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


Martin Scorsese Explains Why Holding Companies Can Be Bad For Creativity …

This post kind of carries on from two I have previously written.

1. The benefit of independence.

2. You can tell a company by how many slices of pizza they want to eat.

I should point out I’ve worked for holding companies in the past.

I may well work for one in the future …

And while my experience with them has been generally good, my experience at independent companies was better.

More emphasis on the work.
More emphasis on the culture of work.
Less fear that you are going to be fired to hit a shareholder dividend.

Now this doesn’t mean holding company agencies can’t make great work or be great places to work.

There’s some amazing examples around the World of just that.

Agencies that I genuinely regard as some of the best in the business.

Standing shoulder to shoulder with the usual suspects [read: Wieden] with a history that is equally as long.

If not longer.

But it’s fair to say, they tend to be the exception rather than the rule … often used as the shiny ‘jewel in the network’ crown to attract big business, rather than a role-model for how the rest of the network should behave.

Again, being part of a network does not immediately mean it’s bad.

There’s a hell of a lot of brilliant people I know who are working in them for a start, which means they have a level of talent in the organisation that would be the envy of any agency.

Plus there’s a whole host of different types of network, so to tar them all with the same brush would be wrong.

But the reality is there’s some who just don’t give a fuck about the industry they’re in.

Of course, they will never admit that, but for all their claims about caring about creativity, they care far more about profit.

I get it.

Money is important.

It keeps tens of thousands of people employed.

But the reality is if they could make more money selling carpet cleaner, they would.

Which explains why they sold the value of creativity down the river in favour of process, scale, convenience and whatever buzz-term is fashionable with the big corporations they covet at any given time.

And this is where the title of this post comes in.

Recently Martin Scorsese was asked about his film making.

Change the word ‘films’ for ‘advertising’ and you have a pretty good overview of how a lot of modern adland operates.

You can make great work.

But it’s way, way harder than it should be.

Because too often, the focus isn’t on the quality of creativity, but the quantity of cash.


Comments Off on Martin Scorsese Explains Why Holding Companies Can Be Bad For Creativity …


Full Service History, A Few Semi-Careful Previous Owners, Needs A Bit Of Body Work But The Engine Is Tuned To Put A Smile On Your Face As You Hold On To The Edge Of Your Seat …

So if the title of the post didn’t give you a clue.

And if the photo above didn’t make what this post is about, obvious.

Today is my last day at R/GA.

Sadly my role has been made redundant. Thanks a lot COVID!!

And while it’s sad, I am glad it’s a senior, white, male who is being impacted rather than someone young or female or a person of colour who are often the ones who get hit first across the industry.

But while there will plenty of things I’ll miss, the biggest will be my team.

I’ve always been so lucky with the planners I’ve worked with and this lot are no exception.

They’re great. A talented bunch of creative fools who made me laugh, debate and rethink stuff every single day.

They were an honour to work with and they will continue to be epic in all they do.

They better be, because I’ll be watching them. Closely.

So thank you Lachlan, Nic, Rach, Anna, Joel, Amar, Erika, Laureen, Bassot, Ed, Megan, Nicole, Divya, Arda, Amelia, Severine, Marissa, Insa, Toby, Ben … and the others who helped make my time – and the gang – so much fun, including Anne, Valia, Eduardo and Michael.

So what next?

Well there’s a bunch of things.

We bought a house which we still need to move into.

I have my projects with the Metal Masters I need to deal with.

And I recently got an assignment with the Chilli’s, by which I mean the band rather than the food – which will be fascinating. Or headache inducing. I’ll let you know which, later.

Then I’ve registered a company I now need to work out what the hell I’m going to do with. I’ve got some ideas and I’ve even got some backers, but I owe it to my family to give it a bit more thought rather than just run full-speed to wherever my excitement orders me to go.

But for right now, all I’m going to do is take a couple of weeks off to enjoy being with the family and no zoom calls – which means you also get a week or two off – so all that leaves me to say is thank you to R/GA for the adventure and the airmiles … my team for their brilliance and their trouble making and … my wife, son, cat, clients and mates for their love, support and sarcasm.

Last thing.

Let’s be honest, these situations suck.

If people had the choice between having a job and not, the job is pretty much always going to win, especially at my age.

However not only am I absolutely fine, I’m strangely optimistic.

There are many reasons for this, but the main one is the last time this happened to me, it resulted in some of the best times of my career.

From starting and selling cynic and Sunshine to then working at Wieden+Kennedy and R/GA through to living, exploring and working all around the World.

Or said another way … when my role was made redundant, it was instrumental in helping me do stuff at the highest levels of creativity, culture and client all around the World.

From helping launch brands like Spotify in Japan to partnering with NIKE to create sport culture in China to inspiring Virgin Atlantic to build an airport lounge that people want to miss their plane to stay in to finding ways to redefine the rules of luxury which led to SKP-S building an experience specifically designed to look/feel like life on Mars to helping Metallica do all manner of weird and wonderful stuff from connecting deeper with fans to opening new ways to connect with the band. And a bunch of other stuff, from the small to the huge to the ridiculous.

I absolutely, unapologetically, love this stuff with all I’ve got.

Now whether any of this can happen again is anyone’s guess, but it is possible … and given the challenges and competitive nature of the world today, I feel my history of provocative and intriguing creativity to help brands around the world define their position in culture – and business – still gives me a strong and valuable role to play.

I guess this is all my convoluted way of saying if you’re an agency or a company – anywhere in the World – who is ambitious to grow or change or reimagine who you are or considering new markets [ie: Asia/China] or stuck on a mindfuck of a problem or want advice on building a cohesive, potent strategy gang or just want to win better … then give me a shout, because whether it’s about leading something, collaborating on something or just chatting about something … I’m going to be officially available for all of this very soon and I’d bloody love it.

Right, now my Gwyneth Paltrow Oscar speech is out the way, see you in a few weeks.

Comments Off on Full Service History, A Few Semi-Careful Previous Owners, Needs A Bit Of Body Work But The Engine Is Tuned To Put A Smile On Your Face As You Hold On To The Edge Of Your Seat …


The Problem Vs The Real Problem …

A while back I wrote a post about the best bit of advice I’d ever had regarding solving problems.

Or should I say, on how to present how you are going to solve a problem.

But this is dependent on knowing what is the right problem to solve … and quite often, it ends up being the problem we want to solve versus the problem that needs solving.

Now of course, we can only solve the problem that relates to our particular discipline.

For example, as much as adland likes to claim it can solve everything, we can’t build a car.

[Trust me, I’ve tried]

But that’s not what I want to talk about.

Too often, when there is a huge piece of business on the table, our goal is to get all of it.

Every last piece.

Doesn’t matter if it’s not our core expertise.

Doesn’t matter if the work won’t be interesting.

We. Want. It. All.

Now there’s many reasons for this – mostly around money – but what it often ends up doing is destroying everything we’ve spent decades trying to build up.

It burns out staff.
It undermines the creativity of the agency.
It forces quick fix solutions rather than ideas that create sustainable change.
It creates a relationship based on money. rather than creativity.
It positions the agency more as a supplier than a partner.

Now don’t get me wrong, money is important, but when you let that be the only focus – it is the beginning of the end.

Before you know it, the money becomes the driving factor of all decisions and – because you have had to scale-up to manage the huge business you’ve just won – you end up looking for similar sized clients to ensure the whole agency is being utilised rather than chase the business that can elevate your creative reputation.

Oh agency heads will deny this.

They’ll say they still value creative, regardless of the size of client they work on.

And maybe I’m utterly wrong.

But as I wrote a while back, we had a [small scale version] of this situation when we had cynic … and while we were making more money than we had ever earned, it had made us more miserable than we’d ever been.

Thank god we noticed in time, because we were in danger of seeing more economic value in the processes we were creating for the client than the work and then that would be it.

People would leave.
Our reputation would be damaged.
We’d have to pay more to bring people in to deal with the situation.
The profit margin money we were making from the client would be impacted.
Soon we would be doing work we didn’t like without even the excuse of making tons of cash.
The client would call a pitch.
We would have to do it because we were so dependent on them financially.
They’d pick someone who would do things cheaper.
We’d crash and burn.
We would hate ourselves.

OK … OK … that is a particularly bleak possible version of events and I know there’s a lot of big agencies that have found a way to manage doing work for big clients while marrying it with maintaining their creative credentials [but not as many as they would like to admit] but I am surprised how few agencies say which part of a big job they want to do.

I get why, because there’s fear the client will write you off because they want a simple solution rather than a complex.

But if you’re really good at something, then you have the power to change that mindset from complexity to effectiveness.

Of course, to pull that off, you have to be exceptional.

A proven track record of being brilliant at something few others can pull off.

Which means I’m not talking about process or procedures … but work.

Actual, creativity.

In my entire career, there’s only been 3 agencies I’ve worked at – and one of those I started – who have told clients they only want a slice of the pie rather than the whole thing.

More than that, they also told the client how they believed the problem should be handled rather than simply agreeing to whatever the client wanted in a bid to ‘win favour’. Of course, the slice they focused on was not only their core area of brilliance, but also the most influential in terms of positioning the entirety of the brand – the strategic positioning and the voice of the brand – so what it led to was a situation where the benefits for the agency far exceeded just an increase in revenue.

They had the relationship with the c-suite.
They set the agenda everyone else had to follow.
They were paid for quality rather than volume.
They made work that enhanced their reputation rather than drag them down.
They were more immune from the procurement departments actions.

All in all, they ended up having a positive relationship rather than a destructive one.

Now, I am not denying that in all 3 cases, the relationship lasted less time than those who were willing to take everything on. In many cases, once the initial strategy and voice work was done, many companies felt we were no longer needed. Not all, but a few.

And while many will read this and say my suggestion to choose the part of the work you want rather than take it all on is flawed … my counter is not only did all 3 agencies enjoy a reputation, relationship and remuneration level that was in excess of all the other agencies they worked with – and often delivered in a fraction of the time – but they ended up in a position where they attracted new business rather than had to constantly chase it.

In all business, reputation is everything.

Don’t make yours simply about the blinkered pursuit of money.



Art Writes New Rules …

One of the things I love about this industry is our way of re-writing rules.

I don’t mean that in terms of post-rationalisation.

I don’t mean that in terms of rebellion.

I mean it in terms of letting creativity take us to new places.

That said, I think a lot of people forget this.

Clients and colleagues.

Specifically the one’s who encourage work to go where others have gone before.

Or where the brand has previously been.

Or just killing ideas before they’ve had a chance to start to evolve.

Of course I appreciate what we do has a lot of implications on our clients business.

That to get it wrong has serious ramifications.

But – and it’s a big but – doing the same thing over and over again doesn’t move you forward.

The opposite in fact.

They know this.

We know this.

And yet I hear words like ‘optimisation’ far more than I do ‘creativity’ these days.

Now I get it, you want to get every bit of value from something that you can, but our obsession with models and processes just limits our ability to invent and move forward.

Please don’t think I’m discounting the value of experience.

There’s a lot to be said for it.

But basing the future purely on what has happened in the past – specifically your individual past – is not experience, it’s blinkered.

Case in point.

Mouldy Whopper.

Here was a campaign that was attempting to do something differently. But rather than be curious about how it would be received, industry people – the same folks who are supposed to be pushing for creativity – were violently writing it off from the beginning. And when I pointed out that no one really knew what the campaign was trying to achieve – I copped it too.

Hell, I didn’t even like it very much, but I appreciated they were doing something different and evidence showed it was getting people to talk about preservatives in food – which was a positive for BK – so at the very least there were something positive in that. But then a senior industry person challenged me – said it was only people in the bubble of adland doing that – so when I proved he was wrong, he just disappeared. Happy to throw out personal opinion but not happy to be shown it was just his personal opinion. And that was my issue, we didn’t know how it would go. We had thoughts, we had opinions but we didn’t give it the time to see how it played out and apparently, it did pretty well by a whole range of metrics.

Of course, the great irony is that when you do have a brand that believes creativity can move things forward in unexpected ways, then you get accused of your job being easy.

I can’t tell you the amount of times people said to me, “it can’t be hard working on NIKE, they love being creative”.

Of course, the people who say this have never worked on NIKE and tend to be the first to criticise anything they think is ‘too creative’.

My god, when Da Da Ding came out, the wave of, “I don’t get it”, “it’s indulgent” was amazing.

But not as amazing as the fact that a lot of the abuse came from white men not based in India.

But I digress.

I love creativity.

I use that word specifically as I see it as being much bigger than advertising.

At least in terms of where the inspiration can come from and how it can be applied.

I am in awe when I see ideas taking shape. Things I never imagined coming together in the aim of changing something rather than just communicating it.

One of my greatest joys was running The Kennedys, because I saw that in possible its purest form.

From making takeaway coffee cups into dog frisbees to re=programming Street Fighter to represent the lessons they’d learnt over the previous year … was epic.

Sure, sometimes it was scary, frustrating and painful.

Sure, there were arguments, walk-outs and moods.

But as I wrote before, great work leaves scars and while that doesn’t mean it can’t be an exciting journey to be going on, it will have many twists and turns.

Or it will if you are pushing things enough.

And that’s what this post is about, because recently I read a story about John Kosh.

John was the creative director of Apple.

Not the tech company, but The Beatles.

John Lennon loved him and at 23, he found himself art directing the cover of their iconic album, Abbey Road.

What many people fail to realise is the band name was no where on the cover.

And while John had logic behind that decision, many in the industry thought differently.

Especially at their record company, EMI.

In fact, the only reason it ended up happening is that timing was so tight that it was allowed to slip through before anyone else could stop it.

Another example of chaos creating what order can’t.

What a story eh?

And before anyone starts saying I’m wrong …

I’m not saying the decision to remove the bands name from the cover made the album successful. This was The Beatles after all – the biggest, most successful band of all time – so it was always going to sell by the bucketload. However I am saying the decision to remove the bands name from the album cover helped make it iconic … which arguably, helped make it even more successful.

Not to mention make the zebra crossing on Abbey Road one of the busiest in the World.



Lucky 13 …

So today, Rosie is 13.

THIRTEEN!!

Yes, she’s slower than she was.
And definitely more bad tempered.
But overall, she’s in pretty awesome nick for someone who was once a Singaporean street cat.

Of course, part of this wellbeing is she got the best adoption ever.

Her life, since that day we got her back in 2007 has all been first class.

Not just in terms of the life she has gets to enjoy – which has seen us do all manner of things, from building her penthouses for the home to importing her favourite snacks – but also in the fact that she has lived in 5 countries and has entered each one in pampered luxury.

Hell, I even did freelance jobs just to ensure she moved to countries in more style than any other pet could dream of.

And you know what? I don’t begrudge a second of it.

Since the moment we got her, she’s given us nothing but joy.

OK, there have been a few headaches …

When she almost strangled herself to death with an elastic toy.

When she was so dehydrated they thought she might die.

When I turned down an amazing job in New Zealand because immigration wouldn’t let us bring her due to being based in China.

And when she broke my lamp and my X-Box all at the same time and I wanted to kill her.

But overall, she has been nothing but an absolute joy … which is pretty amazing when you remember she’s a cat.

Let’s be honest, cats are assholes.

They are the masters of manipulation.

They can become the cuddliest bundle of fluff when they want something and can be the coldest fuck when they don’t.

And yet you come back for more because you want their acknowledgement … which only encourages them more.

Which is why they end up thinking they can sit wherever they want because they think everywhere is theirs.

They’re not our pets, we’re there’s … and I hope we have many more years of being her servant because while many may regard her as an animal, I see her as family.

So happy, happy birthday my dearest Rosie … and to sign off I thought I’d show you a video I made when I was running The Kennedys.

I had given everyone an assignment to ‘make a video on their smartphones about a family member and their dirty little secret’.

I could have done one about Jill.

I could have done one about Otis … even if he was months old.

But no, I did it about you. THAT’S how much I love you.