Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Cannes, Chaos, Context, Creative Development, Creativity, Culture, Effectiveness, Emotion, Imagination, Logic, Marketing, Marketing Fail, Martin Weigel, Paula
Just to be clear, I am not anti-logic.
Of course not.
But I am anti-blinkered logic.
Where anything outside of established rules or norms are discounted because they’re outside of established rules or norms.
It was the foundation of our Strategy Is Constipated, Imagination Is The Laxative talk, last year at Cannes.
And ironically, if I thought it was important then … it’s become even more important now with people like Jon Evans waxing lyrical about ‘System 2’ thinking.
Have a look at the functional benefits he is stating:
+ Facts don’t care about your feelings
We all know how unreliable our feelings can be so why would you make a large business decision based on what people feel about it?
+ Measure Everything
I never understood at System1 why we worked so hard to reduce it down to a few key metrics. The results also came in this super easy online report rather than PowerPoint. Now you can have every measure you ever wanted in a shiny PowerPoint presentation with our ‘minimum page promise’ of 93.
+ Infinite personalisation at scale
We have finally achieved the holy grail of marketing reporting namely infinite personalisation at scale. With so much data at your disposal whatever conclusion you need to make we can provide it. We also present it in such a scientific way that no-one will be able to challenge your conclusion. Imagine that!
+ The Price is Right
One of the reasons you employ McKinsey is because they charge a lot of money and therefore must be making a huge impact on your business. We have followed this immutable logic to ensure this is the most expensive research you will ever pay for because, well, we’re worth it.
Now on one level, a lot of what he’s saying isn’t wrong. But by the same token … it’s also not entirely right.
The reduction of everything to a quantifiable – and historical – measure ultimately means you’re advocating, at best, for incremental change or, at worst, following a model of ‘best practice’ without remembering that best practice is past practice.
Of course some will love it. But then, some love beige office furniture.
Which is why this old ad kind of sums up my concerns with myopic approaches based on models designed to not fail rather than liberate possibility.
History is littered with once great brands and ideas that fell foul of ‘the research says no’.
What makes it even worse is often that research is based on the lowest common denominator of audience versus – say – the highest.
Resulting in commoditised mediocrity, hidden under ‘effectiveness and optimisation’ justifications.
Or said another way, outsourcing your cowardice to ‘for profit, external organisations’.
I am not saying what Jon is saying is wrong.
I am not saying using facts and data are wrong.
I’m saying his view – as I say about many people who sell their specific processes/programs as guarantees of success’ – is.
[For example, as the very brilliant Lee once told me, “if you’re measuring everything, then you don’t know what is important”]
As I wrote a while back, there’s many examples of brands who buck his view.
Hell, I work with a bunch of them, including:
SKP-S … the most profitable luxury retailer on the planet.
Gentle Monster … the fastest growing and selling eyewear brand across Asia.
Metallica … the 2nd most successful American band in music history.
… to name but 3.
The point is, for all the cleverness of Jon Evans – and he is very clever and I respect him, what he does and how he does it – the implied suggestion, whether intentional or not, that his way is the only to be successful, is wrong.
As is his new statement around ‘system 2 thinking’.
I get why he says it … just like I get why many people in that industry say it … because it’s as much what they believe and how they make money.
And while that is all well – plus they’re very good at what they do … especially with organisations who are conservative and/or have people with little formal training – they’re services are more like insurance products than business accelerators.
Nothing wrong with that, as long as you’re not claiming otherwise.
Which is why it’s important to remember – to paraphrase what Martin and I also said at our ‘The Case For Chaos’ talk in 2019 for WARC at Cannes – logic might give you what you think people want, but chaos gives them what they’ll never forget.
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Creative Development, Creativity, Culture, Marketing, Marketing Fail, Relevance, Resonance, Review | Tags: 15
OK, so after the ‘hilarity’ of yesterday’s April Fool post, let’s get back to the tragedy of this blogs traditional banality.
So as many of you know, I love rock music.
Loud rock music.
I mean, I like other genres too, but rock/metal/blues has always been my first love – no doubt influenced by the fact it features the guitar upfront and centre and I play [or more correctly, played] the guitar.
So it should come as no surprise that when I was younger, I was a weekly buyer of heavy metal bible – Kerrang!. [Don’t forget the exclamation mark, ha]
There were many reasons why I loved it …
Sure, it was the only mag at that time dedicated to my favourite music, but I also loved the tone of the writing. It was both in-depth and humorous … gave equal measure to new bands and classic and asked questions to rock stars that were both incredible deep and incredibly stupid.
It was magic.
Every Wednesday morning I would go to Helen Reid’s News to pick up my copy … and have her shout at me saying, “this is a newsagent, not a library so you better buy what you’ve touched”.
And after I bought it, I’d go to a cafe and read it over a bacon or sausage sandwich while pretending I was at a client meeting. Which I am confident no one believed but no one questioned … mainly because I was so low level, being out of the office was probably less hassle for them than being in it and having to deal with my endless questions about how they approached their job, hahaha.
But of all the things I liked about Kerrang! – and there was a lot, including all the great reviews they gave of my band when we were reviewed by them [see above for 2 of them] is that they didn’t just see their role as telling the stories of the genre, but to protect the integrity of the genre.
I’ve long thought that is where a lot of industry has gone wrong. Not wanting to offend anyone and seemingly giving out endless ‘participation awards’ to all who do something, regardless of quality. And while there is definitely a need for us to be supportive to others, it’s getting ridiculous we see people more focused on getting the acclaim of the industry without making any work of note within the industry.
And no, a personal newsletter that offers ‘tips on how to make great work’ doesn’t count … especially when you didn’t have anything to do with that work and you keep trading off the clients that worked in the agency you were at, rather than you worked on at the agency’.
And that’s why this review I read from Kerrang! in 1995 really hit me.
OK, so Nickelback are an easy target.
And I appreciate everyone has different tastes and views.
And – as I said – I know we need to support each other.
But that still doesn’t take away the joy I felt reading a sharp, objective review by someone who had the knowledge, experience and desire to protect the discipline from exploitive, populist imposters – acknowledging that is as much about the record company as the band.
It all feels like a bygone era.
A time where there was debate and challenge not endless echo-chambers of like minded people slapping each other on the back. I suppose that’s why I loved the crap I copped on this blog … because among all the [hopefully well intentioned] abuse, I did feel people wanted me to just expand my perspective and view.
And while that didn’t always happen, it did in a lot of areas and subjects and having this blog to remind me how far my opinion evolved is a great reminder of the importance of perspective, experience and depth and breadth of knowledge, delivered by people who want to help me grow not want to bury me alive.
But we’re not in that era anymore.
We talk a lot about ‘cancel culture’ but it feels we’re more at ‘cancel challenge culture’ … where any opinion that questions perspective, regardless how well intentioned it may be, is met with pile-on abuse.
Which is why there must be a lot of people in adland who feel very fortunate they don’t live in the days of Kerrang! ‘feedback’ … so they can carry on spouting their self-defined genius on Linkedin as if they’re the bastard love child of Steve Jobs, Dan Wieden, Elizabeth Warren and Rihanna.
I appreciate this sounds angry and pissed off.
I guess I am.
Not for me – because I know how fortunate I’ve been in this industry, even if I have worked bloody hard for it [despite what you think, hahaha] – but for the truly phenomenally talented people I know, have seen and have met who don’t and won’t get anywhere near the acclaim or respect they deserve, simply because they spend their time making great work rather than living on social media telling everyone how great they are.
If only certain members of the industry press had been more about protecting the integrity of the craft of the industry rather than just reporting, fluffing and profiting from it – then maybe we wouldn’t fall so easily to hype over substance.
______________________________________________________________________
This is the last post of the week as tomorrow is Anzac Day and then Friday is a ‘why don’t we take it off and make it a long weekend day’ … so till Monday, see-ya!
Filed under: A Bit Of Inspiration, Apple, Attitude & Aptitude, Creative Development, Creativity, Otis
So a few weeks ago, Otis – aged 9 – turned to me and said:
“Why didn’t Apple call their charging cable, ‘Apple Juice’?
I know he’s my son … my brilliant, wonderful son … but you have to admit, that’s brilliant.
Up there with the time Apple gave their iMac’s names of fruit to correspond with their colour.
And back then it was hailed as a legendary marketing move … reframing, differentiating and humanising a tech company.
OK, so this isn’t that … but by the same token, it’s a damn sight better than a lot of stuff out there. Stuff created by people who are a lot older and on a lot more money than the small amount he gets Robux each month.
So I’m pretty proud, even though being a natural at marketing means I can’t look forward to a future where he pays for my life, not the other way around.
Damnit.
Filed under: A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Comment, Creative Development, Creativity, Culture, Insight, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Relevance, Resonance
I know ‘insights’ aren’t in vogue these days – but I am still a massive believer in them.
Sure, I don’t think there’s ever a ‘one insight fits all’ solution and I appreciate that what many people/companies pass as an insight is anything but … however to dismiss them out of hand seems idiotic, especially when you see what people are using in their place.
Observations.
Generalisations.
Global human truths.
Of course, there are other ways you can understand the issues and viewpoints society has towards issues and categories [which I am also a massive fan of] but the power of insights is that it gives you understanding WHY people do things not just WHAT they do and used correctly, can open up opportunities and possibilities that would otherwise never see the light of day.
I say this because I recently saw something that made me smile for the sheer truth of it …
I mean, for something we all do, it is amazing how we all have a relationship with our own toilet seats. Of course it has a lot to do with it being located in an environment that is ours – one we only share with those we know and/or are related to – but the ‘pull’ of doing our business on our own seat is something many will relate to.
But what I particularly like in that definition is the word ‘trust’.
The idea our bums have to trust ‘the seat’ is fascinating to me …
Raising all manner of issues from hygiene to history to relationships and god knows what else.
That’s not just insightful, it ignites a whole lot of ideas that could work for all manner of brands and products … an insight that elevates how you see what you can be, not just what you do. A way to connect and engage with people rather than just be about them.
Oh, I know what some people would say about this:
“But if this could be used for a range of products, it means it’s not unique to a particular brand … plus it’s hardly positive, so it’s unappealing for use”.
And to them, I’d say they don’t understand creativity … because putting aside the fact this isn’t ‘unappealing’, even if it was it wouldn’t mean the work would be, because insights are there to allow the work to take lateral leaps not be literal expressions of it.
But that’s where we are these days.
Which is why companies want insights that are directly linked to their specific brand/product rather than the audiences and contexts they deal in … even though [1] rarely do they actually exist and [2] if they do, they’re boring or lacking any motivational appeal.
As I’ve said many times, my problem with the industry is we’re more focused on the process than what the process is meant to serve. Obsessed with saying what we want people to think is important than saying what people find important. Obsessed with pleasing our bosses than our audiences.
Which is why one of the most important lessons all agencies and client should embrace is something Mr Martin Weigel said about 10,000 years ago …
“You can be relevant as hell and still be boring as fuck.”
Don’t blame insights. Blame what people think is an insight.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Communication Strategy, Creative Brief, Creative Development, Creativity, Culture
One thing I love is working with creatives who – during a review – looks at the nuance of the idea, not just the excitement of it.
I don’t mean getting lost in the details … I mean understanding what the actual idea is behind the thought and seeing how it all works together.
Of course, knowing when to do this is important.
Too early and it kills the creative journey of exploration.
Too late and it just fucks and undermines everyone involved.
But done properly doesn’t just mean you gain clarity on what the actual idea is … but it highlights the nuances make the idea work so it can be pushed and elevated in ways that allow it to be consistent without ever being boring.
To be honest, it shocks me how little this stuff is talked about …
For all the talk of ‘brand’, it’s amazing how many people equate that to simply repeating a tagline a colour or a set of ‘brand assets’ without realizing the work they’re producing is slowly but surely moving further and further away from the premise of what the creative idea was built on or what the brand stands for.
What really brought this home was a post by the brilliant Trevor Beattie.
For those who don’t know who Trevor is, please go learn your creative history.
For those who do, you’ll appreciate why this is so good.
How good is that?
I particularly love how concise and articulate Trevor is in identifying the heart of the Specsavers idea.
“The comedic potential of not seeing clearly enough”
Clear. Definitive. Focused.
Opening creative possibilities without falling into creative ambiguities.
And then there’s the fact it’s delivered with such brevity.
No rambling. No ambiguity. A demonstration of someone who can see past the flash and see the core. Affording them the ability to give proper feedback … feedback that changes how people see the work and how they can improve it.
Simple. Valuable. Powerful.
Which – based on a lot of the work I see out there in the world – seems to be a dying art … lost to a sea of concepts without consideration or pithy headlines over random images. Or – as Trevor’s feedback also highlights – people interpreting ideas without ever really understanding them or giving them proper consideration so they end up dumbing it down and taking it to somewhere else. And while Trevor politely suggests that in the case of Specsavers, its a strategic pivot [laughing at stupid people] it’s probably more likely laziness, convenience and a lack of craft.
When we’re good our industry is a total fucking force … an infectious, impossible-to-ignore, emotion pleasure machine … but when we’re bad, we’re cheap wallpaper.
But while we have to take a lot of the blame, it’s not entirely our fault.
A lot of clients need to take responsibility for their contribution to this situation.
A situation that undermines their potential with all their mandates and demands.
Demanding simplistic and tactical than distinctive and definitive and caring more about what is said rather than what their audience will embrace and connect to.
If we think craft is dying in our industry, so is the understanding of what it means.
Too many dismiss it as time consuming or expensive.
An outdated concept from a time where advertising was a broadcast only medium.
But those people are wrong.
Because craft isn’t limited to execution, but in the nuance.