Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Childhood, Comment, Emotion, Empathy, Experience, Friendship, Fulfillment, Insight, Love, Otis
Contrary to retailers attempts, the official Christmas countdown starts now.
Of course, for some of you out there – including my wife and I – a loved one may also be having a birthday during this month as well, which just adds to the stress of what to get them.
Well I am here to help with a handy Christmas/Birthday guide …
Now just ‘any guide’ but something that will ensure you can give a gift that is tailor made for whoever you are buying it for.
All you have to do, is invest the time in knowing who they are, what they’re really interested in or what they wish eo explore.
Here it is.
You’re welcome.
Filed under: Attitude & Aptitude, Colenso, Comment, Dad, Daddyhood, Emotion, Empathy, Family, Fatherhood, Friendship, Home, Jill, Jillyism, Love, Mum & Dad, My Fatherhood, Paul
I can’t believe that tomorrow, we will be in the last month of the year.
Given we have basically all been confined to working in our homes, doing the same thing over and over and over again … it’s amazing how quickly this year has seemingly gone.
Of course, while our lives have been in arrested development, everything around us has been changing at a rapid rate.
From a personal perspective, in addition to the constant stream of dramas revolving around COVID-19 and the US elections, I experienced being made redundant, buying a new house, moving into the new house, seeing Otis go to a new school he adores, being asked to work on some of the most weird and wonderful creative projects I’ve ever had the opportunity to work on [for ‘clients’ I never dreamt I would get to work with], set up the adventure that is Uncorporated, mess about with the minds of procurement departments and enjoy the joy of being offered a job at one of my absolutely favourite agencies in the whole wide World, Colenso … which all combined to ensured life felt it was still rushing forward even though so much of my physical life stayed exactly the same.
Not that I didn’t love my physical life staying the same because it was basically the best bits of my life delivered in ways I had never really experienced them before,
Being with my family every single day.
Enjoying breakfasts, lunch and dinners with them.
Hanging out. Playing. Spending time just in each others life.
So while acknowledging the utter privilege I have in my life that let’s me be able say this – and acknowledging the fact that because my parents have sadly passed away, I did not have to deal with the emotional pressures and challenges of looking after elderly family members when you could not see them – I can say 2020 has been one of the best years of my life.
Seriously.
And while I look at 2021 with excitement, there is also a feeling of sadness this year is going to soon end because there’s been many things I have discovered, enjoyed and experienced that I either never knew, didn’t realise or just didn’t want to end.
I totally get I may be the only person who thinks this way – though my best friend Paul probably agrees – but that’s how I feel.
I know I am in a position of great fortune.
I know many are in very different situations.
But whatever your circumstances … I hope the final month of 2020 lets you feel either a hint of optimism for what could be ahead or grateful for the lessons this year has revealed to you. And if you can’t and are worried about it, then please get in touch – because while I can’t promise I can change this for you, I can promise I’ll listen and help you create the conditions that could increase the odds of making it so.
Have a great week.
Filed under: Advertising, America, Apathy, Apple, Attitude & Aptitude, Audio Visual, Authenticity, Brilliant Marketing Ideas In History, Comment, Communication Strategy, Confidence, Consultants, Creative Brief, Creative Development, Creativity, Culture, Customer Service, Differentiation, Distinction, Emotion, Empathy, Experience, Fulfillment, Great Ads In History, Innovation, Insight, Internet, Management, Marketing, Marketing Fail, Nike, Packaging, Perspective, Positioning, Prejudice, Purpose, Relevance, Resonance
I’ve been very fortunate in my career to work with challenger brands.
Some were overtly challenger … some were more in terms of their internal attitude and approach … but in all cases, they were up for a fight and were happy to take it straight to the competitor they wanted to play against.
Now forcing people to pick a side is not a new strategy … it’s been around for ages.
From religions to rock bands to sport to almost everything in-between.
And while some of the challenger brands I’ve worked with over the years became the beast they were created to slay, what united them all wasn’t just their ambition, but their dedication to doing something that fundamentally challenged the convention.
I’m not talking about an ad that said they were different.
Or a single product ingredient that claimed they were different but were still exactly the same.
I’m talking about a fundamental, distinctive alternative to what has been there before.
From features, to behaviours, to values to standards to design.
All in commitment.
Shit or bust.
Now we have a lot of brands today that claim to do that and be that.
Brands that go direct to the customer.
Brands that offer their services on the internet.
In the majority of cases, they’re not real challengers.
They might like to think they are.
The people who led the change probably are.
But having an internet bank that claims to be different but offers exactly the same products and services – albeit with a ‘cool name and choice of ATM card design’ – is not challenging much.
Nor is the 15th razor/toothbrush/haircare company who go direct to their customers.
They’re definitely an alternative, but they’re not a challenger.
In fact, given in many cases, they offer no distinctive element to their product or service to build something bigger than simply supplying razor blades/toothbrushes/haircare products to people at the lowest rate possible, all they’re doing is commoditising themselves to oblivion.
No, challenger brands don’t enter the market with an attitude of ‘minimal viable product’ – which basically translates to “we’re interested to see if it works, but if it doesn’t – no biggie”, they enter it with fully focused, fully engaged commitment.
You can read a lot about these in Adam Morgan’s brilliant book Eating The Big Fish … though, because of when it came out, it only refers to a challenger brands from a certain period of time rather than the ones of the modern era … whether that’s Tony’s Chocolonely, Fenty, Fortnite or even Greta.
But the reason I’m talking about this is because of that picture at the top of the post.
The iconic ‘we try harder’ announcement by Avis.
Maybe the first example where marketing embraced being a challenger.
We forget how impactful this campaign was when it came out in the 60’s.
Back then, the industry was all about superlatives … the biggest, the most successful, the most loved etc etc.
For a brand to come out and say, “we’re not the first choice”, was a big thing.
But this was not a mere marketing trick, Avis did indeed have big ambitions and knew that the only way they stood any chance of making it was if they indeed, ‘try harder’.
From making sure every car was washed before it went out.
Checking that the glove boxes and – because this was the 60’s – ashtrays were emptied.
Customer service people trained to help, not just take your money.
Not having to wait for ages to get given your rental.
All sounds the standard now, but back then? No way.
And on top of that, they then ran ads telling people to complain if they found the experience didn’t match the promise … because they never wanted to be seen as having the passive attitude of a number 1 brand – where their goal is to protect their revenue rather than reward their customers.
Which leads to the point of this post.
This.
Yep, it’s a continuation of the We Try Harder campaign.
Though, calling it a ‘campaign’ cheapens it, because it was their purpose. I don’t mean that in the wank way it is being used today. At no point were Avis saying. ‘We Try Harder To Make The World Better’. No, this was all about them trying harder for them. Which is not only more believable, it had a genuine benefit to the people who used them.
Which leads back to the ad.
Specially, the ad that features the President of Avis’ phone number.
So you can complain.
Directly to them.
Imagine that today?
You can’t can you, because not only do companies – including Avis – give customers who wish to complain the absolute runaround with endless email forms, faceless processes and protocols – all while claiming this is a more ‘helpful and efficient’ process for their customers – but because you don’t feel many companies are really trying harder at all.
Now it’s all about efficiency.
Removal of friction.
Basically making you do it all yourself but charging you as if you weren’t.
Now I have to admit, I don’t know if this ended up being the real President of Avis’ phone number … even though I really hope it was … but I know this ethos drove that brand to continued growth for decades.
Sadly, at some point, it went from purpose to a tagline and then Avis as a cultural force was done.
Which is the big lesson for us all.
Because while few would ever start a company to be like everyone else, the reality is many end up doing just that.
And while we hear people all talking about being the next Apple or Nike, they have to understand you don’t get there with a playbook, you get there with a singular focus on what you believe, what you value and what you are going to destroy to create.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Childhood, Comment, Context, Dad, Daddyhood, Emotion, Empathy, England, Family, Friendship, Fulfillment, Happiness, Home, Jill, Love, Mum, Mum & Dad, Nottingham, Otis, Parents, Paul, Relationships, Rosie
When I was growing up, our back garden was a disaster.
Overgrown.
Tall grass.
Brambles.
Bushes.
Beautiful mayhem.
As a kid, I thought it was amazing.
Me and Paul would run in there and it felt like we were in the jungle.
From playing hide and seek to pretending we were soldiers, it could all happen there.
Then around the age of 5, Mum and Dad had an extension put onto the house and because the loan they took out for it was a bit more than they needed to have it built, they spent the rest on the garden.
Oh how they loved it.
They spent hours there.
Creating it. Cultivating it. Nurturing it. Admiring it.
My god, the way my dad treated his ‘sweet peas’ was enough to make me think he loved them more than me sometimes.
And while I still could play softball tennis with Mum on the patio, I always felt I had had something robbed from me – despite the fact there was a massive park down the road and huge fields of nothingness around the house.
So from there on in, while I could appreciate a nice garden, I always saw them as something that pushed me away rather than welcomed me in.
Until now.
I readily admit I had nothing to do with the garden we have in the home we have just bought.
I readily admit part of its appeal is that it’s mature, so feels natural rather than contrived.
And I readily admit I am still as shit and unenthusiastic about gardening as I ever was.
But my god, I am shocked at how much I love it.
I can stare at it for hours.
Sit in it for days.
Doing nothing but looking at it’s beautiful vibrancy and shades.
Seeing Rosie the cat stretch out on the deck like she has just hit ‘peak cat life’.
Watching Otis play on the swing hanging from the tree then looking at Jill picking up all the apples that have fallen from Otis’ adventure. Turning them into pies that we scoff or give to the neighbours in an blatant attempt to mitigate the mayhem we’ve caused in the first few months of living here with huge moving trucks blocking the road and electrical blackouts that we absolutely, definitely did not cause.
The idea of all this is about as foreign to me as you could get.
I’m a city person.
I like noise and bustle not nature and quiet.
Yet … yet … this is something very special.
Something I feel a real privilege to experience, which I acknowledge is only possible because of the privileged position I am in.
And while all these feelings could all be because of my age or because this house is our family home – regardless of the incoming NZ adventure – the impact of a simple garden has been far more than I ever imagined.
Which makes me think it could also have something to do with making me feel closer to Mum and Dad.
You see while our little garden at home was nothing like this, it was incredibly special to them.
Sure it was beautiful. Sure it was the fruits of their hard work and care. But it seemed to be a place that let them feel everything was going to be OK, regardless of the challenges.
And over the years, our wonderful little family faced many – but that garden always gave them comfort and joy.
A little piece of heaven.
Blossoming into radiant beauty and colour even after the harshest of winters.
Reminding them that the darkest times will always welcome a new spring.
And while as a kid I didn’t really like how that garden had robbed me of my jungle, I grew to appreciate it.
I saw what it did for my parents.
I still remember how my Dad stared in wonder at it after his stroke.
He’d been in hospital for months and was finally allowed home.
And while he needed a lot of care from Mum, that garden was like medicine for him. Helping him forget the pain he was in. Helping him forget the turmoil he was going through.
No longer able to talk.
No longer able to walk properly.
But here, facing the fruits of his love and labour, all was forgotten.
He was safe.
He felt nourished.
He was connected to something his body was not able to let him enjoy anymore.
He and Mum could transport themselves to a time and place where everything was OK.
And while I hope I never face the tragedy my Father suffered – and acknowledge this garden is from the toil of others hands – I feel I get what nature was able to do for Mum and Dad.
Because it isn’t just what grows in the garden, but what it helps blossom within yourself.
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.
Apple.
Spotify.
Soundcloud.