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


Identity Is Defined By Us Or Defined By Others …

So finally we have the feedback on the latest APSOTW assignment.

First of all I owe everyone an apology.

This has taken way longer than it was supposed to.

I’d like to blame the time it took to get the judges feedback, but I can’t … because it was all down to me.

Of course I can point you to moving to a new country, finding a new house and starting a new job, but that’s still pretty pathetic even though it’s true.

So this submission got the most that I think we have ever had.

This is brilliant and I’m so glad so many people decided to have a go.

Of course, part of that is because it seemed relatively simple, but as you’ll read from the feedback below – you’ll soon learn it wasn’t.

But that aside, the fact you had a go is something to be celebrated.

It means you wanted to get better … put yourself out there … try something that makes you vulnerable and for that I say a huge congratulations.

I meet too many people who think that because they have a job, they have ‘graduated’.

The thing is, this job is one that is always developing because people are changing … so actively wanting to improve is something that should be celebrated and for that I – and all the judges – applaud you.

So as we had so, so many entries, we are going to find it almost impossible to write a review on every one. If you want specific feedback on your submission, drop me an email [on the same address as the assignment submission] and I’ll get back to you.

[Promise it will be quicker than this feedback has taken]

As I mentioned earlier, I think a lot of people thought this was an easy task … the reality is it wasn’t.

In fact, in some regards, I would say this was one of the toughest assignments we had set over the 10+ years APSOTW has been going.

In truth, post-rationalising is always a very difficult – if not impossible – task.

We tend to focus on the obvious elements when in truth, so much of the work we make is shaped by smaller little tweaks.

Not only that, but narrowing an issue as complex as this into a single sentence is always going to be super hard … so hard, that some of you went over the limit.

But the really interesting about this assignment is how many people basically wrote a headline for the campaign rather than an insight that could allow other work to be developed from it.

For example there were a lot of submissions that talked about ‘mirrors’.

Now I get why – because the execution focuses on that – but this wasn’t about mirrors or reflections, it was about identity and how you define yourself or let others define you.

In essence, you let the execution get in the way of your point of view.

Overall, the submissions tended to fall into one of four different groups:

1 A headline that summed up the execution. Not the idea behind the execution. The execution.

2 A fortune cookie/pseudo Confucius-style statement about being a man. Any man. Or skin.

3 A smart – but generalist – insight how men define themselves in the World today.

4 An overly complex description of how culture is formed which just felt like an attempt to show how smart you were.

Now don’t get despondent with that list of crimes, I see highly paid planners do it all the time.

The irony is our job is to make the complex simple, not make things even more difficult and yet time and time again the discipline tends to forget this.

If you want proof, just read 90% of effectiveness award submissions where the ‘insight’ is about half a page long.

ARGH.

But back to this …

When looking through the submissions, the judges agreed that to catch our eye, an entry had to have 3 things.

+ Recognition of the cultural tension underpinning the campaign. [This is about black culture, a lot of the statements could have been about anyone coming of age, so to speak]

+ A clear and concise point of view that makes us look at the potential of the idea in a bigger – or different – way.

+ The ability to provoke a reaction … whether that would be with creatives, clients or culture as a whole.

Sadly, we didn’t find that many that did, however there were some that caught our eye.

Divyanshu Bhadoria:
“More than a grooming regimen, shaving is a ritual to preserve the story of our identity”.

Wayne Green: :
“Don’t let a beard hide your pride of who you are and where you are from”.

Andy Wilson:
“Shaving reveals the dignity that is embedded in your skin”.

If truth be told, they could all probably be sharper … but not only did they all capture the tension between identity and conformity and the role shaving has in it, they were favoured by the creative judges as points of view that made them excited about looking at a category in a new way, but a true way.

And that was the point of the task … to take something and capture it’s essence in a way that would provoke a tighter – yet bigger – idea to come to the fore.

It’s tough … it’s very fucking tough … and as I said in the assignment, it’s all pretty subjective, but the judges were weirdly pretty much all in alignment from the beginning, which is why we got to our decision.

So a huge thank you to everyone for taking part.

I hope, after reading the feedback, if you look back at your entry you will see where you could have improved it.

As I said, if you want specific feedback on your entry, send me a mail and if Wayne, Andy and Divyanshu could send me their addresses, I’ll be sending a small prize to you as acknowledgement of your work.

Hopefully this has been a fun and useful exercise. Whatever the feedback, the fact you did it is important … to you, to us and to the industry at large … so I hope you will continue when the next APSOTW assignment comes out early in the new year.

A special thanks to the wonderful Maya Thompson who brought this assignment to me and changed the way I will look at the world forever [in collaboration with her collective of Chelsea and Bree] and a big happy holidays/new year etc etc to all of you who took part. [God, that feels weird to write in only November]

Till next time …

Advertisements


You Can’t Change The Future If You Judge Them By The Old Rules …

So a few weeks ago I went to the premiere of the Queen movie, Bohemian Rhapsody.

But it was more than that … I went with my best mate Paul and was surrounded by 6000 Queen fans, the band and the actors from the film.

It turned a movie into a wonderful celebration of an amazing band.

To be honest, while Rami Malek is amazing as Freddie – as is Gwilym Lee as Brian May – the atmosphere from the audience was better than the movie.

To be honest, it was always going to be that way, but as a piece of my personal history – including the re-enactment of so many concerts where I was actually there – it was an amazing thing to be a part of.

Of course this movie is not going to change the opinion of anyone who wasn’t a Queen fan already. And even for them, it’s not going to tell them anything you didn’t already know … but what the movie has done is get the media to conversations with people who were part of the Queen history that previously, had rarely said much about it.

One of them is fashion designer Zandra Rhodes.

She was the person behind the look that – in many ways – defined Freddie and the story she tells in the interview is wonderful, especially the bit where she describes him as a ‘hidden revolutionary’.

Of course she is referring to him in this way because back then, Queen was just starting out, because the idea of Freddie Mercury ever being hidden is quite amusing.

But that is the thing we often forget … that new is always going to be uncomfortable and yet we judge those with new ideas by the standards of the established. Literally trying to kill new thinking before it has a chance to even catch light.

And that’s why we all need to be more open to the unknown and the unexpected.

See where it could take us before we tell it where we want to take them.

Because when we hear people or companies say they want to be like NIKE, APPLE, Freddie Mercury or countless others we forget that to get there took time, patience and letting go … of the old rules, the old expectations and the old answers.



Service Without The Script …

I’ve written a lot about customer service over the years.

Or specifically, bad customer service.

And the ironic thing is the worst examples tend to be organisations who literally say they’re in the ‘service industry’.

I suppose that’s why I loved how Claridge’s hotel train customer service to their staff – especially their belief in moments of stubbornness – because while they set incredibly high standards and ways to deal with situations, they always leave room for their staff to act in ways they feel is in their guests best interests … even if their guests don’t realise it yet.

And for me, that’s where customer service becomes it’s most powerful.

Where it moves from service to care.

Not just in terms of the obvious things, but reading between the lines.

Where it goes beyond just anticipation, but true consideration for the other party.

In many ways, it’s the ultimate demonstration of loyalty …

Not expecting it from your audience and instead, providing it to them in return.

Proof that they matter.

Proof that they care.

Proof they need each other.

Recently I saw an amazing example of this.

Surprisingly it came from a Chief Executive Officer.

More surprisingly, it came from a Chief Executive Officer of a football club.

And even more surprising than that, it came from the the youngest Chief Executive Officer in the entire football league.

Now to be fair, it’s the CEO of Barnsley Football Club … a club that is known for how much it values its community and fans.

But even that doesn’t quite capture what Gauthier Ganaye – the Barnsley CEO – did.

Read the letter below … then next time you’re with a client who talks about customer service or social listening, show them it and ask them how they’re going to demonstrate how much they value their audience, rather than just saying it in their corporate mission statement.

_______________________________________________________________________

PS: For the record, he – nor Barnsley – promoted this, the receiver was the one who made sure this act of loyalty, compassion and service got to a bigger audience.



Happy At Home …

So it’s 2 months since we’ve been back in England and I have to say it’s been great.

Sure, the weather isn’t like LA.

Sure, finding a home and unpacking was a pain-in-the arse.

Sure, catching the tube is not like driving my beloved Audi to work.

Sure, I’m shocked at how bad the service is in restaurants and how many people smoke.

But all that aside, things are great.

There’s a bunch of reasons for that …

The first is my family are all together and well. Even Rosie, the moaning cat.

Seeing how brilliant Otis has adapted to his new environment [again] is inspiring, even though it has highlighted how much of an American twang he picked up in our time in the US.

To move home is a traumatic experience for anyone.

To move countries is often too much for people to even contemplate.

So to have moved home and country, 3 times when you’re only 3 years of age – and still be happy, positive and curious – is an incredible achievement and one that makes me even prouder of my wonderful little boy.

That said, we’re very mindful he is still trying to find where he belongs … find other kids he can form a connection with … so our job in these early months is to help him feel as settled and secure as we can, but so far, he’s handling it far better than we could ever hope, even though he did exactly the same when we landed in LA after Shanghai.

What a kid.

Another reason we’re enjoying things in England is that there’s an incredible familiarity to how things work.

Sure I’ve not lived here for 24 years and Jill is Australian … but we both have spent a huge amount of time here over the years so there’s a comfort in knowing how to make things happen. It’s allowed us to acclimatise to the new environment far quicker than we have in other nations while still feeling the buzz of excitement of being somewhere new.

Sure, there’s nervousness about some things we’ve never/rarely had to deal with before.

The school system and how insane that is here.

The inability to be confident a tradesman will turn up as promised.

The high price of public transport [which is still low, but comparatively high to say, China]

But all that is offset with the incredible culture that surrounds us, the friendliness of the people we’ve met and just being in a place where we can see ourselves for a good length of time.

Oh, and chips, mushy peas and gravy.

God, that’s magic right there.

But one other thing that has made things so great is work.

I’m really enjoying myself.

I have an incredible team full of smarts and opinions.

I have a huge array of colleagues full of creativity and provocation.

I have a bunch of clients full of fascinating challenges and ambitions.

I’m learning.

I’m being challenged.

I’m [hopefully] contributing.

There were a bunch of reasons why we moved countries – both personal and professional – and while no place will ever be perfect, I’m pretty shocked at how much I am enjoying being back in England given I never thought I’d ever move back.

I still wish I could nip up to Nottingham to see Mum and Dad.

I still wish Paul and Shelly lived down the street not 2 hours away.

But as much as I’ll always be a cynical bastard, I’m pretty happy right now and I’m sure that is as shocking to you as it is to me.

So on this bombshell of positivity, I wish you a good weekend and let you know that the APSOTW results will finally be out next week.

Ta-ra.



You Know Adland Is In A Hole When A Lord Mayor Has A Better Philosophy Than Us …

Magic Magid is a British-Somali who has served as the Lord Mayor of Sheffield since May ’18.

Yes, the Lord Mayor.

Given he was born in 1989, his appointment has attracted a lot of media attention – not just because of his young age and cultural background – but because he is also the first Green Party councillor to hold the role.

But that’s not why I’m writing about him, I’m writing about him because of the way he connects to culture.

Where most politicians tend to say whatever they think their audience want to hear – and then, once elected, use fear and put-downs to control their audience’s actions – he not only says what he believes [and attracts people on those shared beliefs] but he also shows great belief in the capabilities and possibilities of his constituents.

Have a look at this …

How is that for a set of philosophical beliefs?

Pointed.
Topical.
Cultural.
Humorous.
Positive.

Is it any surprise he has made youth give a damn about politics?

While the opposition are fixated on scoring points against each other, Magic Magid communicates a way of living and behaving that pulls the community together.

A set of standards and rules you can live by.

A set of standards and rules you would be proud of following and representing.

Now of course his actions have to represent his words but just in terms of fresh energy, it sets a direction by which most things can either be filtered through or measured against.

Now look at adland.

What are our beliefs?

What are we saying that is making people want to believe?

Making people want to be a part of us?

Sure there are some agencies that still have them … still live by them … but the thing I find sad is all agencies started with a set of distinct beliefs that differentiated them from the crowd and yet now, the vast majority of the industry tends to behave in the same, blunt and ambigious way.

We say the same things.

We read the same books.

We aspire to the same goals.

Christ, we’ve become more corporate than the clients who used to hire us to stop them being corporate.

The World is changing.

I love that we live in times where the minority – or underdog – can no longer simply be ignored.

Where how you do things is becoming as important as what you do.

And yet despite claiming to know how to move culture better than anyone else, adland continues to stick rigidly with what it knows even though publicly, they’re desperately trying to associate with the latest new, new thing.

Where are the leaders?

The mavericks?

The pioneers?

Oh I know, in the file labelled ‘too much trouble’.

Let’s hope we learn before it’s too late.



Marketing To The Religious Right …

Over the years I’ve written about some strange beliefs some strange people have.

For strange people, read overly religious, bigoted individuals.

First there was the gum that claimed to stop you masturbating.

Then there was the soap that made you a virgin again.

Well if that wasn’t weird enough, I recently saw this …

Now that is some headline.

It’s a headline that commands your attention.

It’s a headline that demands you delve deeper.

And when I did, I discovered that – similar to TBWA’s current approach to disruption – I left feeling more repulsed than attracted to the cause or the topic. Have a read of this …

I have read this a few times.

And even now – as I read it again – I come away shaking my head in utter dismay and disarray.

Because while I appreciate the authors beliefs are her beliefs [even though I find them unbelievably condescending, patronizing and judgmental] I also think she is fundamentally wrong because I’m pretty sure the main thing young men look for in young women is a pulse.

I’m not saying that’s right but neither is this sort of blinkered bollocks.

But here’s the thing, as blinkered bollocks as this may be … there’s a bunch of people who not only believe this, but live by it. And our industry needs to acknowledge this reality, because while we can judge all we like in our personal opinions, we have to keep an open and curious mind to what’s going on in our professional lives, because real life is a damn sight more complex, twisted and confusing than the nicely curated versions of what’s going that we like to present to the World.

If great communication is about resonance rather than relevance, then knowing the weird is way more important than knowing the convention.



Every Detail Matters …

So I’ve not been sacked – yet – which means I feel confident enough to write another post for the week.

About a month ago, as I was flying to LA from Hong Kong, I re-watched the Michael Mann classic, Heat.

Making a movie – like making communication – consists of many elements.

Sure, you need a great story and you need great actors who can bring that story to life … but what really elevates the work to something special is a passion for the details.

Or said another way, the craft of craft.

In simple terms, this means the person heading the project doesn’t just appreciate what they don’t know, but they trust the people around them, who do.

They create the time and space for the broader team to do their best work on their areas of expertise. Encouraging debate and discussion to explore how each member of the team believe they can enhance the goal of the project to even bigger and more exciting places.

I think Heat is an example of this.

While Michael Mann wrote and directed the film, he allowed his expert team to be experts … ensuring every scene was as powerful or as believable as it can be.

There are many things I could highlight …

From allowing De Niro and Pacino to ad-lib their cafe scene because he trusted their talent to make the moment something unique right through to making sure the way the actors left the bank [after they robbed it] mirrored how trained soldiers would leave such a building.

[Apparently that scene is still used by many military organizations as a way to train their soldiers on how to leave a building]

But while those things are good, if you really want to see craft in action – and understand the impact it can have on the final product – then rewatch HEAT and marvel at the sound design of the main gun fight … because despite the movie being over TWENTY THREE YEARS OLD, it still stands out for all its majestic power and still continues to make the viewer feel like they’re actually in the scene.

Details matter.

Talent matters.

Craft matters.