Filed under: A Bit Of Inspiration, Advertising, Apple, Attitude & Aptitude, Auckland, Brand, Brand Suicide, Clients, Clothes, Communication Strategy, Content, Context, Craft, Crap Campaigns In History, Creative Development, Creativity, Culture, Design, Details, Effectiveness, Egovertising, Emotion, Empathy, Entertainment, Fans, Fashion, Film, Management, Marketing, Marketing Fail, Marketing Science, Media, Mediocrity, Metallica, Netflix, New Zealand, Premium, Privilege, Relationships, Relevance, Reputation, Respect, Standards, Steve Jobs
For 50 years, I never dressed particularly fashionably.
I had a ‘style’, but it was never one people looked at and thought, “I want to dress like that”.
Questionable t-shirts, ripped jeans and a pair of birkies tend to have that reaction.
Part of this is because growing up, I was never exposed to anything ‘fancy’. Despite my Mum being Italian and going to Italy a lot … my version of designer clothing was stuff from Burton’s and C&A and nothing more.
But over the years, I got more and more exposed to the high-end fashion houses.
Projects with Prada and Chanel introduced me to people, stories and experiences that taught me there was far more to who they were than big prices and even bigger pretentiousness. But even that was not enough to convince me this was something for me.
Hell, I still remember the utter shock I felt when I heard a mate tell me they’d spent 70 quid on a t-shirt.
Sure, this was a 1000 years ago, but back then I didn’t know how that was even possible.
T-shirts were 3 for a few quid from Asda so what on earth could justify 70 pounds for a single tee???
And that was how things carried on for decades until 2 events happened in my life:
I got healthy and I started working for the most successful and influential luxury and street-fashion investor on the planet.
And with those 2 things, everything changed …
I got to go behind the scenes of the highest level of the industry.
I got to talk to the creative directors of the houses and labels who define global fashion.
I got to meet the people who create, curate and craft the experiences that define how fashion makes us feel.
But most of all, (1) I could now actually fit in their clothes and (2) my client sent me shitloads of them for free.
Of course, I appreciate how lucky I am for that – and I massively appreciate that they were doing it to ‘keep encouraging me on my health journey’. But – and I say this with utter love and respect for them – I can’t help the real reason is because they didn’t want me turning up to their big meetings and fancy events dressed like a trainwreck. What maybe triggered this was the time I found myself sitting next to Phoebe Philo, ex-creative director of Celine and founder of her own label, who – on seeing my t-shirt, featuring a cat logo – said:
“I love this, who is it by?”
To which I replied:
“My son made it, and that’s our cat”.
To be fair, she was brilliant but I can’t help but imagine she was also thinking, “who the fuck is this nutter I’m next to?”
Bit like the time I was in the lift with members of the Prada family.
They were – literally – the best dressed people I had ever seen in my entire life.
Me? I was wearing ripped jeans, some Nike’s and a hoodie probably from Asda.
Again, they were kind, warm and welcoming – and never once did I feel judged, in fact the opposite – but it was not long after that I started receiving a lot of fancy clothes – hahaha.
But the point of this post is not that I am more fashionably dressed person than I’ve ever been in my life.
Nor is it that I am one of the luckiest bastards on the planet.
No, it’s that the last few years have completely changed my perspective of the industry.
Where once I may have just seen it as pricey and poncy, I now have a deep appreciation, understanding and respect it..
The creativity, the craft, the inspiration, the statements, the history, the details, the obsession.
Put simply, the belief that EVERY detail matters, no matter how big or small.
Steve Jobs once talked about the importance of ‘painting behind the fence’ – the belief that even if no one ever sees or recognizes the care and consideration you have put into your work, you know and that matters – and in many ways, he could have been describing the luxury fashion industry.
You only has to watch the Netflix Documentary ‘7 Days’ – specifically the episode about Chanel’s couture catwalk show – and you’ll see how much thought goes into how every single detail is presented.
Not simply because image is important to them, but because they want to honour the work they have created.
Make sure it is represented, seen and felt exactly as intended and created.
It is a similar approach Metallica have to their music.
It’s why they bought the best vinyl printing plants in the World.
It’s why they invested in the best live concert sound-system in the World.
It’s why they own the rights to all the music they create and have ever created.
It’s not ego. It’s not hyping. It’s about ensuring they honour the work they’ve made so everyone experiences it exactly as intended, versus letting someone else determine that.
So where the fuck is this all going?
Well, it’s because recently I saw this.
Yep, it’s a billboard for the movie Devil Wears Prada 2.
BUT WHAT THE FUCK IS GOING ON WITH THAT IMAGE???
How is a movie centered around the world of luxury fashion and media using such a badly designed, stretched and distorted billboard like that?!
Looking online, I can tell you that’s not the official image – at least as far as I can tell – plus I should point out the image has accentuated the lines of the digital billboard, which weren’t visible to the human eye.
But that aside, the image used looks like someone at the local distributor, media agency or billboard company decided, for reasons I don’t understand, to create – or adapt – their own version of the official artwork; the result of which is a visual that makes Devil Wears Prada 2 seems more Poundland than Prada.
Which highlights two very important reminders:
1. Everything communicates who you are and what you value.
2. For the best result, make sure all who work for you – or with you –know who you are and what you value.
I’m not saying price or speed doesn’t matter, of course it does … but what price does sloppiness, misunderstanding or a need-for-speed end up costing?
And to those who say that doesn’t matter, because no one cares … I say this in return.
Not only do you not understand marketing …
Not only do you not care about your company …
You sure as shit don’t understand your customers.
Which gives us one final thing to remember …
For all the systems, processes and marketing practice methodologies you can use … if you forget who its for and what its for, then you’re truly wasting your money.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Colenso, Colleagues, Comment, Communication Strategy, Creative Development, Creativity, Culture, Cynic, Empathy, Honesty, Marketing, Media, Perspective, Planning, Point Of View, Provocative, Relevance, Resonance, Wieden+Kennedy
This blog has been going for a loooooooong time.
Which means, it’s had its fair share of April Fool posts.
Some have been very good [even though I say it myself] with different industry people picking it up and commenting on it thinking it’s real.
And some being utterly, utterly shite.
But this year I decided not to do one.
Not because I couldn’t be bothered.
Nor because I couldn’t think of what to do.
Not because it was an Easter holiday on April 1.
But because after a while, it just becomes a bit boring.
I say this because a lot of brands don’t seem to get that. Instead, they keep doing the same thing over and over again without realising the audience have moved on.
That might be because of ego. That might be because of a lack of self-awareness. That might be because they don’t even know who the fuck their audience is … but whatever the reason, they keep doing what they do regardless.
And one of those things they keep repeating is ‘hijacking culture’.
By that I mean either during or after a topical event … they hire a van, slap a billboard on the back, put some headline on it that refers to whatever event they are ‘leveraging’ and then drive back and forth so a photographer can snap it in situ and then send it to the press or put it on the socials.
Hey, sometimes it’s really good.
But often, it just feels pretty sad.
Especially when lots of companies are all trying to do exactly the same thing for the same event at the same time.
Look I get it … it’s a way to get boost attention.
It’s also a way to show your client – or their bosses – you’re ‘on the ball’.
Can’t criticise that … except in many cases, it also seems to have a subliminal admission that they need to borrow from others to make people care about them.
Which is less good.
Yes, I know I’m being a bit of a pedantic asshole here, but here’s the thing … when people expect brands to do this stuff, then you have to accept that you’re no longer ‘hijacking’ anything, you’re simply conforming.
Of course there are ways to do it well.
Wieden were the masters and – arguably – the originators of it.
Which was basically to do stuff that ‘added to the cultural conversation, not just stole from it.
They did it with NIKE for literally decades.
Olympics.
Superbowls.
World Cups.
Winning.
Failing.
Achievements.
Retirements.
Fines.
Spectaculars.
But achieving it wasn’t simply down to great talent, great clients or being quick at doing stuff like this, it was down to 3 things.
Creatives co-run/run the account, not simply make the ads.
They understand the culture around the category, not just the category.
They think in terms of owning the brand voice, not just launching campaigns.
What the combination means is everyone feels there role and purpose is more than just making advertising, but finding how … where … when and who the brand can/should a voice and point of view. It’s more than just being pro-active, it’s a confidence in your preparation.
You know what the brand will say.
You know how the brand will say it.
You know what the culture of the audience want and need.
You’re moving things forward because you’re always moving things forward. Seeing your role as far more than simply fulfilling ‘campaign requirements’ and ‘unexpected opportunities’ but directly and continually driving, shaping and influencing the behaviour and energy of the vision and role of the brand in culture.
Many people will say they do that, few do.
Instead they just churn out stunts or puns that often end up being more for the ego of the people involved than the benefit of the audience it is supposedly for.
Which is the heart of what, in my opinion, separates brands/agencies who get it and those who pretend they do.
Because the wannabes and imposters talk about how they will make the masses love their brand, whereas the real deal know it’s about the brand showing and expressing who they love and who they are for.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Brand Suicide, Comment, Creativity, Effectiveness, Lego, Marketing Fail, Media
Today is a special day for me.
A special day because of a birthday and an anniversary.
Not mine, but people who are important to me …
I had written a long post to them that went on a tangent to talk about investing in your own relevance.
That however young you are today, you’ll become an old fuck one day.
But I couldn’t wrap it up so I have left it for another day … instead, I am writing a post about the importance of your relationships.
Have a look at this …
At first glance, what do you see?
A Lego ad campaign?
Yeah … me too.
But then, when you look again, there’s that weird-as-fuck headline.
“Super Sweet And Fake Tasting”
What the absolute fuck? Has Lego gone rogue and decided to make social commentary on their own product?
Well obviously they haven’t … it’s simply an alcohol ad that has been stuck on the end of those 3 posters that – because of the colours of the poster frames – looks like it’s all part of the same campaign.
Now on one hand it’s funny. But I wouldn’t be laughing if I was the Lego client.
Putting aside their choice of headline colour – with the B&W image – makes it look like a Sainsbury’s ad [albeit Sainsbury’s aren’t in NZ], I’d be VERY disappointed the media team and/or the billboard company did not see the problematic nature of this linkage.
I mean, it’s pretty obvious.
Lego … kids, wholesome, creative. Alcohol … errrrm, less so.
Look, I get we all make mistakes, but what this says to me is that no one asked – or cared to ask – the right questions.
The client.
The media agency.
The billboard company.
Fuck, the only one who gets off here is the creative company, because they’d be as pissed off as the client.
Of course I’m not really surprised this has happened because in the quest for the lowest price possible, there seems to be more focus on having a programatic, optimised and systemised system and process than actually giving a fuck about your brands contexts, craft and associations.
It blows my mind how few clients care about ‘placement’.
They’ll argue till they’re blue in the face over the size of their logo, but rarely go into depth about the placement and contexts of where they appear.
And yet many clients think media agencies are professional and creative are the children.
Now of course there’s some amazing media agencies out there … agencies who think in terms of communication rather than media.
But the market has become so fixated on price, they’re forgetting – or not valuing – one vital element about brand building.
It’s not just about who you are, it’s about the company that you keep.
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PS: If anyone from Lego reads this, this post is because I love you. And you know this because I told you that when you invited me to talk at your global conference thing. Plus you’ve been very good and kind to me – and Otis – over the years. But the fact is, despite this being an isolated incident, you deserve better than this. You should demand better than this. So hold people to standards, not just price points and please don’t ask for any of the freebies you’ve sent me to be returned. Please!!!
PS2: It’s Easter holiday tomorrow and Monday so there will be no blog posts till next Tuesday. In the meantime, I’ll be looking longingly at the Hot Cross Buns and Easter Eggs I won’t be eating and wishing April Fools was on a Tuesday, rather than a Monday. Have fun.
Filed under: A Bit Of Inspiration, Advertising, Age, Attitude & Aptitude, Brilliant Marketing Ideas In History, Context, Creative Development, Creativity, Culture, Cunning, Environment, Media, Mischief, Sport
A few weeks ago I saw something on twitter that has deeply conflicted me.
It was this …
That’s right, they’re lawn bowl mats … sponsored by Co-op Funerals.
Now I don’t know much about bowls.
I know they attract a much broader age of ‘player’ these days, but I’m still pretty sure the majority still are of the more elderly variety.
And given I’m 52, we’re talking proper old.
I could be wrong.
But given someone thought it was a good idea for Co-op funerals to sponsor the mat, it seems I may not be. And this is what has had me conflicted for weeks.
On one hand, it’s just fucking genius isn’t it.
Old people.
Funerals.
Chance to make arrangements before someone else has to.
But it’s also just a bit evil, isn’t it?
Old people.
Out enjoying themselves.
Message to remind them of their impending demise.
If I allowed comments, this is the sort of post where I know they would come into their own. But I don’t … which means I’ll be getting extra emails of commentary and abuse from the same people who used to do that on here.
And I don’t mind admitting I’m quite excited about that, And quite interested in what they’ll say.
Because I have the sneaky suspicion they may think it’s clever.
And that old people may find it both slightly amusing and kinda useful.
And that by doing something like this, it becomes a social media campaign by fact of it being infinitely shareable.
Or … they may say no one will give a shit because all it will be to them is a free mat so they can rest their knee as they try to destroy that prick from up the road who always seems to win.
But to whoever did this, I admire both your smarts and your mischief … because I haven’t seen something so perfect since [I think] Naked got their client – cheap meat in a can maker – Fray Bentos to sponsor some local Darts Players.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Context, Craft, Creativity, Culture, Emotion, Environment, Imagination, Immaturity, Legend, Marketing, Media, Relevance, Resonance
No, I don’t know what’s with all the postbox posts [even though in reality, there’s only been 2 in 16 years] but just like that old adage of ‘you wait for a bus and then 2 come at once’ … here is a second post about postboxes in a week.
First of all, DO NOT PANIC.
It is not as sentimental as yesterday’s.
Probably.
But recently someone sent me a photo of this …
Yes, that’s a sticker rather than a real ‘blue plaque’.
Yes, it’s about Danger Mouse rather than a real* historical figure.
But it’s still absolutely fucking awesome.
For those who don’t know what a blue plaque is a permanent sign installed in public places that commemorate a link between that specific location and a famous person, event, or a former building that serves as a historical marker.
[Yes, I did get that from Wikipedia]
For those who don’t know who Danger Mouse is … then I just feel sorry for you, because he’s the best. At least the 80’s version of him … not to mention his sidekick, Penfold – who a certain past commentator on this blog once said I had an alarming resemblance to.
Though he also once said that about the comedian Harry Hill … all because that I once turned up at a Coca-Cola event in a suit.
That said, when I look at a photo of that event – from 1996 – even I have to admit there is more than a passing resemblance to both of them. Though as tragic as that is, I ended up winning ‘best dressed’ for simply not wearing shit jeans and an ironic t-shirt, which pleased me no end but pissed off all the very glamorous female guests who were in attendance.
Anyway, if you need more info on Danger Mouse, please go here.
And to see me – I mean Penfold – please go here.
Or just look at this …
But the real reason I love this letterbox with the Danger Mouse blue circle as a sticker is that someone did it.
They decided it would be worth while doing.
Which means having the idea.
Designing it.
Getting it made.
Then going to the postbox on Baker Street in London – where Danger Mouse lives – and sticking it there.
And not just anywhere on the postbox, but low – where DM enters and leaves his place.
Some may say that’s madness.
Some may say that’s a waste of time and money.
But to me, that’s an act of wonderfulness.
A true commitment to craft, creativity and authenticity.
And what’s better is that while many may miss it, those who see it not only love it … but tell people about it. Which is a lot more than many of the multi-million, 48 sheet billboard, TV ads and digital DTC campaigns ever achieve.
So to whoever did this. Thank you.
You restored my faith in craft, commitment and ridiculousness.
And reignited my love of Danger Mouse. [But not Penfold]
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* Even though Danger Mouse was a fictional character, he lives in my memories and heart and that’s more than some living, breathing people … which means Danger Mouse is real to me. Deal with it.