Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audacious, Authenticity, Comment, Cynic, Devious Strategy, Differentiation, Distinction, Planning, Point Of View, Process, Relevance, Reputation, Resonance, Respect, Strategy
I’m back.
And – as usual – I found my heart in China.
I love that place so much. Literally love it.
It is arguably the only place in the World – and certainly the only place I’ve lived – where I feel I am able to breathe.
Obviously I mean that metaphorically [though they’ve sorted out the air, big time]… but the energy, the craziness, the extremes and the constant change bizarrely makes me feel calm, settled and at peace.
I don’t understand why – I get that’s bonkers – but it does and always has, and while I won’t ever live there again, I will find any excuse under the sun to keep going back.
For me, it’s more than a place I once had the honour and privilege of living … it feels ‘home’.
That does not mean I do like – or am not grateful – for all the other countries I’ve had the incredible opportunity to live in, but there’s something about China that I connected to on a level that is incomparable to anywhere else I’ve been. And while it is getting a bit too smooth, slick and convenient for my liking [haha] the people keep it real.
Amazing. Interesting. Dramatic. Smart-as-fuck.
I met some incredible people on this trip.
Not just old mates [who I kept bumping into on the street, which is something I’ve never done in Auckland, despite being a fraction of the population size and geography – haha] but some brilliant new people who I hope will become long-term new mates. And nothing sums this up more than the fact I was out all night.
ALL NIGHT.
TWICE!!! [Admittedly once was so I could listen to Forest play in Europe with the worst manager since Megson, Ange]
Jesus Christ, I’m 55 … I should be in bed with a Hot Chocolate by 8pm shouldn’t I?
But that’s the effect China has on me. I absofuckinglutely adore every single bit of it.
No doubt that statement will have my NZ/Australia/Singapore/HK residencies revoked, so we better move on … haha.
Not that long ago I wrote about a campaign we’ve just done for Delivereasy that reminds me of my beloved Viz ‘adult’ comic.
Well recently I got sent 2 photos of real-life businesses that seem to have adopted a similar approach …
First the most genuine ‘health and fitness’ ad in the history of health and fitness ads:
Quickly followed up by this masterpiece by a global – yet local – painter and decorator:
I love them.
Their magical and memorable.
Arguably more magical and memorable that many campaigns that have had millions and months of time spent on them.
Way back in 2007, I wrote about the power of ‘unplanned thinking‘.
Unplanned is when you go directly at the truth of a product – or audience perception – rather than play into the marketing hype machine. The point was that so many brands had stuck their head so far up their own pretentiousness arses, that rather than create aspiration with audiences, they were creating revulsion.
Unplanned killed that.
More than that, it killed it in a way that was refreshing, invigorating, distinctive and differentiated which – as a byproduct – meant it became more aspirational than an ad claiming a can of sugary fruit juice was in fact, a statement of discernment in a world of choice. Or some other bollocks.
And while I accept the examples above are one-offs, both are delivered in a way where I not just see the truth in them, I see the human in them as well – and as I’ve written a million times – the idea of interacting with real humans is far more interesting and enticing to me than engaging with yet another corporate monotone of a contrived mission statement.
Filed under: Advertising, Agency Culture, Attitude & Aptitude, Audacious, Brand, Brand Suicide, China, Comment, Context, Creativity, Culture, Design, Differentiation, Imagination, Innovation, Marketing, Marketing Fail, Relevance, Reputation, Resonance, Retail
One thing I’ve always hated about my discipline was how so many liked to talk about curiosity like we are the only people to embrace it.
Not just in advertising, but across all humanity.
That said, curiosity has seemingly taken a backseat in terms of aspiration …
These days it seems we our desperate to feel/suggest we are the smartest people in the room.
That we can solve any problem given to us – regardless of category, culture or context.
As my old man used to say, ‘people who are desperate to let everyone know how smart they are, aren’t that smart’ … and right now, it feels like we’re drowning in those people.
I’m not saying they’re not clever, but they’re not as smart as they like to think they are.
Believing that because they’re good at one thing, they’re good at everything.
Researchers who think they know how to create great creativity … despite never creating anything. Strategists who think they know what people want … despite never spending any time with people. Creatives who think they can make any business successful … despite never running a business. Sure, I’m exaggerating the point to make the point [especially as there are a few people in each of the examples, who are the exception] but you get the idea …
You see it everywhere, especially on Linkedin.
That doesn’t mean they don’t have valid opinions.
That doesn’t mean their experience doesn’t have value.
But putting aside the people who literally have never achieved anything of note yet speak like they’re God … the moment you think only you have the answer and everyone else is wrong and ‘doesn’t get it’ then that’s when you’re become the beast you were meant to slay.
The reason for this rant is that I saw something recently that is so devilishly brilliant, it serves as a good reminder that just because we are paid to do a specific role in the marketing space, doesn’t mean we have the monopoly on good ideas.
This was it …
Evil? Yep.
Bad parenting? Possibly.
Smart thinking? Absolutely.
Of course, I’ve talked a lot about Chinese ingenuity over the years.
For a culture that often describes itself as practical rather than creative, it’s one of the most creative places I’ve ever lived.
Not just by the typical definitions, but in terms of business, food, innovation and motivation …
Sure, there are many examples where the approach taken is more about exploitation than liberation – which is true all over the world – anyone who has lived there for any period of time will know that far from being ‘behind Western standards’, in many ways they’re far ahead.
And while there are many things that have contributed to its momentum, its belief in ‘cumulative progress rather than the wait for perfect’ is a big part of it.
Back in 2007, I wrote about ‘unplanning‘.
In essence, it was about putting the rigor into ensuring you are removing all the unnecessary bullshit around an issue to identify the heart of the problem that needs solving.
The reason it was called unplanned, is because the solution – while creative as fuck – also felt obvious as hell, even though it only was able to be that because you’d trimmed off all the fluff and fat that often causes distraction and deviation.
Given we are surrounded by models, systems, pundits and egos all proclaiming to have the ultimate answer to every problem known to man – despite the fact many have never done anything of note and brands, creativity and the ad industry are losing their value, relevance and impact at an alarming rate – maybe the best thing we could do for our collective future is to stop looking inwards and start looking out, because there we are reminded creativity starts with how you think and see the world, not which property process you follow.
Filed under: A Bit Of Inspiration, Advertising, Ambition, Aspiration, Attitude & Aptitude, Audacious, Brand, Brand Suicide, Brilliant Marketing Ideas In History, Cannes, Collaboration, Comment, Confidence, Context, Creative Development, Creativity, Culture, Devious Strategy, Differentiation, Distinction, Emotion, Fast Food, Food, IMU, Innovation, Marketing, Marketing Fail, Packaging, Paula, Planners, Provocative, Qantas, Relationships, Relevance, Reputation, Resonance, Smell
Over the years, I’ve written a lot about collabs.
The good.
The bad.
The ridiculous.
But recently there has been one that has somehow achieved all three. AT ONCE.
That’s right, the glorious, overpowering flavor of Pickled Onion Monster Munch and Heinz mayo.
It’s the combination no one asked for … no one expected and no one imagined could work.
And it doesn’t, and yet it does.
It’s possible the unhealthiest and most unpleasant thing you could ever put in your mouth and yet – if you’re like me – and love Monster Munch, it’s something you could not possibly resist from trying.
Hell, when we moved to London back in 2018, it was literally the first ‘British’ food item I got Otis to try – literally the morning after we arrived – and the fact he liked them [at least he did, then] made me burst with so much pride, I could overlook his development of an American accent. Just. Check it out below..
But here’s the thing, similar to when the Absolut Disco Ball packaging made me buy alcohol, despite having not drunk anything since I was FIFTEEN YEARS OLD, this collab made me go to absolute lengths to get it into my hands.
You see you couldn’t buy it in NZ so I had to adopt different means.
I wrote to Heinz.
I joined their ‘fan club/DTC’ service.
I explored supermarkets in both America and Australia.
I contacted courier services about getting it and delivering it to me.
In the end, a plea on social media was answered by the incredible thoughtful Jestyn on Twitter/X … who not only got it for me, but sent it to me as well.
And while I would not get it again … the fact is I was not only more excited about it than 99% of brands out there, but I went to greater lengths to get my hands on it than I would for 99% of brands despite the fact I knew it was overtly bad for you and I’m Mr Healthy these days so I was perfectly aware that I’d only ever taste it once.
While there are many possible lessons we could learn from the creation of this, albeit, novelty product – be if fandom, communities or unexpected relevance – the real lesson is to follow, and then protect, the excitement.
The stuff that captures the imagination.
The stuff that changes the conversation.
The stuff that keeps people on their toes.
The stuff everyone keeps referring back to, even when logic tells them not to.
Because as Paula, Martin and I explained at our Strategy Is Constipated, Imagination Is The Laxative talk at Cannes back in 2023 … the greatest strategy doesn’t start from a place of logic, it finds the point of most excitement and works back from there.
Filed under: 2024, A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Authenticity, Brand Suicide, Brands, Communication Strategy, Complicity, Confidence, Consultants, Context, Contribution, Corporate Gaslighting, Crap Marketing Ideas From History!, Creative Brief, Creative Development, Creativity, Culture, Delusion, Differentiation, Distinction, Effectiveness, Egovertising, End of Year, Experience, Fake Attitude, Honesty, Influencers, Leadership, Management, Marketing, Marketing Fail, Mediocrity, Only In Adland, Perspective, Planners, Planning, Point Of View, Positioning, Pretentious Rubbish, Professionalism, Provocative, Purpose, Relevance, Reputation, Research, Resonance, Respect, Ridiculous, Standards, Status, Status Anxiety, Strategy, Stubborness, Stupid, Success, Talent, Toxic Positivity, Truth
As tomorrow is one of those terribly indulgent ‘thank you and goodbye to ’24 post’ [the blog equivalent of boring someone with ‘what they dreamed about last night’], I thought today should be a RobMegaRant™ post … ending the year as I hope to start next year, hahaha.
So with that, take a look at this bloody amazing picture.
How awesome is it?
I have absolutely no idea where it’s from or when it’s from but I can’t stop looking at it.
The browns.
The clothes.
And then – of course – the egg salad machine.
You can imagine that at the time, this was a demonstration of innovation.
Of technological advancement.
Of commercial optimisation.
A glimpse into an automated world of high efficiency and effectiveness.
Removing barriers and friction to provide audiences with consistent, satisfying results.
Except it wasn’t was it?
Not in the long-term … and most likely not in the short-term either.
Oh sure, there’s machines that make industrial amounts of egg salad to shove in cheap and cheerful sandwiches you get at the local petrol station … but in 54 years of being on – and around – this planet, I’ve never once seen any ‘public egg salad maker/dispensers’.
Not even in Japan.
And that’s because it’s a shit idea, for a shit-ton of reasons.
Taste.
Quality.
Consistency.
Health and safety.
The fact no one wants egg salad every single day of their life.
And that’s before we even get to issues such as ‘appetite appeal’.
Looking at the picture and you can’t help but wonder, “what the fuck were they thinking”?
Except our industry does a similar thing ALL. THE. TIME.
An endless production line of ‘proprietary’ systems, processes, models and formats … promising the world and promoted using almost identical language and benefits that was likely used for that bloody egg volcano machine.
Innovation.
Automation.
Optimisation.
Advancement.
Transformation.
Effectiveness.
Efficiency.
Put aside that in most cases, the only ‘proprietary’ element is the name that’s been given to it.
Put aside that in many cases, the people behind it have never created something of disproportionate value and impact.
Put aside that the vast majority of these ‘innovations’ are more about not being left behind rather than moving you forward. [Read: marketing transformation]
Put aside that in many cases, the real purpose of the product is to reinforce the ego – and/or bank account – of the person claiming to have all the answers.
Put aside that many of the companies who flock to it tend to be those who choose to abdicate and outsource their responsibility for decisions and choices.
Don’t get me wrong, there are some really good innovations in our industry. There are also far too many people who dismiss change simply because they don’t like it. And we cannot forget that we unfairly expect new ideas to deliver the results of established ideas.
However, when certain parties peddle their products, tools, services, models, formats with the attitude of it not just being the right way, but ‘the only way’ – where they guarantee success regardless of category, country or spend – then frankly, not only should we see their declarations as an admission of [at best] blinkered thinking or [at worst] evidence of being a chancer and/or hustler … we should be asking ourselves why the fuck are we blindly trusting the self-serving voice and opinion of those whose only major commercial achievement is elevating their own name and image.
I am over efficiency and optimisation being peddled as innovation and progress.
I am over process being regarded as more important than output.
I am over loose association being reframed as expertise.
I am over easy being more valued than quality.
I am over people thinking being good in one thing means they’re excellent in all things.
We need to stop thinking of insurance salesmen as pioneers.
Sure, the good ones have a role to play – especially when companies are downgrading training for their employees – but it’s not as a leader of marketing/brand/creative innovation. Even more so when the reality is many are either riding on the efforts and achievements of someone else or simply communicating the 101 of particular disciplines under the guise of it being at the highest academic standard.
Forgive me for my skepticism, but even if it was true – which it isn’t – I don’t see many universities achieving cultural status and influence through their marketing approach. Hell, most universities don’t even know how to differentiate themselves from each other.
Please don’t read this as being anti-education. God no.
The reality is the industry needs more teachers. Or should I say better ones.
Not the self-appointed guru’s who peddle their self-serving blinkered services for profit, but those who have been there and done that. Who have consistently done things at a standard that goes way beyond just basic levels of achievement. Who can talk from the perspective of being at the coalface, not from a pedestal. Watching on with their binoculars. We need to celebrate those with actual experience, not just assoicated opinions.
Or said another way, we need chefs not egg salad salesmen.
Lets hope in 2025, we get back to valuing the ingredients, not just the convenience.
Filed under: 2026, A Bit Of Inspiration, Advertising, Agency Culture, Ambition, Aspiration, Attitude & Aptitude, Audio Visual, Authenticity, Bands, Cannes, Comment, Communication Strategy, Community, Complicity, Content, Context, Corporate Evil, Creative Development, Creativity, Culture, Differentiation, Diversity, Effectiveness, Egovertising, Emotion, Empathy, Entertainment, Friendship, Influencers, Interviews, Management, Marketing, Music, Perspective, Planners, Planning, Point Of View, Relationships, Relevance, Resonance
Following on from Wednesday’s post …
One of the great pleasures that walking has given me is listening to podcasts.
To be honest, prior to walking I never really enjoyed them.
Sure, part of that was because the podcasts available in the early days were – generally – fucking terrible, but more than that … I just have always enjoyed the act of reading.
Still do.
But the beauty of a podcast is it lets me take my mind off the pain/boredom of walking and instead, let’s me lose myself in the joy of the story. And because I have an addictive personality, it means I rarely stop walking until I’ve heard the end of whatever the hell I’m listening too. Podcasts have literally ensured I’ve walked hundreds of kilometers further than I would otherwise have walked.
However for me to really love a podcast, it needs to be about true stories.
Don’t really care what – or who – the subject is about, it just has to be real.
Interestingly, the companies/individuals who do them best – or at least in terms of what I find ‘best’ – are the ones who have always told stories. Who know the craft of it. Who appreciate the importance of space and pace. Who see is as an expression of who they are, rather than simply the business they’re in.
Which is why I have recently been enjoying Rockonteurs with Gary Kemp and Guy Pearce.
Rockonteurs is a music podcast, hosted by ex-Spandau Ballet guitarist Gary Kemp and session bassist, Guy Pratt. Each episode hears them listening to different icons from the music industry. Not just in terms of artists and performers … but producers, promoters, songwriters and managers.
Now obviously I love music and a lot of the people they interview are individuals from my era … but that’s not why I like it or why you should listen to it.
The thing that stands out most of all is that regardless of decade, genre, country-of-origin, level of success … there is a camaraderie, respect and overall interest in what each person has done and how they approached it that is severely lacking in our industry today.
Right now, in our industry, it feels like everyone is desperate to be seen as ‘the ultimate one’.
The person with all the answers.
The person with all the knowledge.
The person who defines how everything should be done.
There’s not much humbleness in our industry these days – and what there is, comes across as contrived-as-fuck.
That doesn’t mean people shouldn’t be proud of what they believe or what they’ve done … but it does mean they shouldn’t speak with a condescending tone or a desire to belittle or destroy anyone who thinks differently to them.
But it’s happening all the time.
Sure, some of that is amplified by the Linkedin algorithm – not to mention the conference industry – that rewards this sort of bullshit … but everywhere you look you see and hear people making some pretty outrageous, self-serving, blinkered claims.
What makes it worse is that in many cases, the things they feel OK with publicly judging/criticising/labelling are things they’ve never actually made/done themselves … though my personal fave is when you hear them repackage well established approaches/rules/campaigns and then try to claim they have ‘invented’ something new.
Even more bizarre is how this behavior is as prevalent with ‘senior leaders’ as it is with people just starting out … who you can at least understand are trying to stand out from a crowd of sameness.
Just last year, I listened to a very, very well-known and successful leader tell a global audience they had identified ‘the secret to success’ … without once acknowledging everything they said was [1] literally information that was decades old, [2] it is how good agencies have always operated.
Now I appreciate they have millions of dollars of reasons why they have to speak with the authoritative tone of God, but that doesn’t make them right – regardless how smart they may be – but what makes it sad is they have no willingness or openness to acknowledge there are other ways, even if they prefer/believe in theirs most.
And maybe that’s why I really enjoy the Rockonteurs podcast … because there’s none of that.
OK, I appreciate all the guests who appear have achieved a certain level of success, so there’s less to prove. I also accept many of the guests are looking back on their career – rather than ahead – so there is less of a commercial demand being placed on them to ‘win people over’. And finally, I completely understand all the guests have a direct connection to one – or both – of the hosts, so they’re talking to a friendly audience.
[Though I have to say the hosts aren’t great – sometimes bordering on annoying – as they often interrupt their guests in a desperate bid to either show public association with them or remind them that they too were once famous. It’s a bit yuck to be honest.]
But that aside, for an industry that still overflows with fragile egos … the one thing that came through once I’d listened to a few of the interviews – especially the first season – was how united they all were in terms of what they value/d … even though most of them all had radically different styles, views and interpretations of what that is and how to get there.
Underpinning this was that regardless on the level of success each guest achieved, they had been successful.
Maybe in terms of popularity.
Maybe in terms of a single song/album/concert.
Maybe in terms of their influence in a particular genre/fan of music.
Maybe in terms of simply having a career, despite never having a breakthrough hit.
But they had pulled something off against the odds and for that, there was something to hear, something to learn and something to respect.
That doesn’t mean they are not competitive.
That doesn’t mean they like everything each other does/did.
But it does mean they appreciate how hard it takes to make something you feel proud of – even if you don’t like it or understand it – and maybe, just maybe, if our industry adopted this stance a bit more, we’d not only be a nicer place to work, we might end up being a place that makes a lot more interesting work.
Because as I’ve said before [or should I say, what Ferdinand Porsche said before]: It’s better to mean everything to someone than be anything to everyone.
Check out Rockonteurs wherever you get your podcast.
I promise, whatever music you’re into.
Whatever era you’re from or adore.
There’ll be something you’ll like. And learn.
________________________________________________________________________
Please note:
There’s a public holiday here on Monday – I know, I know – so see you on Tuesday.
You lucky, lucky people – hahaha.