it’s the classic American cliche … everything is bigger in the US.

Now I’ve got to admit, there’s an element of their scale that makes me nervous … but that’s part of the reason I am so excited to be here.

When we were deciding where to go, I was very clear I didn’t want to do something that was similar to what I’ve been doing over the last 7 years. That’s not because I haven’t loved it – I’ve loved it almost too much – but because I couldn’t see the point of leaving a company I love if I was only go to end up at another company that wanted to be like the company I’ve just left.

What Deutsch offers me is the chance to play and learn in new areas.

Sure, it’s still advertising … but there’s a few fundamental differences from what I’ve been doing for the last few years.

1. I’m going to be a partner.

I’ve got to be honest, this was very important to me. I always want to grow and be challenged and one of the things I knew would be good for me was if I was given the additional – and official – responsibility for helping run an office.

Now you may think I had that at Wieden Shanghai – and I did, kinda – however the structure of the company meant that unless I become an MD [something I don’t want to be] I would always be an invited guest, never one of the hosts.

I should point out I knew this when I joined and I was always given the opportunity to speak up and speak out, however I believe there’s a point where responsibility without authority undermines your potential and ambition and ultimately, I wanted to see if I could make a bigger difference to a company or if I’m full of shit.

2. Deutsch are much more into using tech to solve their clients business problems.

This is almost going back to the way cynic approached things and I love that. However, it is not for the reason that I am sure Northern Planner will suggest … which is that I might be able to convince a client to let me make a moped or car for them.

In all seriousness, one of the things I really liked about Deutsch was their desire to forge their own direction rather than replicate someone else’s. That sounds obvious, but you’d be surprised how many places try and mimic Wieden without seemingly realising there’s only one W+K and they will always be the best in the World at what they do.

Deutsch’s ambitions feel more entrepreneurial and applied and I find that desire, fascinating.

3. I get to set direction for brands rather than translate someone else’s direction.

While I’ve worked around the World and represented massive regions of the globe, the reality is in most cases, I’ve been about translating someone else’s perspective on what the brand does/is. Someone who tends to work and live in America.

If I’m honest, I’ve never really found this a hindrance – especially in China, where the cultures was so different, so it was always fun to try and work out how to make things connect – but it will be nice to be at the real start of the challenge for once.

Of course there’s other reasons …

The partners are all great people who just happen to work in advertising.

I get to infect a new bunch of talented planners and hopefully make them even better than they thought they could be.

I have the opportunity to make my new team one of the most respected/hated/mischievous departments in the whole of North America. I find that idea really exciting and really infectious.

And then there’s the 2 big ones …

I get to give my family an environment that is healthy for them and we get to experience and immerse ourselves in a brand new culture. Again.

Those are worth their weight in gold … especially as we’ve found a Mandarin school for Otis so he can still feel a connection to the country he was born in and the country his father loves and will miss deeply.

[Oh, we also own and get to drive cars again for the first time in 15 years. I am embarrassingly excited about it … though driving on ‘the wrong side of the road’ is interesting … especially for all the other drivers in LA]

In fact the only thing I don’t like about my new job is that I’m called the Chief Strategy Officer.

I’m not that keen on that. It feels so cold. So exclusive. So disconnected to creativity.

But I get America loves its titles so it’s a small price to pay for the adventure.

So we will see what happens.

It could all go down in flames or it could be a fantastic adventure and for me, when those are the possibilities, that makes me massively excited.

So thank you Deutsch for the incredible opportunity, let’s hope you don’t regret it …

More posts in a couple of weeks when I’ve either [1] settled in a bit or [2] been fired.



It’s Been An Honour …

After 7 years, today is my last day at Wieden+Kennedy.

Just as traumatic is that in 6 days, it will be my last day in China.

Or said another way, it will be my last day living in Asia-Pacific after 22 amazing years.

There’s honestly too much to say.

Too many memories to write about.

Too many people to thank and talk about.

So instead I’ll just say it has been the time of my life.

An amazing, spectacular, wonderful adventure both personally and professionally.

From marriage and babies to being part of work that defined World Cups and Olympics.

Wow.

It’s absolutely fair to say I will miss every bit of it but I’ll take the memories because it means I had the experience and for that I am truly grateful.

Now, because we’re in the middle of mad moving mode, this blog will be on a little hiatus for a few weeks.

Probably about a month. [Though we all know there’ll be the odd post here and there]

On the bright side, when it’s back – probably sometime in June, in time for my birthday [ha] – you’ll get to read posts that won’t just be about planning, but how I don’t understand how to make anything in America work.

I honestly think I’m going to find it harder to acclimatise to America than I ever did to China.

Hell, I can’t even order a cup of coffee without getting confused about their cup sizes.

So with that I want to sign off with a few little thank-you’s.

The reality is a huge amount of people made my time here amazing, however there’s some who had an even bigger influence and I want to call them out because the adventure I had – and am about to embark on – literally wouldn’t have been possible without them.

My wonderful planning team. Past and present. Every day was a genuine fucking honour. The awesome Kennedys. It was seriously the professional highlight of my last 12 months. Thank you. And that definitely includes you Juni. Kel Hook. For hiring me. You changed my life and I’ll never be able to thank you enough. Jason White. Thank you for supporting me even when I caused destruction. John Rowe. For being brilliant in every possible way and making my time at W+K Tokyo so good, I never wanted to leave. NIKE. I know that might sound corporate toady, but as I have nothing to gain from saying it, it means it is true. 99.7% of every person I met or worked with at Wieden+Kennedy worldwide … whether they are still here or long gone. Martin Weigel. You’re a cantankerous, warm hearted, brilliant man. Just propose to Mercedes and get on with it. Whiteside. Because you’re awesome and funny and humble and deserve so much and yet are happy with what you have. Clare Pickens. I love you. I literally fucking love you. [But stop cutting your hair because it makes you look shit] Sandi Hildreth. For being awesome and gorgeous and loving the same sort of rubbish music as me. Claudia Valderrama. For looking out for me even though you told me I was a “pain in the ass”. W&W, Azsa, Arlene and Max … for making sure I stay excited – and in awe – about the birth of amazing ideas. Gerber, for somehow – and I’m not sure how – influencing me to get tattoos. I came here with none, I leave with not enough. Simon Pestridge. Thank you for everything. In many ways, you changed my career and opportunities. You’re more than a great client, but a friend. Kim Papworth. For that talk that was totally worth the wait. Luhr. For being Luhr. Stech. For making your 6 months here, the most exciting 6 months for me full stop. David Terry and Paul Colman for trying really hard to be ‘alpha-males’ but actually being fucking sweethearts. Don’t worry, I won’t tell anyone. Joe Staples. He won’t understand why, which is why. MJ. No, not Micheal Jackson or Michal Jordan, but Matthew Jung … for being a phenomenal Nike and Converse client who backed us to do the best work we can do every-single-time. Karrelle. For pretending to still be British when he’s basically American. Steve Tsoi for still welcoming me to the table even though I never made life easy for you or your team. Scott Silverman. You had nothing to do with China, but if it wasn’t for you, I wouldn’t have had the chance to be here. Chris Jaques. You also had nothing to do with China, but if it wasn’t for you, I wouldn’t have had the platform to show others what I could do. What I could be. Dan Wieden. For not actually firing me even though you said, “You’re fired” every time you saw me. And starting a place that is so special amongst special companies. Xiaoli. For everything you have done for us, but most specifically for the love and care you have shown my son. China … for being so important to global business that you gave me access and exposure to the sort of senior leadership few in the World will ever get to experience. The amazing, warm, slightly crazy people of China. I will absolutely miss everything about your unique ways. Except the spitting and the plane delays. And finally – and most importantly – my beloved Jill, Otis and Rosie. Without you guys, none of this other stuff would have mattered.

OK, the Gwyneth Paltrow bollocks is over … and to prove it, have a look at this.

Do you know what it is?

That’s right, it’s one of the 600 stickers I have had made that I have spent the last 5 weeks hiding throughout the refurbished Wieden+Kennedy Shanghai office. And I mean ‘throughout’ … including various W+K hangouts, like Baker & Spice, Jamaica Blue and Little Catch.

That should make their life a pain in the ass for a few years.

It will be like I’ve never gone.

And with that, it’s time to go.

It’s been a lot of fun. Time for an adventure in LA. God help us all.



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.



Waving Goodbye To Singapore’s Most Dangerous Weapon …
October 28, 2016, 6:15 am
Filed under: Attitude & Aptitude, Culture, Experience, Management, Planners, Planning, Ros, Wieden+Kennedy

So today is a happy/sad day for me because I wave goodbye to my wonderful colleague Ros.

I’ve had the distinct pleasure of working with Ros for the last 2 years and I can honestly say, every day has been memorable.

OK, so part of the reason for that is that apart from being very talented and passionate, she is one of the most inappropriate people I’ve ever met … and let’s face it, I know a hell of a lot of inappropriate people.

Even more shocking is she is from the land of ‘nice’ … Singapore. What the fuck?!

And yet, despite her incredibly tasteless jokes, her excellent range of swearing and her ability to start a client presentation with the words, “don’t judge us before you’ve heard us” … she is a fantastic human being and a wonderful planner who everyone – even the clients she [cheekily] berates – love.

I’ve adored every moment I’ve either worked with Ros or watched Ros in action and nothing gives me more pleasure than seeing her continue her exploration of what she is capable of doing and being. Even more so that she’s taking her fiancé – and Wieden colleague – Hiro with her.

[The man I saw her sheepishly walk out from behind a bush on Wieden’s rooftop garden with]

So to 72&Sunny Amsterdam, look after her … and by that I mean don’t turn her into a happy, positive person because apart from the fact that would mean you’re into ’brain washing’, it would also mean you’re stopping her be as brilliant as she can be.

Thank you for everything Ros, I’m super proud and excited for you.