Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Nike, Sport, Wieden+Kennedy
Back in 2016, I was invited to Paris to meet with Nike’s senior leadership and talk to them about where the brand is going.
Given I was the only person invited from Wieden to do this, I felt really honoured … so you can imagine the attendees surprise when I said they were in danger of becoming ‘the beast they were meant to slay’.
They took this pretty well.
Mainly because it was true.
We then spent the afternoon discussing where we’re making mistakes and where we should be doubling down.
And while it had a teensy bit about me – and a lot to do with Wieden – I feel there were a few years where they got shit together.
Then things changed …
Leadership.
Politics.
Chasing the cash.
Which may all explain this …
First you all they call people ‘consumers’ rather than athletes.
I mean, that’s bad enough … but to then go on about how they constantly evaluate the best way to serve their audience, before announcing they’re leaving NZ, is mind-bendingly mad.
Given a few weeks ago they chose not to make a retail version of West Bridgford born, Women’s England goalkeeper – and World Cup ‘Golden Glove’ winner – Mary Earps, I can’t help wondering what the hell Nike have against Nottingham, let alone NZ?
While back in 2016, they had made some decisions that led me to that presentation, I never imagined they could go this off-piste, and it breaks my heart because I love the brand and loved working with them.
But now?
Seems they misunderstood ‘dream crazy’ as act stupid.
But I’ll tell you something even worse …
Despite all this, they’re still better than most brands and that is terrifying.
I hope NIKE rediscover their love of the athlete and sport soon.
Not just for their sake … but for every little kid who needs to discover the power of sport to discover who they are and who they can become.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Authenticity, Brand, Business, Communication Strategy, Content, Context, Creative Development, Creativity, Culture, Entertainment, Environment, Marketing, Mediocrity, Music, Relevance, Resonance, Respect
Hello daaaaarlings, I’m back.
What an amazing week.
I met so many incredible people and not one of them looked too disgusted at my outfits … except the designer from Celine, but then I was wearing a t-shirt featuring an image of my cat.
She literally asked, “which designer is that” … and when I told her it wasn’t a designer, it was my 16 year old cat, she smiled a smile that failed to convey her utter fear – to which she made her excuses and got the hell away from me, hahahaha.
That aside, the conference was a celebration of creativity and the stories that inspire it … which may explain why I loved the tweet – from Nick Beggs, at the top of this page – so much.
For those who don’t know who Nick is, he’s the virtuoso bass player who was once in the band Kajagoogoo.
This is what Kajagoogoo looked like.
For reference, Nick is the blonde spiky haired guy in the middle.
And for those who don’t know what the ‘Too Shy’ he’s refereeing to is … it’s this.
Oh – and finally – if you’re wondering why I called him a bass playing virtuoso, it’s because of this … playing with another 80’s icon, Howard Jones./font>
But the reason I love this tweet is not because I’m a fan of Nick or Kajagoogoo or even Howard – it’s because of that photo he posted.
Look at it.
A nondescript flat.
Nothing fancy. Nothing grand.
A place like millions all across England.
Filled with everyday people from all walks of life.
Likely struggling to balance the never-ending demands of life.
And yet, in 1982, some young guys got together and wrote one of the iconic songs of the 80’s.
Changing their life and creating a legacy.
And that’s what I think is so fucking fantastic about it …
A reminder that while so many in our industry like to talk about the processes and eco-systems, the reality of creativity is its born from environments – both physical and personal.
We are in danger of forgetting that.
We will be – and are – worse off for following that.
Hiring an ever-ending production line of similar people.
Putting the same set of case-studies on the same pedestals.
Following the same group of ‘best practice’ models that get us to the same places.
Forcing creativity to fit inside structures designed for convenience rather than connection.
People in power valuing duplication, rather than originality.
It’s why creating the conditions for creativity to thrive is not some sort of superficial vanity.
It’s total, fucking sanity.
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Authenticity, China, Chinese Culture, Comment, Content, Context, Corona Virus, Creative Development, Creativity, Culture, Design, Differentiation, Distinction, Effectiveness, Emotion, Entertainment, Environment, Fashion, Imagination, Individuality, Innovation, Leadership, Management, Marketing, Metallica, Perspective, Point Of View, Positioning, Resonance, Respect, Shanghai, Strategy, Technology
I appreciate the title of this post sounds dodgy.
Not to mention that photo. Let’s face it, me and fashion are hardly bedfellows.
But that photo [which is real, by the way] is to celebrate that next week I’m in China to attend the WWD World Fashion Summit.
I know … I know … it all sounds like I’m making something up so I don’t have to write any blogposts next week, but it isn’t.
I am an invited guest at one of the fashion industries most important conferences.
Of course it’s not because of how I dress, but for the work I do for one of my clients … the godfather of global street culture and the founder of the most successful, progressive and innovative luxury [contemporary and street culture] retailers on the planet: SKP and SKP-S.
I wish I could talk more specifically about the work I’ve done for him over the past 3+ years … because it has been some of the most creatively rewarding, commercially informing and artistically collaborative times of my career.
Put simply, he is one of the most audacious people I’ve ever had the privilege of working with.
Even François-Henri Pinault – the CEO of Kering – calls him one of fashions greatest pioneers.
And he is …
Hell, when I met him, one of the first things he said to me was:
“I want people to get used to living on another planet, because one day – based on how we keep treating this one – they’re going to have to do just that”.
Sure, it’s the words only a billionaire can say, but who wouldn’t be captivated by that?
But he’s not crazy …
In fact, the more time I spend with him, the more I recognise his genius.
I could write a 1000 blog posts about what I’ve learned from him …
What real entrepreneurship is.
What true conviction in your beliefs means.
What category disruption and innovation really looks like.
What you do to ensure luxury embraces the influence of street culture.
But that’s maybe for another day. What I will say is that despite being one of the most important and influential figures in fashion, he also loves his anonymity – preferring to make statements through the work he does … from pretty much every up-and-coming street culture brand you can point a stick at … to helping build the next-gen of fashion icons like Fenty and Gentle Monster through to building the most brilliantly bonkers [and most profitable luxury store on the planet] SKP and SKP-S.
[To give you an idea of how bonkers, their new offering in China, features a tapestry of gardens – designed by the architects of The High Line, in NYC – that is ¾ of a mile wide. And the reason they were able to do that is because all the infrastructure has been placed beneath ground, so it’s invisible to the naked eye until you are in the place. And if you think that’s bonkers, every location is wildly different in look and theme … but connected by a unifying story that’s more Marvel than BusinessWeek.]
But if that wasn’t enough, I get to go back to China.
The last time I was there, was Jan 3rd 2020 … just before COVID closed the World.
I think everyone knows what China means to me. It is the most special place in my life.
Yes, I know there’s a bunch of fucked up stuff that happens there, but there’s a bunch of fucked up stuff that happens everywhere … and in my 7+ years of living in Shanghai, I can honestly say I was blessed with generosity, friendship and acceptance.
It’s why I am proud Otis was born there.
It’s why I will challenge any prejudice or ignorance spoken about there.
It’s why I am so happy that I get continue to work with clients who are based there.
Of course, I know a lot will have changed in the intervening 3 years.
We used to say that the speed of China was so fast, that it was like a new generation was born every six months. And while it’s not anywhere like that now, it’s still more dynamic than most countries … which is why it makes perfect sense to hold one of the most important global fashion conferences there.
For all the ‘superficiality’ people say about fashion, I can honestly say that the more I’ve spent deep in the industry, the more inspiring I’ve found it.
The craft.
The imagination.
The focus on society, art and design.
The openness to different influences and ideas.
The desire to continually explore, imagine and challenge.
Or said another way … the stubborn commitment to allowing creativity to thrive, wherever it may take you.
Like with Metallica, this client has invited me to places I never even knew existed, let alone ever imagined I could be.
Magical people … imaginative ideas … insane possibilities …
But what’s made it even more amazing is they have asked me collaborate with these people and ideas … to find new ways to allow creativity to flourish – be it architecture, robots or writing stories that unite different worlds in different ways.
I appreciate it sounds like I’m bragging.
I guess I am.
But the reality is it’s more shock and gratitude.
I do think I am good at what I do, but to have all this – especially at my stage of career – does feel like I’ve won some sort of creative lottery.
And in some ways I have.
But the prize is not simply the work – or the cash – but the reminder …
Because the ad industry often sees creativity only through the lens of ads.
Oh sure, we’ll talk about craft and design, but it tends to always be in the context of communication.
Hell, we bang on about ‘big ideas’ when all we’re really talk about is big ‘advertising’ ideas.
There’s nothing wrong with that … advertising is creative and important.
But creativity is more than ads.
It has the power to shape and influence.
To create new meaning to old things and ignite deep emotions in the new.
It values culture and imagination far more than media channels and eco-systems … which results in the work being far more than ‘packaging’ for selling stuff, but creating the things that are worth buying.
I love the industry I work in. It has given me a life richer than I could ever have imagined. But somewhere along the line, it seems we love everything but the thing we’re supposed to love. Distracted by terminologies and techniques that – ironically – makes more things the same than different.
But fashion isn’t like that.
My client isn’t like that.
Which is why – you will understand – I’m so happy I won’t be here to write any posts for another week.
For once, your gain … is also mine.
So until the week after next, have fun. I know I will be.
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Australia, Childhood, Dad
So a month or so ago, I was invited to speak at State of Social in Perth.
Perth is an interesting place, because as much as it is part of Australia, it doesn’t feel it.
I don’t mean that from an architectural perspective … a cultural perspective or a retail perspective … more it’s overall attitude and vibe.
Part of that is because it’s literally thousands of miles away from the East Coast. Part of that is the condescending way the East Coast often looks – and acts – towards WA with its mining economy. And part of that is the insecurity the city feels towards who they are and maybe who they think they should be.
In many ways, it reminded me of issues raised in Dream Small. Where young New Zealanders told us they felt there was no space, place or credibility for them to have a chance to take the nation to somewhere new. Held back by others [read: old white men] privilege, systems, narratives and fragility.
I should point out no one was saying they hated their country – which is much better than say, the UK – it was more a feeling their dreams and ambitions were viewed as a bit childish and they should be grateful for what others had done for them and before them.
A prison of others achievements and expectations, so to speak.
No wonder the overarching feeling was one of being tolerated rather than welcomed.
Again, this is not unique to NZ … it’s in many countries and cities … Perth, being one of them.
When I was there, I met so many talented creative people and agencies who felt big local companies dismissed the experience and views of the local industry in favour of agencies on the East Coast … for no other reason than they are based in Perth.
Even if those people had left Perth to work at the best agencies and biggest clients in the World before coming back.
Then there were others who discounted the views of the local industry simply because they didn’t blindly subscribe to certain narratives certain people in Perth never want to let go of.
Damned if you do. Damned if you don’t.
Talk about encouraging talent to leave the state … to inadvertently position Perth as a place where you can grow up and raise families but nothing in-between.
What a short-sighted viewpoint.
What a way to devalue the cities future.
The establishment are literally choosing control over possibilities and potential.
But then that’s the every day ego and fragility so many face – especially People of Colour – which is why I’m in no doubt it one of them read this post, they’d see me as the enemy, all the while failing to realise I’m not attacking their city, but celebrating the possibilities for an even brighter future.
And there’s a special reason for that …
You see in many ways, Perth was my first introduction to Australia.
My Dad’s friend, Roger, lived there and it sounded impossibly exotic for a little boy living in Nottingham.
While we never got to see him there, on his occasional visits ‘home’, he looked like he’d come from another planet.
Tanned.
Healthy.
With an accent that went up at the end of sentences, so it always sounded like he was asking a question.
Roger died years ago so when I found myself walking around the streets of Subiaco – where he once lived – you may appreciate how it felt a little strange for me.
Like I’d been granted access to a little piece of my Dad’s history. A chance to experience a place he was connected to, even though he never was here.
And that made me feel I was close to Dad again … and that was a gift. Exploring our distant past while somehow being together in the present. United by history, memories and love.
That’s why I want Perth to thrive.
It’s important to me. And given the talent I got to meet there, there’s a real chance it can … if they are allowed to believe it and the city believes in them.
I hope they do.
Until then, thanks Roger, thanks Perth and thanks State of Social for bringing me here.
I’ll never forget what you did for me.
I’ll never stop believing in what the underdog can achieve.
As long as they believe in themselves and they’re encouraged to dream big, not dream small.
And if you’re looking for somewhere to start … start with Hypnosis and Berlin.
Filed under: A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Australia, Brand, Brand Suicide, Comment, Communication Strategy, Creative Brief, Creative Development, Creativity, Culture, Distinction, Effectiveness, Embarrassing Moments, Emotion, Empathy, Fake Attitude, Government, Insight, Internet, Management, Marketing, Marketing Fail, Mediocrity, Nike, Planners, Point Of View
OK, I’m back.
Again.
And this time, I’m not going to be going away for …. hmmmmm, actually let’s not go there.
Let’s move on shall we?
So before I start, there’s 2 things to say.
1. Some may have seen this before, because I accidentally put the wrong publish date on it.
2. This is a week of long and – for me – serious posts. So don’t say I didn’t warn you.
The good news is that on Friday, you’ll be rewarded for it, with some news that benefits you as much as it does me.
Kinda.
Maybe.
OK, so one thing that drives me nuts is when brands talk in totally different voices to different audiences.
But there’s something that gets to me more, and that’s when the brand in question has tried to position themselves as some sort of ‘brand of the people’.
Case in point, Reddit …
I really like Reddit.
I think their ‘front-page of the internet’ is a brilliant place to play.
And then I saw this …
‘Where Engagement Meets Results’.
What the fuck is that about?
Oh I know what some will say …
“They’re trying to reach business people who discount Reddit as a commercially valuable platform”.
And maybe they are. But the irony is the easiest way to discount Reddit as a commercially valuable platform is having clients on there who only can communicate in the corporate monotone of the meaningless mission statement.
How insincere is a brand who speaks to their customers one way and business another?
How crazy is it that some think business people are a different species to ‘normal’ people?
How badly will Reddit’s audience react to work from companies who only speak business?
Now some may think I’m going over-the-top … they will remind me that we all ‘change’ our tone and personality dependent on who we are talking to.
And that’s true … to an extent.
But this isn’t a tonal change, this is character.
I read that and it’s a brand I don’t recognise …
Feels more like they should be called Beigeit rather than Reddit.
The ability to adapt your voice to different audiences shouldn’t mean changing who you are.
People who play golf have a dramatically different view to sport than those who play football … but Nike still do it in a way where you know and feel it’s them. Just like CTO’s in major corporations has different requirements to those who want a laptop for home … but you never feel Apple changes who they are to communicate with them.
Brands who fundamentally change their personality in a bid to engage different audiences literally don’t know who they are. Worse, their customers may start to question that too.
Reddit are amazing.
Their audience is diverse, engaged and productive.
And while I appreciate some in business may not understand that, if you have to alter who you are, do you want them anyway?
Years ago I was doing work for Triple J … a government funded, youth radio station in Australia.
Unlike other ‘government funded’ media, Triple J was someone with real credibility, driven by championing and breaking new artists, discussing topics commercial radio wouldn’t touch with a barge pole and absolutely no advertising.
So when they came to us asking for help, we knew straight away that whatever we did had to ensure their current audience didn’t feel Triple J was selling out by advertising for more listeners.
While you may think this meant we went niche, we did the opposite.
Built off an idea we called, ‘enemy of the average’ … we went into mainstream media with messages that challenged audiences about the mediocrity they were engaging with.
Radio.
Newspapers.
Cinema.
Magazines.
Nightclubs.
Television.
Wherever mainstream audiences were, we were there too.
And while many hated our work [it was even discussed in Australian Parliament] it not only attracted the largest audience increase in Triple J’s history, it reinvigorated their existing audience because they saw the brand they love stay true to who they are, despite wanting what they didn’t have.
I get we’re in different times.
I appreciate the idea of any risk is unpalatable for so many.
But nothing is as dangerous as changing who you are to attract people who aren’t your audience.
The brand voice is more than how you talk. Or look. It’s how you look at the world … and if you’re consistent with that, then you can express yourself in a million different ways and always be yourself.
But too many brands, despite what they say, don’t want to be distinct.
They see it as having the potential to alienate an audience.
To which I say this …
While you may think being something to anyone means you can engage more people, the fact is, the most power to build the value of your brand is when you are everything to someone.