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


Goodbye Otis Inheritance …

Last year, when I joined R/GA, I wasted my sons inheritance by having an array of stickers made for the team.

Of course I did it under the guise of expressing our planning philosophy and approach, but really it was so they could cover their laptops in them like the vandals I wanted us to become.

Or something.

To be honest, even as tools towards hooliganism, they were still better than the stickers and badges I have had made previously. Even the one’s I did to say goodbye to America.

Well a year has passed and I’m still here [fools] so I thought I’d waste a bit more of Otis’ inheritance by having some old-school tech made for them.

That’s them at the top of this page.

To be honest, I’m still trying to work out the reason for them but I think it has a lot to do with basically being cheap as chips [go on, say it, “like me”] … so cheap in fact, that I had some made for a Mike and Sam – a wonderful creative team here – who have the misfortune of sitting opposite me.

And they say I don’t know how to win friends and influence people.



Anything Is Easy If You Don’t Want It To Last

I am unashamedly a believer in brand.

I know there is a huge amount of talk about its commercial value, but – like the talk about whether we need ‘insights’ – there is plenty of evidence to suggest it continues to drive companies growth and revenue.

And while there are accademics, like Byron Sharp, who have proven people are far less loyal than they claim, the fact remains that loyalty – whether emotional or transactional – has significant value in building sustainable success for a brand.

But here’s the thing many brand owners forget.

To stand any chance of loyalty from your audience you need to be loyal to them.

Continuously.

It’s not good enough to simply offer discounts and early access.

Sure, that can help, but audiences know exactly why you’re doing it.

Real loyalty – by which I mean there is an almost irrational connection to a brand – is born from brands acting in ways that prove why people should care and keep believing in you.

Behaviour not just words.

Progress over the comfort of repetition.

Authenticity not just chasing popularity.

Telling beautiful stories not just spouting facts or contrived ‘ads’.

As I said, there are some marketers who say none of this matters in a world where digital enables them to have ‘direct to consumer’ relationships at a fraction of the cost of brand building.

I get it. It’s quick and it can be powerful which explains why every day there seems to be a new company claiming it will disrupt the category.

But where they go wrong is not realising disruption without distinction [ie: brand building] doesn’t create long term sustainable value, it just creates new commoditization.

In such an extremely competitive, highly-pressured, fast moving world, I would argue that brand has never been so important to stand a chance of having a stronger future.

And while this might all sound hypocritical given I work for a company who is trying to invent the future of marketing – which includes building new ways to have D2C relationships for clients, finding new ways to interact with subcultures through digital and passionately believes in disrupting categories – the fact is we never do this without an obsessive focus on the authenticity of the brand and how we can help it create the future culture wants to follow rather than just exploiting the offers of the present.

For me, the real issue is we are seeing is companies wanting all the good bits of brand loyalty without much of the effort, for which I leave them with this story I heard when living in China.

The successful farmer plants their seeds and nurtures them in the knowledge that when it comes time to harvest, their crop is bigger and healthier. It takes time, but it is always worth it.



Spare A Thought For R/GA …

That’s quite the post title isn’t it?

Well it’s for a simple reasons because a year ago today, I joined them.

Poor fools.

What’s worse for them is that I don’t intend on going anywhere – which means I’m going to be here longer than the last gig I had.

There’s a bunch of reasons for that …

I am learning.

I am being challenged.

I am doing things I find interesting and exciting.

I am doing things I have literally never done before.

From the future of reading to the future of fashion to the future of the future. Kinda.

I am dealing with people who see the World completely differently.

I am working with a bunch of wonderful people from a huge range of disciplines.

I am – as usual – working with an incredibly brilliant gang of talented planners.

[They can be a bunch of dicks, but nothing the threat of lunch with me can’t sort out]

But even more than all those wonderful things is one stands out the most …

Everyone has been nothing but kind and generous to me and ‘my ways’.

From messing with the planning approach to adding some chaos to the creative process to letting me give a talk at Cannes with Martin Weigel for our little hobby company, every single person – from the very, very top – has been incredibly supportive.

Now I know that being yourself shouldn’t be a big thing, but after some recent experiences – and hearing so many terrible stories on Corporate Gaslighting – I realise it’s not something everyone gets to enjoy and so to be supported and encouraged despite my “unorthodox, immature and annoying ways”* means I am incredible grateful to everyone for giving me the space and environment to be who I am.

So despite putting me on planes so often I can only presume they’re trying to give me DVT, I want to say thank you R/GA … I just really, really hope you don’t fire me this afternoon because not only will Jill, Otis, Rosie and our bank manager [rightfully] beat the crap out of me, this post will have been a massive waste of corporate toadiness.

Till next year …

____________________________________________________________________

* A genuine quote from Mr Nice Guy, George Byrant from many years ago.



Can Someone Help Me Answer This …
September 16, 2019, 6:15 am
Filed under: A Bit Of Inspiration, Attitude & Aptitude, R/GA

Above is a photo of one of the members of my team, Toby.

Toby is Australian, talented and a good human.

None of this serves any point to this post.

You see I found the above .gif in my phone and I have no idea how it got there or what ‘subscribe nooooooooow’ refers to.

I could ask him, but he’s not in yet and, to be honest, I have a slight concern that he looks like he has been held captive in a terrorist cell and been made to do this which means he may not come in again for a long, long time.

I did think it could be for our WorldWideWeird but that’s Amelia’s baby so that doesn’t explain it … though she definitely has a dark evil within her, so you never know.

Any suggestions …

[Acknowledging a wealth of insults are about to come my way]



As Bad As Monday Morning May Be, At Least You’re Not As Bad As This …

Yes, that’s me.

It’s not totally random because a few weeks ago, the planning department at R/GA held an impromptu Elton John party.

Though I’m not quite sure why we did it to be honest.

Anyway, we went to town with it …

Elton glasses … Elton inspired drinks … Elton boa’s … Elton masks … even an Elton John impersonator.

I’m not sure which was my favourite part of fake Elton’s performance.

On one hand, it was pretty hilarious when he loudly announced through the PA system “Ladies and Gentlemen, please welcome Elton John to the stage” and then we saw the post room door [which was doubling as his dressing room] rattling madly as he tried to get out without realizing he had to press the unlock button.

Though – all things considered – I probably prefer the moment he ran out of Elton John songs and decided to start singing The Proclaimers. [See the video below]

But back to that photo …

While you might think the sight of me on a stepladder wearing an Elton John mask is the worst thing you can imagine, let me remind you of the time I wore a mask of the Queen for my first ever photo with my son.

See, nowhere near as bad.

That said, I acknowledge it is pretty tragic which means – in comparison – your Monday is far less horrific.

You’re welcome.



April Fools Day …

Today is a great day.

Not just because it’s a day where mischief is actively celebrated, but because throughout history, there have been a number of great things that happened on this day.

For example today is the day Dan Wieden and David Kennedy officially opened W+K.

Yep, the best communication agency in history opened on this day, which means April 1 should be a day we’re all thankful for.

Then there’s the rumour that BBH started on the same day, but having heard about some Portland ad agency starting on the same day, they decided to say theirs started on the 2nd.

Again, BBH are one of the World’s best which is another reason why we should all be thanking the calendar gods for this day.

And remember, when I say ‘best’ … I don’t mean it in the past tense. Both Wieden and BBH’s brilliance is, as I wrote here, that they have been setting standards for over 30 years. Given we’re an industry that seems to celebrate ‘hype today, gone tomorrow’, that is definitely a reason to celebrate April 1st.

But it’s not all ad agency starting … there’s the fact that today is the day I wrote one of my favourite blog posts.

The one about method planning.

The one lots of planners and industry media seemed to think was real, which not only made me very, very happy … it also proved they don’t read all the way through my posts because I admitted it’s fakeness in the very last line.

So let’s acknowledge that April 1 is epic … but the reason to celebrate it today is because it’s the day the brilliant – but evil – Amelia, launches WorldWideWeird, a compendium of where culture, tech and creativity come together in the most beautifully mad ways.

There’s a bunch of reasons for this.

One is because it’s awesome.

Another is because there’s stuff going on in the shadows that deserves a much bigger audience.

But thirdly, it’s because too many agencies still fail to understand technology is a tool of creativity and in the right hands, it allows creativity to be expressed and wielded in ways traditional creativity could only dream of.

This is certainly not meant to discredit the traditional craft of communication – of course not, that can be utterly amazing in the right hands – but the reality is there are incredible possibilities when creativity is allowed to thrive outside the usual boundaries of adland and we want to celebrate those doing it … regardless of the scale, regardless if it fails and regardless if they’re just doing it for themselves.

WorldWideWeird will come out every month, but there’s an instagram that will be updated more regularly with any weird and wonderful that catches our eye … and as Amelia is the editor of it, rather than me, you can be sure it will actually be worth reading.

I’m excited what this could do … because my hope is it won’t be just be a place where people go for dinner party fodder, but a place that both inspires and scares people to get off their arses and start pushing the boundaries of what creativity can be … because frankly, as much as I love a lot of the stuff we as an industry put out there, I get quite annoyed when agencies are credited for innovation when all they’ve really done is slightly adjust the way they make the thing they’ve always made.

Sure, there is an argument that is innovative but for me, innovation is when you do something fundamentally different … try something utterly new … fail while attempting to do something groundbreaking … and I for one would like the industry to be more associated with that than simply reframing tradition with fancy PR.

That said, today is the end of my probation period at R/GA … so depending on how my review goes, World Wide Weird might be my swansong and Amelia’s platform for even greater glory.

You can subscribe to World Wide Weird here.

Our instagram can be found here.



R/GA Get Me …

Starting a new job is always slightly unnerving.

You want to make a quick, positive impression but you don’t know how everything works so you often end up asking ridiculous questions just to work out how to get through the day. To make it worse, you know people are judging your every move and so you can often end up presenting a side of you that really isn’t you at the very time you need to be showing exactly who you are and what you can do.

So while I am still on my probation at R/GA, I was kind-of happy they said they wanted to take a photo of me so they could use it in some material.

The happiness wasn’t because I love my photo taken [would you with a face like mine?] it’s because by them wanting publicly acknowledge I work for them, it seems I’m doing OK.

I say ‘seems’, because this is the photo they have ended up using.

They took quite a few pictures.

Some are – even by my ‘hate myself’ standards – OK.

And yet they ended up choosing the most ‘mischievous, caught in the act of evil, I’m-going-to-fuck-with-you, prepare-for-hell’ photo they could find, which can only mean this is their way of telling me I have 3 months to convince them to keep me because right now, they think I am a bit of an asshole.

Unfortunately, this only makes me like them and respect them more.

Damnit.