The Musings Of An Opinionated Sod [Help Me Grow!]


The Pointless Reveals The Most Important Things …

This is a plant in our office.

I have no idea who owns it.

I must admit I don’t even really like it.

But that sticker …

Oh I like that.

I like it a lot.

Sure, to some it may be stupid.

Or even disrespectful.

But to me, it shows a company where the people within it have a mischievously creative spirit. The sort who spot creative opportunities to do something people will notice, or relate to or just feel for a whole host of reasons.

In just a single word, they found a way to make anyone who sees that little sticker not just see a plant, but a hard-to-please, always demanding, never content, forever dissatisfied pain-in-the-ass plant diva.

In short, they gave a plant a personality.

In one word.

Yes I know I have a ‘history’ with dodgy stickers – and I also loved the time someone at Wieden Shanghai put the sticker ‘freedom’ next to the ground floor button in the lift [which was promptly taken down, probably by the same person who still goes mental when they discover another of my Wieden leaving stickers hidden somewhere in the building despite me having left years ago, hahahaha] … but I particularly love this one.

I love someone thought it was worth doing.

I don’t care they may have given it no thought whatsoever – in fact that makes me like it more – because it’s those little, pointless things that reveals the most important thing you could ever want to know about an agency.

Are you entering a place that has a culture of creativity or a business that sells efficiency processes under the label of creativity?



Don’t Want Something So Much That You Do Something You Don’t Want …

When I was at cynic, I wasn’t allowed to talk money with clients.

The main reason for this is that while I like money, I like doing weird and wonderful things more … so I used to agree to terrible terms just because I wanted to make sure we didn’t miss out on doing something we were really excited by.

Now I get we like to think there’s some sort of logic to this approach, but as George kindly told me – while punching me in the head – what I was doing was undermining our position.

For a start, your relationship with the client is impacted. That doesn’t mean they don’t value you, but it means they don’t value you as much as they should. They see you as a ‘cheap problem solver’ rather than a valuable problem solver.

Then there’s the fact all your additional time and passion will never be rewarded to the level it deserves. The worst part is this is your own fault as you already set the precedent for how much you are worth by lowering your fee to such a great degree.

And then there’s the dilution of the projects importance.

In essence, when something is made much cheaper, the effect is its value goes the same way. Going from something significant to just another thing being done. From having a strong focus within the company management to being delegated to people who don’t really have the same decision making power.

Before you know it, clients start questioning other things you’re doing.

Asking why certain things need to be done. Challenging the time or expense on the elements that show the real craft.

Leaving the end result a lesser version of what it should have been.

Now this doesn’t happen all the time, but it happens a lot.

And while I get we are in a highly competitive time, where everyone is looking to save cash – the ease in which we undermine our own value is both astonishing and debilitating.

George’s brilliance was his ability to have us walk away.

I have to be honest, we had many arguments about this over the years … but in the main, he was right.

His point was ‘why would someone value us if we’re not valuing us?’.

It’s a pretty compelling argument.

This doesn’t mean we weren’t open to negotiation, but George’s position was ‘never forget we have something they want because we’ve shown them something they need’.

Another pretty compelling argument.

And while this approach helped us not only win all manner of great creative projects – but helped us be a profitable, sustainable company – I still found it hard to deal with.

Hell, on the occasion we didn’t win a project because somebody said they could do it for cheaper, I was a bloody nightmare. George used to say it was because I am an only child – which may be right – because I hated not getting what I really, really wanted.

And even then, George was the voice of reason.

“Why are you upset about losing a project with a client who wants to go down to a price point rather than up to a standard?”

ARGHHHHH!

What makes it worse is he meant it.

He, more than any of us, knew our value and wasn’t going to let us let go of something we had worked so hard to earn.

He’s right of course.

It’s the reason the best work comes from people who share the same goal.

To aim high, not cheap.

Sure, money comes into it … but the focus is always the quality of the output not just the price.

It’s why Cynic was so exciting.
It’s why Wieden+Kennedy are so special.
It’s why Metallica’s management are so influential.
It’s why all the work I’m doing right now is so fascinating.

George taught me so much.

While I appreciate I’m in a much more privileged position than many, nowadays I am totally comfortable with walking away from a project if I feel the vision, ambition and value for a project is not shared.

And what’s weird is that while that approach has resulted in me walking away from a lot of potentially interesting projects that were worth a lot of money to me – especially over the last 6 months – it has brought me a range of fascinating clients and projects [and cash] that most agencies would kill to have a chance to work on.

I’ve written about knowing the value of your value in the past.

I’ve talked about how that lets you play procurement at their own game.

And while it feels scary to stick to your standards when someone is threatening to take away something you really want, it also makes you feel alive.

Butterflies of excitement. A taste of power and control. Nervousness of being in the game.

And while it might not always come off and while you may be able to justify why it would be easier to just take whatever they want to give you … it’s a beautiful feeling to feel you matter. That your work matters. That the way you look at the world matters. That what you want to create matters. That you won’t allow yourself to do something simply because you’re the cheapest. Or allow a bad process to force a diluted version of what you were hired to do. Or let yourself be evaluated by someone who doesn’t care about what you’re creating, just that it’s done. That you matter enough to not allow others to negatively judge you for terrible conditions they put you in.

It can take time to come to terms with this.

It took me almost 20 years to really get it.

And while some may call you a pretentious or stubborn or commercially ignorant, the reality is dismissing the value of your value simply to make things commercially viable for everyone else is simply the most stupid thing you can do.

Because to paraphrase something Harrison Ford once said, when you devalue the value of something you’ve spent your whole life working at, you’re not just being irresponsible, you’re not valuing the value of the time, experience and expertise it has taken to get you to that point.

George knew this.

George helped me benefit from this.

George eventually got me to understand this.

And I’ll always be grateful for that gift.

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I’ve removed comments. Not just because I’m scared of the mountain of abuse the ex-cynic alumni who comment on here may/will give me. But because I’m even more frightened they may bathe George in even more praise and that would be too much for me to deal with.

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A Conversation About Living. And Failing.

A few weeks ago, my friend – Philippa White, the founder of TIE – spoke to me about my life.

While many would say that is the single worst idea anyone could have, Philippa – for reasons that still escape me – thought differently.

TIE – or The International Exchange – is an amazing thing.

They link people from the commercial world [from big organisations to people from BBH and W+K] with social initiatives around the world, providing unique opportunities that will transform the lives of both parties.

It’s an absolutely amazing organisation and the people who have done it talk about how it has had a profound affect on their lives – for the experience they had, the realisation that their skills can benefit people in different ways that they ever imagined and the lessons they learnt about what they’re good at, what they want to be good at and the future they can now envision for themselves.

I have not done TIE, but Philippa and I bonded when we met over the power of overseas experiences and learning and for some reason she wanted to talk about my journey.

We cover a whole lot of topics, from family to friendship to failure and while it may only be interesting to those looking for a cure for insomnia, if you’re looking for development, growth and having more meaning and value from your life … I can assure you TIE is definitely going to be of interest to you.

Thank you Philippa. Thank you TIE.

You can be disappointed by it here.



A House Of Brands Or A House Of Cards?

Yes it’s real.

Yes, it has been out for at least 4 months.

And yes, there are so many things I could say about it … but I’m relying on you do it for me.

I will say this however …

When I worked on Old Spice at Wieden – which was only for Asia and had little to do with the great work from Portland – we were adamant that while the creativity should be allowed to explore all manner of mad worlds, the packaging/fragrances had to communicate stability because otherwise there was the danger the whole brand would look like one giant joke.

Or said another way …

The product had to allow madness around it rather than try to compete with it.

I’ll leave it there, over to you …



Full Service History, A Few Semi-Careful Previous Owners, Needs A Bit Of Body Work But The Engine Is Tuned To Put A Smile On Your Face As You Hold On To The Edge Of Your Seat …

So if the title of the post didn’t give you a clue.

And if the photo above didn’t make what this post is about, obvious.

Today is my last day at R/GA.

Sadly my role has been made redundant. Thanks a lot COVID!!

And while it’s sad, I am glad it’s a senior, white, male who is being impacted rather than someone young or female or a person of colour who are often the ones who get hit first across the industry.

But while there will plenty of things I’ll miss, the biggest will be my team.

I’ve always been so lucky with the planners I’ve worked with and this lot are no exception.

They’re great. A talented bunch of creative fools who made me laugh, debate and rethink stuff every single day.

They were an honour to work with and they will continue to be epic in all they do.

They better be, because I’ll be watching them. Closely.

So thank you Lachlan, Nic, Rach, Anna, Joel, Amar, Erika, Laureen, Bassot, Ed, Megan, Nicole, Divya, Arda, Amelia, Severine, Marissa, Insa, Toby, Ben … and the others who helped make my time – and the gang – so much fun, including Anne, Valia, Eduardo and Michael.

So what next?

Well there’s a bunch of things.

We bought a house which we still need to move into.

I have my projects with the Metal Masters I need to deal with.

And I recently got an assignment with the Chilli’s, by which I mean the band rather than the food – which will be fascinating. Or headache inducing. I’ll let you know which, later.

Then I’ve registered a company I now need to work out what the hell I’m going to do with. I’ve got some ideas and I’ve even got some backers, but I owe it to my family to give it a bit more thought rather than just run full-speed to wherever my excitement orders me to go.

But for right now, all I’m going to do is take a couple of weeks off to enjoy being with the family and no zoom calls – which means you also get a week or two off – so all that leaves me to say is thank you to R/GA for the adventure and the airmiles … my team for their brilliance and their trouble making and … my wife, son, cat, clients and mates for their love, support and sarcasm.

Last thing.

Let’s be honest, these situations suck.

If people had the choice between having a job and not, the job is pretty much always going to win, especially at my age.

However not only am I absolutely fine, I’m strangely optimistic.

There are many reasons for this, but the main one is the last time this happened to me, it resulted in some of the best times of my career.

From starting and selling cynic and Sunshine to then working at Wieden+Kennedy and R/GA through to living, exploring and working all around the World.

Or said another way … when my role was made redundant, it was instrumental in helping me do stuff at the highest levels of creativity, culture and client all around the World.

From helping launch brands like Spotify in Japan to partnering with NIKE to create sport culture in China to inspiring Virgin Atlantic to build an airport lounge that people want to miss their plane to stay in to finding ways to redefine the rules of luxury which led to SKP-S building an experience specifically designed to look/feel like life on Mars to helping Metallica do all manner of weird and wonderful stuff from connecting deeper with fans to opening new ways to connect with the band. And a bunch of other stuff, from the small to the huge to the ridiculous.

I absolutely, unapologetically, love this stuff with all I’ve got.

Now whether any of this can happen again is anyone’s guess, but it is possible … and given the challenges and competitive nature of the world today, I feel my history of provocative and intriguing creativity to help brands around the world define their position in culture – and business – still gives me a strong and valuable role to play.

I guess this is all my convoluted way of saying if you’re an agency or a company – anywhere in the World – who is ambitious to grow or change or reimagine who you are or considering new markets [ie: Asia/China] or stuck on a mindfuck of a problem or want advice on building a cohesive, potent strategy gang or just want to win better … then give me a shout, because whether it’s about leading something, collaborating on something or just chatting about something … I’m going to be officially available for all of this very soon and I’d bloody love it.

Right, now my Gwyneth Paltrow Oscar speech is out the way, see you in a few weeks.

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