Filed under: 2026, A Bit Of Inspiration, Apathy, Attitude & Aptitude, Class System, Colleagues, Communication Strategy, Consultants, Contribution, Corporate Evil, Creativity, Culture, Effectiveness, Leadership, Management, Marketing, Marketing Fail, Meetings, Music
There’s a company I work with that has 14 employees.
Of that 14, 4 are specialists and the remaining 10 are very smart, informed, experienced, generalists.
And they make US$100 million dollars a year.
PER YEAR.
Part of the reason they make so much money is the speed in which they make decisions.
Sure, with only 14 people, it’s much easier to achieve that … but that’s not the whole story behind their success.
Because while all their competitors employ 5+ times the amount of people as them [even though their revenues are a fraction of theirs] the driving force behind their speed is down to 3 things.
1 They understand who they are, what they believe and what they do.
2 They only hire truly exceptional talent with experience proven over years.
3 They trust their team so they can make decisions with minimal consultation or debate.
Or put even more simply:
Opportunities don’t get delayed, diluted, dismantled or discarded by ‘heirarchy management’.
And the result of this trust, taste and experience?
They’re not only regarded as one of the most influential and highly regarded companies in their field across the entire World … they’re viewed as being the most successful company in the history of their category.
Hopefully it is obvious why I say this …
But if it’s not, this quote from Dave Trott – I think – sums it up.
I have to be honest, I can relate to this … and what makes this even worse is I’m one of the lucky fuckers, because I generally only work – and have only worked – with clients and colleagues who have the taste, experience and ambition to do what it takes to create good, interesting and original shit day after day after day.
Which begs the question, what the hell is it like for so many others?
I swear the problem is too many companies care more about building empires than producing excellence.
Where the prize is quantity not quality.
Size rather than craft.
KPI’s over creating real change.
Pride in conformity rathe than standards.
And so we end up in this situation where we have countless levels of middle management … where each one dilutes whatever is in front of them to ensure they don’t risk being negatively judged by the level above.
Empowered to only ever say no and never yes.
Resulting in opportunities being killed by either a thousand comments or delayed by a thousand meetings.
Which is why productivity has little to do with which operational model you embrace.
Nor does it matter if you operate with a flat-org structure or an agile approach …
If you want to be killer rather than filler, collapse the layers and elevate proper talent.
No wonder the brilliant Simon Pestridge once told me:
“Middle management want to be right …
… but [good] senior management want to know how to be better”
Filed under: 2026, A Bit Of Inspiration, AI, Colenso, Comment, Family, Jill
Yesterday I wrote a post overflowing with love for my son and my desire to alway be there for him, even when I’m not.
Today, I am ensuring he can’t wait for me to get on with buggering off. Probably.
You see, I’ve had a beard of sorts for as long as I can remember … even before I didn’t have hair on the top of my head.
In fact the only time I’ve properly shaved was about 15 years ago when Jill wondered what I looked like without it.
Well she found out … and the answer was, I looked like a child.
We have never mentioned it again …
Anyway, recently my social media has been filled with clips of people who shaved their beards off their face to see how their family would react. Unsurprisingly, it wasn’t great. Not because – as was the case with me – they didn’t look good, but because they just looked so different.
Kids cried.
Partners trembled.
Animals growled and barked.
Now you’d think with that reaction, the idea of me even considering doing it again would never cross my mind … but it did. Fortunately, for me though, was rather than do it for real, I could turn to AI.
So I did, and this is what I look like …
Look at me!
LOOK. AT. ME!!!
Jesus Christ, I look like a fucking sex-pest.
Seriously, if I shaved and found myself looking like that, I think I’d voluntarily hand myself into the Police. Not because I’d have done anything but because I’d assume the Police would just arrest me for how I look.
And if you think I’m being hard on myself, imagine how my wonderful colleague, Gi, must be feeling given that’s kinda-how he looks every day.
Fortunately for him, he’s a much nicer, smarter and taller version than me … which means he can walk the streets without fear of arrest while also being completely safe in the knowledge I’ll never, ever shave, so he will never have to worry of being mistaken for me.
Consider that my gift to you Gi. And humanity at large.
Filed under: A Bit Of Inspiration, Childhood, Children, Dad, Daddyhood, Family, Jill, Love, Mum, Mum & Dad, My Childhood, Otis
Recently I heard an interview with the Led Zeppelin singer, Robert Plant.
Of course, Led Zeppelin is a long time off – but as I wrote here – his and the bands place in musical history is cemented.
Anyway, in this interview he talked about his kids – and his grandkids – and it got me thinking.
Despite the fact he is 77 years old, I never imagined him as a grandfather. To be honest I’d probably not thought of him as a father either. But of course he is, which made me wonder what it must be like for his family.
I am sure they just see him as ‘dad’ or ‘granddad’ … but even then, they must know he holds a huge place in millions of people’s hearts and minds.
But more than that – as he talked about going on small tours for the sheer fact he loved playing live – I wondered what his family thought of it.
Is it weird?
How do they connect the family member with the man on stage?
Do they see it as a family member doing their hobby or still holding court as a legend of music?
Having spoken to a friend – who photographed and interviewed Rockstars and their kids – I suspect, depending on their age, they find it amusing, confusing and wonderful. Something they know their family member has always done, but is about as far from their world as they could get.
But that’s not the point of the post, it was the fact they would always be able to hear him and see him even when he’s past.
Whether at his Rock God peak or in his older age, he would always be present.
Not just emotionally … but visually and sonically.
And while I appreciate that could have moments where it is hard, I would imagine it would also be reassuring.
I don’t have that with my Mum and Dad. In fact – apart from photographs – all I have is one short message my parents sent me on voicemail on a birthday.
Dad had had his stroke by then and Mum was trying to help him get the words out to send me best wishes. It’s both beautiful and heartbreaking and I know they’d love me to have had other things to wrap myself up in.
Which is why this blog is important to me.
Because for all the rubbish it spouts, it is me.
My voice. My thoughts. My conflictions. My beliefs … even when they change over the years.
But it’s not enough.
And while I’ve been ending all my talks with an image of my son … I want to do more. I want to make sure that when I’m gone, he has the choice to hear more of his old man. Not because of what I say, but more for him to know how deeply I love him and how proud I am of him.
Hopefully, he knows that already but I’ll never be able to express just how much he means to me … which is why I’ve decided to do the Temu version of Robert Plant in so much as from now on, if I am invited to talk at presentations or anything in the public domain … I’m going to make sure part of that is me saying what he means to me. Not for any performative stance … but just because should he ever be in a situation where he needs to hear his old man’s voice or to be reminded what he means to me, all he has to do is turn to the internet.
He may not want to, and that’s cool.
But – as I know my parents would have wished for me – he could if he wants to.
And sometimes, that’s all you need to feel a bit more peace about knowing you won’t always be there for them.
I say this as both a warning and an invitation to anyone who wants me to come speak at their conference/podcast or seminar, haha.
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Comment, Communication Strategy, Complicity, Context, Corporate Evil, Crap Campaigns In History, Creative Development, Creativity, Culture, Egovertising, Food, Management, Marketing, Marketing Fail, Marketing Science, Mediocrity, Meetings, Perspective, Relationships, Relevance, Reputation, Research, Respect, Strategy, Systems, Wieden+Kennedy
It’s been a while since I’ve had a real rant, but this is going to be one.
So if you need a peaceful start to your week, look away – otherwise strap yourself in.
One of my real worries for the future o f our industry is not AI … it’s our lack of seriousness.
Before I go on, there’s a couple of things I need to clarify.
First, I am not advocating we add even more process, systems, data and/or logic in what we do – frankly, they’re increasingly becoming an obstacle to both creativity and commerciality as they increasingly view audiences [or worse, ‘consumers’] as walking wallets and the only aim is to bombard them at the moment of potential transaction.
Neither am I suggesting we should be treating all we do like we’re saving the planet with high-concept art. There may be cases where this approach is the right approach … but when I say a lack of seriousness, I mean it in terms of how we think about what we do, more than what we actually create.
For years, the ad industries ‘piece de resistance’ – The Super Bowl – has been a car crash for advertising and marketing. An endless stream of contrived, unsubtle – and often, unfunny – sponsored jokes that feature a production line of celebrities who are all willing to destroy their legacy for a dump-truck of cash being poured into their retirement pension plan.
It’s so depressing.
Sure, every year there’s one – maybe two – ads that really stand out. This year, for me, it was Manscaped … an ad that didn’t feature a celeb, had an actual idea and was actually related to the product they make. But even then, was it up there with 1984 … or Born of Fire? Probably not, but it was fun, memorable and – while not related to the Super Bowl per se – was made for the Super Bowl audience’s entertainment. As was Coin Base’s ‘karaoke’ spot … which, in terms of understanding the Super Bowl ‘ad break’ context they were in and the typical US audience mindset in that context … was a clever idea.
Look, I get how much pressure is in a Super Bowl spot. I’ve been there. It’s a fucking nightmare. There’s an almost endless amount of pressure placed on the work as every-man-and-their-dog adds more judgement, demands and mandatories … fearing their multi-million-dollar investment will be negatively judged by a global audience. And they’re right to worry about that … except the one thing they all seem to forget is the ad agency knows how to write and craft a spot better than all the C-Suite execs put together, so maybe if they let them get on with it, they’d have a higher chance of their work being loved rather than [at best] ignored or [at worse] openly mocked for how bad, contrived and/or embarrassing it is – thanks to either a terrible story/idea, endless and meaningless product features being crammed into the spot and/or the huge pointers in the script to make sure audiences get the gag, because they think people may be too stupid to get it. [When it’s more because they just won’t care]
All this data. All these systems. All this marketing science. And we’re actually getting worse.
And while I appreciate ad agencies have a lot to answer for, they’re not the only reason for this decline – but we’re not allowed to say that are we? Oh no.
We’re not allowed to talk about the impact of procurement departments.
We’re not allowed to talk about the lack of respect for marketing in companies.
We’re not allowed to talk about the dehumanization of people in the research.
And while you may think my tone is being influenced by it being a Monday morning, you’d be wrong – because it has nothing to do with it being the start of the week and everything to do with this:
What the fuck?
Seriously, what the actual fuck!?
And no, it is absolutely NOT an April Fool joke … which would still be bad, but make some sort of sense.
I thought the Ritz Cracker ad at the Super Bowl was possibly the worst thing I had ever seen [and if you haven’t seen it, I am so envious of you] … but I was wrong.
Who came up with this?
How the hell did it get through the endless committees, hierarchies and research?
And why – given the big PR announcements – are they so bloody proud about it?!!
Hell, even the infamous Kendall Jenner Pepsi ad had the good grace to only be tone-deaf and stupid for 40 seconds … but this? THIS???
It actually makes me angry. Properly angry.
Angry our industry is associated with it – even though it smacks of something an internal group at the client came up with or an outside agency who wanted to pander for more business. Angry they will claim this shows how much they ‘understand their customers’. Angry they think they’re sooooo clever and smart for it. Angry that an agency either came up with this or didn’t speak up about this. And angry this is what marketing has become.
Sure, we’ve all suggested some radical [read: daft] ideas down the years.
Name changes.
New product variants.
New category extensions.
But more often than not, they’ve either been killed or they’ve been done with a lot more care, craft and reality than this.
Maxwell Apartments?!
Maxwell fucking Apartments?!
What I find even more confusing is that the owners of Maxwell House – Kraft Heinz – have been so bloody good with their communication over the past few years – or at least Heinz have – which is why whoever sold this [or mandated this] should be both promoted and fired all within the same meeting.
And while I’m sure there’s some people out there that think I am being a snob … I have 5 things I want to end this post with.
1 I understand there may be reasons for this work only those involved would know and – if made public – may help explain why this approach was undertaken. [see: Mouldy Whopper]
2 I understand good intentions don’t always turn into good work for of a million different reasons. [So while I get my hatred may sting, it’s because I know no one intended this to happen]
3 I understand different cultures/audiences have different tastes and maybe I’m not either of them. [Though I did work on Maxwell House at Wieden, so I am aware of the brand and its audiences]
4 Ideas tend to represent the standard of creativity, company, colleague and agency that you’ve been exposed to in your life, and this one smacks of people blinkered by data, inhibited by corporate politics and/or residing in an echo-chamber bubble.
5 And finally – if you think I’m being an asshole – maybe if I tell you how I found out about this idea, you’ll realise I’m trying to encourage us to aim higher, because not only does our industry need it, I know we are more than capable of doing it. You see, I learned of this work – which has been in market since Sept 2025 – from watching a ‘news blooper’ … a news blooper where the TV presenters found it so fucking stupid, they couldn’t stop laughing at it. On air. That’s right, people who are paid to keep a neutral face – whether announcing the best or worst of humanity – couldn’t keep a straight face about this. Not because they loved it, but because they were openly mocking it.
Maybe it made sense at the time.
Maybe everyone involved was suffering an unknown illness.
Or maybe they need better people or a better work culture where this sort of thing can be stopped because people can speak up without being put down so you don’t make newsreaders and the World think you’ve left them with the worst possible taste in their mouth.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Management, Social Media
Speak No Evil, See No Evil, Hear No Evil
A few weeks ago, on one of the social media platforms, I wrote the word ‘idiot’ in a comment.
It was a statement about something I’d done but it triggered the platform to immediately put up a message – prior to them posting – that basically saying:
“Are you sure you want to do this? It could be read as offensive”.
On one hand I appreciate it the caution.
On the other, I find it amazing they are so focused on policing their users language but don’t hold themselves to the same standards.
Let’s be honest, most of them fall far below that behaviour on a daily basis …
From the ability to manipulate images in the most offensive and gratuitous way possible to the harassment of women – and that’s before we even get to the corporate behaviour of many of these companies – social media platforms seem to think they can divert our attention from their massive moments of self-interest, profit-motivated behaviours by executing some automated, minimum standard, ‘standards management’.
Nothing sums this up more than the ban of social media for kids up until the age of 16 in Australia.
While this was not instigated by the platforms, many jumped on it to demonstrate their support.
Was it because they mean it?
Errrrrm, almost definitely not … the driving force behind their ‘compassion’ was the fear of what may happen if they didn’t support it.
And they’d be right to think that, because the real question we should be asking is ‘why do we have to save our kids from social media when the real solution would be to hold social media companies to account to help protect our kids?
Of course parents have a responsibility in all this. A big one.
But if you think social media companies are exempt from any of the blame is insane and if you want to know why, listen to this.
Warning: It is extremely triggering, but very important.