Filed under: 2026, A Bit Of Inspiration, Communication Strategy, Craft, Creative Development, Creativity, Culture
Nothing shows how cooked our industry is than the emphasis on media.
Don’t get me wrong, media is vitally important, but to think that means we can relegate what we say and how we say it is utterly insane.
Last year, our industry spent ONE TRILLION DOLLARS on behalf of our clients on media.
A TRILLION!
And what did it do for anyone other than create a mountain of cultural landfill?
Has there ever been a time where invisibility has cost so much fucking money.
But what really messes with me is how the art of copywriting and storytelling has been eroded to nothingness.
Where once, it was respected as a powerful form of emotional engagement and persuasion, now it’s all 3 word flippant headlines that say nothing, evoke nothing and come across as a Temu-version of Nike’s Just Do It.
For all the talk of AI destroying our industry, maybe we should look at how our industry leaders and clients are contributing to it given their blinkered and obsessive focus on optimization, automation and media spend.
And yet, for all that investment …
For all those brains and frameworks …
Hardly any of their work has emotionally engaged me and stuck with me like this story from some random stranger about their childhood.
Sure, I get I’m a sentimental fuck.
Sure, I appreciate I ‘found’ this story, rather than the story finding me.
But, not only does it capture and convey love, family, childhood and the significance of small acts better than any researched-to-within-an-inch-of-its-life ad campaign … it has a last line that’s a cross between a punch in the face from Mike Tyson and an emotional rug pull from the World’s best magician.
Just to reiterate … I am not saying copywriting is more important than media.
But it does attempt to say it sure as shit isn’t less important.
The industry – by that I mean EVERYONE – needs to invest and fight for the art of craftsmanship over speed … because if we don’t, all we’re doing is showing the public why they shouldn’t care about what we do and what we say.
That is if they even notice what we’ve churned out for them in the first place.
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Aspiration, Attitude & Aptitude, Authenticity, Cliches, Clients, Collaboration, Communication Strategy, Complicity, Conformity, Consultants, Creative Development, Creativity, Culture, Distinction, Diversity, Effectiveness, Efficiency, Egovertising, Emotion, Empathy, Entertainment, Experience, Fake Attitude, Focus Groups, Food For Thought, Fulfillment, Independence, Influencers, Integrity, Leadership, Loyalty, Management, Marketing, Marketing Fail, Marketing Practice, Marketing Science, Mediocrity, Perspective, Planners, Planning, Point Of View, Popularity, Professionalism, Provocative, Purpose, Relevance, Reputation, Research, Resonance, Respect, Strategy, Technology, Toxic Positivity, Work
I know, that’s quite the title isn’t it.
Some would even say it’s ‘clickbait’.
Well, while I readily admit it’s slightly exaggerated, hang in there …
So years ago, Jill rang me to tell me she’d discovered Otis – who was about 4 years old back then – had made a shopping list of things he wanted to order on Amazon through Alexa.
Loads of stuff.
Fortunately for us, this included a range of items even Amazon can’t source.
Stuff such as: Eyeballs … Polar Bears … “Poo Poos” … and countless other weird shit his mind decided would be fun to own.
Putting aside the fact this proved he was most definitely my son, hearing his little voice recite all the things that were on his ‘ownership bucket list’ was wonderful, which is why we have never deleted it.
Not just so we can forever relive his childhood curiosity, but because it will be brilliant to play it when he has his 21st birthday – hahaha.
I say this because I recently read another evil genius use – or should I say, abuse – of Alexa.
This.
Why the hell had I never thought of doing this before?
On the positive, it has shown how mature I have become over the years. On the negative, it has highlighted how I am a groupie for mischief because you can be sure-as-hell I will be finding ways to do this to people from here on in. No wonder the guys at Q-Prime called me ‘immune to maturity’.
And while you may shake your head and call me a ‘sad bastard’ for wanting to do this, think of it as an act of revenge against the tech-bro boys.
Because as much as Alexa may have many uses and benefits … it has also fucked humanity. Teaching us to expect instant gratification for whatever we want, whenever we want it.
No moment for pause.
No time for consideration.
No appreciation of nuance.
Where the only thing that matters – and you are judged on – is the speed of the response.
It’s probably why so many brands love influencers.
Not simply because of their audience.
Not simply because of their popularity.
But because they will say EXACTLY what they want … without challenge, opinion or rearticulation.
I don’t blame the influencer for this, because not only are they making bank out of it, why should they give a shit … for them, the relationship is purely transactional and what they’re selling is access, not authenticity.
But I tell you who should care …
Clients.
But in these days where the main topic of conversation seems to be about ‘shouting at scale’ – read: believing media is way more important than working with people who know what to say and how to say it – is it any surprise that despite spending over US$1 TRILLION dollars on advertising last year, the industry feels like one homogenous, barren contrived-as-fuck blob?
Or as a client of mine recently said, “we’re past the brand building age and now in the brand shrinking era”.
I get instant answers are convenient.
I appreciate having people push back on you can be a pain.
But we need to get back to normalizing the value of objectivity.
Because the point of it is not to frustrate, but to stop you shouting into an echo chamber and building something that people helps people become something.
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Finally – as if it being Friday wasn’t good enough – I am away again for 11 days.
ELEVEN!!!
However it’s not all good news because if you’re in Perth, Western Australia … then Paris, France … then Beijing, China … I’m going to be in your hood so watch out.
Actually, it’s even worse for the people in Perth because I’m going to be shouting swearwords at the brilliant State Of Social conference.
That’s right, the wonderful, generous, kind idiots have invited me again … which means some people just never learn from their mistakes.
So have a good weekend/week. Unless you’re in Perth, Paris or Beijing.
See you around the 3rd Sept.
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Comment, Communication Strategy, Complicity, Creative Development, Creativity, Culture
Oh my god, could our industry – especially the media covering our industry – please stop giving the same few people the professional pedestal to spout their views on everything.
Don’t get me wrong, they’re smart and have interesting to say … but they’re smart and have interesting to say about SOME things, not ALL things and all we’re doing in always turning to them is create a mono-culture of thought and creativity, which is fucked when most of them have not actually made the creativity they are so quick and happy to judge and criticise.
But it gets worse …
Because in elevating their importance, we are stopping their ability to be self-critical … resulting in at least a couple of them increasingly becoming belligerent and closed-minded to anyone who challenges or succeeds in ways that counter their own view.
Of course, part of that is because some make money from selling their ‘success systems’ to all and sundry, so if someone is able to be successful following other rules, it’s a huge threat to their business model. And that’s where the problem lies, because many of these people go out of their way to crush any or all counter perspectives, resulting in an industry increasingly being format driven than creatively so.
Seriously, the exposure the industry gives these few people could rival Madonna in her ‘Sex’ era … and it’s all our own fault.
Because like shock jock DJ’s of the 80’s or the current trend of ‘celebs’ spouting more extremist views for attention … we lap up being in – or part of – the drama, stupidly believing it makes us relevant, important or informed when really its just showing the decline in value towards critical thinking and originality.
As I said, a lot of what these people say can be good … or at least worth the consideration. But my god, every week I read another article where our industry has asked them for their view, regardless if they have the credibility, experience or objectivity to do it justice.
Look, I know our industry is built on people having an opinion – whether wanted, warranted or worthy.
But – for the sake of our industry – can we please vary the voices being heard.
Let’s hear from different experts.
Let’s hear from people with different experiences.
Let’s hear from those who have achieved in different ways.
Not to ridicule the people I am talking to, but to dilute it … because the best of our industry – and of creativity – is born from the energy and smarts of debate, but increasingly so, it feels we are simply followers of the same few dictators. And given 40% of CEO’s think their company may not last the next decade and the average tenure of a S&P company has fallen from 60 years to 18 – in just a few decades – maybe the smartest thing we can do is hear from people challenging the formats that have got us into this position rather than reinforcing them.
Just a thought …
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Aspiration, Attitude & Aptitude, Cannes, Clients, Collaboration, Conformity, Consultants, Content, Context, Contribution, Craft, Creative Development, Creativity, Culture, Football, Professionalism, Rigor, World Cup
Once upon a time, newspapers were dismissed as ‘tomorrow’s chip shop’ packaging.
Many would consider themselves fortunate to be described in such a way today.
Most people either see them as outdated, irrelevant or simply the play thing of the rich and powerful.
And while many are increasingly relying on ‘click bait’ headlines to drive any sort of reach and impact – occasionally, you read something where you just want to clap at the brilliance of the writing.
During the World Cup, I saw such a piece – of which the image above, is part of it.
It revolves around the ex-USA footballer and pundit Alexi Lalas and as character assassination pieces go … this is top tier, pro-hitman standard by The Guardian.
They’re not wrong either …
Though I couldn’t help think it could also be a description of 73.6% of the tech/consultant/holding company attendees at Cannes.
The people who speak with unshakable, absolute certainty, despite having never actually done anything of note.
Nothing.
And yet, that doesn’t stop them judging, passing-comment or undermining whatever anyone else does. Or thinks.
Or worse …
Claiming their approach is revolutionary when it isn’t, especially when you see the drivel that comes out the other end.
A perfect example of how gusto and blind confidence is destroying our industry by people who evaluate success by profit, not work.
Of course money is important but as someone once told me, “anyone can make money, but its what others experience and remember because of it that reveals whether you’re full of shit or not”.
There’s a lot of shit out there right now.
In very senior positions.
So here’s hoping it’s not just The Guardian who pierce the flimsy steel bravado shell of these big talking peddlers in the future.
Not because hate is good … but we won’t create the conditions for good to thrive again unless we start calling out and fighting for what is right.
You can read the rest of the article here.
Happy bloody Monday, hahaha.
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Cannes, Creative Development, Creativity, Culture, Music
I appreciate this week has had a lot of pissed off posts about our industry.
Or should I say, pissed off posts about the small group of people who manage to fuck our industry up in big ways.
Well, as its the last day of week, I thought I may as well finish it with one final rant.
I should point out none of this is because I hate our industry … far from it.
If truth be told, while there are many things that annoy me about it, I love it.
The creativity.
The possibility.
The imagination.
Advertising has provided me with a life I could never have dreamed of.
That’s not some vacuous statement, I mean it. It has provided me – and still provides me – with experiences, opportunities and people who have shaped, enhanced and educated almost every part of my life. I consider it a huge privilege.
And here’s the thing, I want others to have that too … because not only is it filled with incredible talent and creativity that can make a huge difference to what we can do, achieve and create for culture, colleagues and companies all around the world, but the more we provide those opportunities, the more our industry will be a beacon for greater talent, creativity and success.
Now, I appreciate for this to happen, everyone in my position needs to help make this happen … but by the same token, it should not just be down to individuals, but the industry as a whole. And frankly, for all the claims – I’m not sure if that is the case.
On one level I get it …
Times are tough and companies need to look after themselves, but with a blinkered focus on the present, we not only betray what we tell our clients to value, we create an industry full of interchangeable, generic companies and approaches … which is the fastest way to leave us far behind.
Which leads me to the point of this post and the choice of that image at the top of this post …
Remember when people used to say “I remember when MTV was about music?”
Let’s be honest, they weren’t wrong.
And while it took its time, MTV’s focus on the short term – regardless what it led them to do or become in the quest for cash, ratings or delusional importance – resulted in them no longer existing.
And why?
Because they had refused to acknowledge they were becoming the beast they were born to slay so eventually it reached a point where even the most blinkered company exec had to accept they were no longer relevant, interesting or culturally compelling.
Didn’t have to be that way, but they chose to stick their head in the sand rather than accept what they were complicit in creating.
And why am I saying this?
Because I remember when Cannes was about creativity and advertising.
Just saying.
Have a good weekend … hahaha.