Filed under: 2025, A Bit Of Inspiration, Advertising, Agency Culture, Aspiration, Attitude & Aptitude, Authenticity, Business, Comment, Confidence, Conformity, Consultants, Craft, Creative Brief, Creative Development, Creativity, Effectiveness, Egovertising, Marketing, Marketing Fail, Martin Weigel, Mediocrity, Paula, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Process, Relevance, Reputation, Research, Resonance, Respect
In strategy, one of the biggest insults is someone saying the strategy was post-rationalised to fit the work. The accusation implies you are a parasite of creativity … bigging yourself up on the sweat and tears of the creative team.
I get it. We all like to think we are a vital part of the process … the ignition of possibility … but the reality is, we all post-rationalise at some point, in some way.
I don’t mean we do fuck-all work and simply ‘badge’ our involvement post creative development – well, there’s some who do that, but they’re not hard to spot. No, what I mean is we all fine-tune our strategy as the creativity starts to reveal where it can go.
And that is good.
Because if you are so purist you think what you write is the rule of law, then you either better be fucking incredible or prepared for disappointment.
Sadly, I know there are some who think that way.
People who don’t get strategy without output is intellectual masturbation.
People who don’t get strategy that doesn’t create change is cowardly bullshit.
People who don’t get if strategy doesn’t make the first creative leap, it’s commercially small.
The reality is there’s a big fucking difference between having a vision for the work and dictating the work … and far too often, I see a lot of strategists talk about the former but act in a way that is much more about the latter.
It’s why I’ve enjoyed working so closely with artists – be it fashion, music, photography or authors – because while many approach their work with a clear vision for what they do … and an incredible focus on ensuring every little detail that goes into it is true to what they are trying to express … they also stay open to possibilities, opportunities and happy accidents throughout the entire journey.
Put simply, if they find something that feels/looks/sounds better than they imagined or intended, they go with it.
They chase the excitement and the interesting – which Paula, Martin and I discussed in detail [in particular regarding how Succession creator, Jesse Armstrong, approaches his ‘writers room’] a couple of years ago at Cannes with our talk ‘Strategy Is Constipated, Imagination Is The Laxative’.
And that is what strategy should be doing as well. And often it does … and yet, I continue to hear people throw ‘post-rationalised’ barbs like they’re confetti. Given how much work is seemingly churned out without any strategy whatsofuckingever – masked by using a celeb, a gimmick or some made-up ‘consumer need’ – I can’t help but feel we should be focusing our judgment on those who are literally undermining the value of our discipline rather than someone who wrote a strategy, saw work that revealed a bigger possibility and then evolved/adapted their thinking because it helped everyone get to a bigger and better place.
I say this because I recently watched an interview with Bowie who perfectly articulated how the ‘creative process’ that is spouted and sold by so many is often a pile of shit.
As usual, he’s right.
Of course I appreciate there are some industries, processes and jobs where there is no room for deviation.
But in terms of business – and especially the business of creativity – that’s a terrible idea.
It’s why I find it hilarious how many companies and individuals try to claim they have perfected the ‘creative process’ when not only are most basically flogging self-serving insurance policies rather than business liberation but ALL OF THEM – and I mean ALL – are peddling processes that revel in ‘removing process inefficiencies’ without realizing they’re the very bits that allow great work to be born.
And that is the problem with where we’re at right now.
People who have never made any work, creating processes they say lead to great work.
But when you’ve never done it – or never done it at a level that has made a difference – you don’t realise the things that make no sense to you, are often the very things that make special things happen time and time again.
So what do they do?
They get rid of them …
So there’s no time to do nothing but just think about stuff.
There’s no time to shoot-the-shit with colleagues, clients and people in general.
There’s no time to explore, research and experiment with your thoughts and ideas.
There’s no time to collaborate with people who have exceptional taste, craft and vision.
And all this is before we even get to basic shit like being given a good brief, a good amount of time, a good enough budget and good enough people who not only can make the work … but evaluate it and take responsibility of getting their organization to embrace it.
So all these pundit processes sell the illusion of a seamless, processes where the people involved are immaterial to the work that is produced … often using the shit in the market as the ‘ultimate validation’ of their approach, while conveniently ignoring the fact most of that shit was created because of their processes, not despite them.
Look, I get what we do is expensive … I also get what we do has a lot riding on it, so the desire to have more certainty in decisions is understandable. But you can’t expect certainty while demanding possibility … while at the same time, reducing budgets, people and time … and anyone who says you can is not just bullshitting you, but stealing from you.
I’m not saying there isn’t stupid shit in adland, but we also have to acknowledge there’s stupid shit in corporateland.So given we’re all supposedly wanting the same thing – while appreciating what each party brings to the table that the other is not capable of doing – maybe we’d all be doing better off if we talked honestly and openly rather than egotistically and judgmentally.
I know I’m dreaming, but hey … it’s close to Christmas, so when better to make a wish?
Filed under: A Bit Of Inspiration, Auckland, Community, Context, Culture, Food, Love, Loyalty, Pride, Professionalism, Small Business
This is the last week of blog posts for 2025.
I know … I know … it’s the Christmas gift you’ve all wanted.
And it gets better, because not only is this post relatively short, it’s also relatively harmless.
But like a scammer trying to lull someone into giving them their credit card number, I should warn you … the rest of the posts this week are long.
Like seriously long.
And while I am in no doubt you won’t read them, they’re actually quite good. Or at least one of them is … hahaha.
So with that warning now formally announced, I’ll leave you with a post about Amy and her ‘Fig’ delivery company … and what we can all learn from it.
I appreciate the last couple of posts have been a bit serious, so I thought I would tone it down a bit. Even though, underpinning it all … is a serious point.
If you look hard enough.
So recently, on a walk, I saw this …
Now, I get figs are delicious.
I get restaurants often need and use them.
But an ‘on-demand’ delivery service for them?
It may initially sound bonkers but I love it exists.
So many people only value ideas ‘with scale’ that they ignore the power of servicing niche.
Sure, it may not make them trillions but they know specifically who they are, what they do and who they are for which is more than many companies who spend tens of millions desperately trying to ‘be something for everybody’ and finding out they’re nothing for no one.
I suppose the point of this post is that while there are many definitions of success – scale is, contrary to what many say, only one of them. Which is why if you have an idea for a business … don’t evaluate it simply by ‘how big can it be’, but think in terms of how important it can be to someone and how happy it will make you.
There’s a lot of celebration for big talking, big names … but frankly, Amy at Figs Direct is more inspirational to me than most of them.
Filed under: 2025, A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Comment, Confidence, Craft, Luxury, Marketing, Marketing Fail, Relevance, Reputation
Birkin.
The Holy Grail of handbags.
Created in 1984 when the CEO of Hermes, Jean-Louis Dumas met the actress Jane Birkin.
They’re sold exclusively through Hermes stores and you have to jump through all manner of hoops to be able to buy one.
You also need to have a fuckload of cash because they can cost in the hundreds of thousands.
That’s MULTIPLES of hundreds of thousands.
And that’s in US dollars.
Whether those prices are justified is immaterial … the reality is, they are viewed almost like precious gems.
Which is why this ad for a beauty company – MCoBeauty – made me laugh out loud.
Look at it.
LOOK AT IT!!!
It’s more Burger King than Birkin … made even better that it is appearing on bus shelters.
On one hand, I quite like how they have just destroyed the pomposity of the Birkin brand with one simple image … but on the other, they’ve not just destroyed the aspirational value of the ‘prize’ they’re giving away by making it look like a ‘pound shop knock off’, they’ve also just fucked themselves over by reinforcing that however much brands like MCoBeauty may try and claim they’re all about ‘accessible/everyday luxury’, they’re basically admitting nothing compares to getting your hands on real luxury.
But that last point is immaterial when you make an ad that makes a Birkin Bag look less appealing than a supermarket paper bag.
If it was ironic it might work, but it’s not … it’s pure ‘starburst’ sales promotion awfulness
Who designed this thing?
The colours are hideous.
The copy is disastrous.
The art direction is scandalous.
If you want to leverage giving a Birkin Bag away to drive sales … maybe you should make it feel like something you would actually like to own, rather than avoid. And god forbid Hermes see it because they will come after you like a ton-of-bricks. Even if you own it. And even if it is second hand. Hermes understand the value of reputation … it’s why they can sell bits of stitched leather for hundreds of thousands of dollars.
What is so annoying is this could have been really good.
Not just executionally, but for building the reputation and value of the MCoBeauty.
But no, instead – as is the case with far too much these days – they haven’t given a shit and just banged any old bollocks out, because we live in times where marketing is focused more on what you want to say rather than understanding the importance of how you say it.
Or said another way. There’s too much focus on systems rather than appreciating the value and impact of craft.
Which may explain why Hermes – for all the challenges the luxury category are experiencing – are still doing better than MCoBeauty and the entire ad industry put together.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Cars, Comment, New Zealand
I’ve always found personalized number plates fascinating which is why a while back I wrote about the ones that were near where I live.
Anyway, I recently saw 2 that got me thinking …
The first was this:
There’s something epic having a number plate that turns the ‘horsepower’ conversation into ‘moopower’.
I would love to know what made them choose this.
Are they a dairy farmer?
Are they really into milk?
Are they someone the RSPCA need to be keeping a close eye on?
Not sure, but it stood out to me far more than 95% of creative designed by outsourced research systems that promote ‘brand assets’ but forget to tell people it’s only an asset if creativity makes it mean something.
The other was this …
On one hand, the introduction of the word ‘bad’ immediately has an effect on the car.
Despite being virginal white, suddenly that EV family car has a bit-of-the-badass about it.
Or it would, it the number plate wasn’t ‘BAD EV’ … which suggests the driver is aware of the negative association of the brand given their CEO, Elon, is a right-wing, Fascist prick … and either doesn’t care, or is trying to own the narrative so they can’t let someone else have a go at them.
Unfortunately for them, I don’t think either of those scenarios will work for them given Teresa – in our strat gang at Colenso – has a Tesla and despite every one of us loving her and knowing she feels a bit of the ick for driving an Elonmobile, still didn’t stop us getting her this.
Number plates. They say more about who you are than your DNA.
Filed under: 2025, A Bit Of Inspiration, Advertising, Agency Culture, Ambition, America, Attitude & Aptitude, Auckland, Augustine, Authenticity, Bassot, Blogosphere, Bonnie, Business, Cannes, China, Clients, Colenso, Colleagues, Comment, Community, Context, Creative Development, Creativity, Culture, Death, Doctor, Dolly, Dream Bigger, Education, Emotion, Empathy, End of Year, Experience, Family, Friendship, Happiness, Health, Hope, Human Goodness, Imagination, Jill, London, Love, Loyalty, Luck, Management, Marketing, Marketing Fail, Metallica, Miley, Mischief, Music, New Zealand, Nottingham Forest, OnStrategy, Otis, Paula, Perspective, Planes, Planners, Planning, Presenting, Professionalism, Relationships, Relevance, Reputation, Resonance, Ridiculous, Shanghai, Singapore, Standards, Stories, Strategy, Sydney, Tattoo, Wieden+Kennedy
So I know that I’ve only just got back to writing this blog after being away for my eye-op, but today is going to be the last post of this year. Yes, it’s earlier than it normally is. Yes, I will miss reporting on some stuff like the shitshow that was Fuck Off And Pie ’25 [which happened yesterday and was renamed to ‘Fuck Off And Die’ … because the theme was ‘hot spice’] but there’s 2 main reasons why I’m ending this year’s blog today:
1. My eyesight is still pretty bad so typing takes me a bloody age. [Don’t get excited, this blog will be back when I’m back – which is the 19th Jan – over a month away]
2. It’s Otis’ 11th birthday tomorrow and so the rest of this week is all about him.
That said, this will be a long post … not because it needs to make up the 5 weeks or so this blog will be quiet or because I think people want to read what I’m spouting [let’s be honest, does anyone even read this blog anymore?!], but because it serves as a reminder for me of what I’ve done over the past 300+ days.
The reality is, while this years been dominated by my health, it’s been a generally good year.
Yes, there have been some incredibly hard moments … from the tragic passing of 8 people I knew and cared about – that bizarrely all occurred around the same, short period of time – that still deeply affects me to this day through to the individual I once valued and respected highly, who ended up showing me how fragile trust becomes when someone stops meeting you with the same honesty, then denies it, takes no accountability for it, then runs from it.
But even with all that – and it was pretty shit, made more painful by the fact I was contending with my own health dramatics – I feel very fortunate that I still experienced more high points in 2025 than sad. And given how tough this year has been for so many people, I appreciate how fortunate I am to say that.
And what high points they were …
Getting Bonnie … who has not just added such joy to the family, but has helped Otis in ways we could only dream of.
Watching the family thrive, shine and be happy makes everything worthwhile.
I got some lovely new tattoos.
Finding a brilliant new school for Otis that specialises in kids with his particular contexts and conditions.
Seeing some old friends I’ve not seen for years … topped-off by not just seeing Paula after 2 years away, but speaking with her at Cannes, which was extra-special.
Getting a new car … which I appreciate is as indulgent as hell, but it made me very happy until I had to stop driving it because of my eye. Fucking karma, ha.
My Life Vs Time thing that seemed to touch the nerve of a lot of people all over the place.
Wednesday, September 24th … where I found myself sitting on the steps outside Wieden+Kennedy Shanghai on a very warm night – around midnight – chatting to someone I’d met on that trip that turned into one of the seminal memories and moments of my life, despite the fact all we did was chat for a couple of hours and I’ll never see or talk to that person again. But grateful for that moment.
Talking of Wieden+Kennedy …
I went back to see them after 8 years and not only was it lovely – and surprising – to see some old faces, I got to leave some new stickers all over the place.
Now back to other stuff …
I bought a suit. A good suit. Which surprises me as much as it likely shocks you.
Seeing Ange Postecoglou get fired after 39 days of destruction and arrogance.
Working on some incredible projects for people who are truly wonderful, talented and creative humans.
Being overwhelmed with the kindness and generosity of people and clients in relation to my health and wellbeing … with special thanks and gratitude to Peter, who – on behalf of his clients – organized the surgeon who invented the surgical procedure I was going to have, to be part of the team who took on the drama and trauma of my operation. While we are still waiting to see if it was as successful as we all hope, I know I would not be even in this situation without him, the surgeons, the medical staff, my GP – Stephen Sohn – and the optician at Specsavers in Glenfield Mall … who all contributed to this having a shot of a happy ending.
Hanging out with some of the most famous and talented people in the World. Yep … at various points in the year, I found myself having dinner with a music/fashion superstar, an international model, one of the World’s most famous and iconic humans, a Hollywood screenwriter, the family behind one of the World’s most powerful and desirable Italian luxury brands, some Rock Gods and – on a wild 16 hours in NYC – gatecrashing the birthday party of the wife of one of the music industry’s most famous managers where I spent the evening sat between the wives of 2 different Rockstars who were so welcoming and epic before Taylor Swift entered the restaurant. [Culminating in a gift from one of them which was their way of telling me I was now ‘family’, which still blows my mind]
Having Metallica come to NZ after over a decade away, including a cup of tea at my house for some special guests.
Travelling a lot … including FOUR visits to my beloved China where, on one trip, I got to show some of my Colenso colleagues around for their first time there.
Talking of Colenso ….
We made some properly good work [of which, I’m particularly proud of the Family Roast stuff we did for Medibank for a whole bunch of different reasons and you can see the ad here, and the game here] , launched the brilliant ‘Dream Bigger’ book, won a bunch of international awards [though seeing us not win, we should have, was annoying – ha] and got to host/meet Fergus and his OnStrategy podcast in NZ.
In addition, while it was sad to see Martin and Augustine leave Colenso, I got to see them do great things on their new adventures while also getting to welcome James and Miz – who fitted in like they had been here for years. [Not to mention the wonderfulness of the team at large, who kept me learning, thinking]
As you can see, that’s a lot of good things … more than I probably deserve … but I am grateful for all of them.
Almost as grateful as I am for my son Otis.
Tomorrow, he turns 11. ELEVEN!!!
How the fuck has that happened? And while he has gone through many schools and classes in Shanghai, LA, London, Hundson and Auckland … the fact he is about to end his ‘primary school’ journey seems particularly momentous.
And yet, despite all these changes … and despite his dysgraphia challenges … he has handled it all so brilliantly of which one thing I am very proud of, is his ability to express when it is all getting too much for him.
I appreciate that may sound weird for a parent to be proud of … but I am.
Because if he feels comfortable enough to say when stress and anxiety is beginning to take hold, not only we can help him deal with it – in collaboration with his teachers who have generally been very supportive – it means we have created an environment where he feels safe and seen, and that means the World to us. And hopefully to him too.
He’s such a good kid, surrounded by other good kids.
Cheeky, mischievous, supportive, funny, passionate, compassionate. honorable, curious and independent.
And while they will all be going to different schools in the new year, I am confident they will maintain their friendship. Part of that is because of the way New Zealand works … but part of that is because of the bond they have. One built on more than just proximity, but a real connection based on shared interests, values and energy.
It took me a long time to realise how much energy plays into just how much you connect and relate to people.
Maybe that’s because I’m slow and stupid … but energy matching seems to be the real heart of connection. At least deep connection. And while Otis has met kids who share that with him in every country we’ve lived – most notably, his beloved Elodie in LA – he’s met more in NZ.
Of course, part of that is because he’s older and exposed to more … but for a kid that doesn’t really love the ‘outdoor life’ as is celebrated by all Kiwi’s [which, to be fair, is just like his old man] he’s definitely met his ‘peeps’ here. Maybe that’s why he has said that – while he knows we will leave NZ at some point in the future – he will want to come back and live here. And if that’s not the biggest compliment to the people of NZ, I don’t know what is. Which explains why that as much as my heart belongs to China, my gratitude will forever be with NZ.
So to my dear Otis …
Happy birthday my wonderful son.
I can’t put into words how much I love you but I can say how proud I am to be able to call myself ‘your Dad’.
I hope you have a wonderful day playing Geometry Dash and I can’t wait to celebrate your birthday with you and your friends this weekend.
Big love, hugs and laughs from your Dad, Mum and pooch.
Love you.
Rx
I’ve probably missed stuff to celebrate but this post is already too long so let me end it by saying a big thank you to everyone who has played a part in the good parts of my year as well as those who have popped by to read my rubbish on here.
Without wishing to sound too sentimental, but I am more grateful to you than you may ever know and I hope – whatever you are doing or celebrating – it soothes any pain you are feeling and/or elevates any happiness you’re experiencing.
Just don’t have a better time or better presents than I hopefully will receive over this period – hahaha.
And with that, I’ll see you on the 19th Jan 2026, and here’s to it being a better year than the shitstorm it has been for so many.
Hopefully … with almost 6 weeks of blog freedom, I’m starting it off on a positive.
See you on the other side.
Rx