Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Awards, China, Creativity, Culture, Equality
This is an open letter to Little Black Book, Campaign Brief, Adweek, Cannes, Warc … basically every industry publication or award show around the world.
Please …
Pretty please …
… can you stop awarding English speaking agencies – especially those only with offices in English speaking nations, only producing work in English – titles like ‘Best APAC agency’.
I get they may have won more awards than any other agency in the region.
I get they may have topped more categories than any other agency in the region.
I get they may have been recognised more than any other agency in the region.
BUT at best, they’re the best ENGLISH SPEAKING agency in APAC.
That clarification is important …
Because apart from it being factually correct, it stops devaluing and demeaning the companies, agencies and people who don’t speak English as their native language.
Which in terms of the APAC region, is the vast majority.
Years ago, an agency who had been named APAC Agency of the Year, put something out that said something like:
“If you’re a company in Japan who are ambitious, then the APAC Agency of the Year would love to help you fulfil your goals”.
Now I get recognition is important.
I also get being named APAC Agency of the Year is utterly epic.
But … but …
Hell, it wasn’t even written in Japanese … which suggests they didn’t think it mattered if you don’t speak the language, don’t know the culture, don’t have an office in that country, don’t have any Japanese employees, don’t work in Japanese … you can teach them a thing or two about great work.
I mean, can you get more Colonialist than that???
Hell, even if they meant it in terms of expanding outside of Japan – rather than inside the country – it’s still pretty arrogant.
That said, I used to see this shit all the time when I was in China.
I still remember an exec from a UK-only based agency telling a room full of Chinese business leaders “we can help them be successful”, despite that being the very first time they had been in China … or the social media ‘guru’ who told people at Unilever China why Twitter was so powerful, not realising Twitter was banned in China.
It would be hilarious if it wasn’t tragic.
I should point out Colenso has been crowned ‘best APAC agency’ in its time … and while that before I was here, I still find it wrong and would openly say it was.
Sure, they didn’t suggest they were going to colonise the whole region with their approach to creativity, but they also didn’t say they weren’t … which still suggests some sort of superiority, intentional or not.
Look, I get the titles are a byproduct of how the awards are calculated … and I get it also reflects who enters and how many times … but given the vast majority of the judges are English natives – with Western frames-of-reference – it immediately benefits those who come from similar backgrounds.
This is not a new issue for me.
I said it when I got Chaz from BBH to do a co/presentation with me/Wieden in 2012 … I said in back in 2013, when I was invited to speak at Mumbrella about Asian creativity and I said it every time I was spoke at an Asian awards where the lead language was – bizarrely – English.
Asian creativity has a terrible reputation.
I know there’s issues of scam advertising, but that’s not unique to Asia. Remember Peggy?
The reality is the Asian region has used creativity in innovative ways for thousands of years.
For fucks sake, this is where paper, printing, money, gunpowder, wheelbarrows, coffins, chopsticks, toilet paper, holistic health and TikTok originated.
Sure, the creativity produced today may not always follow Western market approaches … and their contexts of life may be very different to other countries … but that doesn’t mean it’s any less worthy, valuable, creative or interesting.
We can all learn from others.
There is so much to gain from hearing how other countries approach things.
Being the best English speaking agency in APAC is still a wonderful achievement.
But there’s enough ego in this industry without us adding to it by handing out titles that have more in common with colonialism than creativity.
Over to you industry award and magazines …
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Communication Strategy, Corporate Evil, Crap Marketing Ideas From History!, Creative Brief, Creative Development, Creativity, Culture, Marketing, Marketing Fail, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Point Of View
Somewhere along the line, the strategy discipline went from judging what we did by what it achieved, to what process was followed.
I get it, process matters – but as I pointed out a while back, the vast majority of strategic models out there say and do the same thing, just with additional layers of complexity and/or ego huff-puffery.
But as much as purposefully making things sound like it’s rocket science is tragic, it’s the one’s that are patronisingly simplistic that are almost even more offensive.
Recently I saw one that left one of the worst tastes in my mouth.
It’s called, ‘the beef burger’ strategy.
Here it is …
Terrible eh.
I mean, proper horrific.
But that’s only the aperitif, because each one of those shapes is ‘an ingredient’ and the creator of this has written out a recipe of how it ‘all goes together’.
I should point out, I have purposefully removed the name of the person who developed this.
I don’t know them.
I don’t know the background to them.
I don’t know if they’ve come to their senses and disowned this.
Plus I accept their reason to do it was to try to help and that is worthy.
However …
Look at that.
Look at it.
And what’s worse, I can imagine LOADS of people liked it.
Probably said “it makes sense of the complex in ways that are ‘digestible'”.
Well it does if you don’t know what the fuck you’re talking about. The overly simplistic definition that lets people immediately think they’re experts when they’re literally going to miss the point of each and every ‘layer’.
And what’s worse is there’s a lot of this stuff out there. Portraying accessible expertise when it’s really just Emperor’s New Clothes.
Strategy is in danger of forgetting what it’s supposed to do, which is see the future.
A future of commercially valuable opportunities.
Stuff that’s not been made yet, but can be.
And yet these days, it’s treated like some superficial, ineffective glue.
A superficial, ineffective glue used to lightly hold some creative bullshit ‘wrapper’ on whatever blinkered thinking a company has convinced themselves is Einstein standard of brilliance.
And everyone loses because of it. Everyone.
Especially strategy.
Because instead of helping companies take giant leaps, it’s just shuffling it’s feet and it’s stuff like the ‘beef burger strategy process’ that is bringing it down.
Playing to the lowest common denominator rather than the highest.
Letting certain organisation claim they’re developing their teams skills when they’re really destroying their potential.
Allowing ‘guru’s’ who have built their own brand more than they’ve ever built anyone else’s, churn out Morph-strength, strategy landfill.
Strategy is more than a bunch of bland and ambiguous terminology.
More than a condiment in a sea of condiments.
Strategy is imagination.
A way of looking forwards to see opportunity, possibility and value.
It’s not some shitty, unsatisfying burger made by instructions, regardless of context or hunger … and anyone who thinks that or eats that, deserves all the indigestion they’ll get.
Crikey, that’s some post isn’t it … and I’m not even in a bad mood.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Comment, Communication Strategy, Confidence, Consultants, Corporate Evil, Creative Development, Creativity, Culture, Cunning, Devious Strategy, Effectiveness, Fake Attitude, Grifting, Marketing, Marketing Fail, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Relevance, Scam, Strategy
I’m all for people expressing their opinion.
I’m all for people being excited about things they see as having great possibilities.
I’m all for people trying to find new ways to evolve, grow and make money.
But come on …
It’s getting to the point where Linkedin should be renamed Disneyland given how much fiction and fantasy are going on.
What’s worse is among all the ‘consultants’ and ‘new business development people’ claiming expertise, are a bunch of strategists.
Now I know as a discipline we think we have the answer to everything … but we don’t.
Fuck, even the people who are developing the technology, don’t.
But what bothers me is the reason behind why so many people are claiming expertise.
OK, so I know some have a real understanding of the technology and its possible implications. And in that, I include certain strategists – we all know who those brilliant people are.
And I also appreciate some mistakenly believe that because they’ve used ChatGPT, they think they now know everything about the technology.
But others – and this is potentially the majority of them – are doing it because they see it as a chance to personally gain from it.
In essence, their perspective is that as long as a subject matter is highly topical and others – especially companies – don’t know about it, then they can profit from it because they can say anything because no one will know enough to tell them they’re wrong.
You can tell who this group are because they’re the one’s who are either the loudest to declare their knowledge or the first to say they had identified the trend … despite never doing anything with their ‘expertise’ or because of their ‘vision’.
Putting aside how this sort of behaviour can damage the reputation of real experts, disciplines and entire industries … the issue I have is how it is often justified as hustle culture.
I’ve written my issue with hustle culture in the past, but the fact is, this isn’t hustling … it’s grifting and the impact of it is not just damaging people and companies, but it killing the potential of technology before it has a chance to find it’s real possibility.
I appreciate this is quite a heavy post from what was just a piss-take image of Homer … but the best comedy is always based on a truth we often like to deny.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Comment, Context, Creative Development, Creativity, Culture, Cunning, Devious Strategy, Effectiveness, Marketing, Marketing Fail, Martin Weigel, Mischief, Relevance, Resonance
In April, I have been asked to speak at a conference in Croatia.
Croatia! What a country … I cannot bloody wait.
I know … I know … I can hear you all from here, screaming ‘another holiday freebie’. And while I accept this is a terrible misjudgement on their part, does the fact I have to take 3 planes over 24 hours to get there from NZ make you feel any differently?
No … didn’t think so. Doesn’t for me to be honest.
Now this conference is apparently a big deal with some very big names appearing so when they asked what I would be talking about, I thought it best to honour the occasion while representing my abilities, which is why I told them this:
There are many ways I could describe this talk. I could say it’s an investigation into why so many brands fail to connect to audiences despite having more data, research and marketing investment than at any point in history. Or I could take a more controversial path with ‘What if the tools and processes of modern marketing are wrong?’ And while both of those questions will feature within this talk, the real narrative is if you want to be culturally, commercially and creatively powerful … please stop being so bloody boring.
And to double down on that premise, here is slide 2 from the upcoming preso …
While I fully appreciate this seems like I’m not taking things seriously, I am.
Very seriously.
Because the industry seems to only have 2 settings: serious or stupid.
Or said another way, purpose filled or sponsored comedy.
And while they can both work in the right context – and with real talent creating it – it’s all got so expected that it wins by relentless repetition, rather that intrigue and interest.
At least with agencies like Mischief – who I adore – they are painfully aware of who they are, what they do and how they do it.
They’re less ad agency of brand communications, and more meme agency of the internet. And they do it so, so well.
But even they run the risk of their approach ending up being expected. A bit like brands who ‘hijack culture’ … which has now got so common, you have to ask if it is hijacking anything.
Thank god in Mischief’s case they have the brilliant and irrepressible Greg Hahn at their helm – someone who not only is phenomenally creative, but also can read and play with the pulse of culture – so just when things get expected, he takes people somewhere new and interesting.
Or said another way, he kills boring before boring takes hold.
But the reality is what Mischief do is not new.
There are many brands – even industries – who have been doing this sort of thing for decades.
Fashion. Gaming. Hell, even certain TV shows have been doing it.
[Albeit, to different degrees]
And they do it in ways that builds their brands role and position in culture more than just gaining a moment of space for it to be seen and discussed in culture. [That sounds like a diss, it’s not meant to … it’s just my bad writing because Mischief already have achieved more than companies who have been around a century]
The real issue is that in our desperate need to be validated by business, we’ve forgotten what business we’re in.
Because to use creativity just for short-term sales goals robs creativity of it’s true commercial value and power for brands, products, tools and services.
To be intriguing … enticing … interesting and inviting.
Because as the title of this post, stolen from my beloved Martin Weigel so perfectly states …
“You can be relevant as hell and still be boring as fuck.”
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Brand Suicide, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Point Of View, Pretentious Rubbish, Professionalism, Quotes, R/GA, Relevance, Resonance, Wieden+Kennedy
To people who have worked with me in the past … what I am about to say may sound strange. But the older I get, the more I realise what a total bloody nightmare I must have been as an employee and colleague.
I know … I know … you’ve known this for years, but I genuinely didn’t.
Sure, I got I was opinionated, persistent and refused to accept someone’s opinion I disagreed with – even if they were senior or important – but my intentions were always for good.
Good for the work.
Good for the audience.
Good for the clients ambition.
That didn’t mean I always pulled it off – after all, I have a spectacular track record for disaster and stupidity in the quest for doing something brilliant – but it did mean I always gave my all, learnt from [most] of my mistakes and pushed myself to keep finding ways to be original.
And yet, despite that, I still couldn’t help being a cheeky bastard.
Or – in the words of Andy and countless other colleagues and clients – an annoying bastard.
Talks.
Articles.
Client presentations.
You name it, I would find a way to mess with it.
Never maliciously … but because I hate the industries pomposity.
I should point out that doesn’t mean I don’t take what I do seriously.
Nor does it mean I don’t respect the industry that I have worked in my entire career.
It’s simply that I don’t think I have to take myself so seriously in doing it.
Now at 52 you’d think I’d have got my shit together.
But I don’t. In fact, I was recently called by the management of Metallica, ‘resistant to maturity’.
I think they meant it as a compliment … I mean, they renewed my contract again. But while I do believe that there is some benefit to not taking everything so seriously – both attitudinally, creatively and enabling a team to feel free from judgement – I also now appreciate it can be fucking annoying as well.
Which is all my way of highlighting the 2 articles that helped me see what a pain in the ass I may be.
Yes … yes … I appreciate this should have been obvious ages ago.
After all, I once was quoted as saying ‘wank’ on the front page of Campaign … closely followed by me saying I was an ‘annoying’ prick’. And then Campaign got in the act by accusing me of having an affair with a reindeer. But despite that and – let’s be honest – a fuckton of other episodes, including getting drunk on cough sweets and then inadvertently insulting a client [Sorry Lee], I was still none the wiser.
First is this in Little Black Book … where they asked a few planners to comment on some research about people’s habits/trends in Australia.
When it came out, I read it and saw all the other planners being thoughtful and considerate, whereas I go in with 2 guns blazing, blatantly taking the piss out of the whole premise and approach of the research.
Nice one Rob.
In my defence, I did think the research was questionable … both in terms of approach and in findings … but I could definitely of handled my response with a greater level of professionalism, let alone maturity.
And yet it gets worse …
You see every year, BBDO global do some sort of questionnaire to strategists about the trends they think they’ll see coming in the upcoming year.
While Colenso is part of BBDO, we never think – or act – as if we are and, to be fair to BBDO, they never ask us to be and generally leave us alone.
This is all my way of trying to explain why I used a tone in my answers that sounds so piss-takey you’d imagine they’d want to have me buried in a dark whole, let alone my answers.
And yet they then went and ran it all over social channels.
All. Over.
Which means I admire their lack of judgement but question their standards.
Unless, of course, it was an attempt to get me sacked … which would totally make sense.
I So to anyone I’ve ever worked with – or for – I am sorry.
I know it’s too late.
I know I should have known.
I know I’m not going to change.
But – finally – I appreciate I am a fucking nightmare.
[I’ve never been so glad to have comments off. And I will be ignoring the impending emails, ha]