Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Communication Strategy, Craft, Creative Development, Creativity, Marketing, Marketing Practice, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Process, Relationships, Relevance, Reputation, Research, Resonance, Rick Rubin, Rigor, RulesOfRubin, Standards, Strategy
When I spoke at the conference in Berlin, I talked about rigor.
The main reason for doing that was because while our discipline talks a lot about rigor, more often than not – it seems the emphasis is far more on the adoption of marketing science principals rather than putting in the time and effort to really get under the skin of our clients situation and the context and understanding of the audiences they need to embrace.
The obsession with ‘sprints’ is part of the problem …
Because it seems clients care more about having fast answers than they do right answers.
Oh, I know they claim to give us all the information we need to move forward, but – as Dan Lyons pointed out in his brilliant book, ‘Disrupted’ – too many companies don’t know ‘who they are, who they’re for and what they do’, so the result of that is we are encouraged to make work that appeals to who they wish they were, rather than who they are.
Hence the need for rigor.
To be given the time and space to understand what the hell is going on.
Now of course, I appreciate time is money … and what we do can cost a lot of it … but while you can definitely take too long to do things, you can also not take long enough, which is why briefs need to be more about what we need to change than what we want to say.
And while there’s more data out there than you could ever use, the reality is nothing – and I mean nothing – has the impact of spending time with the people who are deeply entrenched in the category/product/brand that you’ve talking about.
They’re the ones who know what’s going on.
They’re the ones who see the challenges and problems.
They’re the ones who evolve what and where things can go.
And while they may well be at the far edge of where the category is, more often than not – they’re also the people who bring the masses along with them.
Or said another way, they’re the ones who can help you listen and understand like a fan. An educated fan.
Because the more you do that, the more you are exposed to the textures and nuances that reveal the truth, power and possibilities of what you are dealing with. Truth, power and possibilities that – in the obsession with speed – often get overlooked or devalued in favor of quick wins and convenient answers.
It’s basically how Rick Rubin has always approaches his job …
Understanding the artist’s truth and pushing/elevating it, rather than simply having a singular format that he adopts regardless of who he is working with or the situation they are currently in.
And before you dismiss this, there’s 2 important things to remember:
1. What he is doing is basically strategy.
2. What he has achieved – by any criteria you want to measure him by – is beyond almost anything any strategist in our industry has.
Now it is important I point out that I don’t have a problem with marketing science …
It has a place in the strategic process and has lessons/considerations that are valuable and important.
My problem with it is far more about how it is presented, specifically by the people who have a vested interest in promoting their ‘methodology’ … because they suggest it is the only way to liberate a brand’s potential when that is not the case and – generally – it is designed to not go wrong, rather than to elevate how far you can go.
Which is why we need to stop confusing ‘marketing science’ as strategic rigor when it’s more strategic 101. Valuable, but foundational.
It’s also why, I have a sign in the Colenso ‘strat’ department that reminds everyone that true strategic rigor requires us to be …
Filed under: 2026, A Bit Of Inspiration, Agency Culture, Ambition, Aspiration, Attitude & Aptitude, Authenticity, Communication Strategy, Consultants, Creativity, Culture, Distinction, Emotion, Innovation, Insight, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Provocative, Reputation, Resonance, Respect, Strategy
Insights aren’t very fashionable these days.
Seen as outdated and derivative or increasingly reduced to nothing more than a basic observation of human behaviour, increasingly favored by creative teams who think it justifies whatever execution they are about to detail … despite the fact it often is not true, or addresses a totally different issue than the one that needs the focus of their attention and talent.
Put simply, what passes for an insight these days is a lot of ‘what’ when it needs to be a lot more about ‘why’.
No wonder insights are so out of favor … however while I agree they are hard to find and should not be limited to just one area of focus, I think they are still the most powerful way to make stuff people find powerful.
Of course, what you do with them is what matters most.
Having an execution that just dramatizes the insight is rarely good work – albeit better than creative that just executes the brief – but a great insight opens up possibilities, rather than closes them off.
Recently I saw this and immediately connected to it …
Now I appreciate this is more ‘what’ than ‘why’ …
I also get it’s more universal than personal …
But that doesn’t mean it doesn’t pierce a deeply held truth most people will feel.
I know I do …
Sending Sarah Holtham my first ever Valentines day card [aged 6]. Going down the ‘big slide’ at Greenhorn Drive park. Lying at the very end of a row of my mates as someone jumps over us on their BMX bike via a badly constructed ‘ramp’ that consists of some flimsy piece of wood and bricks we found lying around the new build housing estate. Going for my first band audition. Driving to Scotland in a convoy then driving all the way back. Going to North Korea. Trying different foods. Moving overseas to be close to a girl I’d met in the UK.
So much of my life – the big stuff and the small – is down to one of my mates giving me a countdown to courage.
And while those days are far more my history than my present, their impact remains.
So while I appreciate age means you’re more aware of what could go wrong … the reality is most of the things you did because of a friends encouragement turned out to be OK. Great even. And even if they went wrong, it wasn’t the end of the world and you have it as both a lesson for what to do next time and a story to remember a life well lived.
Because for all the people selling their ‘for profit’ systems and processes on how to do things ‘right’ … the reality is most of them are designed to kill the possibility and excitement of our curiosity, discovery and inventiveness. Or said another way, they leave you where you already are rather than take you to where you could be … which is why I’m still a disciple of the insight, because they open the door to what could be next rather than nailing it closed under the guise of ‘protecting you from things that could go wrong’.
We need more friends giving us a ‘countdown to courage’ rather than guru’s telling us to be sensible with where we are. Not because I am a commercially irresponsible, but because we’re all in danger of going to the same place that everyone else is going. Which means the winners will be the ones who are the biggest, rather than the ones who want to do things in better ways.
And like in life, the things that define us came from those who pushed and challenged us.
Not because they wanted us to fail, but because they wanted us to live, experience and grow.
Talking of growing …
I’m in NY all next week doing some stuff that will stretch my experience, knowledge – and most probably – a bunch of other people’s patience [haha] so enjoy the silence and see you in 8 days. Make the most of it …
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Complicity, Confidence, Conformity, Creative Brief, Creative Development, Creativity, Culture, Frameworks, Marketing, Marketing Fail, Marketing Science, Relevance, Reputation, Resonance, Respect
The last 2 posts of this week have been pretty heavy … or, even angry.
And I make no apologies for that when I see how the talent in our industry are being undermined by people who only care about themselves than elevating the real value of what we do.
But even I need a rest from it, which is why I thought I’d talk about this …
This is the window display of a shop near the Colenso office.
Now I know they say New Zealand is 20 years behind the rest of the world but even then, it’s mind-blowing this is still up.
I mean, look at it?
It’s to even the overly sexualized image, it’s how fucking rubbish it is.
Like an outtake from this old Hagen Diaz ice cream ad by BBH, putting aside the production quality of this spot FROM 1992, is still better than this suntanning bullshit …
On one hand I’m almost impressed, because it takes a lot of delusional confidence to use this image, and while I get that I ‘noticed it’, that doesn’t mean it’s smart. And that’s where a lot of people go wrong with creativity – thinking that anything that stands out means it’s justifiable. Because while there are moments where ‘shock’ has a strategic rationale, it loses its value when [1] it’s for something no one gives a fuck about because it’s pure superficiality and [2] when every other fucker is adopting the same approach, because then you’re not standing out – just blending in.
Creativity is far more about smartness and sharpness than blatant attempts at shock value … but in the hands of those who don’t know or care what creativity can do – or be – for them, you end up with shit like this.
Or the Heinz/Heineken bullshit collab.
The thing they marketed as ‘the collab you’ve been waiting for’ – hahahahahaha, yeah right.
Of course I appreciate some people will read this and say I don’t know what I’m talking about, to which I will ask who is saying that.
Because I am pretty certain the majority of them will be people who’ve never made any actual creative work, let alone anything of note.
Work can be powerful, differentiated and impactful in a whole host of ways … starting with knowing the people you’re specifically talking to.
And that’s the problem, too many companies have no idea who they’re talking to, so try to talk to everyone.
Which is why you end up with that ketchup beer bullshit – or worse – that Maxwell House disaster.
Don’t get me wrong, I love causing mischief as much as the next guy. Probably more.
And I have probably done more of it than most … including some utter disasters, including the infamous ‘KitKat Royal Break’ nightmare.
But as I said, great creativity is inherently smart, sharp and surprising – rather than just playing the ‘superficial shock’ card – which is why whenever I am in this situation, I always remember something the great Rupert Howell – no slouch in provocative approaches – once said to me:
“Robert. One of the most important lessons to learn is ‘just because you can, doesn’t mean you should”.
Reinforcing why we need more people educating the industry on ‘taste and trouble’ rather than how to blindly follow a framework that has zero nuance, understanding or space for context, category or audience.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Business, Clients, Communication Strategy, Complicity, Confidence, Conformity, Consultants, Craft, Creative Brief, Creative Development, Creativity, Experience, Fulfillment, Management, Marketing, Marketing Fail
I’ve been around.
I’ve been doing this strategy thing for longer than many who read this blog have been alive.
And of all the things I’ve learned, one of the most valuable has been to never doubt the importance of having a good client.
To be clear, a ‘good client’ doesn’t mean they never challenge you. Or place high expectations on you. Or resist the urge to add pressure to what needs to be done and by when.
The reality is good clients do all those things. The difference is how they do it and why.
Because a good client acts as a proper partner.
They take responsibility for what they need to make happen.
They calm and control the internal noise, voices and opinions.
They share your ambition for the work, not just for the desired impact of the work.
They welcome, encourage and invite truth and transparency.
They remove the barriers and fears that stand in the way of making something great.
The don’t blame, shame or complain – they stay the course and know when to get involved and, just as importantly, stay out the way.
They never dictate … because they’re always clear with what needs to be done and why.
And if things change, they tell you early and transparently.
Plus you know they will have done what they can before that situation occurred.
They always listen at least as much as they talk.
They brief with an actual document not just a casual conversation.
They give feedback that is objective rather than just subjective
They don’t let internal processes stand in the way of opportunities that come their way.
They trust you and your expertise and look for the best rather than seek out the worst.
And they never, never treat you like you’re a servant, commodity or low-level employee.
They do all those things.
All of them. All the time.
Which is why you can have all the processes in the world …
You can have all the systems, data, structures and efficiency tools …
But not one of those comes close to what a great client can deliver and do.
For the work.
For the business.
For the customers and employees.
And for making sure you do everything you can to given them the work of their lives.
We don’t talk about this enough.
And we certainly don’t teach it or train it.
Instead, we keep hearing how we must adhere to a singular process or format, regardless of category or context, even though it has often been created by people who have never made anything of note and if they have, in one area and one area only.
You can tell who they are because they love to sound like they are business liberators when – as I’ve said many times – they’re far more like insurance salesmen.
And that’s find if you want that sort of thing – but often that is never how it is sold. Now of course I understand there’s huge costs and risks associated with creativity and marketing … but there’s a major difference between playing to win and playing not to lose … which is why there’s a huge difference between a client who uses process and deliverables as a stick and those who operate via transparency, taste and trust.
And for those of you who don’t think one person can negatively – or positively – influence the output of a corporation, even if they have built an approach and format that has been tested over years, I refer you to the quote by the Dalai Lama.
“If you think you are too small to make a difference, try sleeping with a mosquito”
We need more training from the people who have made great things happen and over again …
Actual things, not just theories, self promotion or
Filed under: Advertising, Agency Culture, Anniversary, Attitude & Aptitude, Colenso, Collegues, Creativity, Culture, Food, Health, Nottingham Forest, Walking
I’ve always subscribed to the view taking what you do seriously, doesn’t mean you have to take yourself seriously.
Not because it justifies my ‘immaturity tendencies’ [though that helps] but because the act of creativity – commercial or otherwise – requires the ability to be silly, stupid and open to the unlikely or ridiculous.
Not because creativity is superficial, but because it enables the possibilities of it.
For new ideas.
For new perspectives.
For new considerations.
For new collaborations.
For new connections.
For new thinking.
Some don’t get this, because they see creativity as a ‘wrapper’ that can be applied at will to whatever they want.
They tend to be the same people who view the creative process as one big ‘inefficiency’, without realising those ‘inefficiencies’ are the very things that can lead to the magic they seek.
This is not entirely their fault, because – let’s be honest – our industry often doesn’t invite them to be a part of it.
But then, by the same token, you can’t blame them when there is often a reluctance to value that process so it ends up being a hinderance.
It’s why I do find Colenso quite the anomaly.
For 5 decades they’ve been pulling off the ridiculous and impossible.
From building a restaurant in a tree to promote the Yellow Pages … to creating a skin cream to encourage women to check their breasts for lumps … to creating a new fuel for cars to sell beer … to developing technology to help dogs get adopted … to getting the public making ads to promote a low-cost telco, Skinny … to getting families to roast each other so they could open up about their mental health. To name very. very few.
Put simply, Colenso has always been about using creativity to solve problems, rather than create advertising to promote the problem – it’s one of the reasons I revered them long before I joined them – and a big reason for how they have been able to do that is their appreciation of the commercial value of happy accidents.
Not holding things so tightly you can’t let other things in.
Not being so precious you won’t share your thoughts with others.
Not being so locked down it’s impossible to evolve, edit or pivot.
That doesn’t mean we’re a bunch of ‘pleasers’ – truth be told, we’re always a bunch of opinionated buggers – it’s simply that by not taking ourselves too seriously, we stop the ‘process’ of creativity becoming so efficient, it impacts and limits the possibilities of how we solve our clients problems so we can do things people will actually give-a-fuck about.
Or said another way …
Not taking ourselves seriously is most serious way we can be a valuable partner to our clients.
I say all this because I recently had my 5th anniversary at Colenso, and they marked the occasion with some gifts that perfectly capture our ‘seriously unserious’ spirit.
First they got me a bridge climb.
And while that will be a magical and memorable experience, the real reason behind it was to unsubtly tell me they would really like it if I stopped walking 20+kms during the day so I could start doing my work meetings in the office, rather than on the streets.
Secondly they got me a weekly home delivery of sourdough and butter.
Amazing. Except it is not because it’s the food I miss the most – since I got healthy – but because it’s the only guaranteed way to make me have a smile on my face.
And lastly, they organized a personal message from Nottingham Forest legend, Mark Crossley.
Not because I love Forest with all my heart, but because their results affect my mood, and this season I’ve basically been a miserable bastard, bar the last few weeks.
See … piss-taking perfect presents.
But even that doesn’t really capture the tone of how we operate.
But this does …
It’s the card from the CEO of Colenso, Ange …
Whose ‘loving’ words show we share a desk and my health consciousness is not good for her hearing, haha.
So to all the rats of Colenso – past and present, thank you.
You’re not serious. But you are very, very clever. [And a bit kind]