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


Why Nike Win …
July 18, 2017, 6:15 am
Filed under: A Bit Of Inspiration, Agency Culture, Creativity, Empathy, Nike, Wieden+Kennedy

When I left Wieden+Kennedy, my stupid lovely clients at Nike decided that instead of having a party to celebrate me going [which they probably did later] they would give me a present.

Now that is nice in itself, but when you receive a custom made cigar box guitar featuring little symbols that represent me as a person … from my Birkenstocks to the Forest logo to the Owl that represents my Mum, well that takes things to a whole different level.

I shouldn’t be surprised by their generosity because they’ve shown over and over again that they give a shit about people who give a shit about sport, but given [1] I’m hardly the most athletic of souls, [2] I support Forest, a team who challenges the definition of sports and [3] I gave them nothing but pain and attitude for 7 years [which I was reminded of on a daily basis] … this gesture goes beyond anything I could ever hope for, let alone imagine.

I am a firm believer that you can tell a lot about people – and companies – by the way they treat others when there’s little in it for them and what NIKE did for me explains why I feel it was an honour to work with them and why I genuinely hope to do it again one day.

Thank you Swoosh folks, you are a bunch of wonderful fools.

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Know Your Audience …

So yesterday – on Linkedin – I found this posted on my feed …

Now putting aside the fact I no longer work at Wieden, the fact is that part of the reason WK is so special is because it doesn’t have an abundance of people who have – or want to have – an MBA.

Wieden is born from a desire to use creativity to do it’s fighting.

That ranks higher than absolutely everything and anything else.

Now I should point out that I am not suggesting someone with an MBA isn’t creative, however that qualification does mean you have a greater focus on business than creativity and that ultimately flies in the face of Wieden’s beliefs.

Of course WK are savvy at business and Mr W is most definitely a business guy.

However unlike many in the ‘commerce World’, they want to grow through creative excellence not ‘optimization’.

Which is why I found this ad so weird.

Has Willamette had a lot of Wieden people there before?

Or had a lot of interest from them?

Or is the reason they are offering such a huge financial incentive means they want them because it will benefit them as much as the student?

Even though a recent decision at WKSH means there are some people who – in my opinion – could do with some basic lessons in how to successfully build a business – the reality is this ad shows how little Willamette know, rather than how much.



Create Ideas Not Advertising …

Remember when I was about to leave Wieden and I wrote a post about some of the work I had loved being a part of over the past 7 years?

Remember how I said there were some other campaigns I was super excited about but couldn’t talk about them because they hadn’t come out?

No, I didn’t think you would [dicks!] … but the point of this post is one of those campaigns has just launched and I love it.

There’s so many reasons why it warms the cockles of my heart.

It’s fun.

It’s insanely diverse in its execution.

But most of all, an idea rather than an ad idea.

I’ve talked about this for years. For me, the best thing we can do is identify the problem, create a solution and then use comms to tell as many people as possible about this ‘new thing’. Sadly, the majority of advertising still is based on identifying the problem then spending millions of dollars telling everyone about the problem.

But what is ‘this’, I hear you cry. This …

What you’re looking at are plasters [or, now I’m in America, bandaids] for kids.

They were developed by us for NIKE to celebrate Children’s Day.

5 years ago the reason parents didn’t want their kids to play sport is because they wanted them to study their school books. Fortunately that is less of an issue now [but still an issue] but what we discovered is there’s a new barrier and that is that parents worry their kids will get hurt. This is more than just a physical element – it’s tied up to a whole host of complex issues parents are going through, from not wanting to give them the pressure they went through to also wanting to prepare them for the insane competition they will face in life – but what we saw was an opportunity to enable kids to show their parents that sports makes them rather than hurts them.

So we made a product.

A plaster/bandaid.

A plaster/bandaid that actually isn’t about protecting the injuries kids get from playing sport but a badge of honor for playing the sport they love. A badge of honor that lets their parents know they are being awesome for letting their kids compete and that what they get out of it are far more than bumps and bruises.

We made this product.

We developed a whole range – with the cultural context and vernacular of each specific sport embedded into the design.

Then we created advertising with them. About them.

Billboards that you can take the product from.

Films that talk about the beauty of pure play.

Posters that you can collect and use.

Comic books where the images on the plasters form the story. 

And best of all, Nike had them in their stores.

Lots of them.

For kids to have, use and show their parents.

And best of all, it was real. They made tens of thousands of packets of them.

It’s not scam. It’s solving a problem in the most creative of ways.

And even though they waited till I’d left to launch it, I still love it.

Hell, even Forbes loves it. [Though the article is a bit pants]

So to everyone at Wieden Shanghai, especially the guys who were the real instigators of it [I know who you are] not to mention Steve, Andy and PT at NIKE, congratulations, it’s brilliant and I’m so happy and proud of you.

Only took 7 years … hahaha.



It’s A Fine Line Between Surviving And Thriving …

I’ve survived my first week.

Or I think I have … maybe they are just preparing to tell me to go back to China at the end of the day.

Talking of China [subtle eh] …

Just before I left Shanghai, I was asked if I would write an article about my 7 years in China.

Originally it was meant to be an overview of my experience and what I felt the industry could learn from it. As that sounded far too hard/pompous/wanky, I chose to ignore the brief and write something else.

Given I would always encourage someone who has the opportunity – and interest – to go to China, I thought it might be worth me posting on here, if only for the fact it saves me having to write something new which means I won’t give the impression to my new employer and colleagues that all I do is write blog posts and plan my holidays. Ahem.

____________________________________________________________________________________________________________

I’m a cliché.

I have succumbed to the classic ‘7 year itch’ … except instead of walking away from a wonderful wife and son, I’m walking away from a wonderful country and company.

Yep, I’m leaving China and Wieden+Kennedy.

So if they’re so wonderful, why am I leaving?

Well it’s not because I’m having a midlife crisis – where my head has been turned by something that is ultimately going to lead me to destruction – it’s for a whole host of painfully sensible reasons.

But that’s not what this article is about because Mumbrella asked me to write about my time in China … a kind-of ‘what I’ve learnt and what are the implications for the industry moving forward’ type-of-thing.

The trouble is, I know those things tend to ignite the same sense of dread as hearing a colleague ask, “do you want to hear about my dream?”, so I’ve decided to ignore the brief and write a love letter instead.

I’ve absolutely loved my 7 years in China.

In fact I’d go as far as to say it has been one of the best times of my life – both personally and professionally.

Sure, a big part of that is because of Wieden, my clients and the fact my awesome son was born here … but the whole experience has been nothing short of phenomenal.

Being able to see the huge shifts that have gone on first-hand feels like a total privilege.

I’m not just talking about the obvious stuff, but things like creativity, cultural diversity and technology.

Few things will ever make me as happy as being able to tell the West there’s areas where China is literally miles ahead of them … areas they were convinced they were dominant in.

China did that for me.

Of course there’s been challenges along the way … brands who prefer convenient answers over doing the right thing and a general attitude of good enough is good enough to name but two … but overall, it’s been an incredible and special time.

I’ve had a chance to do things I never thought I’d ever be able to do.

I’ve worked on projects with brands I will forever be proud to be a part of.

I’ve made friends with people who I will always want to be close to.

I’ve re-learnt almost everything I thought I knew.

And on top of all that, I’ve seen an industry start to realise what it is capable of being on it’s own terms, not others.

Not bad for a bald bloke from Nottingham.

Now, anyone who knows me is probably freaking out how positive this article is, so I’ll leave you with 7 things [one for each year I’ve been here] that I hope the industry will stop doing.

This is not because I want to my cultivate a grumpy-bastard image, but because as much as things have improved over the years, the industry is in a fragile state and if we don’t keep pushing forward we could start slipping backwards.

[Yes, I appreciate there’s more than 7, but hey, this is new, optimistic LA version of me. Ahem]

1. No more decks saying ‘China is big’. Everyone knows that. Even a myopic Trump supporter living in Boise, Idaho knows that. And while I’m at it, can Westerners stop throwing the word ‘Confucius’ on every 3rd slide.

2. The clichés of casting. Seriously, if an alien landed here and watched the ads, they’d never know this is a country with incredible diversity and nuance.

3. Please, please, please no more toilet paper ads acting like it’s a symbol of status and sophistication. It’s not. It’s something you clean your arse with.

4. You might not believe it, but there’s more ways to connect to culture than HTML5. Honestly.

5. To the planners who act like they’re academic intellectuals … stop! You’re not fooling anyone and you’re undermining a discipline that needs to be recognised for uncovering exciting creative opportunities, not spouting shit read from a business magazine.

6. Stop with the scam. It’s embarrassing and it is killing the industry for all of us. We all know who does it and I don’t give a shit if they’ve paid for a small store in Wuhan to run their ‘idea’, it’s still bullshit.

7. I know they say imitation is the sincerest form of flattery, but it isn’t. It’s lazy and sells the industry short – not just financially, but creatively. There’s a bunch of incredibly talented people here who given the space and time, will reward us with something new and great.

That’s it. Not that hard really…

So with that I say thank you China.

I leave a better person than I came and I’m going to bloody miss you.



A Half Brit, Half Italian Who Spent 7 Years Living In China And Now Lives In America Starts Work At An Agency That Sounds Awfully Like A German Bank …

So as you know I have left China and moved to LA.

And, given I’ve written about it, you know the reasons behind the decision.

However I am also conscious I haven’t said where I am going. OK, so I know others have said where I’m going, but I haven’t. At least on here. 

Well today is the day, because today is the day I start my new job.

Actually I should say today is the day I start my main job because I’m also doing an on-going project with a rather famous rock band [ no, it’s not Queen] however I’m super excited to announce that as of this morning, I have become partner, chief strategy officer and official ‘new boy at school’ at American agency, Deutsch.

If you are based in the US, I’m sure you’ve heard of them but if you’re not, you’ll probably know them for this

To say they’re big is an understatement.

They’re huuuuuuuuge.

Massive clients. Massive office. Massive team.

Basically it’s the classic American cliche … everything is bigger in the US.

Now I’ve got to admit, there’s an element of their scale that makes me nervous … but that’s part of the reason I am so excited to be here.

When we were deciding where to go, I was very clear I didn’t want to do something that was similar to what I’ve been doing over the last 7 years. That’s not because I haven’t loved it – I’ve loved it almost too much – but because I couldn’t see the point of leaving a company I love if I was only go to end up at another company that wanted to be like the company I’ve just left.

What Deutsch offers me is the chance to play and learn in new areas.

Sure, it’s still advertising … but there’s a few fundamental differences from what I’ve been doing for the last few years.

1. I’m going to be a partner.

I’ve got to be honest, this was very important to me. I always want to grow and be challenged and one of the things I knew would be good for me was if I was given the additional – and official – responsibility for helping run an office.

Now you may think I had that at Wieden Shanghai – and I did, kinda – however the structure of the company meant that unless I become an MD [something I don’t want to be] I would always be an invited guest, never one of the hosts.

I should point out I knew this when I joined and I was always given the opportunity to speak up and speak out, however I believe there’s a point where responsibility without authority undermines your potential and ambition and ultimately, I wanted to see if I could make a bigger difference to a company or if I’m full of shit.

2. Deutsch are much more into using tech to solve their clients business problems.

This is almost going back to the way cynic approached things and I love that. However, it is not for the reason that I am sure Northern Planner will suggest … which is that I might be able to convince a client to let me make a moped or car for them.

In all seriousness, one of the things I really liked about Deutsch was their desire to forge their own direction rather than replicate someone else’s. That sounds obvious, but you’d be surprised how many places try and mimic Wieden without seemingly realising there’s only one W+K and they will always be the best in the World at what they do.

Deutsch’s ambitions feel more entrepreneurial and applied and I find that desire, fascinating.

3. I get to set direction for brands rather than translate someone else’s direction.

While I’ve worked around the World and represented massive regions of the globe, the reality is in most cases, I’ve been about translating someone else’s perspective on what the brand does/is. Someone who tends to work and live in America.

If I’m honest, I’ve never really found this a hindrance – especially in China, where the cultures was so different, so it was always fun to try and work out how to make things connect – but it will be nice to be at the real start of the challenge for once.

Of course there’s other reasons …

The partners are all great people who just happen to work in advertising.

I get to infect a new bunch of talented planners and hopefully make them even better than they thought they could be.

I have the opportunity to make my new team one of the most respected/hated/mischievous departments in the whole of North America. I find that idea really exciting and really infectious.

And then there’s the 2 big ones …

I get to give my family an environment that is healthy for them and we get to experience and immerse ourselves in a brand new culture. Again.

Those are worth their weight in gold … especially as we’ve found a Mandarin school for Otis so he can still feel a connection to the country he was born in and the country his father loves and will miss deeply.

[Oh, we also own and get to drive cars again for the first time in 15 years. I am embarrassingly excited about it … though driving on ‘the wrong side of the road’ is interesting … especially for all the other drivers in LA]

In fact the only thing I don’t like about my new job is that I’m called the Chief Strategy Officer.

I’m not that keen on that. It feels so cold. So exclusive. So disconnected to creativity.

But I get America loves its titles so it’s a small price to pay for the adventure.

So we will see what happens.

It could all go down in flames or it could be a fantastic adventure and for me, when those are the possibilities, that makes me massively excited.

So thank you Deutsch for the incredible opportunity, let’s hope you don’t regret it …

More posts in a couple of weeks when I’ve either [1] settled in a bit or [2] been fired.



It’s Been An Honour …

After 7 years, today is my last day at Wieden+Kennedy.

Just as traumatic is that in 6 days, it will be my last day in China.

Or said another way, it will be my last day living in Asia-Pacific after 22 amazing years.

There’s honestly too much to say.

Too many memories to write about.

Too many people to thank and talk about.

So instead I’ll just say it has been the time of my life.

An amazing, spectacular, wonderful adventure both personally and professionally.

From marriage and babies to being part of work that defined World Cups and Olympics.

Wow.

It’s absolutely fair to say I will miss every bit of it but I’ll take the memories because it means I had the experience and for that I am truly grateful.

Now, because we’re in the middle of mad moving mode, this blog will be on a little hiatus for a few weeks.

Probably about a month. [Though we all know there’ll be the odd post here and there]

On the bright side, when it’s back – probably sometime in June, in time for my birthday [ha] – you’ll get to read posts that won’t just be about planning, but how I don’t understand how to make anything in America work.

I honestly think I’m going to find it harder to acclimatise to America than I ever did to China.

Hell, I can’t even order a cup of coffee without getting confused about their cup sizes.

So with that I want to sign off with a few little thank-you’s.

The reality is a huge amount of people made my time here amazing, however there’s some who had an even bigger influence and I want to call them out because the adventure I had – and am about to embark on – literally wouldn’t have been possible without them.

My wonderful planning team. Past and present. Every day was a genuine fucking honour. The awesome Kennedys. It was seriously the professional highlight of my last 12 months. Thank you. And that definitely includes you Juni. Kel Hook. For hiring me. You changed my life and I’ll never be able to thank you enough. Jason White. Thank you for supporting me even when I caused destruction. John Rowe. For being brilliant in every possible way and making my time at W+K Tokyo so good, I never wanted to leave. NIKE. I know that might sound corporate toady, but as I have nothing to gain from saying it, it means it is true. 99.7% of every person I met or worked with at Wieden+Kennedy worldwide … whether they are still here or long gone. Martin Weigel. You’re a cantankerous, warm hearted, brilliant man. Just propose to Mercedes and get on with it. Whiteside. Because you’re awesome and funny and humble and deserve so much and yet are happy with what you have. Clare Pickens. I love you. I literally fucking love you. [But stop cutting your hair because it makes you look shit] Sandi Hildreth. For being awesome and gorgeous and loving the same sort of rubbish music as me. Claudia Valderrama. For looking out for me even though you told me I was a “pain in the ass”. W&W, Azsa, Arlene and Max … for making sure I stay excited – and in awe – about the birth of amazing ideas. Gerber, for somehow – and I’m not sure how – influencing me to get tattoos. I came here with none, I leave with not enough. Simon Pestridge. Thank you for everything. In many ways, you changed my career and opportunities. You’re more than a great client, but a friend. Kim Papworth. For that talk that was totally worth the wait. Luhr. For being Luhr. Stech. For making your 6 months here, the most exciting 6 months for me full stop. David Terry and Paul Colman for trying really hard to be ‘alpha-males’ but actually being fucking sweethearts. Don’t worry, I won’t tell anyone. Joe Staples. He won’t understand why, which is why. MJ. No, not Micheal Jackson or Michal Jordan, but Matthew Jung … for being a phenomenal Nike and Converse client who backed us to do the best work we can do every-single-time. Karrelle. For pretending to still be British when he’s basically American. Steve Tsoi for still welcoming me to the table even though I never made life easy for you or your team. Scott Silverman. You had nothing to do with China, but if it wasn’t for you, I wouldn’t have had the chance to be here. Chris Jaques. You also had nothing to do with China, but if it wasn’t for you, I wouldn’t have had the platform to show others what I could do. What I could be. Dan Wieden. For not actually firing me even though you said, “You’re fired” every time you saw me. And starting a place that is so special amongst special companies. Xiaoli. For everything you have done for us, but most specifically for the love and care you have shown my son. China … for being so important to global business that you gave me access and exposure to the sort of senior leadership few in the World will ever get to experience. The amazing, warm, slightly crazy people of China. I will absolutely miss everything about your unique ways. Except the spitting and the plane delays. And finally – and most importantly – my beloved Jill, Otis and Rosie. Without you guys, none of this other stuff would have mattered.

OK, the Gwyneth Paltrow bollocks is over … and to prove it, have a look at this.

Do you know what it is?

That’s right, it’s one of the 600 stickers I have had made that I have spent the last 5 weeks hiding throughout the refurbished Wieden+Kennedy Shanghai office. And I mean ‘throughout’ … including various W+K hangouts, like Baker & Spice, Jamaica Blue and Little Catch.

That should make their life a pain in the ass for a few years.

It will be like I’ve never gone.

And with that, it’s time to go.

It’s been a lot of fun. Time for an adventure in LA. God help us all.



A Look Back At 7 Years …

As I have 2 days left of working at Wieden, I thought I’d put up some of the films [some are case studies because I can’t find the actual spot online] that I’ve either had something to do with or happened on my watch while at W+K Shanghai.

To be honest, there’s loads more – including 3 campaigns that haven’t come out yet, of which one is particularly exciting – but I appreciate how indulgent this post is already.

So with that – and in no particular order – here we go …

Converse Lyrics

NIKE Mr Sun

Fiat 500 La Vita E Bella – with thanks to my Mum

NIKE Temple Of Deadly Quickness

P&G Best Job

NIKE Find Your Greatness

Jeep Built Free

Jordan Winning Moment

Heineken Curiosity Pays

NIKE Epic Step

Spotify Japan Music Changes Us

As I said, there’s a bunch more stuff I could put up, but when I look back at this – especially in relation to where China/Asia advertising traditionally sits – I nod and, to paraphrase Phil Knight from the W+K global credentials film, say “It’s not bad”.