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


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.

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The Definition Of Conflicted …

Otis is obsessed with a bunch of things.

His iPad.
Fail Army videos.
Transforming cars.
Bumblebee – the Transformer.

OK, so I accept I might be to blame for a couple of those things, but the fact is, he bloody LOVES them.

Given the evil that targets kids on Youtube – a lot from Youtube themselves – we have disabled the function on his iPad, but he has recently discovered the power of Siri.

He loves Siri.

Siri – like Alexa – is his friend.

By friend, I mean his servant … doing what he wants, just like his Mummy and Daddy but without the pushback.

Anyway, we recently heard him asking Siri for photos of Bumblebee, before we heard a frustrated sigh.

When we looked at what was going on, we discovered something that I am still conflicted by to this day.

You see Siri translated Otis request for photos of ‘Bumblebee’ as photos of boobies.

While it raised a smile on his parents faces, that’s a potentially dangerous mistake but where I am conflicted is that as bad as that is, Siri then said she couldn’t find any photos of boobies anywhere on the internet.

Nowhere.

WTF?

Don’t get me wrong, I don’t want Otis to be exposed to any of that stuff, but not only did Siri fail to understand a simple request, she also failed to deliver on her misunderstood request in a category that – arguably – is the most popular subject on the whole wide internet.

So while this proves AI still has a way to go to truly integrate into our lives, Apple’s kid security systems are safer than Fort Knox.

Or at least Facebook data.



Transformer Tech …

When we moved to the US, we bought a new television.

We hadn’t had a new one for 9 years so when we got a ‘smart TV’, it was a revelation.

Sadly, when we were moving to the UK, we had to get rid of it because it wouldn’t work with the UK power grid.

Anyway, we went out and bought the new version of it – and while it is 65″ of OLED, 4K brilliance – the bit I love the most is that it has a feature that disguises itself as a painting.

I know it’s not the first television to do this, but it’s the first one I’ve had that does – and given it’s amazing picture quality – it’s ability to really give the impression it’s art, not tech is amazing.

It also reminds me of the brilliant work the brilliant Red Associates in NYC did for Samsung years ago.

Years ago, Samsung approached them for help on how to sell more televisions.

Rather than respond with solutions relating to branding or distribution, they came back with a more human focused response.

What they had discovered was that men love to show off their tech.

When they buy it – especially if it is for the home – they want to show it off … make it a focus of their World.

But women are different.

They don’t like things that change the focus and flow of the home.

They love technology but don’t want it to overshadow the people and the interactions that go on between the 4 walls. In essence, they want the technology to enhance the family dynamic, not overshadow it.

And so Red Associates told Samsung that they should be looking at changing the frames the TV’s were held in.

Less black and more shades that suit the colour palette of home decor.

Sure the screen would remain dark, but by changing the frame, it would blend in more with the home than stand out.

And you know what … it worked.

Samsung saw a dramatic increase in brand affinity with women.

Which meant when a family wanted to buy a new TV, Samsung increased their odds of being the one chosen because it understood that purchase decisions were based on more than just the tech, but the way it works when it’s off.



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.



Back Where It All Began …

So today I start my new job.

In England.

The last time this happened was in 1989 which blows my mind.

Of course, this situation is quite different to the last situation.

I’ve had a family.

I’ve lived around the World.

I’ve worked – and started – a bunch of companies.

I’m slightly better off than I was back in the late 80’s.

And while I enjoyed my time in the US, I’m very excited about what I’m going to be doing because whereas previously the big opportunity for me was more around understanding different cultures, this new role gives me that while also challenging and teaching me about possibilities that go beyond my areas of experience, because today I start as the head of strategy for R/GA for EMEA.

There were a bunch of reasons for leaving America, but one thing we knew was that there was no point if I wasn’t going to be enjoying myself.

For enjoying myself, I mean pushing me, challenging me, educating me and helping me make a bigger difference than I thought I could make.

I’ve long admired R/GA – especially R/GA London – so when we started chatting, I was fascinated about the opportunity and was incredibly happy/surprised, to learn they seemed to feel the same way.

Quite frankly, while all agencies talk about ‘creating cultural change’, R/GA seem to be the only one trying to make it happen on an ongoing basis. Don’t get me wrong, there’s some agencies out there who definitely help shape cultural behavior and attitudes – like my beloved W+K – but R/GA want to create the ideas, systems and communication that can encourage longer term cultural change rather than momentary effect.

At the end of the day, the idea of working with smart people who want to use creativity to impact the future and smart clients who want to walk towards the future was hugely infectious for me, especially at my age.

What makes it even better is that my remit means I’ll still get to work and discover different cultures, which is something I’ve done for the past 20 years all around the World … though given it’s been 24 years since I’ve lived in the UK, I’m pretty sure I’m going to find it fascinating understanding what is making this country tick.

All in all, I’m super excited.

At the interview I was asked why I wanted the job and I told them about a friend of mine who works for architect extroidinaire, Sir Norman Foster.

My mate is disgustingly epic … smart, charming and as handsome as hell … but despite all those enviable attributes, the thing I’ve always been jealous of is that his job requires him to create stuff that will outlive him.

I love advertising.

I think it is massively undervalued.

But the way the industry is going – focusing on the present, not building for the future – is scary as hell.

Not just in terms of the longevity of adland, but the ambitions of brands.

So to have a chance to work for a place that attracts clients who want to build rather than just plunder is very exciting for me.

Especially if there’s a shot of creating something that could outlive me.

Let’s just hope I can fool them into thinking I’m worth keeping around for more than a week …

Given my love of chaos, that might be over-ambitious.



When Marketing Goes Mad …

I found this photo in my old files.

It’s about 12+ years old.

But based on what the sticker says, it shouldn’t matter should it?

Except it does, because it’s bollocks, especially where technology is concerned even though Moore’s Law is coming to an end.

While I appreciate the World moves so fast that many people just want to have something that they can rely on forever, any brand that promises lifelong relevance is either utterly delusional or a bigger conman than Bernie Madoff.

When will brands learn great marketing isn’t about fabrication but authenticity,



Screwed By Technology …

For someone who loves tech, I have an amazing history of being screwed over by it.

OK, it’s not really the technologies fault, but that’s my excuse and I’m sticking with it.

The reason I say this is because recently another bloody thing happened.

Admittedly it’s not as bad as the time predictive text changed ‘preso’ to ‘sperm’ [on an SMS I sent to a female client] or the time spellcheck didn’t catch me signing off an email to the global head of procurement at Disney with the words ‘retards’, instead of ‘regards’, but it’s still pretty good. Of course for good, read horrific.

So I got sent an email by a very, very, very influential music guru for some work I’m doing for the metal masters.

Better yet, he was inviting me to meet him and chat about some ideas we could maybe do together.

This was all kinds of brilliant news … or it was until predictive text decided the word I typed – ‘ace’ – was better represented with the word ‘adequate’, resulting in the most passive-aggressive, patronising response to a meeting request in the history of meetings requests.

Yes, I know this means I should read my emails before I press send, but I’ve decided the real moral of the story is don’t type emails on an iPhone because basically they are weapons of mass [relationship] destruction.