The Musings Of An Opinionated Sod [Help Me Grow!]


Who Is Fooling Who?

Being old, I’ve done more than my fair share of judging awards.

I enjoy it.

Yes it’s a major investment in terms of time, but when you come across an absolutely devastatingly good submission, it’s worth every second.

However it is also fair to say that over the years, there have been some real painful experiences. Either in terms of average papers being seemingly entered into every category in a bid to increase the odds of winning something or papers that have such a strong scent of scam, even Ray Charles can see how suspect they are. [Sorry Mr Charles]

I always laugh when I come across those. Specially at the agencies submitting them … because while they obviously think they are geniuses – or the judges are idiots – the reality is they’re wrong on both counts.

But here’s the thing, people can slag off awards all they like, but they matter.

For Colenso for example, they’re important.

We’re a small agency on the other side of the planet and being able to show our creativity and effectiveness is vitally important to keep demonstrating our validity to attract global clients.

But – and it’s a big but – it only works if its real.

And that only works if all the winners around it are also real.

Now I appreciate that different clients have different needs and budgets.

I appreciate different markets have different cultural traits, behaviours and media.

I absolutely appreciate some entries use a language that is not their native tongue.

And I think that is all brilliant – though I also think none-native English speakers are at an immediate disadvantage and the award organisers should be looking at ways to change that.

However, if you need to write 8456738585463 words to explain your problem or your idea or your insight or your results … you’re not helping yourself.

Nor are you if you are using the pandemic as your strategies main adversary – often followed up with the words, ‘how do we grow in an era of the new normal?’.

Of course I am not doubting the pandemic has caused havoc among categories of business all over the world. It’s definitely happened to me too. But if we don’t explain what the challenge is – how it has affected behaviour or values or distribution or competition or anything other than it ‘made things more difficult’ … then it’s as lazy as the time I judged the Effies in the US when Trump came to power and the opening line of 85% of all submissions was:

How do we bring a nation divided together?

[My fave was when a whisky brand used that as their creative challenge. HAHAHAHA]

I take the judging seriously because I want the awards to be valued.

I want the awards to be valued because I want the industry to be valued.

And I want the industry to be valued because I want clients to win, creativity to win and the people coming up behind me to have a chance of taking us all to better and more interesting places that we’re at right now.

And I believe they can if we don’t fuck up the chance for them.

I get awards are nice to have.

I get they can drive business and payrises.

But if we keep allowing bullshit a chance to shine – and let’s face it, we have time and time again – then all we’re doing is fucking ourselves over.

I’m fine with failure.

In fact I’m very, very comfortable with it.

Especially when it’s because someone has tried to do something audacious for all the right reasons … because even if it doesn’t come off, it’s opened the door to other things we may never have imagined. There’s even real commercial value to that.

But when agencies create, hijack or exploit problems to just serve their own means – then fuck them. Maybe – just maybe – if they did it at a scale that could make a real difference, you’d be prone to encourage it. But when it’s done to achieve just what is needed to let the creators win an award … then frankly, the organisers and judges have a moral obligation to call it out.

Asia gets a bad wrap for this. And over the years that has been deserved, but I can tell you no market is immune. Hell, I’ve even seen some in NZ recently – or one in particular – and what made it worse was it wasn’t even any good.

But as rubbish as that example was, at least it didn’t stoop to the levels we have seen previously.

Let’s remember it’s only 4 years ago an agency WON MAJOR AWARDS for an app they said could help save refugees on boats by tracking them in the sea … only for them to then claim – when later called out – that the app was in beta testing hence the information being sent back to users was not real.

Amazingly ignoring the fact they didn’t say that in any of their entry submissions and if they had, they wouldn’t have been eligible for the awards they entered in the first place.

Creativity can do amazing things.

Advertising can do amazing things.

But we fuck it up when we put the superficial on the podium.

Of course, this is not just an agency problem. Clients are also part of this. Because if they let agencies do what they are great at rather than treating them as a subservient production partner … maybe we’d not just see more interesting work, but even more interesting and valuable brands.



Campbell’s Law …

So recently I was reading a case study paper for a creative campaign.

I have to say, the way it was written was very good.

It sounded like they had genuinely created an idea that was driving fundamental change.

The paper was full of superlatives.

Full of audacious claims.

It was also full of shit.

Stripping things back, all they had actually done was launch a PR campaign with a big and exciting sounding name.

I’m not saying it wasn’t effective.

Nor am I saying it was bad.

But compared to what was claimed, it was pants.

But what made it really stand out was the following paper I read.

It was equally well written, but this was without hyperbole.

Don’t get me wrong, they weren’t playing down what they had created they just weren’t trying to insinuate it was the second coming of Christ.

Which was interesting, because it was genuinely using creativity in a powerful, effective and interesting way.

All wrapped up with a campaign name that was almost deceptively simple.

Having been on a lot of creative and effectiveness judging panels over the years, I’ve seen this time and time again which has led me to forming what I will call – for ego reasons and the novelty of it not being associated with being in trouble with the authorities – Campbell’s Law.

Campbell’s Law states:
The more grandiose or superlative-ridden a creative campaign name or description is given, the more boring and safe the reality of the execution.

I assure you, should you be invited to any future creative judging panel, it will save you sooooooo much time going through all the submissions.

You’re welcome.



Sacrifice Is Love …

Before I start, I need to warn you this post is long.

It may be the longest post I’ve ever written, so there’s a TL;DR at the very end.

Anyway, this post is about my Mum. And my wife.

Two amazing people who provided the foundation that allowed their husbands to go all over the place.

I’ve written about how my Dad had a bunch of radically different careers.

Not degrees of change, whole fucking protractors worth.

And while my career has been more ‘stable’, in so much it has pretty much revolved around the same industry … the fact I’ve been able to live and work literally all around the World is as much down to my wife as it is to any opportunity I have been given.

Put simply, none of what Dad or I have done could happen if Mum or Jill hadn’t enabled it.

And enabled is the perfect word … because this is more than just ‘supporting’ someone’s quest for adventure.

They actively enabled it to happen by choosing a path that offered them – and the family – a greater level of stability and consistency so their partner could follow the path of curiosity.

What an amazing act of generosity and love.

It is something I have been aware of for a long time …

And while Jill has loved the adventure we have been on, it has come at some personal sacrifice.

She is far from her family.

She built her career as much around the environment she was in as the interest she had in a particular area.

And while she did brilliantly with all of it – especially with her cake design business in Shanghai – I am perfectly aware she could well have gone on to even more amazing things if we had just stayed in one place rather than moved all around the World.

She has never complained about this.

She has always embraced the journey and the countries we have lived in.

But the reality is I took her away from her family supposedly for a year, which turned into 16.

Or said another way, she has shown me a level of love and support that I find hard to fathom.

So now it’s time to pay things back a little. Kinda.

You see when I got made redundant, I was inundated with generosity.

Some of it was words of support.

Some of it was offers of projects.

Some of it was even offers of jobs – albeit all overseas in America, Europe, Asia and Australasia.

Frankly, it was overwhelming and wonderful.

And while all the gigs were amazing opportunities, our first reaction was to say no.

Part of it was because of the wonderful family home we had just bought. Part of it was our desire to set down real roots for the first time. And part of it was because two famous rock bands, a wonderfully eccentric Chinese billionaire, an amazing German home appliances brand and the World’s most notorious/desired video game company stupidly asked me to work with them on long-term creative projects, meaning I could continue to earn a good living in the country my family now considered home.

Hell, in the last 9 weeks I’ve done presentations to the boards of TikTok, Rockstar, a fashion superstar and a Silicon Valley VC while also helping some mates on 2 pitches … one in Australia, one in Italy … and we won both of them!!!

As weird as it is to say, unemployment – for me – has been amazing.

Now, don’t get me wrong. I know what I’m saying is the definition of privileged-as-fuck.

I absolutely acknowledge I’m in an extremely fortunate position and, if I’m being honest, I’ve found that hard to reconcile with, given how many people – many my mates – are having a hard time right now. To help deal with that, I’ve been finding ways to bring some of them into the projects I’m on because not only do I want to share the good fortune I’m experiencing, they all make me – and the work I do – so much better.

But it also revealed something I had forgotten.

As much as I love the work I’m doing and who I’m doing it for, I love it more when I’m doing it with a team. If I’m being honest, I suck when I’m on my own and given the personal projects I’m doing will never demand 8 hours a day – let alone 5 days a week – there’s a lot of ‘on my own’ time, I have to deal with.

I know, that sounds like the dream doesn’t it?

And it is. But while I absolutely love spending so much time with my family and adore working with Rock Stars and eccentric billionaires, I also love – and probably need – to collaborate with other creative people on other creative things … which led us back to the ‘real’ jobs people were talking to me about.

Frankly they all offered something unique, interesting and valuable to my career, my family and our overall future.

And, importantly, they all involved working with interesting, passionate, creative people.

Plus – in theory – I could still deal with the crazy ideas and needs of rock stars and billionaires.

So Jill and I discussed them again.

Some were pretty easy to decide …

Not because the job or the companies were bad – they were all wonderful – but they were based in the US and frankly, given all that’s going on there right now, that’s not somewhere we wanted to go back to at this time.

But there was one opportunity that caught Jill’s attention.

Not just because of the job, but because of the place.

Jill knew I was already excited by it because the company involved was one I had revered and raved about for years. In fact I had almost joined them a few years ago, but Mum had just died so I was in the wrong frame of mind to make any big changes in my life.

So why did this place catch Jill’s attention?

Because, in simple terms, it was nearer to her Mum, who lives in Australia.

You see while she talks to her daily, it’s obviously not nearly the same as seeing her a bunch of times a year.

I totally understood this, not just because I had been in a similar situation with my parents … but because now we were so close to my beloved best mate Paul and his epic wife Shelly, I felt an even deeper connection with them, simply because we got to hang out a shit load more than we had for the past 25 years.

And so this got us talking.

As I said, I absolutely adored the company. And I loved Jill could be closer to her Mum. And we loved the idea Otis could spend his primary school years in an environment that is safe, natural, liberal, creative and culturally diverse. Plus I loved I could do something that would – in a super small way – repay Jill for all the love, consideration and sacrifice she had given to allow me to keep us moving forward … not to mention I loved that I would have a whole new list of people I could make Facebook friends.

[OK, not that last bit, more like a whole new list of people I could be an instagram terrorist to]

Are you wondering what the fuck I’m going on about?

Well this is my very convoluted way of saying Jill, Otis, Rosie and I are all moving to Auckland in New Zealand, and I‘m pathetically happy to announce I’ll be the head of strategy for one of the most wonderful agencies in the World – in fact, one of the Cannes agencies of the decade – the utterly brilliant, beautifully ridiculous, infectiously creative … Colenso.

I have loved this agency for so long.

They’ve consistently made work that I’ve not just been insanely jealous of, but I’ve not seen anywhere else.

From creating a radio station for dogs … to stopping speeding by letting kids design the speed dial in the family car … to making drinking a beer the most romantic thing you can do on Valentine’s Day – or an alternative fuel for cars – they’re imaginative, audacious and wonderfully bonkers.

While saying ‘no’ to them 5 years ago was the right decision because of my state of mind after Mum died, I always felt I’d missed out on an opportunity that could be very special for me, so to be offered a second chance is … well, put it this way, it’s something I’ll always be eternally grateful to their idiocy for making happen.

Frankly, when I got made redundant, I never imagined something like this could happen … but, as I said at the time, the last time this happened to me, it led to one of the most creatively rewarding times of my life and in my post, I wondered out loud if lightning could strike twice.

Amazingly, it seems it can … but that’s the best thing about life, because if you’re open to everything, anything can happen.

That said, being in England has been amazing, far more than I imagined or hoped.

I don’t mind admitting when we came back I had a sense of trepidation.

Part of it was because I never thought we’d live in England again, part of it was because I didn’t want it to signify ‘the end’ of the adventure [and yet so many people thought it did] and part of it was that I felt guilt coming home after Mum and Dad died … because if I was going to do that, what didn’t I do it when they were both still here.

But as we spent more and more time in England, those concerns were replaced by feelings of belonging and connection that I thought I’d lost the ability to feel or experience, regardless where we lived … so while the UK may a complete basket-case of a nation, it’s my basket-case and I can take that newly formed sense of connection with me wherever we go.

But what about our new home?

The one I’d written so much about when we got it?

The one we moved into SEVENTEEN DAYS AGO!

Well, the fact of the matter is we’re in it and we love it and we don’t want to lose it … so while we will taking a detour via a wonderful adventure in New Zealand, I can categorically say we will be back living in it at some point. Don’t know when – we never make plans about timing – but we just know we will one day.

You see the reality is the house was always more to us than just an asset.

We wanted somewhere where we could settle … a place where our roots could grow and become established and entwined. It’s why I took the decision to sell Mum’s home, not just because it helped us be able to afford it, but because it was the sort of place Mum would want for us.

A family home rather than a house my family lived in.

I look forward to continuing to enjoy that until we go.

I look forward to continuing to enjoy that when we eventually come back.

But when do we go?

Well, that’s an interesting question with COVID … but hopefully in the first part of 2021.

If you asked me if we would ever live in New Zealand in the first half of 2020, I would have laughed and said no … and then added., “not unless Colenso offer me a job again”. But here we are, about to do just that … and I have to admit we are all hugely excited about it.

Not just for the reasons I’ve mentioned, but because living in another country and culture is an amazing privilege and we’re excited that the journey we’ve been on for the last 25+ years, still has a few more chapters to be written.

[That said, our cat is not happy as this this will be her SIXTH country in 13 years]

I’m so grateful to Colenso for giving me – and my family – this opportunity.

I’m so grateful to Jill for thinking of me even when this is supposed to be more about her.

I’m so grateful to R/GA for giving me – and my family – this experience in England and, by making me redundant, opening the door to exciting and rewarding things I never imagined could happen.

I’m also so grateful to all the people who have been so kind with their generosity and support while I’ve been in England, especially when I was made redundant. There’s loads and I’ll write a post about them when we leave but quickly, a massive thanks to …

My old planning gang at R/GA. Nils, Lucy and the incredible team at Uncommon. Matt Tanter. The Brixton Finishing School. John Dodds. Joel Keene. Emma Clark. Jonathan Nwauzu. Phil Jacobson. Judd Caraway. Caroline Seifert. The delightful nightmares Mike and Sam. Claire Pickens. David Tiltman. Munraj Singh. Kay and the team at SMILE-ing Boys Project. Michael Roberts. Karrelle. Louise Jack. Nick Ellis. Paul C. Nick Hirst. Richard Greene. Jed Hallam. Ms Bloodworth [although technically she is now in PDX]. Trudie McNicholl. Omar at The London Business School. Larissa. Sam Clohesy. Hanan. Giles Edwards. Asher. Tom Roach. Tarik at On Road. Sara Tate. Stefano. My beloved Mr Weigel. Ally McKenzi. Vince Aidoo. Neil Perkin. Graeme Douglas. Nick Owen. Nic Owen. Sam Brookes. Dave Alberts. Ayo and Group Think.

There’s tons I’ve missed but as I said, I’ll write a proper thing about them closer to the time we go [even though I appreciate this is turning into a Ms World acceptance speech] but I would be wrong if I didn’t give a mention to my oldest, dearest friend – Paul – and his wonderful wife Shelly, who made – and are making – this chapter better than I dared imagine.

I can’t really put into words how wonderful it has been being close to them again. While it had been 25 years since we were in the same country, it never felt like it – though being so close definitely made things even better. [The photo above, taken in our new garden when they came to visit, is one I’ll always treasure]

The one really sad thing about going is not seeing them as much as we have been able to over the past 2 years … but I keep reminding myself we’ll be back and I know when that happens, it will be exactly like it has been – wonderful and silly – because that’s exactly what happened when we came back after a quarter of a bloody century.

I know this has been a super long post. Like, Gwyneth Paltrow Oscar-speech long.

And I know most of you won’t have read most of it.

Or you just skipped to the TL;DR at the bottom.

But that’s OK, because it’s not for you, it’s for me.

And for Otis. For when he’s older. So he can properly understand the reasons behind his childhood, family adventures.

However even I’m getting over it so with that I’ll leave you with this …

Once upon a time, Dan Wieden asked me if I would ever live in Portland.

My response resulted in him saying, “I should fire your ass” and repeating it every single time he saw me from there on in.

I never had anything against Portland.

It’s an absolutely lovely place, but for me – especially as I was living in Shanghai at the time – I felt it was too small, too quiet, too natural and just too nice.

Well, we’re going to find out who was right.

I’m pretty sure we’ll find Dan was. As usual.

TL;DR

Bought a house in England but moving to NZ.
Off to play at the wonderful Colenso and let my wife be closer to her Mum.



Creativity Creates The Impossible …

I saw an article [the one above] recently that reinforced the importance of creativity and culture in building brands and business.

Of course I’m preaching to the choir, but I get very frustrated hearing companies – and even people who claim they’re in the business of creativity – act as if they’re ‘lesser’ tools to data.

Now don’t get me wrong, data is important and can be used very creatively – and I’m very fortunate to have worked with a few people who have proved this day after day after day – but so few companies talk about it in these terms, instead celebrating data in terms of its rational certainty which, as we all know, is total bollocks because it’s dependent on where the data has come from, who is interpreting it and whether they see it as giving solutions or understanding.

In the context of the article above, data would have probably have said Americans won’t eat sushi.

There would be a huge amount of evidence to reinforce that and many companies would have simply walked away.

But where you would think big business has the brains and tools to find ways around obstacles, the reality is often they’re paralysed by structure, politics and blinkers – not to mention, have the scale to mean they can just move on to the next thing without really having to think about it.

Until someone else does it.

And often, that someone else is someone smaller.

Someone without the structure, politics, blinkers or scale to just accept impossible.

Someone who embraces culture and creativity because they need to survive.

Someone open enough to create rules rather than just follow tradition.

Data didn’t create NIKE.

Data didn’t create Tesla.

Data didn’t create the California roll.

Somewhere along the line they played an important part, but that’s all they did – a part.

Yes, it’s important.

Yes, it can make a huge difference.

But thinking it can do it all on its own is the biggest lie being sold in the industry right now.

Culture and creativity are incredibly powerful forces.

They’re not just checkboxes of a process.

They’re not just a process.

They are living, breathing entities with the ability to change expected outcomes and create new ways of looking at the world.

In these speed-obsessed times, too many view understanding culture and exploring creativity as commercially ineffective because they require nurturing, love and space … however when done right, they can combine in such a way to redefine the rules everyone plays by and make the big players – who think they have all the answers – desperately trying to play catch up.

More than that, it can create the foundation where your business attracts audiences rather than has to continually chase them because you’re building a brand of distinction rather than another commoditised company of alleged disruption.

Again, none of this is meant to be anti-data just a reminder culture and creativity are – at the very least – equal forces of commercial power and should be respected that way, because a year on from the talk Martin and I gave at Cannes for WARC, it is obvious there is still an inherent need to remember chaos creates what order can’t.



Are Warc Berks?

Last year, WARC made the terrible mistake of inviting me – and Martin, though he is never a mistake – to talk at their show at Cannes.

While our talk on chaos seemed to go down rather well, I was still amazed they invited us.

Well, me.

Amazingly, they still haven’t come to their senses, because last month they asked me to write something about how COVID-19 was affecting business. And while they wisely edited down what I’d written, you’d have think they would have learned their lesson by now.

But no.

And while I would love to say the reason I am posting it on here is because I feel it is a worthy read, the real reason is I am too tired to write a post today so this solves that ‘problem’ nicely.

I know this gives you no incentive to actually read it, but it does talk about Pornhub in it.

And penis shaped pasta.

And David Lee Roth.

Oh who am I kidding, you don’t even read the short posts.

Damnit.

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If You Think Change Only Happens When There’s A Global Pandemic, You’re Not Paying Close Enough Attention.

COVID COVID COVID. That’s all I’m hearing.

Of course I get it … it’s a terrible situation with ramifications that could fundamentally change the way we live, work and operate forever.

Hell, just a few weeks ago, the head of the Automobile Association, Edmund King, suggested the demand for travel – by road or rail – will reduce so dramatically [due to companies and employees recognising the ability to work from home] that the government may be better putting money into broadband instead of bolstering infrastructure.

That statement, if true, would have a seismic impact on an incredible amount of industries … from car manufacturing, train services, commercial leasing and banking to name but a few. And then, when you add in the expectation’s [some of] society is placing on the actions and behaviour of brands through websites like didtheyhelp.com, you see why some are saying the societal reset button has been pressed.

But I’m not going to write about that.

Not because I don’t believe it, but because everyone is writing about it.

My point is less dramatic. It’s simply that how we live, work and operate is always evolving, so if you only think it is happening now, you’ve been asleep at the wheel.

If You’re Not Moving Forwards, You’re Moving Backwards

I don’t want this to be a big piece for R/GA, but we’ve always loved playing to where culture is heading rather than where it is.

It’s part of the reason why we’ve continually reinvented ourselves as a company and why we’ve been able to fuse creativity with technology to either define the future normal or open the door for it to start establishing itself.

Some of these ideas required us to be ridiculously audacious – like when we created Fuel Band for NIKE to start changing the way everyday athletes train and develop or when we created one of the first digital banks – NEXT in Brazil – because we saw how the values and aspirations of 20-30 year olds were totally different to the products and services the established banks were offering.

And while those two are on a grand scale for liberating change, the reality is it doesn’t matter what the size of the project is, we always place huge value on exploring cultural and sub-cultural changes because pandemic or not, people are always evolving.

While I really didn’t want to talk about COVID-19, the fact is the biggest shifts occur when there is a crisis and it’s fair to say, that’s what’s going on now.

Put simply, crisis collapses time.

What could take decades to evolve can happen in years, months, weeks or minutes.

For example, after arguably centuries of being denied, women were finally recognised as societal equals* after people [read: men] saw the vital role they had played in the war effort of WW2.

[* acknowledging that women are still continually denied equality in so many aspects of life]

Of course, this shouldn’t be a surprise. Newton’s 3rd law, which states ‘for every action, there’s an equal and opposite reaction’ has been around since 1686. But some had started to believe these shifts only occurred through technological revolution when the reality is cultural adversity is equally as powerful … and the reality is COVID-19 is creating some major changes of attitude and behaviour.
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At the time of writing …

35% of Britons are worried about their employment.

The average Londoner is saving over 2 hours per day of commuting time working from home.

The top 10 fastest growing products being bought on the internet right now are in the categories of healthy eating, medicine and gym equipment … though chips, popcorn and snack foods are also all experiencing triple digit growth.

64% of people believe their community is stronger now than pre-COVID-19 … with approx. 1/3 of people offering to help vulnerable neighbours.

Families are now spending approx. 16 hours awake together compared to a previous average of 2.5.

Google searches for ‘meditation’ has reached its highest level in history.

Visits to Pornhub.com has risen globally 11+%, with ‘corona virus’ searches in the site reaching 1.5 million on March 5th alone.
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These are all big shifts with major implications. And while I accept there is a chance things will return to the ‘old normal’ when the situation becomes a bit more stable – there are 3 things to remember:

1. The longer this goes on, the more likely these new attitudes and behaviours will become established and self-sustaining.

2. Not everyone’s situation is the same, including when isolation will end for them.

3. Even if things do return to the past for every single person, they will all continue on their individual journey of evolution … whether in attitude, behaviour, aspiration, ambition or a combination of all.

A New Value Of Money?

Once upon a time, the rock singer, David Lee Roth, said:

“Whoever said money doesn’t buy you happiness doesn’t know where to shop”.

While this may well have been the attitude for multiple generations, right now – across the entire World – the value of money is literally being re-written by society.

I’m not talking about what and where people want to spend their cash [though there are some fascinating facts emerging, such as Ann Summers – the adult romance company – revealing the shortage of pasta in supermarkets had led to them selling more of their ‘penis pasta’ in 1 week than they’d sold in all of 2019] … I’m talking about their relationship with it and, as a result, their relationship with their banks.
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At the time of writing …

55% of people are very or extremely worried about the national economy, with 35% very or extremely worried about their household financial position.

950,000 people have successfully applied for Universal Credit in 2 weeks.

In the UK, car sales for March 2020 have fallen 40%.

56% of Britons actively want to support local businesses over global business.

22% of Britons are already changing buying habits, especially for non-essential items.

And while on their own, these might not seem scary – even though they only represent the first 4 weeks of Corona impact in the UK – when you overlay it with some of the cultural narrative appearing on Mumsnet and Reddit …

“I don’t want to live in a city where I can’t afford a back garden”

“Why have investments when they go down when you need them most”

“Who thought I’d value a full fridge more than full wardrobe?”

“The government needs to see public services as an investment, not a cost”

… you start to realise the fundamental attitudinal changes that are starting to occur.

Of course, many of these shifts in attitudes regarding money may be being driven by their circumstances.

Maybe they can’t believe how quickly their financial situation has changed.
Maybe for the first time in their life, access to what they’ve always enjoyed faces obstacles.
Maybe the lack of human contact has highlighted how alone they are.
Maybe it’s seeing a business they built for years fall apart in days.
Maybe it’s not being able to leave their apartment and breathe fresh air for weeks.
Maybe it’s realising that how you live is becoming more important than what you have.
Maybe it’s realising this isn’t a matter of wealth or poverty… but life or death.

Whatever the reason, you start to think that just maybe some of the fundamental values, attitudes and behaviours entire industries have banked on – and actively fought to maintain – are starting to shift.

If that becomes reality, then not only are the ramifications going to be mind-blowing for business, it will mean Alvin Toffler – the futurist, writer and businessman – was right when he said the illiterate of the 21st won’t be those who cannot read or write, but those who cannot learn, unlearn, and relearn.

While I readily admit I have neither the brains, vocabulary – or even the looks – of Mr Toffler, I wholeheartedly subscribe to his belief that change is the only constant … which is why I thought I’d end this piece with 3 ways we help our clients be comfortable with the uncomfortable.

1. The Most Valuable Thing You Can Give Your Client Is Honesty

When we were helping create Next Bank in Brazil – part of Bradesco – we discovered nearly 70% of the target audience would rather visit the dentist than go to a bank. No-one likes to hear they’re not liked, but knowing what people really thought of them allowed us to make decisions that could drive the biggest impact and value. In simple terms, it meant everyone was behind creating a bank that didn’t act or operate like a typical bank.

2. The Culture Of The Category Tells You The Direction Of The Category

We spend a huge amount of time understanding the culture around a category. Not just in terms of how people transact or interact … but how they live, act, talk and behave. From the music they love to the hashtags they use. For example, with NIKE Girlstalk, we use interviews, social listening and data to understand how athletes are talking about sport … because often shifts in language indicate changes in how they see or play sport. Some may not think this is important, but it’s the difference between talking athlete to athlete or brand to customer.

3. Use Technology To Be More Human, Not More Automated

We believe customer experience builds and defines brands. It’s why we look at technology as much more than a tool to drive efficiency and optimisation … but something that can engage audiences emotionally and distinctly. For example, COVID-19 is revealing a multitude of ways people are using tech to feel connected to others … from Zoom background hysteria to virtual pub quizzes to mega concerts on Fortnite. All of this shows the multitude of ways society plays with tech to provide them with emotional – not just functional – fulfilment, which should remind brands their customers need more than just, ‘category best practice’ digital efficiency.

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Sources:
The Daily Mail, 6 April, 2020
Dynata: Global Trends Report, COVID-19 Edition
Office For National Statistics
Stackline Retail Intelligence
OnePoll on behalf of ChannelMum.com Survey
Prof Jacqui Gabb of the Open University
Google Analytics
Pornhub.com Corona Virus Data
Dynata: Global Trends Report, COVID-19 Edition
The Guardian Newspaper April 1, 2020
Reuters, April 6, 2020
Hall & Partners
Dynata: Global Trends Report, COVID-19 Edition
Topics of conversation on Mumsnet/Reddit during March 2020