Once upon a time, I worked with a guy called Kim Papworth.
He was the co-ECD of Wieden London at the time, with the irrepressible Tony Davidson.
Now I am sure Tony wouldn’t mind me saying this, but he has a reputation as a bit of a madman.
Brilliantly creative.
Deliciously stubborn.
Fiercely challenging.
And slightly bonkers.
OK, so in their early days – when they were at BMP and BBH – this ‘unique’ reputation was allegedly shared … however as time went by, Kim started being seen by many people as ‘the nice one’.
While they are both ace, I get why.
Where Tony is loud, Kim is quiet.
Where Tony is chaos, Kim is clarity.
Where Tony is intense, Kim is calm.
Where Tony is random, Kim is considered.
Let me be clear, Tony was – and is – amazing and has always been so good to me, however many viewed Kim as the more approachable of the two … the one you could reason with … the one you could chat to … the one you could have a debate with and it’s this that was his most powerful move.
You see Kim … wonderful, kind, compassionate Kim … is steely as fuck.
Sure he doesn’t shout or rant or gesticulate or throw tantrums.
Sure he doesn’t swear or throw toys out the pram or act aloof.
But he was stubborn as fuck about letting the work win.
He wouldn’t let ideas be killed on an individuals whim.
He wouldn’t let ideas be changed to satisfy personal ego.
He wouldn’t let ideas be diluted to appease a committee.
He wouldn’t let ideas be burdened by politics or agenda.
He wouldn’t let ideas be sold short by timelines or small mindedness.
He wouldn’t let anything win other than the purity of the idea.
I once watched him keep a campaign on the table after a client had spent 30 minutes saying it was wrong and they hated it. Better yet, he did it in a way where the client was OK with him doing it.
He didn’t bully, lie or manipulate to get his way.
He did it by listening.
Intently.
Then he slowly but methodically went through each of their issues and talked about the options he saw to solve them … always ensuring they elevated the idea he believed in rather than diluting it.
It was – quite simply – one of the most amazing pieces of creative negotiation I’ve ever seen.
Actually, negotiation is the wrong word.
Because it was never about dumbing down the idea to keep a version of it, it was always about solving the problems the clients had but in ways that ensured the idea would be able to shine.
[The photo at the end of this post is from that meeting, where Kim awkwardly humoured me and my demands to commemorate the moment of magic]
While Kim was – and is – a brilliant, brilliant creative, one of his greatest skills was the art of listening, because he always saw it as ammunition that allowed him to keep ideas safe.
While there are others that practice this – including a bunch at Colenso for example – a huge amount of the industry simply hears stuff.
Listening and hearing are very different.
Listening is understanding.
Not just the words, but the context and the details.
But hearing …
Well, hearing is simply about sound and that’s why we often end up with divisions.
A battle between ‘what I want’ and ‘what you want’.
A war between creativity and client.
No one wins.
Sure, someone may in the short-term, but not long.
That doesn’t mean you can’t disagree or debate … nor does it mean you will always succeed in convincing someone to change their mind … but listening increases the odds.
It ensures the other party feels they have been understood.
It ensures your response is efficient and focused on the issue.
It ensures you are keeping the work on the table for as long as possible.
[And if he feels the demands being asked of the work undermine the power of the work, he’d just take it off the table and we would start again. And I believe in that to this day]
I have had the great pleasure of working with a whole host of brilliantly talented creative people.
People in adland, music, fashion, gaming and sport.
But the ones I find the most fascinating are the ones like Kim.
Who have the ability to feel like velvet, even when their focus is forged in iron.
Not because of manipulation, deceit or trickery.
But because they know, nothing is as forceful as the power of listening.
