Filed under: Apathy, Attitude & Aptitude, Authenticity, Childhood, Context, Corporate Evil, Culture, Emotion, Empathy, England, Entertainment, Football, Mediocrity, Music, Nottingham, Nottingham Forest, Paul, Queen, Sentimentality, Sport, World Cup
Recently I came across this photo of the old Wembley being demolished …
And while I know the new stadium is better – albeit with terrible wifi/phone signal access, which is ironic given it’s sponsored by O2 – there was something about that photo that made me sad.
Of course it’s because I’m a sentimental fart.
Because despite seeing my beloved Nottingham Forest gain promotion in the new stadium, that old one has even more significant memories for me.
Live Aid.
Seeing Queen there.
And the Freddie Mercury Tribute Concert.
Not to mention Bruce Springsteen, Madonna and countless other bands and singers.
Then there’s watching Brian Clough lead Nottingham Forest out for their various cup finals.
There was something magical about that old stadium when I was growing up.
It was the pinnacle. Where World Cups and Legends were celebrated and made.
And while there were other venues around the World that could lay claim to a similar standing … this was mine. In England. In our capital. A way to reinforce that for all the Madison Square Gardens and Giant Stadiums out there, we had ours. We still mattered. A bit.
Now I should point out I’m not saying this from a xenophobic ‘ENG-GER-LAND’ perspective … I mean it more in the same way I viewed Raleigh Bikes in Nottingham.
And while we replaced Wembley with a new and improved version – which is far more than Raleigh managed to do – there’s something about that photo that still hurts.
Not because I don’t love change – because even though I’m a sentimental, old fart, I do – but maybe because the replacement feels a bit soulless. Designed to look the part without ever really demonstrating they understand what it takes to be the part. Efficiency over character. Optimisation over soul. Money over memory.
I get this is probably only felt by people of a certain age.
I get the times have changed and so Wembley is not as unique as it once was.
But what shapes our identity is often the weird, the inconvenient and the personal symbols of possibility … and somewhere along the line, we’ve been made to think these aren’t as important as efficiency and complicity. Of course the irony of this thinking is that this is the sort of shit that is keeping us down rather than lifting us up.
Or maybe that’s exactly what some people intend it to do.
Jesus, I’ve become a conspiracy theorist now. That’s all we need.
See you tomorrow. Unless the FBI pick me up before then.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Culture, Finance, Michael Jordan, Nike, Sport
A few weeks ago, I saw this on Linkedin.
Given NIKE paid MJ US$250+ million last year for the sale of his shoes – despite [properly] retiring in 2003 – it’s fair to say:
1. He got NIKE to pay.
2. Nike know how to monetise athletes.
3. Jordan is a true cultural icon of sport.
What do I mean by cultural icon?
To be honest, I’m not sure.
It’s more than just about success … because there’s plenty of athletes who have achieved that. It’s more than their continued standing … because there’s athletes who have achieved that as well. And it’s more than simply being popular with people who are not interested in their particular sport … because there’s examples of that too.
OK, so it could be those rare athletes who could feature in all 3 of those filters … but even then I don’t know if it’s that.
If I really think about it, it’s probably about how they changed the game.
Not just in terms of what they won, but how they won.
Where their style of play becomes the benchmark all others are judged by.
Their ruthless competitiveness.
Their commitment and drive.
The level of attention opposing teams give them.
The excitement they ignite when they are in the game.
The athletes and/or teams who you never write off … the ones who can change outcomes, defy records and evolve the game.
There’s not many of those.
At least not in terms of being able to do it over a long period of time.
But MJ is one.
And he’s still doing it even when he’s stopped playing competitive sport.
Which is why MJ’s greatest talent may not be playing basketball, but knowing his worth.
Filed under: Agency Culture, Attitude & Aptitude, Authenticity, Brilliant Marketing Ideas In History, Childhood, Comment, Communication Strategy, Creative Development, Creativity, Culture, Design, Differentiation, Distinction, Effectiveness, Emotion, Football, History, Individuality, Legend, Nottingham, Nottingham Forest, Resonance, Respect, Sport
Over my career, I’ve had a lot of ‘annual reviews’ and in all that time, there’s been a couple of topics that have made regular appearances in my bosses observations.
I am sure you can guess a lot of them, but one is that I approach every brief like a chance to change or impact everything.
Sometimes it was said in a positive tone.
Sometimes it was said in a less than positive tone.
And they were right.
They still are.
Because whenever we/I get a brief, my starting point is ‘what excites me about the brief’ … quickly followed by ‘how insanely big could we make the idea’ … quickly followed by me getting ridiculous excited about the potential, totally ignoring the fact that all they wanted was a shelf wobbler. Or something.
You think I’m joking don’t you? Well I am, but only just.
My strength/weakness is I always dream massive. Proper massive.
Sometimes it’s paid off – creating the first 4×4 on 2 wheels for Peugeot Mopeds in Vietnam.
Sometimes it’s been a total and unmitigated disaster – trying to get Porsche to bring rally car culture to China.
But pretty much all the time I’ve been able to look in the mirror and know I gave them what they needed, albeit in bigger, more provocative ways than they may have wanted … imagined … or expected.
And you know what, I’m good with that … which probably explains why the quote from the KLF – ‘Don’t give them what they want, give them what they’ll never forget’ – resonated with me so hard.
Anyway, the reason I say this is because waaaaaaaaay back in 1973, this ad appeared in the good, old Nottingham Evening Post.
It was an ad to design the Nottingham Forest Football Club badge.
If that sounds strange, wait till you hear the reason.
Originally, the Forest badge was the Nottingham Coat of Arms … it’s the emblem featured in the middle of the ad.
After discovering they could not copyright it, they decided they had to come up with a new badge and – for reasons no one has really got a good answer for – they decided to run a competition in the local paper, recruiting two lecturers in art and design as advisers.
Despite this being before the glory years of the Clough era, and a prize of just £25, the response was massive.
There were 855 entries from as far away as Australia and Germany … with one man submitting 27 designs.
After a judging process, David Lewis was crowned the winner with this …
David was 29 at the time, working as a graphic designer and lecturer at Nottingham’s College of Art.
He was a football nut and fancied a shot at winning the cash, but there was one problem … one of the judges, a man called Wilf Payne, was the head of the department where he worked.
David said …
“I didn’t think that any design I entered could have been judged fairly if he knew it was mine, and I also didn’t want to embarrass the judges. I did want to enter, though, so I decided to use my mother’s maiden name to hide my real identity. My mother’s side of the family were Italian immigrants and her maiden name was Lago. So I submitted my design as Lago and it wasn’t until afterwards that the judges found out my real name.”
Thank god he did that, because otherwise he may not have won and football – not just Nottingham Forest – would have missed out on one of the most beautiful and distinctive football club logos of all time.
Simple, yet powerful.
Accessible, yet iconic.
Universal, yet truly Nottingham … thanks to the tree representing Sherwood Forest, the wavy lines reflecting the river Trent [where the City Ground stands next to] and the red/white colour formation to reflect the club colours.
Forest’s badge has remained unchanged ever since David’s design – except for the addition of 2 stars to celebrate Forest’s back-to-back European Cup triumphs in 1979 and 1980.
Hell, the club is known to fans as ‘the tricky tree’s’ thanks to the logo.
And a few years ago, an American magazine ran an article on the most memorable and liked sports logos across the world and Davi’d design was in the top 10.
THE. TOP. TEN.
The point is, David Lewis could have approached the competition ‘pitch brief’ as many approach real pitch briefs.
Giving them exactly what they ask for in ways they would expect or feel comfortable with … which in this case would be a badge that represents Nottingham Forest and takes design cues from the existing logo.
But David thought bigger than that.
He wanted to create a design for Nottingham Forest that would be known, respected and revered across all sports and across all countries. A badge that could play outside the lines of the game and into culture.
A designer badge. Literally and figuratively.
And he did it. Beautifully and brilliantly.
Which is why the next time you get a brief – whether for a pitch or an existing client – just remember this story, because the whole industry could do with being more David Lewis.
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: Advertising, Agency Culture, Attitude & Aptitude, Authenticity, China, Colenso, Communication Strategy, Confidence, Creative Brief, Creative Development, Creativity, Culture, Effectiveness, Insight, Loyalty, Management, Marketing, Marketing Fail, Martin Weigel, Metallica, Nike, Planners, Planning, Point Of View, Positioning, Relevance, Resonance, Respect, Shanghai, Sport, Strategy, Wieden+Kennedy
I’ve written a bunch about clients who have gone out of their way to make me feel valued.
Like the signed Wayne Rooney shirt I was given to give to a cab driver I met in Atlanta.
Or the green M&M’s so I could live out my Van Halen fantasies when they asked me to do a talk with little notice.
Or the years supply of Coke Zero because they knew I really, really love it.
Or the amazing custom built guitar with unique detailing to say goodbye when I left China.
Or – most recently – that photograph at the top of this post.
Of Rick Rubin with the Beastie Boys outside Radio City in NYC by Josh Cheuse.
From 1985.
Autographed by all.
Which was a gift from the management team of musical gods.
Like, what the hell?!
Yes, I know this means I have a lot of clients that are obviously bonkers, but the most valuable thing they did with all this was teach me the difference between valued and value.
Because with all these clients, I was a pain in the arse to them.
I demanded a lot from them.
We would ‘debate’ over stuff.
And yet, rather than complain about me, they let me know they appreciated it.
Because they knew the reason for it was because I wanted them to win better.
And I did. And do.
Because win better is not about simply ‘fulfilling the requirements of the client brief at a price that represents value for money’ … it’s about pushing for change, standards and possibility.
Because when you do that, you open the door to work that can take you to totally new places with totally new possibilities.
Now I’m not saying it’s easy.
Nor am I saying I’m the only one who does it.
Weigel is the master of it.
Wieden was built on it.
And Colenso haven’t won agency of the decade twice in a row by accident.
But what is common to all is dealing in truth rather than pandering to ego.
Playing up to standards rather than down to compromise.
Having the hard conversations rather than the convenient ones.
And with this means sometimes having to deal with gut-wrenching fails.
But here’s the thing, I’ve learned …
Great clients want great. Great thinking. Great ideas. Great results.
But it’s more than just wanting it …
They actively encourage it and help it through their systems.
They are transparent and honest while being open and ambitious.
They rely as much on their experience and taste as they do their research processes.
So even if things don’t quite end up where you all hoped, they understand, appreciate and protect what you did together and keep internal minds focused on what it achieved rather than just what it didn’t.
And they do this by not just looking at the numbers, but the audience.
And when I say that, I don’t mean they define their ‘customers’ in some faceless, colour-coded, generic set of terms.
They know and invest in understanding the sub-culture of their category and brand.
Not just what they buy.
Or how they use product.
But what the hell is going on in their life.
Because it’s not just about ‘shifting product’, it’s also creating change.
Something that opens up the future rather than just continually trades from the middle.
My old Nike client, Simon Pestridge – who I’m so happy is my client again – said something to me once I’ve held on to.
“Middle management want to be told they’re right, senior management want to know how to be better”
Because he is so good, he didn’t realise how he behaves is not representative of all senior management. But in my experience, it is of the truly great.
And that’s why they don’t look at value simply in terms of ‘economic return x input cost’, they look at it in terms of ‘are you making us better’.
The industry seems to have forgotten that.
Too many appear to have chosen pandering as a business model.
Too many bosses demands compliance rather than curiousity.
And that’s what we need to change …
Because challenging the client doesn’t mean you are an asshole.
It means you give a fuck.
Play to be valued.