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


Little Things Make The Difference …

In Asia, hand cleanliness is almost an obsession.

People even eat their sandwiches and burgers with knives and forks to avoid having to pick them up.

OK, so maybe that’s the case everywhere and I’m just showing my common Nottingham roots … but I still find it fascinating.

Everywhere you go, there’s hand sanitisers.

I’m not just talking in hospitals, I’m talking restaurants and all sorts of other places.

Recently, I saw this on my wife’s bag.

Yep, it’s a portable hand sanitiser.

But I’m not saying this because it highlights how long we’ve been in Asia, I’m saying it because making a product that can attach easily to a bag is an act of simple genius.

For a culture that doesn’t want to just wash their hands, but have them truly germ free … this little idea has big appeal.

Sure, there’s other products on the market that do a similar thing, but having something that attaches to your bag gives a peace of mind that wipes hidden in your bag, just can’t do. Plus being permanently on display helps advertise the brand to all who see it. Nice.

I’ve said for a while that I feel designers are doing things in more interesting ways than ad agencies and ultimately that’s down to one simple difference of approach.

Designers want to solve problems whereas ad agencies want to communicate problems.

Not all agencies are like this.

Not all agency employees are like this.

But right now, the design industry is kicking our ass and I swear it’s because we are holding on to remuneration models that reward ‘the old ways’ rather than finding ways to get paid for what we are truly capable of if given the freedom to do it.

[That and the fact adlands creative department hiring policy is still primarily based on art and copy rather than embracing different types of creative people/thinkers/doers]

We will have to wake up soon, otherwise the bullshit we churn out for Cannes – that we claim is ‘creative problem solving’ will become the benchmark for our standards and when that happens, we may as well pack up and go home.

But I have faith it can be done, if only because I saw The Kennedys Shanghai consistently solve problems in imaginative and innovative and intriguing ways for 9 months.



Welcome To Delusional …

I get pester power.

I understand how that dynamic can work and works.

I also know the airline industry is very competitive and the A380 hasn’t been as super-successful as was originally expected.

But – and it’s a really big but – I’m not sure that tactic will convince an airline carrier to suddenly start buying A380’s.

Not just because those planes – or any plane for that matter – are the sort of thing you buy on a whim, but because most airline travellers tend to choose the carrier rather than purely the plane they will be travelling on.

And then there’s the bullshit of their domain name.

iflya380.com

Look, I know the actual name of the plane is A380 – as in Airbus 380 – but the inclusion of the ‘a’ makes the domain name sound like it’s the passengers who fly the bloody thing.

As in I FLY A 380.

Why couldn’t they change it to ilovea380.com or itravela380.com?

Yes, I know I’m sounding John Doddslike, but it makes something bad even worse … and don’t even get me started on how utterly boring the website actually is when you go to it.

Honestly, what do they think this campaign is going to do?

What the hell are the KPI’s for this campaign?

And seriously, how the hell are they justifying ‘the passengers favourite’.

I would absolutely kill to know the thinking behind this work because in a weird way, it has put me off Airbus and A380’s … and judging by fact they’ve only received 14 emojis – of which at least 1 is ‘shocked’ – it would seem I’m not the only one.



The Gift That Keeps On Being Held Back …

So after the big news on Friday – at least big news for me – I thought I’d start this week with evidence that while my life will be changing, this blog will remain painfully the same.

A few weeks ago, I received an email from an industry magazine – based in Asia – saying I qualified for this.

To be honest, I was kind-of excited.

I love Wired and to get it free was going to be a lovely gift.

They even highlighted I didn’t need to provide ‘credit card’ info which meant it wasn’t a scam.

Hurrah!

So I quickly clicked on the link.

All they needed was my address.

That’s it.

Yes …

And so I quickly filled in the form, pressed send and then saw this on the screen.

“THIS OFFER IS NOT AVAILABLE TO PEOPLE IN YOUR REGION”

Eh?

What?

I did it again.

Same result.

I checked the email once more.

Clicked on the link once more.

Filled in the form once more.

Same result. Every single time.

Now I appreciate it’s not Mercury Magazine’s fault as they weren’t the people who sent me the original email, but you’d think that the company who did – who, let’s remember, are based in Asia – would have checked the people in their fucking region could receive what they’re supposedly offering them.

But it appears they didn’t … which means the special place I have in my heart for them, is one of hate, rather than love.

All because they were either lazy or stupid.

It blows my mind something as basic as this could be so badly done, which should serve as reminder to everyone in the industry that if we want to regain the respect we once enjoyed, it’s about what we do rather than what we say.



Don’t Forget To Do The APSOTW Assignment …
April 14, 2017, 8:00 am
Filed under: Advertising [Planning] School On The Web

… the entry submission is April 20th.

Good news, that’s almost a week and the whole of this weekend.

More info on the assignment is here and some news that’s rather big [for me] is here.

My advice is you should stick to the former and ignore the latter.

Comments Off on Don’t Forget To Do The APSOTW Assignment …


Chapters Aren’t Just For Books …

So I have some big and exciting news. Well, it is for me …

On May 10th, I leave Wieden+Kennedy.

In addition to that, on May 16th, I leave China.

Given both have been my home for the last 7 years – one of the longest periods of my entire adult life – that means this is very big thing for me and I won’t deny it is bitter-sweet.

I’ve had an incredible time and leave with a bunch of memories, stories and learnings that I can honestly say will stay with me for the rest of my life.

Of course, I’ll miss so many things – the people, the culture, the colleagues the clients and the holidays* [ha] – but I still have a lot I want to try and experience and that just wasn’t going to happen if I stayed.

In addition, I need a place where my son can go out and play.

China is an amazing country, but the pollution means there have been too many days where he’s had to stay inside and that just isn’t what I want for him growing up.

That is very hard for me to admit, because I truly love and respect this country and would never want to speak bad of it because I’ll forever be grateful for how it embraced me, educated me and helped me thrive.

As for Wieden … well they have been awesome. 

I thought I would stay at W+K forever but unfortunately, we’re a very flat structured, relatively small company, so there’s just not that many options easily available for someone like me. Everyone tried to make it work but as I have no desire to be an MD and feel I’ve achieved everything [and more] that I set out to do in Shanghai – and that I was asked to do in Shanghai – I came to the realization that for me to keep growing, I had to try something different.

That said, there is absolutely no doubt that I have enjoyed one of the most exciting and fulfilling times of my professional career [so far] but right now, I need to go and try some stuff that takes everything I have learnt – from Wieden and beyond – and mix it with a bunch of new experiences and lessons so I can see what happens in a totally different environment and situation.

I’m very excited about that but I’ll always be super thankful for the chance Wieden gave me, especially because they never asked me to be anyone else other than myself.

Even when it annoyed the fuck out of them.

To have done 7 years in the best agency in the World, in one of the most amazing countries in the World with some of the best clients in the World is an incredible honour.

To have earned their trust enough that they asked a planner – a bloody planner! – to start and run their creative talent incubator, The Kennedys, is extra special.

But to have them say you’ve done a good job and you should go and explore but never rule out coming back, shows how special – and mental – they are.

And they are. Very, very special.

And mental.

So what next?

Well, I’ll announce that soon however what I will tell you is I’m swapping one country with an evil government regime for another.

That’s right, I’m moving to America.

To LA to be precise.

I swear this is not purely because I can get away with wearing Birkenstocks the whole time.

But it helped make our decision.

I’ll reveal all soon, but I’m very excited about this next chapter in life.

It will hopefully challenge and teach me a bunch of new things while offering my family the sort of environment they absolutely deserve to enjoy – and I’m incredibly grateful I have the chance to do this, especially at this point in my life.

But it’s even more than that.

You see my parents always said they wanted me to live a life of fulfilment rather than contentment and if they knew their only son was going to have experienced life in America, Europe and Asia, they would be super-proud.

As I get older, I realise what is becoming more important for me is less about how high up the career ladder I go [though, as Harrison Ford said, I won’t undervalue all the work it has taken to get me to my current position] and more about how varied my life experiences are.

This move is another step to fulfilling that … or it will be when it happens. Until then, you’ll have to put up with business as usual, which basically means more ranty rubbish blog posts.

Onwards …
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* For the record, given many of you think I’ve done nothing over the past 7 years except go on holiday, you’ll be ecstatic to know I’ll be leaving Wieden just before I was going to be having my 6 week paid sabbatical. I guess you could call it ‘holiday karma’.




Credit Where Credit Is Due …

One of the things that has always bugged me about adland is the ad ‘credit list’.

Sometimes you’ll read about a one-off print ad that has a longer credit list than a bloody movie.

Seriously.

Look, I get the importance of having your name on things – this is an industry obsessed with that – but it kind of gets ridiculous when people are mentioned because they put the stamp on the invitation for the client launch.

That’s why I always loved that Mother credited everything as Mother.

Sure, you could claim it robbed those involved in the making of the work from getting the credit they deserved – but I can tell you for a fact, there’s no way those people would be anonymous for long.

Of course the worst is when people take credit for things they didn’t really do.

Or big themselves up to make it sound like they were instrumental in what was created.

With that, I want to tell you a story that I heard from my friend – and creative extroidinatire – Kash Sree.

A long time ago – in the 80’s to be precise – there was a phenomenal writer called Richard Cook.

The creative director he worked for was notorious for not giving credit to the people who deserved it and had left Richard’s name off numerous previous pieces of well received work.

One lunch, the creative director handed Richard an ad and asked him to write some copy for it before he got back.

Richard – in a demonstration of his talent – wrote the piece over his lunch break.

It’s the ad at the top of this post.

The ad went on to win countless awards.

In an award-obsessed industry, Richard wasn’t exactly surprised that the creative director yet again denied Richard had anything to do with the work. So Richard unleashed his weapon.

He simply stated if anyone needed proof that he was responsible for the ad, they should read the first letter of every paragraph of the copy.

I’ll save you the bother. It spelled out ‘Richard Cook wrote this’.

Genius.



Details … Details … Details …

Maybe it’s because I’ve broken the screen on my iPhone 7 three times.

Maybe it’s because I work in advertising.

Or maybe it’s because I’m a sad bastard …

But this ad bothers me a lot.

No … it not the terribly contrived ‘real life’ image.

Nor is it the fact 25% of iPhone 7 owners are clumsy fucks.

It’s the fact the company – Tech 21 – make such a deal of being iPhone 7 specialists AND THEN USE AN IMAGE IN THEIR AD THAT ISN’T OF AN iPHONE 7!!!

Why?

Seriously why?

Don’t tell me there isn’t a stock shot available because I did a quick look and theres loads of them.

No one behind this campaign comes out of this looking good.

The agency look like they were lazy bastards and the client looks like they don’t care.

Seriously, why should I trust a company about their iPhone 7 protection when they don’t even know what an iPhone 7 looks like.

This sort of thing drives me bonkers.

Literally bonkers.

It’s not hard to get this right.

It’s the least they should be doing.

If I was a competitor I’d absolutely jump on this.

Mind you, if I was at the agency/client behind it, I’d be jumping on people’s heads.

So come on adland, let’s not give people even more ammunition to question what we do and how valuable it can be for business. Seriously, get a fucking grip.