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


No Tools, No Singular Processes, No Bullying, No Bollocks …
June 3, 2011, 6:15 am
Filed under: Comment

I know this video has been out for a little while and a shitload of blogs have picked up on it … and I also know I will look like the 2011 winner of the ‘Biggest Fucking Corporate Toady’ competition for writing this, however whereas most people have talked about what John say’s [which is great in itself], I want to talk about how he say’s it.

Some people are great at keeping their true persona in check when ‘performing’ in the public domain.

Steve Jobs isn’t always Mr Charming … Richard Branson isn’t alway’s Mr Mischief and Andy most certainly isn’t always Mr Vulgar * … however what you see on that video, is pretty much what you get when you deal with John Jay.

I am incredibly fortunate that I get to work with John both directly and indirectly … and while I know my Birkenstocked feet fill him with absolute fear and loathing, his manner is always calm, supportive, collaborative and inclusive.

And here’s the thing, I think this is one of the reasons he has been able to do be part of so much amazing stuff.

Not just because he’s stupidly talented, but because he is the master of gentle persuasion.

Whereas some people [errrrm, me] go in with all guns blazing and shouting their gob off here, there and everybloodywhere … John works slowly and subtly, gently guiding people into the right direction.

I should point out that when I say ‘right direction’, I don’t mean what he thinks is right, but what the person charged with the task thinks is right.

John’s skill is in helping and inspiring them to see all the possibilities … all the potential … all the opportunities … and then letting them make what they think is the right decision for the task in hand by themselves.

That doesn’t mean John doesn’t have or offer his opinion – he does – but he feels people are more passionate, involved and interested when they feel part of something and so he aids them to make better choices by quietly surrounding them with news, views, inspiration and expression so they can end up being in a better place than they might otherwise of achieved.

Or thought.

This ability to gently guide cannot be underestimated.

Gently nudging versus violently shaking means people feel included and empowered … and while this is a fantastic skill for a creative director to have, it’s possibly even more valuable for a planner.

This isn’t about not making a decision, it’s about making the right decision and given the seemingly ever decreasing timelines we are expected to work under each and everyday, having someone who can gently – and subtly – ensure you’re always heading for the highest common denominator rather than the lowest is a wonderful thing … especially when they let you be truly part of the development and direction, not just simply following their orders.

* Please note: Putting Andy in the same company as these 2 icons is purely coincidental and does not, in any way, reflect how I view him.


97 Comments so far
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what are those 2 fucking feet hanging out of john jays ass?
oh its rob fucking campbell, the crawling little fuck.

Comment by andy@cynic

You mean you couldn’t tell by the Birkenstocks?

Obviously not a planner then …

Comment by Rob

talk about the fucking odd couple.

Comment by andy@cynic

you are the fucking antithesis of john jay in every fucking way.

talent, success, connections, temperament, hair, but ill give you this campbell, you are pretty fucking good at seeing whats going on not just hearing it and that why i can let this super fucking corporate toady post pass because at least you put a new fucking spin to the clip and do it so theres some real (for fucking once) merit.

pity you dont follow the fucking advice youre dishing out though. hypofuckingcrite.

Comment by andy@cynic

Sorry, is that a compliment in there. Sure, it’s hidden really well – but I swear to god you’re saying something nice to me.

Comment by Rob

I follow the same policy here, but it doesn’t seem to be working.

Comment by john

it only works when you do it with people who are talented. not planners.

Comment by andy@cynic

That’s funny John, because I hear from London’s beautiful ladies you prefer the more ‘to the point’ strategy.

Comment by Rob

that afuckingside, why the fuck is the video direction of the clip a cross between a hallmark fucking cheap shit movie and that david brent music video in the christmas special episode of the office?

the british one.

the real one.

the only fucking one.

Comment by andy@cynic

That might be your best comment yet.

Comment by Rob

all my comments are my best fucking yet.

Comment by andy@cynic

I found the director’s need to include credits on a 2 mins video a bit weird too.

Comment by Rafik

how many fucking times does john jay email on the fucking steps?

theres no fucking way mr fucking fashion would dirty his $1000 pants by sitting on the floor. and was that a picture of dead pagant girl, jonbenet on the wall?

i always knew w+k were sick fucks. hire you. dead girls photos on their wall. theyre in league with the fucking devil. splash that on the front page of creativity magazine.

Comment by andy@cynic

Well they do say ‘Fail Harder’ so I’m just assuming they’re trying to put that to the ultimate test.

Comment by Rob

Great perspective on a topic that has had lots of coverage over the last few weeks.

You might have a major advantage over other bloggers because you work with the great man, but your view is very refreshing and adds additional interest and value to the overall clip.

I’d say you’re putting yourself down by claiming you’re nothing like John in working style. I’ve seen you gently guide from the background but I have definitely seen you up front and centre more. 🙂

The big question on everyone’s lips is who do you prefer working with, John or Andy?

Comment by Pete

I’m on team Andy and it has nothing to do with me seeing him on monday and never working with John Jay.

Comment by Billy Whizz

I definitely prefer to work with Andy – mainly because he’s my little bitch and does exactly as he’s told. Even if he doesn’t realise it.

I am the puppet master.

Comment by Rob

you fucking sad mental bastard cock.

but you say i am the best so youre not totally fucking fucked.

Comment by andy@cynic

john is very fucking good and all that but its like comparing a man who had a diet fucking coke fountain at his wedding with normal people. then when you add devastating looks, talent, charm and the ability to get right royally fucked over by some of the hottest women to walk the fucking earth you know theres no real fucking competition.

isnt that right campbell.

Comment by andy@cynic

That’s what everyone immediately thinks Andy.

Comment by Pete

This is a really good Robert. It’s interesting and demonstrates how insight comes from much more than just listening to what people say.
You should do more like this.

Comment by George

fuck with the chit chat, me or jj?

at least my initials dont make me sound like some porn star, thats got to count for some fucking thing hasn’t it? thats a rhetorical question auntie, dont fuck up years of friendship by answering.

Comment by andy@cynic

friendship in the loosest fucking possible terms.

Comment by andy@cynic

Yes Andrew, that’s exactly how I feel too.

Comment by George

cock.

Comment by andy@cynic

He wears 2 watches. At the same time. That’s why the luxury watch category is going up, John Jay is buying and wearing them all.

Good video though and a shockingly good post. Toady though.

Comment by DH

one watch tells him the time wherever the fuck he is. the other tells him how long its been since campbell has done any real fucking work.

Comment by andy@cynic

He better have a bloody good stopwatch on that 2nd watch then.

Comment by Rob

The first and only time that I saw this video I thought: no more behind scene about people who work in advertising. When you see how do they work or think, it seems that you get “certain” of them about who they are and as a result you get a few attributes of them when for sure must be more that makes him a great creative. Behind the scene not only kill imagination but also the magic about the whole thing that makes someone interesting. He was put in a box of images in a moment that words must take the important place. It’s not him, it’s the tool that it used to show him.

this was my experience with this video.

Comment by jim

Hi Jim, totally get what you’re saying – there’s way too many of those videos, but then I’d also say there are a lot of people out there that really like – and get benefit – from them, especially if they work in an agency where their view of training and inspiration is to give staff an HR guide that could easily be mistaken for a television operating manual.

The thing I like about the video, is that it doesn’t go into hyperbole or elitism, it’s something that [hopefully] many people can not only relate to, but feel they can do something about … which compared to many of the crop of ego films out there, is a very welcome change.

Comment by Rob

Just started reading your blog and really enjoying its content thus far Rob. Thanks.
On another note, and I am just going to throw it out there – not sure if it has been highlighted before.. but I am pretty sure Andy is in love with you…Very swimfan. Goodluck with all that. Cheers,

Comment by Jake

he is in love with me but then the fucker is only human.

but thats under investigation.

Comment by andy@cynic

Hi Jake, nice to have you pop by and I hope we hear from you again. As for Andy, his blog ‘persona’ is nothing like his real life persona which is why you mistake his ‘banter’ as a sign of love, when it really is a sign of being a vulgar, misguided bastard, ha!

Comment by Rob

Ha, well it is afterall an entertaining read, crush or no crush.
Thanks Rob.
Stick around Andy….every blog needs a villain right? plus, the word ‘fuck’ wouldn’t be the same without you.
Cheers!

Comment by Jake

he’s got great hair.

Comment by Marcus

It’s masterful in a way Mr D Trump aspires to.

And me to be honest.

Comment by Rob

hey, tell me about it.

Comment by Marcus

good video. good post. are there still tickets for the award show available tho 😉

ive only seen the video on one other blog. relieved.

Comment by peggy

oh ffs. too early to find the right box. good morning.

Comment by peggy

This post drew me away from the perennial and comfortable darkness of lurkdom into the full light of accountability and bright stuff.

Anyway, it brought up a couple of points that are really important to me. One is the gulf you get with a lot of us ‘creatives’ (not just in adland) – often the online persona is completely different to what the person is actually like to work with, the true persona. Now in the case of Andy here, that’s probably a good thing, unless he’s totally psychotic and/or Irish, in which case he’s been true to his brand.

But for someone like me (photographer/director/some form of creative madman), I think it’s really important to have a consistent and REAL persona that’s my brand – every aspect of the communication should be honest to who and what I am and do. So my twitter feeds, blog comments and private emails are all very much in the same vein as when you work with me in person or chat on the phone. Too many put on these masks, and then their clients, crews and collaborators get disappointed that that person is not who they come across as in other forums.

Also, gentle guiding. My god that’s a skill hard to come by. The trick is to first choose or find the right people. Then you just have to listen.

Final point is what John Jay was saying – silos. I am mainly a photographer, but I’m also a director, producer, often come up with the creative concepts for campaigns and am currently writing the copy on a web ad for a fashion campaign I’m directing as well. I’m not saying this to show how great I am (though I really am that great. Really really. I make pigs fly), but to show that we stick people in these little holes and then get surprised when they do something different. I struggle sometimes to show people in adland all that I do, because they don’t understand. To quote a art director fairly recently “You’re a photographer AND you can also write the copy? How does that work?” How? Very easily. Bugger the boxes.

**rant over**

Comment by Alex

Hello Alex, congratulations on reaching blog comment puberty – I know it might feel weird and scary, but I promise you it’s not.

I absolutely understand what you’re saying – its basically the premise of my Generalists vs Specialists argument [which you can be bored with here: http://bit.ly/evUWFZ and here:http://bit.ly/fxRuHu%5D

The tragedy is that in my experience, one of the worst industries to embrace variety is the advertising one, you know – the ones that go on about how creative they are. The bigger irony is that the people so many of them hold in the highest esteem are the individuals who literally did a variety of things in a variety of areas, not just focused on one particular expression of creation.

Talk about irony eh!

If it makes you feel any better, the whole industry is full of fuckwits best exemplified by their need to label themselves ‘creative’ … which let’s face it, is not what musicians, artists, writers, directors etc call themselves, even though it could be argued they’re demonstrating the creative spirit more than most in adland.

That didn’t make you feel any better did it?

Sorry.

Comment by Rob

My fingers just broke and there’s a funny smell on my keyboard, does that count?

Comment by Alex

I wish ad folk would stop talking about magic. If they thought about it a little, they’d realise that magic is predicated on deception and they should be aiming for something else. Heightened reality is way too pretentious a term but it’s closer to the mark.

Comment by john

I think they refer to magic in the sense of wonder, excitement, enchantment and happiness … not that Paul Daniels had a pack of cards hidden up Debbie McGee’s arse.

But I could be – and probably am if you think differently – am wrong.

Comment by Rob

The ultimate bum deal.

Comment by john

You’re right, it’s far too pretentious.
By the way, I got your file to work, thankyou.
The dawdling flaneur below couldn’t even arsed to download it

Comment by northern

Any advanced enough technology is indistinguishable from magic…

Maybe creativity is the same? Magic is about deception, but it is also about spectacle, craft, creativity and surprise.

Comment by Rob Mortimer

I disagree. Technology is only “magical” to those who knew what went before and only then if they spend the time to think about it more often than on the first exposure.

To incumbents it’s just the norm and since it’s also entirely fallible, we notice and complain when it fails and we feel deceived.

All the other adjectives are worthy goals but if marketing is based on deception, then we’re back in the realms of short-term sales and underwhelmed customers.

Comment by john

I’d argue most people using Kinect for the first time would think it was magic. Likewise the 3DS.

Where the mass audience has no idea of how the tech works, it seems like magic.

Imagine the first time you saw motion sensing, or QR codes.

I’m not saying marketing should be about deception, but the other aspects of being magic aren’t all bad.

Comment by Rob Mortimer

whoa. the mass audience has no idea. back to start please. i neither have an idea how this or that works in detail. but i could find out if i wanted to which is the point. and tech and the other stuff is not that hard to grasp.
also we live in demystified times. generalisation watch out.

Comment by peggy

That might be the case Peggy, but I’d say many people don’t find out how stuff happens and as such, get captivated by the initial experience, even if it loses it’s appeal once it has become part of their everyday.

We’re all commenting from the perspective of analyzing ‘creative magic’ rather than the feeling you get [or some people get] when experiencing it.

The issue is more what adland classes as magic rather than how/when people feel it.

Comment by Rob

the point i was making is that they could find out how it works. or know that someone has done it. its most certainly not a gift from god. what some people in advertising might find magical…

i dont understand the rest of what you are saying. must be that creative magic i suppose.

Comment by peggy

Pretty much anything can be found out if you want to. The thing is, quite a lot of people don’t want to – hence the experience can feel magical and some ad people can say that is what the offer.

Sure it’s not magical in the truest sense of the word, but then society rarely lives by that tightness of definition.

Comment by Rob

i didnt say they want to. or dont want to. not everyone is a scientist pondering over the big bang or other stuff. but that doesnt mean they are stupid enough to sit there in awe wondering whats going on (slightly exaggerated for comedic effect).
after all, im even more convinced advertisisng doesnt offer magic. creatively or otherwise. but then, everyone is entitled to their own opinion.

Comment by peggy

Rob kind of made my point there. Not that people can’t find out, but until something becomes common it’s not always easy to find out.

Would a 50 year old who just bought a Wii know how it sensed motion? Does the average 14 year old know how the 3DS works without glasses?

If not would you expect them to spend 30 mins online reading the tech details? I doubt it!

Comment by Rob Mortimer

before this becomes a debate… ah it is already.

not everyone is fascinated by tech. or advertising. or qr codes. let alone cares about it as much as other people do. or would describe it as magic. or cool. or whatever.
im sure a 50 year old who buys the wii for him/herself knows whats going on. and the 14 year old. he or she as a non-nerd probably just uses it. and doesnt give two cents about it. but great to show it off at scholl yeah

Comment by peggy

you know that do you peggy? you know that as much as some ad twat knows they feel a sense of magic. careful you dont end up sounding as delusional and dictafuckingtorial as the average creative director, youre way fucking better than that.

Comment by andy@cynic

i know what. i know a lot of things i dont want to know. becoming delusional? im disillusioned, trying to hide it as best as i can. doesnt always work.

Comment by peggy

isnt magic something you cant explain? kind of negates advertising, tech or (magic) tricks being magic.
pretentious or not, i like heightened reality

Comment by peggy

*cant rationally explain* is better maybe

Comment by peggy

oh, that was supposed to go under John’s post.

By the way, one of my best friends looks like Paul Daniels, and would you believe his Mrs is the spitting image of Debbie McHee?

Yes, I’m a little unhinged today. Some bastard has stoled my Yorkshire tea.

Comment by northern

Bastard indeed.

Comment by Rob Mortimer

Super bastard.

Talking of that, I have just signed an email off to our new client “Retards, Rob” so it’s all going bollocks.

Comment by Rob

Tea bag thief found. Fucking freelancer.

Who it due to have a creative review with yours truly in about an hour (strokes white cat with a menacing smile)

Comment by northern

Do me proud. Actually, do Andy proud – that should really scare him.

Comment by Rob

no one should steal tea. hit the fucker.

Comment by andy@cynic

With apologies to Gordon Ramsey:

First, gently prepare the victim by wondering if the work was on brief -“Which is fine, but how do you think it works against the objectives”

Then make him look like a tit by oversimplifying his argument- so what you’re actually saying is that all men are petrol heads, is that right?

Then carefully disect his arguments with obscure facts from the client’s useless quant research no one will have the willpower to follow up on

Than cook him to a crisp by pointing out his favourite idea has been done ten times before.

Offer him a cup of tea.

Dirty thieving (talentless) freelancer? DONE

Comment by northern

Excellent prelude to misplacing his invoice.

Comment by john

theres a few people on here who are sounding exactly like the fuckers theyre slagging off. fucking good on them for having their own point of view on what the fuck magic is or isnt but you cant fucking slag someone off because they think its something different. its like telling someone what they feel is wrong. i learnt that from wife #2. first good thing shes ever done for me.

Comment by andy@cynic

How did she feel about that?

Comment by john

fucking great because it meant she got a fucking top up on the fucking fortune i already paid her each month.

Comment by andy@cynic

So acknowledging her feelings did you no good at all? There is no justice.

Comment by john

fucking lawyers. make bankers look almost fucking human.

Comment by andy@cynic

theyre not as good as shit builders at extracting cash though.

Comment by andy@cynic

It’s why I like your argument style – constructive bollocking 😉

Comment by Rob Mortimer

beats gentle fucking nudging every fucking time.

Comment by andy@cynic

Magic…. Whatever you want to call it, the audience is only after an experience and they only care about something that connects with them on some form of emotional level. It’s what we’re always trying to achieve with any form of work, whether advertising, gaming, movies or any other communication. Hopefully. Unless we’re made of bollocks……..erm….

But I think that the instant connection is that magic. It’s connecting to that wide eyed little kid inside of you going WOW – that moment of wonder.

Incidentally, can someone please torture slowly the idiot who wrote the copy for the ‘magical’ ipad? It’s not magical, it’s a frickin tablet. Yeah, it’s cool, but it’s just technology. If it made me a macchiato and washed the dishes I’d call it magical. But then I’d just be a wide eyed kid…..

Comment by Alex

you show some bastardly potential. you can come again.

Comment by andy@cynic

when he decides to grace us with his fucking presence, you want to collar bazza and bend his fucking ear. id do the same but i want to still get free shit, even if i get a pointless fucking remote control and campbell gets ipad 2s. the wanker.

Comment by andy@cynic

Why thank you mr gatekeeper. Can I get a lollipop now?

Comment by Alex

youve got me mistaken for doddsy, hes the perverted fucker that hands out the lollipops.

Comment by andy@cynic

and my offer can be taken back in an instant so befuckinghave.

Comment by andy@cynic

and why the fuck has no one said jobs and branson are the fucking luckiest lucky fuckers in the world to have their names mentioned in the same breath as mine?

jealousy is such a fucking nasty and unproductive trait.

fuck you fuckers, ive got people to see and places to go. unfuckingfortunately its a bunch of money sucking shitter than shit builders and canada.

Comment by andy@cynic

#80

is it me or is this shit getting more comments at the moment. what the fuck is wrong with you people.

Comment by andy@cynic

It’s you – 25 times so far on this post it’s you.

Comment by john

You spoil us.

Comment by john

you counted how many comments i made? you sad fuck.

and 25 isnt fucking 80 is it.

Comment by andy@cynic

Of course I didnt. I estimated.

Comment by john

Can someone ask John what hairspray brand he uses to keep his hair so perfect, I need to fix some speakers to the wall.

Comment by Billy Whizz

john jay seems like a nice man. and i like the bit about all CEOs should get out on the street and not being boxed in. the rest of it? well, you know, i’m critical about lots of stuff.

one thing that struck me was the throwaway line about people not hiring an architect based on their style. not true, most of the time. that’s the primary reason they hire an architect – whether it’s the style of building, or the style of language or style of process – otherwise, they just hire a builder. something generic that get’s the job done.

and i think w+k are taken on because of their style. not just a visual style, but HR, ethos and process. it may not be singular, but it’s definitely particular.

Comment by lauren

Hi Lauren. I know what you mean about the architect comment, I thought exactly the same when I heard it – however knowing him, his work and the company he/we work for, I think what he meant was that you don’t hire an architect and say “do whatever you want, I have no right to pass any comment, judgement or demand” you hire an architect because you like their work, approach and overall asthetic and get them to work with your needs/wants.

Pure Exclusivity vs Accepted Levels of Inclusivity so to speak.

I’m not saying this because I am trying to win the 2012 Corporate Toady award, but because W+K are the living embodiment of a company that is hired because of particular principals that lead to work with a particular look, feel and/or tone hence I think that part of the video is more to do with bad explanation than bad viewpoint.

God I hope so or [1] I’ll be sacked for disagreeing with him or [2] sacked for publically disagreeing with him – but then he sent an all staff email about the new basketball stands we’ve got in the office saying “If Rob Campbell does a sick reverse slam dunk and breaks it, he’s paying for it” … which shows he’s not adverse to mischief or making the odd terrible mistake, ha!

Comment by Rob

Basketball “stands” – is that what they call them in Nottingham Shaq?

Comment by john

oh boy. if he can get you to do a sick reverse slam, i’ll be his best friend forever. [blessing or a curse – you choose.]

Comment by lauren

and there is nothing ‘so to speak’ about this pile of offensive language:

“Pure Exclusivity vs Accepted Levels of Inclusivity”

that’s 10 mins in the sin bin for you mr campbell. 🙂

Comment by lauren

Good point, washing my mouth out with acid as I type.

Comment by Rob

LeRob Campbell?

Comment by Age

Fuck me, Age has decided to come back and comment on here. I can only imagine the reason for the long delay is either [1] Paul & Kev are working you like a bastard or [2] you are too good to be seen on here.

Though it’s probably [3] Both 1 & 2 … but it’s great to have you back matey. How are you? Hope all is well and I might be seeing you sooner than you think. You poor sod.

Comment by Rob




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