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


Inspiration From The Random Post-It Note Writer …

A few weeks ago – after being away on a business trip – I found the above note on my laptop.

I have no idea who wrote it and – to be honest – I’m not sure if it was meant as a reminder of what I should be doing or a report on what I do … but either way, it’s a pretty good standard to live up to.

Many years ago, a magazine asked what my job was. I replied …

“To ensure no one gets complacent, whether that’s the team, the agency or the client”.

I used to think what that meant was to ‘keep pushing, prodding and provoking so we would stay focused on making the biggest difference in the most interesting way rather than settle for good and easy’, but now I know a better interpretation is this.

Be great.
Fuck shit up.
And do it again tomorrow.

We all win if we all want higher standards.

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Is Marcus A Devious Bastard?
September 14, 2017, 6:15 am
Filed under: A Bit Of Inspiration, Brand Suicide, Comment, Marketing Fail, Standards, Talent

A few weeks ago I wrote about a Facebook ad Marcus sent me.

It was for some tech support social platform and – alarmingly – featured an illustration that looked very much like me.

As in, it looked EXACTLY like me.

Well either Marcus was behind it or he’s frequenting some very weird places on the net, because he just sent me another one.

Yes, another!

Same company.

Same social platform.

Same – but in a different pose – illustration of me.

WHAT. THE. FUCK?

I know we keep talking about the personalisation of ads, but this is ridiculous.

It also shows an alarming lack of strategy, because anyone worth their salt would know I wouldn’t want to be part of something I’m part of.



I Am A Muse …
August 9, 2017, 6:15 am
Filed under: Brand Suicide, Comment, Marketing Fail, Standards, Talent

So a while back, Marcus [remember him?] sent me this …

Like him, I immediately thought it looked like me.

Then I looked again and I am convinced it’s me.

Sure, the glasses are wrong, but the rest is scarily right … so scarily right, I swear it has been taken from this video.

Now of course, there is a chance this is all one massive coincidence which would mean one of two things.

1. There is someone very, very unlucky out there.

2. If this ad career goes to shit, my calling appears to be in Tech Support.



A Reminder Why Grammar Is Important …
June 20, 2017, 6:15 am
Filed under: Attitude & Aptitude, Standards

… as seen in a store toilet in Australia.

Unless, of course, they really meant the toilet could only be used by disabled, elderly, pregnant children … which, in that case, means they should be located in Nottingham not Australia.



Fly The Unfriendly Skies …

Remember a long time ago I wrote about the Air France lounge in Paris.

In that post, I talked about the brief I got from Richard Branson for his Virgin Atlantic lounge at Heathrow.

Well recently I was in LA and went into the United lounge and this is what I saw.

Now I appreciate this may come across as a massive ‘first world problem’ and it is … but it’s also a massive brand problem for United, because if this is how they treat their business class passengers, god knows how you must feel if you’re in coach.

Seriously, how hard is it to put a bit of effort into your lounge.

Now they will claim they’re in a temporary location because they’re building something new and special … but that’s not really an excuse. Surely they could have sorted out a viable alternative while work was going on.

Is it so hard to arrange the room to look like it has had some care put into it. Offer some food that looks like you actually give a damn about the passengers who are going to eat it.

But here’s the bigger thing.

If your normal standards are going to be inhibited due to building work, then I’d imagine the sensible thing to do would be to over-deliver in terms of food and service so that your customers still feel valued, despite being in a smaller room with less natural facilities.

But not United … oh no … for them, they see this as a cost saving exercise, which is why they’re about as friendly as sitting next to Donald Trump on Air Force One.



You’re Either In Control Or Being Controlled …

Many of you may have already read this, but a while back, Politico magazine wrote a long – but fascinating – article about the moment George W Bush heard about 9/11.

What makes it especially interesting is they talk to people who were with him that day … from his Chief Of Staff, to his security detail to journalists to the pilots of Air Force One and the F-16’s sent to further protect the plan.

It is an amazing insight into one of modern histories most defining moments as well as being a wonderful lesson in how to give direction to chaos rather than letting chaos direct you.

You can read it here.



Lets All Laugh At The People Having A Terrible Time …

So writing a post this topical is a new experience for me, but I saw an ad being posted over and over again on social media this past weekend and I had to write about it.

This is the ad …

Now I admit, when I first saw it, I smiled and thought it was mildly humourous and then I realised what I was looking at was a company being massively exploitative and basically horrible.

This airline is using the break-up of a family … a family involving 6 kids … as an opportunity to try and flog their airline tickets.

Think about that for a moment.

Sure, the parents involved in the ad are huge celebrities … but does that give a company the right to literally piss on their pain for their own gain?

I don’t think so.

Imagine if someone did that to you in your moment of sadness.

Your marriage breaks up.

You lose your job.

A loved one dies.

I pretty much doubt you’d let a family member make a joke like that, let alone a total stranger.

Of course the marketing community will say I’m being a miserable old bastards and say this is a great example of being a ‘challenger brand’ or ‘cultural hijacking’ but that’s because a lot of the marketing community are a bunch of empathy devoid fucks who don’t know what the hell they are talking about.

Most of my career has been connected to challenger brands – and I’ve done more than my share of cultural hijacking – but I’ve never done work where I used an individual persons tragedy to big my client up … especially when my client and the individuals involved have absolutely nothing to do with each other.

Is taking the piss out of companies who have done wrong, fair game?

Sure.

Is taking the piss out of people who have a reputation for a particular behaviour fair game?

Maybe … in very specific circumstances.

But even if the CEO of Hitler Industries endured a personal tragedy, I would never advocate using that as a platform to flog some airline tickets because if you have no empathy or standards, why do you think anyone should have it towards you.

Imagine if a Swedish Airline ran this ad after the terrible 2011 massacre in Norway:

Do you think Norwegian Airlines would be happy?

Do you think they’d say it was unprofessional and in terrible, terrible taste?

I am pretty sure they would, but it seems that rule would only apply if it concerns their wellbeing.

Pricks.

Of course some will say, “but the ad’s worked because people are talking about it” … but there’s 2 responses to that.

1. Awareness doesn’t mean effectiveness.

Given the ad is all about trying to flog some tickets to the US, it can only be deemed successful if they sold out. [And even that is open to intreptation given they may have only put a few tickets on ‘sale prices’ to justify the ad]

2. Just because you can, doesn’t mean you should.

_______________________________________________________________________

I know you may think I’m going on and on about this, but if this kind of work becomes acceptable, where does the line get drawn?

More than that, if this sort of work becomes your baseline, what do you think people will think of you?

Sure, they may find you amusing, but does that mean they will want to give you their money.

Many years ago I was working with a big global consumer electronics brand that kept talking about wanting to do ads using Mr Bean because of the shows popularity in their market.

It was only when we pointed out that while people may like Mr Bean, how many would trust his advice to spend US$10,000 on a television.

I get the first rule for communication is to get noticed … but if revelling in others misery or misfortune becomes your schtick, then don’t start crying when people start turning on you. Just look at GREY FOR GOOD if you want more proof of that happening.