Filed under: Attitude & Aptitude, Dad, Daddyhood, Family, Love, Mum, Mum & Dad, My Fatherhood
Tomorrow would be my Dad’s 84th birthday.
That means he’s been gone 24 years, approaching half my life.
How is that possible?
But of course it is … demonstrated by the fact that I’ve been using the same photos of him on birthday posts for entire time this blog has been going.
Which is over 16 years.
They’re the things that reinforce the time he has been gone.
And yet he’s still here.
Maybe not as much as he was in the past, but where it matters.
Mum and Dad … this seminal duo in my life.
There for the big things in the first and second chapters of my life.
The good and the bad.
Of course I’d love them to still be here.
As I’ve written many times, the fact I have not been able to talk to my Dad about the life I’ve found myself living is one of the great sad parts of my life.
He’d have been thrilled.
And full of questions.
Which I would have absolutely loved to have answered for him.
I sometimes try to think of all the things he would have asked.
Some would be obvious, but his brain was so wonderful he would have thrown out some very unique questions. Questions that would make me think as much as he would be considering the answer.
Wanting to understand.
Wanting to connect.
Wanting to grow because of it.
That’s the kind of man he was. He deserved so much more than he ended up getting … but what he offered as a father was unsurpassed.
Even with the bits that used to drive me nuts.
Like the love of his sweet pea flowers, which were treated like new born children.
I still remember the time I ran in the house from the garden and trampled on them – as he’d left them in boxes by the windows to care for.
That was NOT a good conversation … hahahaha.
But I never doubted his love for me – and hopefully he felt the same – which for a parent, must be one of the greatest accolades a kid can give.
Hopefully Otis will think that about his old man.
Because I definitely think that about his grandpa.
Happy birthday Dad. Give Mum a big kiss from me.
Rx
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand Suicide, Communication Strategy, Confidence, Corporate Evil, Creative Development, Creativity, Culture, Management, Marketing, Marketing Fail, Perspective, Planners, Positioning, Professionalism, Relationships, Relevance, Research, Resonance, Standards
Brands love to say they know their customers.
They love to go on about the research they do to ‘get’ the needs of the people who use them.
And some genuinely do. Looking to understand how people live not just how they use, choose or buy their brand or a competitive product.
But sadly this group seem far more in the minority these days … with the preference being to outsource research needs to a ‘for profit’ external partner, who are asked to provide answers to drive immediate sales rather than to build long-term understanding.
Don’t get me wrong, I’m a massive fan of research, but I’m reading far too much that seems to be about telling the client what they want to hear rather than what they need to understand.
To be fair, that is also true of agencies as well, and so much of that is because a lot of companies have already decided what they want to do and say and they expect everyone else to fall in line with it. And I get it, in a quest to streamline process and maximise productivity, that makes perfect sense.
Except it doesn’t.
Because as George used to say ALL THE TIME, it’s like going to the doctor and prescribing your own medicine. And as much as people/brands may think they know what’s wrong, that doesn’t mean they know how to fix it …
Agencies and research companies should be paid for their independent thinking and approach to solving problems NOT paid to execute what someone else wants the solution to be. The great tragedy of brand communication these days is that somehow, independent thinking has been labelled as dangerous when the real danger is when there isn’t any.
When solutions are decided by financial hierarchy rather than expertise – and by expertise, I mean that in terms of what an organisation is actually an expert on, rather than what they think they are – you tend to end up with a pile of shit that then ignites a game of blame storming.
Here’s a perfect example of it …
Now I appreciate printer, photocopier, fax [?!!!] sales must be very difficult.
I get companies may only give them a second thought when they go wrong or run out of ink.
But … but … who the fuck approved this shit?
I mean, it’s bad enough they say they know what we need – which makes them sound like some sleazy office colleague – but then they come out with this gem of bollocks.
“Like twins who understand each other completely”.
What??? WHAT???
Apart from the fact it’s utterly, utterly pants. if they really had a telepathic understanding of ‘what we need’, surely they wouldn’t have to pay to have this shit printed in a magazine and they’d just turn up at their customers office with the requirements of their machine – even before their customer knew they needed it.
But that’s not the case because they don’t know their customers, they don’t know what they need and they sure as shit don’t know how to communicate to them.
I get people think communication and creativity is easy.
I get people think they know their customers better than anyone else.
I get they want everything to be as efficient as is physically possible.
But if anything should tell them what they think and what is true are very different, it’s rubbish ads like this. And while I appreciate this is especially bad, there’s a whole lot more expensive versions of this wherever you look.
Great creativity and research is born from independent thinking.
A desire to create value by giving you what you need not what you want.
Which is why companies who place greater value on what they can make their agency partners do – including how they do the job, how many people can do involved in job and how long they’re allowed to do if for – the more complicit they are when things are less effective than they could be.
I’m not saying agencies and research companies are perfect.
And they sure-as-hell aren’t all the same standard and quality.
But they’re much better when they can give you truth and possibilities than blind complicity.
Filed under: Attitude & Aptitude, Comment, Dad, Daddyhood, Family, Fatherhood, Jill, Love, Otis
I was going through some photos when I came across this …
It feels like a million years ago, but it’s less than 2 years ago.
It was taken around Christmas 2020 …
We were living in England and we’d recently bought that house.
We knew we weren’t going to be in it for long as I’d accepted the job at Colenso … but we wanted to enjoy it as much as we could while we were there.
And so we did.
But the snow added a new dimension to the experience.
It came down a lot over a few short days and so for the first time since I had left the UK 25 years earlier, I was in a place that had enough snow to mess about with. For Otis, it was the first time he could … the first time he properly experienced snow … and after he’d accepted it was bloody cold, it was a bloody challenge to get him back indoors.
Oh the fun.
Snowball fights.
Building snowmen.
Slipping and sliding.
It was amazing.
All topped off by us getting into our giant hot tub in the garden to get warm, while it snowed around us … which was a bizarre – yet awesome – feeling.
And while that house is pretty much isolated in the countryside, so the small roads were all ice rinks, something about that week made the whole thing even more special for us.
A chance to connect to that house. To build a memory with that house. To be a family home.
And yet, when I saw that photo it seemed like another life.
A world away from the one we live in now.
Yet it’s still our home.
We may well one day return to it.
And we still utterly love it and its garden.
Lots of people talk about their ‘forever home’. I get it …
But the reality is while a place you grow roots in, is very important … the thing we forget is we have to do the work. It doesn’t happen by itself. Those 4 walls require the interaction of the people in it to build something worth remembering it for.
And while that house only had us in it for 6 months [so far] that photo will forever remind me that sometimes, that’s all you need.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Brand Suicide, China, Communication Strategy, Crap Marketing Ideas From History!, Crap Products In History, Creative Development, Creativity, Culture, Food, Honesty, Marketing, Marketing Fail, Martin Weigel, Packaging, Perspective, Planners, Point Of View, Purpose, Relevance, Resonance, Respect, WeigelCampbell, Wieden+Kennedy
I’ve written a ton about brand purpose over the years.
Not as viciously as my beloved Martin Weigel. But close.
It’s not that I am against brand purpose, It’s when it’s used as a marketing tool and ‘updated’ to whatever trend is currently popular that my hate boils over.
It’s why I have always advocated for belief rather than purpose.
Belief is demonstrated by what and how you do things, not what and how you say things.
Or give things away.
Belief drives change. Purpose hopes for it.
Which is probably why so many brands prefer purpose.
The ability to look like you care without always having to demonstrate it.
Take this from Unilever food brand, Knorr …
“Our purpose is to reinvent food for humanity by being healthier for both people and the land. Knorr brings the power of flavour to good food to overcome barriers that stop us from eating for good”
Sounds good doesn’t it.
Sounds purposeful.
But for those who are not sure what Knorr make, let me enlighten you …
Yeah, when I think of flavour and good food – not to mention being good for humanity and the land – the first thing I think of is cheddar broccoli rice sides.
But maybe I’m wrong, how do you cook these things that help us ‘eat for good’?
Here’s the instructions …
Microwave directions: In 2-quart microwave-safe bowl, combine 2-1/4 cups water, 1 tbsp. margarine(optional) and contents of package. Microwave uncovered at high about 12 minutes* or until rice is tender, stirring once halfway through. Stir and serve.
Yep, thought so. Utter rubbish.
The reason I am writing this is because I recently saw a post from an ice-cream brand.
Have a look at this …
While those words sounds trite, purpose-for-marketing … food and culture are incredibly entwined and so there is a real chance it may be a badly worded version of what they really believe and do.
Let’s look at their website.
For those too lazy, here is a screenshot of their flavours …
Hmmmmn … doesn’t seem too much about people, places or cultures does it?
There’s a lot about ingredients.
Some even seem interesting. But absolutely no mention of people, places or cultures.
But is that surprising when it’s so obviously an absolute load of purpose-washing?
And what a missed opportunity.
They could truly make that into something that could change something.
Educate, unite, challenge, inform … tell the stories of the people, places and cultures that were the inspiration of those flavours through the flavours.
Ben and Jerry’s meets Tony Chocolonely.
And what makes it worse is their intentions sound honourable. They’re already a B-Corp certified business, choose ingredients that are direct-trade and believe in diversity.
All great and important things except nothing to do with what they claim they do on their packaging.
Many years ago, at Wieden, we were invited to pitch for an ice-cream brand.
We said yes because hey, it’s ice cream.
Anyway, when we got the brief, it read like a purpose fluffer.
My god, it was literally dripping in claims and terminology that not only had nothing to do with their category, but had nothing to do with any of their actions, behaviours or products.
We spoke to them about looking at ice cream another way.
If they had to have a ‘purpose’, make that purpose about what ice cream is supposed to be.
Fun and tasty.
Not deeper meaning. Just that.
And then prove it in the product, not just the experience.
You may think that is overly simplistic, but by then the entire category had gone purpose insane and no one was actually owning what they were and what people actually wanted.
Put it this way, it had gone a looooooong way from the days where BBH had brilliantly changed the way people looked at ice cream and did it in a way that was sexy, powerful and based on a real truth. [A campaign so good that is was spoofed brilliantly by Fosters Lager]
Anyway, for us, the way we could get back to what ice cream was but in a way that proved the fun was down to flavours … so unlike Jeni’s ice creams, we actually went out and talked to all manner of people about their weird tastes. Things they love others think are a bit mental. Things that make them deliriously happy for whatever reason or whatever duration. Because we saw an opportunity for the client to be more like a taste and colour experiment lab than a manufacturer of everyday ice-creams and flavours with an unbelievable purpose attached.
So we worked it all up and I remember it for 2 main reasons.
+ We used a picture of a cat in the presentation with an inverted cross on its forehead … which is still my favourite mad presentation image ever used. And I’ve used a lot.
+ When the client wanted us to justify our idea, we simply showed this …
It may not be the deepest reason you’ve ever read.
It may not even be the most exciting.
But it was definitely more believable than all the shit they were saying.
And with the flavour combinations we had and how it all came together with the creative work – which had some weird ice cream flavour meme generator at the heart of it … generating all manner of taste sensation madness out into the internet … it was something that not only would help them differentiate from the competition, but have a place and role in culture.
They hated it.
Instead they went with some bollocks about ice cream being ‘a gesture of love for those who are not rich’.
No, I’m not joking.
Which may also explain why they … Haagan Daaz and Jeni’s talk a lot about their purpose in society but are – with the possible exception of Jeni’s – increasingly irrelevant ice creams brands whereas that old, dumb favourite, Ben And Jerry’s, still has some sort of position in culture, because despite selling out to the death star Unilever, they try to do shit rather than just say it.
Emphasis increasingly on try.
But even with that, the reality is – as is the real test of any brand that claims to have purpose – they show what they believe through every aspect of what they do, even when it’s inconvenient, rather than market what they claim their purpose is, only when it suits them.
Enjoy your day. Be careful you don’t eat any bullshit.
Filed under: Advertising, Amsterdam, China, Comment, London, Love, Martin Weigel, New Zealand, Paula, Planners, Planning, Relationships, Resonance, Wieden+Kennedy
For someone this old, working in adland this long … it’s amazing how few friends I have in the industry.
Oh I know tonnes of people – you can’t help it when you keep moving countries every couple of years – and I love soooooo many of them, but in terms of actual mates, it’s not a massive amount.
However despite this, there are two people who have that moniker.
They may wish they didn’t.
They may wish I wasn’t about to advertise that fact.
But the brilliant Paula Bloodworth and Martin Weigel are most definitely two of them.
Obviously they need no introduction.
They’re 2 of the best and most respected planners in the World and have a body of work entire global agency networks would kill to have. But the thing many people don’t realise is that underneath it all, they’re just amazing humans who are also insanely talented.
Obviously we all met at Wieden and worked together on various projects across the network. But it’s more than that. I met a lot of amazing people at Wieden but I just clicked on a different level with those two.
That doesn’t mean we always agreed with each other.
In fact, the opposite is probably a better reflection of how we were … but there was something between us that meant we not only trusted and respected each others judgement, we felt we ended up in better places for the debates.
And we did.
And we still do.
Because even though only Martin is still at Wieden, we still talk a lot.
In fact we have a video call every week.
London. Amsterdam. Auckland.
And all we do is chat, laugh, debate, disagree and wonder.
And occasionally bitch, hahaha.
But what they may not realise is how they make me feel.
You see I have no problem asking them for their point of view and they have no problem giving it to me.
Except it’s not some wannabe intellectual wank-fest [which is good, because I’d always lose] it’s thoughtful, compassionate and – dare I say it – loving advice.
In short, they look out for me.
They tell me when they think I am wrong.
They tell me when they think I am right.
But most of all, they tell me things to think about to encourage the outcome that I hope for.
When I was made redundant, they were the first people I spoke to.
When I am moving to another country, they’re the first people I chat to.
When I want someone to bounce stuff off, they’re the first people I reach out to.
In an industry obsessed with pathetic intellectual swordsmanship, these two wonderful, beautiful, talented bastards swap weapons for compassion.
They make me a better person and colleague – albeit to Colenso, clients and Metallica.
And they ask for nothing in return.
Which reinforces they’re brilliant people but maybe not as smart as everyone thinks they are.
They’ll probably hate me being so gushing in this post given they both like to hide their public emotions in a black hole … but it’s true.
I love them.
I love their partners.
I love their multitude of animals.
But most of all, I love they’re in my life.
How’s that for a Monday post then eh?!