Filed under: Comment
Photo: Reuters
Strategy … one of those words like ‘insight’ that tends to have quite a ‘flexible’ definition, often determined by the needs/wants/egos of the individual who wishes to manipulate it to justify their own personal goals and agendas.
The problem with strategy – like insight – is that there is rarely a fundamentally wrong choice, it’s just that some will be more ‘effective’ than others … though that opens up the debate as to what ‘effectiveness’ means because that’s another one of those words that has seemingly multiple interpretations, often determined by the situation and circumstance of the individual discussing it.
There’s been way too many occasions where I’ve seen strategy and insight cast aside or ‘re-interpreted’ by agencies and clients just to fulfil/justify a personal objective … and whilst business will always require an element of flexibility to thrive, that should not mean companies can shred the ‘policies’ of how they operate [or more importantly, the ‘policies’ of what they should never do] just because they inadvertently create an obstacle to some short-lived ego trip.
It’s for this reason that I find it hysterical when clients and adland talk about the importance of strategy – because just like Charlie “I don’t pay prostitutes for sex, I pay them to leave” Sheen and his hooker obsession – they’ll kick them out without a second thought as soon as they think there’s a new cheap thrill available.
Hell, at least adland has the decency to pay some sort of homage to what is supposedly the client’s long-standing business strategy … too many companies change their mind like they’re one of Billy’s bloody dates!
Sorry, just had to get that off my chest. Thank you.
Photo: ShopDPO.com
So it’s almost Easter and because …
[1] I’m travelling
[2] my fucking laptop has decided to die on me. AGAIN
[3] I need to get a load of stuff finished before Friday
[4] I’m going to be pulled from geographic pillar to geographic post for the next week
[5] I’m soooooooooooooooooo religious [well I am when it relates to choccie eating]
… this is going to be my last blogpost till mid-next week.
Now because I know you need your daily dose of timewasting, I thought I’d write a long blog post covering 5 times as much shit as I normally do. No need to thank me, it’s just the kinda guy I am.
First of all, for all of you doing the A[P]SOTW assignment, don’t forget it has to be in by next Wednesday …
I’ve not had many questions so either you’re all busy beavering away on your persuasive arguments or simply can’t be arsed to do it.
The other thing is ….
Well actually there is no other thing, you see I’ve just got off another bloody plane … I’m tired … I’m hungry … I’m immensly pissed off I’ve had to write this post on a hotel laptop because my bloody computer has failed FOR THE THIRD TIME IN LESS THAN 6 MONTHS [do you hear me Jonathan? What about you Bazza?] … so instead of bringing the mood down at this important religious time [ahem] I’ll just bid you all a toptastic Easter and leave you with – if you’re a small minded media or marketing person – the scariest video you’ll see since War Games. Or that Colgate thing from last Friday.
Jesus this post is shit isn’t it. Just think – it’s a few minutes of your life you’ll never get back.
NEVER. GET. BACK.
EVER!!!
So lets put you – and this post – out of its misery by saying bye and that I’ll see you next Thursday, unless [1] I’ve had a chocolate induced coma and am currently residing in hospital or [2] I’ve had a technology-frustioning heart attack and am currently tied up in ECG machines.
We’ll see, happy munching …
Filed under: Comment
My 3rd or 4th Birthday Party
Whilst I could say the title of this post could be a valuable lesson for brands [1] I’ve already said that quite a few times and [2] I’m writing a post kinda-slagging this thinking off, so just see it for what it is – another ‘Rob in sentimental old fart’ mode.
Got it? Cool – then I’ll begin.
I received this email from a friend of mine a couple of days ago.
No doubt you’ll all of received something like it at some point or other … and whilst I don’t know if the story is true, it’s still powerful.
Now I admit nothing like this has ever happened to me [especially where a friend I’ve known from School has turned into a hunk, ha!] but a friend of mine had a very similar situation with a colleague and it fundamentally changed how he managed his company and people – which is possibly why he is now regarded as one of the most decent big bosses out there.
Saying that, I know firsthand how the simple act of friendship can make a huge difference.
Without doubt my dearest friends Paul, Tony and Charlie [plus Jill – but she’s my wife so it’s different, she HAS to care, haha!] have helped me get through various challenging periods of my life.
It might have been a word of encouragement, a phonecall or a hug – it doesn’t matter, the fact is they somehow instinctively knew when their presence was needed and when it would have maximum effect and that is why I will always be there for them and why I refuse to use the word ‘friend’ flippantly.
You see whereas other people say they have friends coming out their arse [not the best turn of phrase there] I have very few.
I know lots of people – lots of great and interesting people who I enjoy spending time with – but a friend is someone very special to me and it’s certainly not someone who I’ve just met and had a couple of drinks and laughs with.
I must admit I always find it weird when I meet someone who has just moved to a country and have seemingly got the widest social network ever. Of course it could be because I’m comparing their situation to mine – someone who is more likely to be friends with the local coffee shop worker or a security guard than someone in my own industry circle – but I still can’t work out how someone can call another person a friend when they’ve only just met them.
To me ‘friendship’ has become like those other vastly overused words like ‘love’, ‘innovation’ and ‘revolution’ … a pale interpretation of what it once was.
Yes I know I am strange … yes I know I sound like I’m 105 years old … yes I know this attitude has both pissed off and frustrated a whole bunch of people in my life over the years and no, I don’t know why I’m telling you all this … so how about I just get on with telling the story before you think I’m even more of a fuckwit than you already had decided …
One day, when I was a freshman in high school,
I saw a kid from my class was walking home from school.
His name was Kyle.
It looked like he was carrying all of his books.
I thought to myself, “Why would anyone bring home all his books on a Friday?”
“He must really be a nerd.”
I had quite a weekend planned (parties and a football game with my friends tomorrow afternoon), so I shrugged my shoulders and went on.
As I was walking, I saw a bunch of kids running toward him.
They ran at him, knocking all his books out of his arms and tripping him so he landed in the dirt.
His glasses went flying, and I saw them land in the grass about ten feet from him…
He looked up and I saw this terrible sadness in his eyes
My heart went out to him. So, I jogged over to him as he crawled around looking for his glasses, and I saw a tear in his eye.
As I handed him his glasses, I said, “Those guys are jerks.”
“They really should get lives …”
He looked at me and said, “Hey thanks!”
There was a big smile on his face.
It was one of those smiles that showed real gratitude.
I helped him pick up his books, and asked him where he lived.
As it turned out, he lived near me, so I asked him why I had never seen him before.
He said he had gone to private school before now.
I would have never hung out with a private school kid before.
We talked all the way home, and I carried some of his books.
He turned out to be a pretty cool kid.
I asked him if he wanted to play a little football with my friends
He said yes.
We hung out all weekend and the more I got to know Kyle, the more I liked him, and my friends thought the same of him.
Monday morning came, and there was Kyle with the huge stack of books again.
I stopped him and said, “Boy, you are gonna really build some serious muscles with this pile of books everyday!”
He just laughed and handed me half the books.
Over the next four years, Kyle and I became best friends..
When we were seniors we began to think about college.
Kyle decided on Georgetown and I was going to Duke.
I knew that we would always be friends, that the miles would never be a problem.
He was going to be a doctor and I was going for business on a football scholarship.
Kyle was valedictorian of our class.
I teased him all the time about being a nerd.
He had to prepare a speech for graduation.
I was so glad it wasn’t me having to get up there and speak
Graduation day, I saw Kyle.
He looked great.
He was one of those guys that really found himself during high school.
He filled out and actually looked good in glasses.
He had more dates than I had and all the girls loved him.
Boy, sometimes I was jealous!
Today was one of those days.
I could see that he was nervous about his speech.
So, I smacked him on the back and said, “Hey, big guy, you’ll be great!”
He looked at me with one of those looks (the really grateful one) and smiled.
“Thanks”, he said.
As he started his speech, he cleared his throat, and began
“Graduation is a time to thank those who helped you make it through those tough years.”
“Your parents, your teachers, your siblings, maybe a coach … but mostly your friends ….”
“I am here to tell all of you that being a friend to someone is the best gift you can give them.”
“I am going to tell you a story.”
I just looked at my friend with disbelief as he told the first day we met.
He had planned to kill himself over the weekend.
He talked of how he had cleaned out his locker so his Mom wouldn’t have to do it later and was carrying his stuff home.
He looked hard at me and gave me a little smile.
“’Thankfully, I was saved …”
“My friend saved me from doing the unspeakable.”
I heard the gasp go through the crowd as this handsome, popular boy told us all about his weakest moment.
I saw his Mom and dad looking at me and smiling that same grateful smile.
Not until that moment did I realize it’s depth.
Never underestimate the power of your actions.
Filed under: Comment
They say perception is reality … but it isn’t, it’s the perception of reality which doesn’t mean it’s what is actually going on.
Sure there are some examples where perception can create the ‘reality’ … placebo drugs for example … but that is not always the case.
Let’s face it, a Wonderbra may give the perception of a woman with hydrogen filled balloons balanced precariously on her chest, but the reality is still going to be 2 beans on a slice of toast or 2 sacks of spuds that fall straight to the floor once the support has been removed [where they hell is this coming from???] and ‘The Blair Witch’ movie may have given the perception that viral advertising really worked when the reality is [1] no other movie has managed to achieve the same level of success using this strategy and [2] despite spending a small amount in Hollywood terms, the Blair Witch movie still invested tens of millions of dollars in marketing [est. US$25 million] – a fact an alarmingly low number of people realise.
It’s the willingness of society to embrace these perceived truths [or the fact that because it happened once, it will always give the same result] that I believe is leading to many going through life in a state of illusion and delusion – helped along by such things as [previously] easy credit, advertising and Government influence/policies – however with life currently enjoying [?] a phase of ‘unfiltered reality’, I am hoping the curtain of illusion has been pulled back so the light of reality can flood in, because as frightening as it may first appear, once we’ve seen where we stand, a bunch of good and meaningful things can start to happen.
To help things along [and this is possibly the worst link to a site EVER] allow me to direct you to this site … www.makelovenotporn.com … though I advise Billy to buy some hankies before he checks it out, not because it actually features porn [sorry] but because he’ll need something to wipe up the tears of reality.
PS:I appreciate Charles may disagree with the site given his recent rendezvous with a Thai porn star but that’s an exception, not a rule. 🙂
Filed under: Advertising [Planning] School On The Web, Comment
Thank you to everyone who has submitted an assignment, I’ve had a quick look through them and they all look very interesting.
I’m going to be passing on the assignments to the judges and then write up all their feedback in [hopefully] a couple of weeks.
Should any of you have any questions in the meantime, please don’t hesitate to email and I hope you found the assignment fun. Or at least funnish.