Filed under: A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Authenticity, Chaos, China, Confidence, Consultants, Content, Context, Creativity, Culture, Distinction, Emotion, Empathy, Honesty, Influencers, Innovation, Insight, Internet, Management, Marketing, Marketing Fail, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Point Of View, Positioning, Prejudice, Pretentious Rubbish, Relevance, Research, Resonance, Social Divide, Social Media
When I was at R/GA, we got invited to do a big pitch in China.
I was travelling a lot so asked some of my brilliant colleagues to help me with developing the overall strategy.
When I came back, I found they had done a ton of work.
Huge amounts of research.
Huge amounts of analysis.
Huge amounts of thinking.
It was fantastic, there was just one problem.
It was all wrong.
Not because what they had done wasn’t true or accurate, but simply because they’d fallen for planners achilles heel.
‘What they thought was interesting and new wasn’t interesting or new for the audience they needed to talk to.’
While they will never make that mistake again, you’d be amazed how much this happens.
I used to see it in China all the time.
Westerners coming into the country for the first time and throwing down all the things that they found fascinating without realising what they were saying was just normal life for anyone there.
The vast populations of cities.
The local alternatives to twitter, youtube and facebook.
Wechat’s amazing array of features that are embedded in everyday life.
The incredible migration of the country during the New Year festival.
The amount of money spent on 11.11
Yawwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwwn.
It’s such an easy and dangerous mistake to make.
Driven by a pinch of arrogance here … a sliver of laziness there … and underpinned by a big dollop of what I wrote about a while back.
I see it all the time … doesn’t matter whatsoever if it’s strategists talking about cultures of other nations or cultures in other parts of their own nation.
Hell, some of the stuff I heard spouted in London planning circles have been bordering on embarrassing.
From using data without any element of context to allegedly reveal ‘why Northern values are unique values’ right through to a continuous barrage of repurposed and reclaimed ‘trend reports’ which enables them to state with utter certainty they know how ‘TikTok is shaping culture’ … despite never once referring to China, where the platform has been in operation for years and where culture there are literally light years ahead of the West in terms of how they use it and how they are influenced by it.
Seriously, when I see or hear this stuff, I wonder if they realise it say’s far more about them than the people they are supposedly expertly explaining?.
Look, I totally appreciate there are many reasons why this situation is occurring.
And as I said, there are many parties guilty of this situation.
But – and it’s a big but – we, as individuals and a discipline, have to take some blame for it.
Thinking we don’t have to interact with people to talk about people.
Believing having an answer is more important than having understanding.
Valuing individual revelation more than contextual appreciation.
All this does is lead to work that satisfies our ego while boring our audience to death.
We can be great.
We can be valuable.
We can push the potential of creativity.
But it won’t happen if we continue to think if it’s new to us, it must be new to everyone.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Colenso, Comment, Culture, Cynic, Emotion, Empathy, Experience, Happiness, Luck, Marketing
So as last week was all about Otis – who had an amazing birthday – I thought I’d get back to normal by writing my usual shit this week.
The good news is it’s the last week of me writing posts for this year, so you only have 5 days to go before one of the horrors of 2020 disappears.
Only for it to start in the early weeks of 2021.
Cue: Evil Laugh.
Anyway, this post is about luck.
That thing where great outcomes seemingly appear from nowhere.
And while that is true for some … like lottery winners … the reality is there’s something very few people seem to talk about, and that is our own role in increasing the odds of it happening.
The golfer Gary Player once said, “The more I practice, the luckier I get”.
That’s a nice line, but he is also saying something important, and that is ‘what are you doing to make it happen?’
I think I have written about how I met Baz – who comments on here – but just in case, let me say it again.
We were interviewing for an entry level job at Cynic.
Andy comes out to find me, tells me I have to meet this kid and ask him about his references.
So in I go and ask him who his references are, to which he replies:
“Kofi Annan, Bill Clinton, Nelson Mandela and Steve Jobs”
My favourite bit is his reaction when I asked if they were real.
The disgust on his face at being asked such a thing will live with me forever.
The reality is, they were his references. Over the years he had written to them – and others – to say he wanted to meet them to see if they had his generations best interests at heart.
And while that’s ballsy, he wasn’t doing it in some precocious, self-serving way.
He cared and had concern for his generation.
He wanted to know if these people who were very influential in culture at various moments in his early years, viewed his generation as friends or foe.
And maybe it’s this earnestness that led to those 4 agreeing to meet him at various periods of his life … but I bet they weren’t prepared for what he did next, which was ask them to then write him a reference. Hahaha.
Of course we hired him. Then he got hired by Steve Jobs. Then he went on to do a bunch of wonderfully entrepreneurial things while acting as a consultant for a bunch of companies from Apple to Zuji.
Literally the A to Z of creative tech.
Now, as much as it pains me, I have to admit Baz is incredibly sharp and smart … but the reality is there’s a lot of people like that who haven’t had the breaks Baz has enjoyed.
But was it all down to luck or was it down to him helping increase the odds of it?
I say this because I recently read an interview with the music producer Giorgio Moroder.
In the interview, he reveals how one person created their own piece of luck that changed their life forever.
Moroder had just been hired to write a love song for a movie coming out.
He knew exactly what sort of thing he wanted to create so he got on with it.
However the dirty little secret about Moroder is that while an amazing musician, he was a terrible lyricist.
Anyway, Moroder owned a Ferrari that he parked at the studio.
It was a beautiful car except it suffered from brake trouble.
One day a guy called Tom Whitlock came by and said he was a mechanic and could fix it.
So he did.
When it was all fixed, Tom told Moroder, “Oh and, by the way, I’m also a lyricist. If you ever need some words …”
Now it’s fair to say, Moroder probably had some of the best song writers at his fingertips, but he decided to give Tom a shot for no other reason than he asked.
He handed over the demos and Tom came back writing the lyrics for this.
Not a bad way to legitimise your ‘musical lyric’ career.
Interestingly, as much as it was ‘luck’ that got Tom the chance to write the lyrics for one of the most well known songs in music, it was also ‘luck’ that Berlin got to perform it.
You can read why, here … however while putting yourself out there is no guarantee of success, there’s a lot more chance of it happening than if you don’t.
Yes, it requires confidence, stupidity or delusion.
Yes, it’s as much about why and how you ask as what you want.
Yes, if things work out, you’ll be labelled ‘lucky’ rather than talented.
And all those together can act as pretty big barriers to wanting to put yourself out there.
But there’s a hell of a lot of people in our industry who have done more than they imagined or [maybe] deserve, simply because they spoke up or acted at the very moment most would quiet down.
I’m one of them.
Not to the extent of Baz or Tom or a whole host of others … but I’ve definitely gone after things that were important to me that I didn’t think I’d stand a chance of having if I didn’t speak up.
Sure, they all were things I felt I had something valuable to offer as opposed to just wanting to take … but I’ve gone for it.
And while a bunch of these acts never worked out for me – including the time I was about 10 and saw my first ever really fancy car in the flesh so I cycled up to the driver to ask they did for a living because I couldn’t believe anyone in Nottingham could ever have a job that would allow them to own such a wonderful thing – I look at my career and realise a bunch has.
Maybe they’re not big or shiny things, but they’ve all contributed to the luck I’ve enjoyed.
Hell, the reason I am going to get to work at wonderful Colenso is because they saw my ‘I’ve been made redundant’ post on the very day they were looking for a new CSO.
It happens.
It’s not always obvious.
It’s not always going to work out.
But it happens … especially if you find ways to encourage it, conscious or not.
Which is why I hope 2021 is the year people fight for their luck rather than just hope for it.
Because after the year we’ve had, we all deserve a bit more of it.
Filed under: America, China, Comment, Dad, Daddyhood, Emotion, Empathy, England, Family, Fatherhood, Jill, LaLaLand, London, Love, Mum & Dad, My Fatherhood, Otis, Parents
In many ways, this was a big year for Otis.
While he had moved from Shanghai to Los Angeles, he was so young that he probably didn’t take it all in.
But by the time we left Los Angeles for London, he had made some deep connections.
His friend Jack.
His love Elodie.
His school mates and adventurous life in the sun.
And yet he took it all in his stride.
Sad to say goodbye, but happy to explore somewhere new, boosted by the fact he would get to see his ‘Oddparents’ – Paul and Shelly – a lot more often.
And within days, he was a Londoner.
Sure he had a strange American accent.
Sure he kept talk about dollars rather than pounds.
But for all the upheaval he was going through, he embraced it all.
New home.
New school.
New friends.
New way of living.
It was here he started to identify what he loved.
We wanted him to experience a range of things so he could discover what he liked.
And while he liked being a ‘ninja’, he didn’t want to do martial arts.
And while he enjoyed watching football with his dad, he didn’t like organised sport.
Instead he loved acting.
LOVED IT.
Watching him practice his lines was a bloody delight … the focus, the commitment.
And while he would get a bit shy at the point of performance, you could see how much his whole being lit up when he was doing it.
I have no idea if he will continue to love acting or performance.
Right now, he’s into video games in a big way.
But whatever path he chooses in the future … as much as I don’t want him to have a life of struggle, the thing I want most for him is fulfilment.
Not comfort.
Not content.
But fulfilment … as my parents always drilled into me.
To be honest, I didn’t really understood the difference between fulfilment and contentment till I was in my 30’s. But now I realise it has a totally different imputes when you go from the ‘receiver’ of that intent to the ‘giver’.
I hope I can help Otis understand it.
But more than that, I hope I can witness Otis embracing it.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Business, Chaos, China, Colenso, Comment, Communication Strategy, Creativity, Culture, Deutsch, Diversity, Emotion, Empathy, Experience, Family, Imagination, Innovation, Insight, Jill, London, Management, Marketing, Martin Weigel, Metallica, Nike, Otis, Planners, Planning, Point Of View, Purpose, R/GA, Shanghai, Singapore, Social Divide, Sport, Technology, The Kennedys, The Kennedys Shanghai, WeigelCampbell, Wieden+Kennedy
When you’re my age, you get to look at your career and see the different phases that it passes through.
I remember one year at Wieden, we seemed to make more beautiful, highly-crafted physical books on culture than we did ads.
Now I’m a huge fan of these – and still do them – but that year I think we made about 10, which was frankly ridiculous.
Then there was the year I got told I’d spoken at more conferences than anyone at Wieden.
It wasn’t said as a diss, more a fact – though I do remember Luhr looking at me with the face of someone who couldn’t work out why anyone would want me to talk at their event.
He wasn’t wrong.
Then there was the year I seemed to be in every bloody Asian marketing book or article and then of course, The Kennedys.
It happens. It’s rarely an intentional thing, but the nature of the business means it can be like that … and while I’ll always prefer to be involved in creating stuff, it does let you feel things are evolving and that’s a good feeling.
Well this year is another one of those years.
Part of this is because of the situation the World is in and part of it is because of the situation I have found myself in.
However, whereas previous years have seemingly had singular focuses, this year has had two.
Icons of culture and podcasts.
Both have been pretty awesome.
Musicians … Fashion superstars … Gaming Royalty … Billionaires.
Frankly people who should know a lot better than to ever want me to work with them … and yet, for reasons I don’t understand but am utterly grateful for, they have.
It’s certainly very different to the work I’ve done in the past, but it not only is introducing me to a whole new world of creative expression – from developing new concert experiences to video game design to stuff that is genuinely almost impossible for me to describe as it’s just plain beautifully bonkers – it’s letting me work with people who are recognised as being the best in their field so to be in this position … and to have Colenso to look forward to in addition … feels like winning the lottery.
I know this all sounds like humble bragging – but that’s not the intent.
To be honest, it’s more about me writing it down so I never forget this feeling.
This moment.
Because as tough as it is for people all around the World, I am very, very fortunate so many good things have come my way.
But that’s not what this post is about, it’s about the other thing I’ve been doing a lot of.
Podcasts.
I’ve done a ton this year.
[Here and here and here for example]
Why people want to hear from me – especially when I write so much bollocks about my life on here – is another thing I don’t get … but it’s been fun.
Recently the lovely/stupid people at Colenso had chat with me for their Love This podcast …
We cover all manner of subjects … from running a planning gang to developing creativity in a pandemic to how to be a fucking idiot … so if you’re bored, an insomniac or are jealous of Colenso’s brilliance and are looking forward to the pain they’ll experience with me in the building, you can listen to it at one of these places.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Comment, Confidence, Context, Creativity, Culture, Design, Distinction, Emotion, Empathy, England, Goodbye America, Imagination, Innocence, Innovation, Insight, Legend, Love, Marketing, Martin Weigel, Metallica, Paul, Perspective, Planners, Purpose, R/GA, Relationships
When I first started working in London – just as I was starting out in this industry – I commuted about 5 hours a day.
A DAY!
To be fair, that was of my own making because the company thought I lived in London because I’d given them my aunts address when I applied and got hird.
When they eventually found out I lived with my parents in Nottingham, they were livid.
And they had every right to be.
But as they were giving me the first of my long history of written warnings, I asked the question: “would you have hired me if you knew I lived in Nottingham?” … and didn’t hear a word back.
And while I knew I deserved it, what pissed me off was that I generally was always the first person in and last out. Driving up and down the M1 in my shitty Ford Fiesta with one wing mirror and a radio that couldn’t drown out the sound of my engine. But the fact was, I was a bloody idiot and as much as they probably wouldn’t have hired me if I’d be honest with them from the start, I was fortunate not to be kicked out of an industry I still love.
Well. Most of the time.
And while I was young and having a car felt amazing … even then I knew 5 hours a day – 25 hours a week on a good week – was too much.
Winter was the worst.
Bad weather meant it could take almost double the time to get there and back and many a time I slept on a friends couch or a motorway service station, in my car under a mountain of coats and blankets I kept in the boot ‘just in case’.
My parents were not happy about it, but I think because my Dad’s brother-in-law was travelling 8 hours per day [he was head of traffic control at Gatwick airport] it somehow made them feel a bit better about it.
What’s interesting is that after that job, I vowed never to be more than 30 minutes from work.
And I wasn’t.
Until, of course, I came back to London.
Even though I was in a much better position personally and professionally than I was the last time I worked – and eventually lived there – no one drives into Central London anymore. And while I genuinely enjoyed catching the tube or the bus – helped by the fact that the stations I got on at meant I generally always got a seat – it still was a 80+ minute journey each way, each day.
Given our house was only 7 miles from work, that made my old 2+ hour journey over 120 miles, look positively effective.
And this was life for me.
Out the house before the family woke up.
Back at home as the family – or at least Otis – was going to bed.
And while we made it work and weekends were sacrosanct, the fact I was spending a minimum of 13+ hours a week going to and from work was – and is – ridiculous.
So when COVID started and we all started working from home, I was – for the first time in my life – able to have breakfasts, lunches and dinners every day with my family and I can honestly say I found it pretty confronting.
You see I loved it.
Absolutely loved it.
It was – and still is – one of the most wonderful times of my life.
And while I enjoy working, I started to question what the hell I was doing spending so much time away from them just to get to and from work.
Then R/GA did the nicest thing they could do for me.
They made me redundant.
And while there are things I could say about how they did it and why they did it, the fact is, I’ll always be grateful to them for the opportunity they gave me to come back to England, develop the team I got to work with and then – at the end – hand me my redundancy so I could rediscover and reclaim my priorities, passion and creativity.
Right now, I feel more fulfilled and excited than I have in a long time.
I’m spending more time with my family than ever before while working on a range of global projects that are some of the most creative I’ve ever been involved with.
Mad, mental stuff – from ads to products to art installations – which involve some of the most talented creative people in their field … from an icon of dance/electronic music to the most notorious developers in the gaming category and a bunch in-between.
Then, of course, I have the brilliant excitement of NZ and Colenso to look forward to, too.
It’s all simply amazing.
While I appreciate I am in an exceptionally lucky and privileged position, I can’t help thinking about this quote:
“The problem with life is we sacrifice what we really want to do with what is available right now.”
We all do it.
We might have different reasons causing it, but we all do it.
And while there are many considerations, situations and expectations that push us down these paths, I hope if anything comes out of the craziness of 2020, it’s that we think why we’re doing it rather than just blindly following it.
Because it’s only when we question our choices can we start seeing where we’re going.
And then we have a little more control. Or choice. Or even peace. We all deserve that.