Filed under: 2024, 2025, A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Colenso, Colleagues, Contribution, Crap Marketing Ideas From History!, Creative Development, Creativity, Culture, Death, Emotion, Empathy, Family, Fatherhood, Home, Jill, Love, Loyalty, Marketing, Martin Weigel, Mum & Dad, My Childhood, My Fatherhood, New Zealand, Nottingham Forest, Otis, Parents, Paul, Paula, Relationships, Resonance, Sport, Strategy, Sunshine
So this is it, the last post of the year.
Can’t believe it.
Looking back on 2024, I have to admit that generally it’s been a really good year for me.
+ The family are happy and healthy.
+ I’m happy and unnervingly healthy.
+ Work has been good and rewarding.
+ My team have been [generally] bloody wonderful, haha.
+ I got to travel a bunch to work with talented people on awesome projects.
+ I experienced stuff I’ve never had the chance to do before, which at my age is epic.
+ I was part of some creativity that’s right up there with some of the best stuff I’ve ever done.
+ This blog – albeit by its ‘questionable standards’ – had some pretty decent posts. Kinda.
+ I got a bunch of new tattoos and a new car – albeit one that was crashed into within a week.
+ Forest stayed in the Premiership and – so far – are doing better than the last 2 seasons.
+ And last but by no means least, the Tories got kicked out of government in the UK.
So, with that list of achievements and experiences, I can say this year, by all accounts, has been a pretty epic year for me.
Now I completely appreciate my privilege in being able to say this when so many are having such a hard time, but I can’t deny it happened … and while I’m obviously grateful for it, I also know it is as much down to luck than any so-called ability I may or may not have.
That said – and in no way am I trying to suggest this ‘balances things out’ – there’s been a few things that have been very challenging for me and my family to deal with this year. Not just in terms of the shit the World is going through right now … but things much closer to home.
The loss of our dear Rosie after 17 amazing years, the break-up of my best friend’s marriage after almost 20 and the horrible, premature death of a dear client placed a huge toll on us/me emotionally and professionally.
And while we know ‘life goes on’, that doesn’t mean they don’t leave scars … scars that I/we are still experiencing and dealing with today.
Each of these tragic events had a very destabilizing effect on me/us … amplified by the fact that in the case of Rosie and Paul/Shelly especially, they were long-term ‘stability pillars’ for us and now they are irrevocably fractured.
I should explain what I mean by ‘stability pillars’ …
Put simply, they were entities we could rely on – or lean on – through good times and bad.
An emotional life-raft, as it were … and given we have chosen to live so far away from so many of the people and places we feel most connected to, it meant we probably had an over-reliance on their involvement in our life.
An over-reliance that we may have taken too much for granted. Thinking it will never change or go away. Naïve maybe.
Now don’t get me wrong, we have friends in NZ and enjoy living here, but it’s different … partly because we’re not from here, partly because we’re still relatively new here and partly because we know we won’t be here forever.
Of course, I get that’s ultimately our choice and decision, but the point is for all the positive things that have happened to us and for us this year – and there’s more than we could have hoped for or maybe even deserve, at least in my case – the impact of those 3 important relationships, have left an indelible mark on the year for us.
Which leads to why this holiday season is so important for me … for us … and most likely for the people involved and affected by the events that have happened.
I cannot tell you how much I’m looking forward to it. Not just because it’s a break, but because it’s a chance to unite, gather, refresh, restore and replenish.
I absolutely get others deserve – and most likely need – it more, but it still is very important and valuable to us too.
Fortunately, not only will we be getting it, but by living in NZ – which, as I wrote here, is the best place in the World to have it – it means we will have the space to truly embrace it and I’ve never been so grateful for it.
Talking of grateful …
This year was only possible because of the people around me.
From my family and friends, through to my colleagues and [some] of my clients, haha.
But it would be remiss of me not to acknowledge the people who read my rubbish on here.
And while I no longer allow comments, I know there’s still a bunch of people out there who do thanks to the data, the emails or the sarcastic texts. [Hello Andy!]
I’ve been writing this for almost 2 decades and in many ways, it has forged the glue of connection that has made our constant moving around the World a bit easier.
A way to never feel too alone. Too isolated. Too new.
That may sound dramatic, but it’s true.
Which is why I want to offer my thanks to each and every one of you for all you have done for me – even if it’s just occasionally read what I write.
I’m grateful for your interest and commentary and hope the holidays will be as good to you, as I hope 2025 is good for all of us.
Just with mine being a little bit better than yours … hey, I’m an only-child, so what do you expect? Haha.
In all honesty, I have some specific plans/hopes for next year. Plans/hopes that could give me a different perspective and experience in my – and my families – life. Whether that happens is anyone’s guess, but I’m quite excited to see if I can pull it off. See what we may discover and experience if it happens, both individually and as a family.
But before that can even happen, it’s time to rest …
So with that, I say ta-ra.
See you on the other side.
For year 19, starting Jan 13, 2025.
Happy holidays everyone. Wherever you are. Whatever you celebrate.
Filed under: 2024, A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Authenticity, Brand Suicide, Brands, Communication Strategy, Complicity, Confidence, Consultants, Context, Contribution, Corporate Gaslighting, Crap Marketing Ideas From History!, Creative Brief, Creative Development, Creativity, Culture, Delusion, Differentiation, Distinction, Effectiveness, Egovertising, End of Year, Experience, Fake Attitude, Honesty, Influencers, Leadership, Management, Marketing, Marketing Fail, Mediocrity, Only In Adland, Perspective, Planners, Planning, Point Of View, Positioning, Pretentious Rubbish, Professionalism, Provocative, Purpose, Relevance, Reputation, Research, Resonance, Respect, Ridiculous, Standards, Status, Status Anxiety, Strategy, Stubborness, Stupid, Success, Talent, Toxic Positivity, Truth
As tomorrow is one of those terribly indulgent ‘thank you and goodbye to ’24 post’ [the blog equivalent of boring someone with ‘what they dreamed about last night’], I thought today should be a RobMegaRant™ post … ending the year as I hope to start next year, hahaha.
So with that, take a look at this bloody amazing picture.
How awesome is it?
I have absolutely no idea where it’s from or when it’s from but I can’t stop looking at it.
The browns.
The clothes.
And then – of course – the egg salad machine.
You can imagine that at the time, this was a demonstration of innovation.
Of technological advancement.
Of commercial optimisation.
A glimpse into an automated world of high efficiency and effectiveness.
Removing barriers and friction to provide audiences with consistent, satisfying results.
Except it wasn’t was it?
Not in the long-term … and most likely not in the short-term either.
Oh sure, there’s machines that make industrial amounts of egg salad to shove in cheap and cheerful sandwiches you get at the local petrol station … but in 54 years of being on – and around – this planet, I’ve never once seen any ‘public egg salad maker/dispensers’.
Not even in Japan.
And that’s because it’s a shit idea, for a shit-ton of reasons.
Taste.
Quality.
Consistency.
Health and safety.
The fact no one wants egg salad every single day of their life.
And that’s before we even get to issues such as ‘appetite appeal’.
Looking at the picture and you can’t help but wonder, “what the fuck were they thinking”?
Except our industry does a similar thing ALL. THE. TIME.
An endless production line of ‘proprietary’ systems, processes, models and formats … promising the world and promoted using almost identical language and benefits that was likely used for that bloody egg volcano machine.
Innovation.
Automation.
Optimisation.
Advancement.
Transformation.
Effectiveness.
Efficiency.
Put aside that in most cases, the only ‘proprietary’ element is the name that’s been given to it.
Put aside that in many cases, the people behind it have never created something of disproportionate value and impact.
Put aside that the vast majority of these ‘innovations’ are more about not being left behind rather than moving you forward. [Read: marketing transformation]
Put aside that in many cases, the real purpose of the product is to reinforce the ego – and/or bank account – of the person claiming to have all the answers.
Put aside that many of the companies who flock to it tend to be those who choose to abdicate and outsource their responsibility for decisions and choices.
Don’t get me wrong, there are some really good innovations in our industry. There are also far too many people who dismiss change simply because they don’t like it. And we cannot forget that we unfairly expect new ideas to deliver the results of established ideas.
However, when certain parties peddle their products, tools, services, models, formats with the attitude of it not just being the right way, but ‘the only way’ – where they guarantee success regardless of category, country or spend – then frankly, not only should we see their declarations as an admission of [at best] blinkered thinking or [at worst] evidence of being a chancer and/or hustler … we should be asking ourselves why the fuck are we blindly trusting the self-serving voice and opinion of those whose only major commercial achievement is elevating their own name and image.
I am over efficiency and optimisation being peddled as innovation and progress.
I am over process being regarded as more important than output.
I am over loose association being reframed as expertise.
I am over easy being more valued than quality.
I am over people thinking being good in one thing means they’re excellent in all things.
We need to stop thinking of insurance salesmen as pioneers.
Sure, the good ones have a role to play – especially when companies are downgrading training for their employees – but it’s not as a leader of marketing/brand/creative innovation. Even more so when the reality is many are either riding on the efforts and achievements of someone else or simply communicating the 101 of particular disciplines under the guise of it being at the highest academic standard.
Forgive me for my skepticism, but even if it was true – which it isn’t – I don’t see many universities achieving cultural status and influence through their marketing approach. Hell, most universities don’t even know how to differentiate themselves from each other.
Please don’t read this as being anti-education. God no.
The reality is the industry needs more teachers. Or should I say better ones.
Not the self-appointed guru’s who peddle their self-serving blinkered services for profit, but those who have been there and done that. Who have consistently done things at a standard that goes way beyond just basic levels of achievement. Who can talk from the perspective of being at the coalface, not from a pedestal. Watching on with their binoculars. We need to celebrate those with actual experience, not just assoicated opinions.
Or said another way, we need chefs not egg salad salesmen.
Lets hope in 2025, we get back to valuing the ingredients, not just the convenience.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, British, Cars, Class System, Egovertising, Emotion, England, Equality, Experience, Fake Attitude, Imposter Syndrome, Individuality, Mediocrity, Reputation, Resonance, Respect, Status, Status Anxiety
Years ago, when we had cynic, George did some research on car ownership in the UK.
It focused on how drivers – specifically, British male drivers – saw car heirarchy and how they reacted and responded to it in their daily lives.
I remember us presenting it to clients who were shocked by the spoken and unspoken rules and cues of the road.
I say this for 2 reasons.
1. I recently saw an old BBC program that perfectly encapsulates George’s findings.
2. It’s near the end of the year and I’m running out of things to write about.
[Don’t get too excited, it’s only temporary, and it’s not like it impacts quality, ha]
Ignoring point 2 for a moment, the documentary was fascinating.
An insight into the mind and behaviours of middle England.
The role of the class system.
The quest for materialism.
The importance of status.
And while the way they demonstrate this is equal parts sad, curious, petty and hilarious … it’s all underpinned by a level of transparency, honesty and self-awareness that you can’t help admire and kinda-relate to.
The need to be seen … to be respected … to progress … while all the time, being deeply aware of ‘your place’ in societies pecking order, including knowing how to deal with the expectations of behaviour placed upon you because of it.
While those not from the UK may read this and laugh at the ridiculousness of it all, I can assure you, it was not just very real, it was a source of huge personal anxiety, vulnerability and pressure.
Now I don’t know if this ‘company car driver attitude’ remains.
And I don’t know if the ‘company car driver’ attitude was more prevelent in the UK.
Plus I’m not even sure if company car ‘ownership’ is as big in the UK as it once was.
But what I do know is that before we judge those in the program, we should look at how we’re behaving currently as individuals and as a society … because it can be argued we’re more caught up in ‘materialism heirarchy’ than any British company car driver of 1994.
Hell, when status is now defined/judged/awarded as much by how we live as what we own, it could be said we’re more caught up in the rat race than ever before.
So enjoy the show, but remember it’s more a mirror than a moment in history.
There are many differences between ads of the past and ads of today.
That doesn’t mean one is better than the other, but the differences are pretty major.
One difference is what was deemed advertising worthy
My god, back in the 70’s and 80’s there were all sorts of things you no longer see being advertised … from cream cakes to glue sticks.
Another thing was the emphasis on having a narrative that framed a product benefit in a way people would find intriguing.
Or persuaded by.
Nowadays, the art of persuasion definitely feels a thing of the past.
So much modern communication seems fixated on reiterating a product benefit over and over again. Almost as if it believed anything that deviates from ‘a feature’ is a waste of time and opportunity.
Something I imagine consultancies would call, ‘optimising message availability’.
And maybe that’s the biggest difference between ads of the past and ads of today.
Because while ‘functionality’ was very present in the ads of the past, they seemed to be written in a way that tried to win over the emotions of the customer, whereas today, it seems a lot of the work simply wants to appeal to the ego of the corporate C-Suite.
Just recently, I saw an ad for Cascade Dishwasher Powder that was so bad, I almost wanted to applaud its blatant, delusional attempt at parental exploitation … even though I know the team behind it probably thinks it shows how much they understand and care about their customers, despite it all being wrapped up in the most over-used, lowest-common-denominator strategic trope of ‘now you have more time to do the things that matter’.
How ironic this lack of cultural understanding and connection comes at a time where we have more information and access to real experiences, emotions and habits of people than ever before. But then, it’s also representative of how our industry seems to value process over outcomes, frameworks over understanding, efficiency over nuance, convenience over effectiveness, category over culture and theory over reality.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Communication Strategy, Complicity, Corporate Gaslighting, Crap Marketing Ideas From History!, Creative Development, Creativity, Culture
So here we are, the final week of blog posting for the year.
Last week was a lot of reasonably heavy posts but this week will be different.
Not just because it’s the holiday season, but because I’m in full-on scrape-the-barrel mode for content.
I know you probably think that has been the case for the last 10 years, but trust me, it’s even worse than you have previously experienced, exemplified by this:
This is an ‘adult store’ in Melbourne, Australia.
They’re probably in more cities across the country, but I passed this one on my way to the airport a few weeks ago.
I must admit, I burst out laughing when I saw it.
Not because ‘adult stores’ are funny, but because the name and the environment couldn’t have felt more opposite.
Maybe it’s just me … but a beige box, located on a miserable-looking industrial estate, near an airport, doesn’t scream SEXY to me.
Especially when that beige box displays a logo that looks like it came straight out of 1990’s UK kitchen or bed retailer.
It’s very much like those ‘experts’ on Linkedin who show they don’t know what the fuck they’re talking about by expressing their misguided opinion with blinkered and blind conviction and confidence.
Hence, we see people who are closer to insurance salespeople acting like they’re business liberators. We hear people who’ve never made anything great talking like they’re the ultimate educators. And we have adult retailers promoting themselves like the authority on expression.
We seem to forget there’s a major difference between those who exploit a category for profit and those who evolve the category through what they add and do … but in this world of quick wins, easy answers and justifiable delusion, quality of work plays a distant second to quality of ego.
And that’s why I hope for one major difference between 2025 and 2024 … which is we stop blindly following people based on popularity and start getting back to valuing what people have actually done. Because as the old adage goes, anything is easy when you’ve never had to do it and so the only way we can all be better is if we get back to focusing and valuing those who create the change, rather than those who simply offer their own self-serving commentary about it.