Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Campaign Magazine, Colenso, Colleagues, Context, Creativity, Culture, Design, Environment, Wieden+Kennedy
Yes I’m back.
No, I can’t tell you what I did.
Or who for.
Or even where I went.
And I won’t ask if you missed me because I wouldn’t hear a response.
Not because I don’t allow comments anymore, but because no one reads this blog anymore.
If they ever did anyway, given any visitor was here to either insult me or read the insults.
Anyway … let’s get on with it, shall we?
Every home has a room that’s a bit of a disaster.
The one that doubles up as a storeroom.
The one that you never got round to unpacking.
The one that just seems more trouble than it’s worth.
The same happens in offices.
The meeting room no one really likes.
The meeting room that feels claustrophobic.
The meeting room that no one uses for client meetings because it’s a bit shit.
But in an open plan office world, meeting rooms are at a premium … so those ‘happiness sucking spaces’ often end up being used as a last resort, even though it is literally the last place you want to be.
We have one of those spaces.
A room that makes dentist waiting rooms feel exciting.
It’s called ‘the attic’ … because, quite frankly, it’s out of the way and uninviting.
But recently we had a client video call in that room and we’ve never felt more self-conscious, so we finally decided to change it.
However rather than try and change the feel of that miserable space, we chose to own it.
Welcome to the most boring room in Colenso. Literally.
I know … I know … you may be thinking, ‘why would you do such a thing when you could have changed everything’?
And I get that, but there’s 2 reasons …
First, as Eminem taught us in the movie 8 Mile, when you own your truth, no one can own you.
Second, the great irony of being self-aware – even when it’s about something dour – is that you can end up being more interesting than those places you know are trying their hardest to be interesting.
That’s not dissing the importance of physical space because it’s real and it’s important.It can play a huge role in influencing and shaping how people engage, interact and explore shit.
But at the heart of great working environments is that they have been shaped by the culture of the org rather than a byproduct of it.
As I said years ago in Campaign …
And so while this might be the most boring room in Colenso – and it is – by owning that fact, it’s weirdly become a place we’re OK with being in rather than trying our hardest to avoid.
God humans are weird aren’t we!?
But not as weird as that room.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Alcohol, Apathy, Asia, Attitude & Aptitude, Authenticity, Beer, Campaign Magazine, China, Chinese Culture, Content, Context, Craft, Creative Brief, Creative Development, Creativity, Culture, Distinction, Effectiveness, Empathy, Environment, Fake Attitude, Marketing, Marketing Fail, Mediocrity, Perspective, Planning, Point Of View, Relationships, Relevance, Reputation, Research, Resonance, Shanghai, Singapore, Strategy
I have a history of working on clients I don’t really have a right to work on.
Sport.
High Fashion.
Female Haircare.
OK, so I have a real relationship with sport, but I think the reason I have been able to [even though I say it myself] be so successful with the other categories is that I get so into what I am working on. I get kind-of obsessed with learning and understanding everything about it and throw myself into reading all I can about the culture, history and category before I then interview everyone I can meet who is authentically connected to it.
No outsourcing to superficial focus groups … it’s about graft. Working with the people who create and push the category rather than those who simply buy the product.
It’s served me well – underpinned by clients who care about their audience rather than just see them as walking wallets and me being being self-aware enough to know my perspective is from an outsiders point of view, so I need to explore everything while assuming nothing.
I say all this because one of the other categories I’ve worked on that I shouldn’t, is alcohol.
Why shouldn’t I?
Because the last sip of booze that passed my lips was in 1985.
NINETEEN EIGHTY FIVE … so 39 years ago!
And yet over that time, I’ve worked on everything from Heineken, Guinness, Johnnie Walker and the development of Blackened, for Metallica.
Beer advertising in particular is fascinating because there tends to be 2 states:
Sponsored jokes or pretentious bullshit.
Now I get why it falls into these 2 states because client/agencies tend to either want to reaffirm their beer is ‘fun and social’ or ‘important and crafted’.
But for every Guinness Surfer, Carlton Draft Big Ad, John Smiths No Nonsense, DB Export Brewtroleum or going right back, Heineken Refreshes … there’s a whole heap of contrived, lifestyle rubbish.
Lazy headlines placed over generic Getty image photography.
One I saw recently was this from Tiger.
Now I appreciate the photo does not do it justice, but the headline reads:
Tiger Crystal.
Ultra Low Carb.
Extra Refreshing.
The reason this does my head in is two-fold.
First is you have to understand Tiger is very close to my heart.
Not only was it one of the first brands I worked on when I first moved to Asia, I also won the worldwide account – literally on my own – against 4 network agencies back in the early 2000’s.
Apart from that allowing me to work with some brilliant people on some brilliant assignments, it also resulted in Campaign Magazine featuring me on their front page in all my sweary glory, which is obviously a career high, hahaha.
But the other reason is that copy makes no fucking sense.
What the hell does ‘extra refreshing’ mean?
Oh I know how they’ll justify it …
With less carbs, the beer tastes even better to the drinker. Not literally, but emotionally.
And while there may be an element of truth to that … it doesn’t make it EXTRA refreshing. More drinkable maybe, but not extra refreshing. But here’s the thing, if it’s that good, why don’t they make ALL their beer like this?
Why don’t they bring their ‘extra refreshing’ premise to all their products?
I’ll tell you why, because it’s bollocks.
It’s lazy marketing … another example of vacuous superlatives being churned out to sound exciting without any thought, consideration or any excitement. An act of arrogance, demonstrating how important the brand thinks it is and how little they think – or understand – the audience they literally serve.
Now I appreciate some may say, ‘why does it matter, no one will pay much attention to it’?
And I get that … except that’s the point really.
Our job is to try and make people pay attention.
To give a shit.
They’re not going to think it changes their life, but they shouldn’t blindly ignore it.
It’s this sort of arrogance that demonstrates the lack of self-awareness that has permeated the industry. A blind belief that everything we do is great simply because we did it … despite the fact in the real world, all we’re doing is adding to the social landfill and social pollution of shit advertising.
Where is the pride in who we are, what we do and the intelligence of who we engage?
Where?
We’re so much better than this. And just to be clear, I’m not solely blaming whoever did this awfulness, it’s also the clients, procurement and ‘for profit’ research companies who created the environment where this ends up being deemed ‘worthy’.
I swear the biggest problem the industry has is every department and discipline has its own agendas and metrics for success.
There’s no alignment.
No agreement on what we want and need to make.
Just distain, distrust and self-interest.
Of course not everyone is like this – thank god – but if clients want to see the potential of their brand and agencies want to push the possibilities of their creativity, there has to be a moment where we stop hiding awfulness under the blanket of marketing justifiable rationales, because for all the NPS, system 1, best-practice approaches we may proudly shout about, there are two questions that trump all.
Is it true and does it make us give a shit?
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand Suicide, Campaign Magazine, Chris Jaques, Colenso, Communication Strategy, Creative Development, Creativity, Culture, Planning, R/GA, Wieden+Kennedy
I have always found it rather amusing that occasionally the industry press has shown an interest in what I’m doing – or done.
Even now, my first reaction is, “don’t you mean the other Rob Campbell, who started RKCR Y&R?”
And while occasionally the answer is, “yes, we do mean him” … I have approached any interaction with my tongue, generally in my cheek.
Hence I’ve said if I was a Star Wars character, I’d be Darth Vader.
I’ve felt fine writing sarcastic responses to discipline assassination.
And I showed no shame saying the word ‘wank’ in response to a new business win.
To be fair, Campaign Magazine – where a lot of this madness took part – played their part in the relationship by running pieces questioning if my wife was real and if I was having an affair with a reindeer.
I say all this because a friend sent me something he had just found in an old edition of Campaign in Asia …
Apart from the fact that I was at Y&R Asia 16 years ago, so I’m wondering why on earth anyone would keep a copy of Campaign that long … it did make me smile.
Yes, I used to use the word ‘toptastic’ a lot.
A. LOT.
And yes, I can absolutely see myself saying that, even though I LOVED Mediaworks and would do it again in a heartbeat.
But more than that – and I appreciate how egotistical this makes me sound – it was nice to see a bit of humour in an industry that is quickly going up its own arse.
Yes, what we do is important.
Yes, we need companies to recognise we care about their longterm wellbeing.
But for an industry that is supposed to understand how to connect commerce to culture … this overly serious, overly complex, overly monotone approach to all we do isn’t helping.
I’m not suggesting we shouldn’t take what we do seriously, but maybe if we stopped taking ourselves so seriously – so we can resonate with culture rather than patronise them – we may end up with better work and better results.
And by god, could we do with that.
Though I appreciate this may simply be my attempt to reframe my industry ridiculousness as professional, so should Otis ever see it, he won’t think his Dad was a total lunatic.
Maybe.
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National holiday on Monday, so see you Tuesday. That is if anyone reads this blog anymore – I have no idea. [Which is probably a very good thing, ha]
I know I said there wouldn’t be any posts for a couple of weeks, but I’m making an exception for today.
And yes, I am fine … in fact I’m fantastic … but that’s to explain and express another day.
[Which is why there are no comments allowed on this post either]
So Claire Beale has announced she’s leaving Campaign.
To people outside of advertising, this will mean nothing.
To people in the industry – especially people of a certain age – it’s like the Queen announcing her abdication.
I don’t know Claire, but I’m pretty sure most people will acknowledge she has waved the flag for the industry over her tenure.
I do.
And even though she made me very angry with the stupidly misguided decision to put Farage with his shit-eating grin on the cover of Campaign last year – an act that told people of colour, inside and outside the industry, that adland didn’t want them here [which, even though she said was absolutely not her intention, she unreservedly accepts and apologises for] – she did something for me around 1998 that I will always remember and be grateful for.
I was living in Sydney.
For the second time in 3 months, I’d received a phonecall telling me Dad had 24 hours to live.
I immediately got on a plane and flew to England in a blind panic.
Again.
Fortunately Dad was alive and was even stabilizing but what became obvious was I needed to consider moving back home.
But I wasn’t very senior.
I’d been gone for years.
I didn’t really know anyone.
So in desperation, I rang Campaign and they put me through to Claire.
Again, I need to point out she didn’t know me from Adam and I didn’t know her.
And yet, despite being busy with things that were far more important than talking to a British planner plying his trade in Sydney, Australia … she not only listened to my plight, she helped.
She told me what was going on in the market.
She told me who may have roles that would suit me.
She gave me some names of people I should call and mention her name.
I’ll never forget that.
I’ll always appreciate it.
And while I hope Campaign take this moment to see their role as forcing change rather than just reporting it – specifically in terms of who and where the industry hires from – I’ll always thank Claire for what she did for the industry, here and overseas, and a random bloke from Nottingham who needed help at one of the worst points in his life.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Ambition, America, Amsterdam, Asia, Attitude & Aptitude, Auckland, Australia, Bands, Billionaire, Birkenhead, Bonnie, Campaign Magazine, Canada, Career, China, Colenso, Colleagues, Comment, Context, Corporate Evil, Creativity, Culture, Dog, Dream Small, Easter, Empathy, England, Experience, Family, Fashion, Fatherhood, Hong Kong, Japan, Jill, LaLaLand, London, Management, Martin Weigel, Metallica, Michael Jordan, Miley, Mr Ji, Mum, Mum & Dad, Music, My Fatherhood, New Zealand, Nike, Otis, Paul, Paula, R/GA, Relationships, Rockstar Games, Rosie, Shanghai, Singapore, Sunshine, Sydney, The Kennedys, The Kennedys Shanghai, UK, Virgin Atlantic, WeigelCampbell, Wieden+Kennedy
I have written before that apart from my friend Paul, I owe almost everything in my life to the fact I left the UK and went on an adventure.
Without that, I would not have met my wife … would not have had my son … would not have had my pets … would not be working with rock stars … would not have had all the life experiences and adventures I’ve been fortunate to enjoy and almost certainly would not have the career I currently enjoy.
That’s pretty huge when you think about it and while there’s a whole list of people I need to thank for making it all possible, one of them is an old boss.
Who was a prick.
I had a rather complex relationship with this individual.
Because while they were pompous, petty, condescending and rude, they were also smart, knowledgable and experienced.
On top of that, they gave me a shot on a couple of projects that they probably shouldn’t have. I should point out that wasn’t because they necessarily believed in me – it was more there was no one else to do it – but I appreciated it all the same.
Anyway, when I decided to leave – to go explore opportunities in another country – they were pretty pissed off with me.
While I’d love to say it was because they didn’t want me to go, the reality was they were frustrated I was leaving after they’d agreed to give me a payrise.
That this ‘rise’ was still below market rate and they’d fucked me around for literally 2 years, seemed to have completely slipped their mind … which is maybe why on the day I left, they thought it would be ‘funny’ to write the following comment in my leaving card.
“You’ll be back. Come crawling”.
I remember watching him going around telling people what he had written, laughing hilariously at his own ‘joke’ and while I didn’t take it too much to heart – because everyone knew he was a bit of a prick – it still hurt.
Little did I know then, how those 5 little words would play such an pivotal role in how my career would turn out.
You see, when I ended up in this other country, I initially found it very difficult.
Not just because I didn’t have friends, contacts or a job … but because my Dad was very ill back in the UK.
In all honesty, the temptation to go back was huge but there were 2 reasons I stuck it out.
1. I wanted to show my gratitude to my parents for supporting and encouraging me to go, despite them going through a terribly tough time because of my Dad’s major stroke.
2. Those 5 little words.
While I’d like to think the former was the biggest motivator, I fear it may have been the latter.
That’s pretty pathetic isn’t it … especially as I could have gone back without having to go back to that old job.
But I wasn’t going to let him have the satisfaction directly or indirectly.
And so I persevered.
Pushed, prodded, walked the streets, did shitty, temporary roles … anything that kept me from gaving to go back with my tail betweeen my legs.
And it everntually worked out.
Not because of any talent I did or did not have, but because of my perseverence.
And willingness to take any bullshit salary … hahaha.
But for me, getting a break was my main objective … because while I knew I was not the smartest strategst, I knew my work ethic meant I could out-work most.
Now don’t get me wrong, I appreciate that is a toxic trait – but it is my trait – and back then, it was a way for me to prove my worth to agencies/clients who didn’t have to give me a chance or keep me on board.
Of course, over the years, my motivation for continuing to explore the possibilities of the World and my career have evolved.
These days it is far more about wanting to feel I’d be making my parents proud than it is me reacting to 5 little words from a toxic, little manager.
But I also have to acknowledge that without that persons toxic motivation, it is unlikely I would be in the situtation I currently enjoy.
So thank you AC … you were a strange little man, but for all the fucked up shit you did – and there was plenty – you did one thing right, even if it was wrong.
And while I doubt you even remember me – let alone care what I’ve done – it doesn’t matter.
Because I didn’t come back and didn’t come crawling and so for that, I won, so there.
It’s Easter long-weekend that then leads into a big week for me/Colenso – from us hosting Fergus and his OnStrategy podcast to me saying goodbye [for the second time] to someone who is very special to me … so have a great weekend, overeat Chocolate and Hot Cross Buns and I’ll see you Tuesday.
Till then, this is for you AC.
With thanks.