Filed under: Advertising, Attitude & Aptitude, Business, Corporate Evil, Creativity, Culture, Embarrassing Moments, Finance, Grifting, Marketing, Marketing Fail, Money, Scam
Scams.
They’re bloody everywhere.
SMS. Email. People knocking on the door.
There seems to be three types …
The hopeful … which is sending the same thing to tons of people and see if it will stick.
The too-good-to-be-true … which is promising untold riches for a fraction of investment.
And the invisible … where it has been so well planned, you may not realise it’s happened until its happened.
While I understand how the latter works – having once been a victim of it – it’s amazing how often the first 2 do.
Part of that can be down to blinkered greed.
The belief we’re all ‘special’ and while friends may think it’s a scam, they stick with it as it reinforces what they’ve aways felt about themselves.
Until it doesn’t.
The other group are people who are desperate – whether financially or lonely – so they take part in a desperate bid to escape their own personal hell.
So while its easy to laugh at people who we think have been stupid, the reality is there are always mitigating circumstances that add to the scammers success.
And nothing shows how successful the crims are by their exaggeration. Look at this …
For just NZ$400, you can get a ‘guaranteed’ NZ$7800 every month.
EVERY MONTH … where do I sign?
But the scammers aren’t completely stupid, so they’ve added a picture of Elon Musk.
Now whether that’s because he’s super rich or is OK with losing billions – as demonstrated with Twitter – is anyone’s guess, but given they’ve bought a ton of ads all over Facebook and other social media channels means they think it makes what is one of the most ridiculous financial investment promises in history, legitimate.
And you know what, it seems it has … which is a great reminder for the marketing community that while customers are often much smarter than we give them credit for, they rarely adopt the logic we like to think/claim they do because ultimately – and here’s the big reminder – they buy for what they’ve need, not what we want them to need.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Comment, Communication Strategy, Confidence, Consultants, Corporate Evil, Creative Development, Creativity, Culture, Cunning, Devious Strategy, Effectiveness, Fake Attitude, Grifting, Marketing, Marketing Fail, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Relevance, Scam, Strategy
I’m all for people expressing their opinion.
I’m all for people being excited about things they see as having great possibilities.
I’m all for people trying to find new ways to evolve, grow and make money.
But come on …
It’s getting to the point where Linkedin should be renamed Disneyland given how much fiction and fantasy are going on.
What’s worse is among all the ‘consultants’ and ‘new business development people’ claiming expertise, are a bunch of strategists.
Now I know as a discipline we think we have the answer to everything … but we don’t.
Fuck, even the people who are developing the technology, don’t.
But what bothers me is the reason behind why so many people are claiming expertise.
OK, so I know some have a real understanding of the technology and its possible implications. And in that, I include certain strategists – we all know who those brilliant people are.
And I also appreciate some mistakenly believe that because they’ve used ChatGPT, they think they now know everything about the technology.
But others – and this is potentially the majority of them – are doing it because they see it as a chance to personally gain from it.
In essence, their perspective is that as long as a subject matter is highly topical and others – especially companies – don’t know about it, then they can profit from it because they can say anything because no one will know enough to tell them they’re wrong.
You can tell who this group are because they’re the one’s who are either the loudest to declare their knowledge or the first to say they had identified the trend … despite never doing anything with their ‘expertise’ or because of their ‘vision’.
Putting aside how this sort of behaviour can damage the reputation of real experts, disciplines and entire industries … the issue I have is how it is often justified as hustle culture.
I’ve written my issue with hustle culture in the past, but the fact is, this isn’t hustling … it’s grifting and the impact of it is not just damaging people and companies, but it killing the potential of technology before it has a chance to find it’s real possibility.
I appreciate this is quite a heavy post from what was just a piss-take image of Homer … but the best comedy is always based on a truth we often like to deny.
Filed under: A Bit Of Inspiration, Apathy, Attitude & Aptitude, Authenticity, Brand Suicide, Business, Communication Strategy, Confidence, Content, Context, Creative Development, Creativity, Culture, Distinction, Education, Effectiveness, Experience, Facebook, Fake Attitude, Honesty, Innovation, Management, Marketing, Marketing Fail, Money, New Product Mentalness, Perspective, Planners, Relevance, Resonance, Scam, Social Media, Standards, Technology
After the amazing drama of yesterday, I need to calm things down.
Not for you, but for me … because my heart can’t take nerves like that.
And yet it’s going to have to do just that in a little over a week.
Bloody hell.
So to slow things down, let me take you back in time …
Back in 1985, the band Dire Straits launched a song called Money For Nothing.
It became famous for a whole host of reasons.
It was the first song of theirs that actually sounded slightly modern.
It had ‘modern’ day references in the lyrics.
It had Sting – from The Police – singing on it.
It had this video …
Did you watch it?
You didn’t did you?
You lazy bastards …
Well, to get back to the point of this post, here’s a screen grab from it …
Now while that image may not strike you as cutting edge, back in 1985, it was revolutionary.
Digital characters living in a digital world, where their universe was a blend of normality and possibility.
Hang on, does that sound like something else?
Something that a huge amount of the tech and marketing industry have been wetting their pants over?
Something that sounds suspiciously close to this …
Did you watch this?
You didn’t did you?
You über-lazy assholes …
Well, to get back to the point of this post, here’s a screen grab from it …
Yep.
Yep it does.
A music video from 1985 by the most snooze-rock band ever formed, not only communicated the metaverse, it did it in a style pretty close to what Facebook and every other brand have shown as ‘the standard’.
How terrifyingly embarrassing is that?
All these hip, technologists, futurists and strategists trying to look like they’re on the edge of culture creation and all the bollocks they’re banging on about was expressed by bloody Dire Straits 37 years earlier.
THIRTY SEVEN YEARS.
Hahahahahahahahaha.
I mean … when that Zuck video first broke, I wrote a post about how it was missing the point by showing things we can already do, but now – thanks to errrrrm, Dire Straits, I realise it was even worse than I imagined.
Don’t get me wrong, I believe technology and – the metaverse, even though what is being celebrated as it, isn’t what it is – will have the possibility to make a huge, positive difference to humanity. Eventually.
But making – and lauding – a film and idea that looks awfully similar to a bloody 1985 music video isn’t doing them any favours. If anything, it shows how much of this industry is filled with individuals who crave attention or adoration or just desperately seek relevance.
Not helped when you learn that, unsurprisingly, the main reason Zuck is so into the Metaverse is not for changing the world but upping his bank account.
Given how much Facebook tried to label Apple as ‘anti-business’ for the amount they charged creators and partners – which is a lot less than 47.5% – it makes the whole Meta situation even more laughable.
Don’t get me wrong, I know the new is often misunderstood.
And new technology should not be judged by the standards of established technology.
But when the ‘icons and industry leaders’ stand on soapboxes and stages to promote the future in a similar way that Dire Straits brought to the World almost 4 decades ago … it’s only fair to question if these people care about the future or simply their own career image.
Even though, sadly, we keep seeing hyping can get better career growth, than grafting.
If the Metaverse could fix that, then maybe we’d all sign up.
Then again …
Filed under: Advertising, America, Apathy, Attitude & Aptitude, Authenticity, Brand Suicide, Comment, Communication Strategy, Confidence, Corporate Evil, Crap Campaigns In History, Crap Marketing Ideas From History!, Crap Products In History, Creativity, Culture, Devious Strategy, Honesty, Influencers, Legend, Management, Marketing, Marketing Fail, Premium, Relevance, Resonance, Scam
Recently we’ve been seeing a lot of collabs between brands and artists.
I don’t mean bullshit influencer social content, but proper collaboration in terms of product creation … albeit that it often ends up being just ‘logo swapping’.
Of course that is still marketing, but it’s a bit more effort than a celebrity just fronting a TV or print campaign.
Or is it?
You see, while the people at the brand all think they’re going to become cool and rich by associating with someone influential with millions of fans, the reality is somewhat difference.
Maybe once upon a time that was always the case … and when it’s done right it can absolutely still be the case … but for a lot of the bullshit collabs we’re seeing being pimped out by certain brands [you all know the ones, especially the tech bros desperately trying to look like they’re part of youth culture even though all they are is a fucking ‘productivity tool”], they don’t understand the artist and their fans have a very different view of the ‘partnership’.
To them, the association is not an act of endorsement.
Nor does it make the brand partner cool.
And it absolutely won’t define their loyalty.
The reality is the association is nothing more than a ‘get rich quick’ scheme for the artist and their fans love them for it.
Unlike previous generations, they don’t see it as an act of selling out.
In fact it couldn’t be more opposite because they see it as an act of awesome.
Taking millions off a brand for a moment in their day.
Something that will be forgotten as soon as it’s done.
A novelty for the fans to buy but not to keep buying.
Basically, playing the corporations at their own game but they end up the real winner.
That’s success right there.
Not that most brands understand that.
Most of them still think they’re playing the artist. That money means they can get whatever they want out of them. Why wouldn’t they, brands have been using, abusing and stealing from artists for decades.
But it’s very different now.
Years ago, I was working with a very famous brand who did a collab with a very cool, up and coming rapper.
The brand were beside themselves because they thought this association was going to change their fortune forever.
On set, the artist was a bit of a nightmare – not saying or doing anything the brand wanted them to do – in fact they even used their social channels to tell their fans they weren’t doing this because they loved the brand, but because they were getting big money.
Unsurprisingly, the brand team were not very happy about that, but they reasoned that the association would still be worth it for them in terms of awareness and sales.
And maybe it was … but the real winner was the artist because their fans thought what they’d done was even more cool.
Talking shit about the very people who had hired them and still getting paid millions upon millions for a few hours work.
That’s power.
That’s influence
That’s a life goal we should all have.
So while collabs can be cool when done for the right reasons and the right ways, many brands need to understand that while – at best – they may have a boost to their short-term profits, the cool doesn’t actually rub off on them. In fact, if anything, their desperate desire to look cool to millions has just made them the laughing stock to the very millions they wanted to appeal too.
Because while they think they’re hustling the artist, the artist and their fans are hustling them.
Welcome to the new definition of power.
Filed under: 2026, A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Comment, Complicity, Creativity, Cunning, Management, Scam, Systems, Technology
A few weeks ago, I received this email.
I know it’s small – and blurry – so out of the kindness of my heart, let me replicate what it says:
Hi Rob, I hope this message finds you well.
My name is Thomas and I am a recruitment consultant working on behalf of a large marketing firm.
I found your Linkedin profile and was impressed by your background and professional experience.
We are currently recruiting for several positions and would like to know if you a opportunities with us. We are looking for innovative and forward-thinking people who are passionate about building the future.
I think you would be an excellent fit for this organization, It you’re ready to take the next step in your career, we’d love to hear from you.
Please apply directly through our Careers portal.
Warm Regards.
Thomas Ryan
Recruitment Consultant
I’ve got to be honest, it really pissed me off.
Not just because it was speculative.
Not just because it was unsolicited.
Not just because it was ambiguous.
But because it was also presumptuous – exemplified by the ‘book a call’ link at the bottom.
I am fed up of how lazy some recruiters are – especially as some poor company is paying them for their ‘expertise’ in finding talent – so this time, instead of ignoring them, I decided to reply to them.
So I sent this:
Hello Thomas, thank you for reaching out.
I hope you will forgive me, but I receive many of these emails so to ensure we’re both on the same page, could you let me know what it is about my experience you feel is especially relevant for the opportunity you represent?
In addition, it would be good if you could tell me a bit about the actual opportunity – from industry, to geography, to level of position.
Thank you so much.
I know, polite eh?
And why – given I was so pissed off?
Well, because I wanted Thomas to respond so I could prove he hadn’t actually read my profile and was just ‘talent farming’ … by that I mean sending out copious amounts of emails to all and sundry to see who bit so they could tell their client about their extensive search and charge their fee.
And did I get a reply?
Not exactly. A few hours later I got an email saying my response had not been sent as the email it was sent to didn’t work.
I should have known given so many of these type of emails are sent out with the sole goal of ensuring they don’t have to deal with any direct contact … however I was still pissed at the lazy and impersonal approach, so I went back to the original email to see if there was any way to contact them.
Having looked again, I realized there wasn’t any except that link to ‘book a call’.
At this point I’d decided to write a blog post about Thomas and how horrid and presumptive his approach was – so in a bid to try and find out more info on how to reach him for the content of the post, I clicked on the link and …
Well, at this point I should be showing you an image of what I found, but I forgot to take a photo, so instead … maybe this will give you a good idea of what I discovered:
Yep, I was caught in a phishing scam. Except they weren’t trying to steal my data, they were ‘teaching me’ that I needed to be more careful before I click on links sent on email because this ‘scam’ was from our own IT department.
Now I appreciate I work for an Omnicom company. And I appreciate security is rightfully very important to them and they understandably want all their people to take security seriously too. And I acknowledge I’d just demonstrated that I need to be extra vigilant because these things can – and do – happen all the time, even though it was the first time I’d fallen for something like this in my 5 years with the company. Which I will. And finally, I also acknowledge that on closer inspection, the email was riddled with little tell-tell spelling mistakes that I should have noticed … though the reality is not only did I miss them, I only saw them when I replicated the email above for legibility and corrected them for ease of reading this post.
However – and maybe it’s just me – the way they approached this ‘lesson’ feels a bit yucky.
Not because I was caught out – it was definitely an effective way to remind people to keep on their toes where company internet security is concerned – but because their approach could be read by some as a way to scare people into fearing – or staying clear – of any genuine recruitment enquiry they receive from any outside party.
Now you might think who cares, it was effective. And that’s fair.
Or you may think that couldn’t happen … but imagine you’re new to the business and have never experienced dealing with a recruiter before? Add to that the endless rounds of redundancies they’re hearing about – and most probably fearing – and let me tell you, I can absolutely see this sort of thing potentially putting someone off who is young in the industry from responding or replying for a long time.
As I said, I get why they do this sort of thing and I hold my hands up in acknowledging I was caught out by it – albeit for reasons they probably hadn’t anticipated which is namely some bloke with a blog suddenly wanted name and shame the sender for their lazy and sloppy professionalism. And it’s because of that I would like to take this opportunity to genuinely congratulate the Omnicom IT department for their devious and – all credit to them – creative way to teach an important and valuable lesson.
[As an aside, I wonder if they send similar sorts of things to different CEO’s of different Omnicom companies? Except instead of Thomas being a fictional recruiter with ambiguous job openings, he’s now a potential client with a billion dollar advertising budget he wants to talk to them about, via a ‘book a call’ link]
But for any younger person who has never been in the position of being approached by a headhunter and was caught out by this exercise – and looking at Reddit and Fishbowl, there were – let me ease your paranoia by saying should you ever end up wanting or needing to explore new opportunities and don’t know where to start, who to turn to or what to do, seek out Lea Walker or Lesley Cheng, who are both based in Australia but work internationally.
Not just because they’re brilliant humans who happen to be incredible, smart and deeply knowledgeable experts in talent, careers and roles … but because they will never send you an email that could be an Omnicom IT phishing test in disguise.
I will now never be responding to any email, let alone make the stupid mistake of clicking a link … even if its in the quest to write a scathing blog post.
Consider myself properly ‘chastised’.