Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Ambition, Aspiration, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Career, Communication Strategy, Craft, Creative Development, Creativity, Culture, Delusion, Distinction, Egovertising, Influencers, Marketing, Marketing Fail, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Point Of View, Popularity, Process, Provocative, Relevance, Reputation, Resonance, Respect, Standards, Strategy, Success
I’ve been lucky enough to work with some of the most talented advertising people in the whole business. Not in terms of popularity. Not in terms of ‘thought leadership’. But in terms of making the work. Consistently.
Not luck.
Not one-offs.
Not dependent on a particular client.
They’ve made work that has changed minds, categories and possibilities through their vision, talent and creativity.
And while they are all individuals, with their own perspectives and viewpoints – there is one thing that is pretty consistent across all of them.
They’re good people who are immensely talented rather than people who aspire to work in advertising. Or more specifically, live what they think is ‘the advertising lifestyle’.
And what the fuck do I mean by that?
Well, there’s many ways I could explain it but instead, let me show you something that a mate of mine sent me recently.
Now, before I go on, I should point out I don’t know this person and I don’t know if they’re just executing a brilliant pisstake of how some in the industry act. And if it is, then bravo – they’ve nailed the Andrew Tate of advertising schtick that some on Linkedin like to spout, perfectly.
However, if it’s not – and I worry, it may not be – then this kind of shit sums up everything wrong with our industry. All about attitude and fame than actually making stuff that is famous.
Now I appreciate this person may be young and felt this is how they were supposed to act – especially as those ’24 hours with …’ features tend to be a total exercise in ego and bravado. And it’s for that reason, I chose to remove all reference to who wrote it because let’s be honest, we’re all entitled to make huge mistakes.
However, as I have recently come across a bunch of people in the industry who I suspect would write something exactly like this – and be proud as fuck for it – I think this is the point where I remind everyone in the industry that the people we should be looking up to are not those with the name … the title … the pay packet … the popularity … but the ones who have actually made the fucking work.
Not by proxy.
Not by association.
But with their fingerprints.
And if that’s too much to ask, then let’s at least celebrate people like Sangsoo Chong, who wrote the best ’24 hours with …’ I’ve ever read. Not because it takes the piss … not because it’s glamorous and glitzy but because it’s the most brutally raw and honest description of how a lot of this business really works.
Sadly, what you are about to read, doesn’t capture any of that.
Hell, it doesn’t even capture anything to do with great ideas.
But then it shouldn’t really surprise me when too much of the industry seems to value ‘hot takes’ more than making cool work.
Filed under: 2025, A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Aspiration, Attitude & Aptitude, Audacious, Authenticity, Comment, Context, Creative Brief, Creative Development, Creativity, Culture, Effectiveness, Emotion, Empathy, Imagination, Management, Marketing, Marketing Fail, Planning, Play, Point Of View, Process, Provocative, Relationships, Relevance, Reputation, Resonance, Respect, Stupid, Success, Work
So I have good news.
This is the last post for a week.
Yep, I’m away. Again.
Not because of whatever happened with the result I wrote about yesterday – but something else. Though if the result wasn’t good yesterday, the week away for me is going to be very bitter sweet because something that should be full of crazy wonderfulness is going to be infected by sheer fucking panic. But let’s stay positive shall we and ignore the fact I started a company called cynic – hahaha.
[I also, let’s not forget, started a company called Sunshine, which proves I am the living embodiment of a ‘gemini’, haha]
Anyway, I say you have ‘a week’ rest from this blog but I have written a post for next Friday because it’s Halloween and I couldn’t resist posting something truly horrific.
A blast from the past that no one needs seeing again but still makes me laugh.
So apart from that, you’re free from me for one whole week.
What a way to see in the weekend …
So with that, I’m going to leave you with this …
I saw the above recently and it reminded me of a meeting I was in once, where an HR person talked about ‘cultural fit’.
Now I get what they meant – from a theoretical place – but it was what they were trying not to say that bugged me.
Because in essence, they were saying they valued the complicit and consistent over the interesting and challenging.
They didn’t care that people who questioned or pushed were actually doing it because they wanted to help the company be even better … to them, they saw them as ‘problems’ who they could discount or disregard under the guise of being a ‘wrong cultural fit’.
Don’t get me wrong, I appreciate good companies have strong cultures … a set of principals, values and behaviours that the people within shapes who they are and how they act. But too many organisations mistake this for control and complicity when in reality, it’s about expression, standards and possibility.
And it’s why I loved that piece But here’s the thing, these people make great shit a possibility.
Sure, I get they often need to be surrounded by those with the skills and abilities to both interpret what they say and action it … but without them, you are forever lost in the middle.
Yes I get for some that is exactly where they want to be … but for those with hunger, ambition, a desire for originality, craft and possibility, that’s literally the worst place you can find yourself positioned.
And yet too often, it’s these ‘big talking companies’ who have embraced protocols and processes that filter these people out immediately … replacing them with an endless stream of plastic and beige puppets. It’s why as much as these sorts of individuals can cause all manner of headaches and mayhem – and I say this both as someone who fits this description as well as someone who seeks out people of this description – they remain the individuals who I love to work with and hire the most.
And there’s a reason for that …
Because not only do you never know what they’ll come up with – and often they don’t know wither – you can be sure it will be smart and impossible to forget.
Or to be more poetic …
They are like comets flying across a night sky. They might not stay around for long, but boy … do they always shine bright.
Which leads to something else.
Recently London School of Economics [LSE] asked me to write a piece for their business management and strategy curriculum.
I don’t know if was because they thought my perspective would educate their students or serve as a warning of what NOT to do, but it was lovely to be asked.
The one thing they wanted me to specifically talk about was how I have been able to build and lead successful teams wherever I’ve worked.
And without blowing my own trumpet, I have.
Whether it’s been at different agencies or different countries, I’m proud I’ve been able to help nurture strategically intriguing, creatively interesting teams. Where every place I’ve been, has enjoyed a period that has come to define the department, the agency, the client, the category, the work we create or – most importantly – the people who are there.
The reason that’s so important to me is that where strategy is concerned, you can never be sure if you’re making a difference or you’re just riding on the coat-tails of the talent that was – and is – already there.
Or said another way, are you good or are you lucky?
And while I’m definitely lucky – both in terms of where I’ve worked and who I’ve got to work with – I do believe I’m pretty good at developing people and gangs – and I choose the word ‘gang’ very deliberate.
You see the word ‘gang’ means you have a motley crew of different people with different talents and outlooks who are united by a common philosophy, enemy and planning identity … whereas a department tends to be a production line of similar people, doing similar things with similar backgrounds and expectations.
Or as Lee Hill, my mentor and friend once said, “you can choose to partner with people who find interesting ways to open possibilities or people who are only focused on keeping things the same”.
And while there is nothing wrong with being boringly expected, it’s not what I value or what drives the greatest commercial growth … which is why – as part of the piece I was asked to write – I wrote this:
[Click on the image above to read it properly]
_________________________________________________________________________
It’s why I always say you should beware of those who offer convenient answers.
Or solutions that are more complicated than the actual problem.
Because you may find they end up costing you far more than the people who challenge or push you in terms of who you are pr who you want – or could – become.
See you properly a week on Monday – via something stupid on Friday.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brian Clough, Comment, Communication Strategy, Confidence, Consultants, Craft, Creative Development, Creativity, Culture, Effectiveness, Empathy, Football, Grifting, Management, Marketing, Marketing Fail, Mediocrity, Nottingham Forest, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Point Of View, Positioning, Process, Professionalism, Relevance, Reputation, Research, Resonance, Standards, Strategy, Success, Systems, Work
A little while ago, A few months ago, the ‘25/’26 Premiership football season started.
Following an incredible season the year before – which saw Forest get into Europe for the first time in 30 years – their first match was against our bogey team, Brentford.
We won. 3-1.
But this post isn’t about the victory … nor is it about the implosion of the team thanks to the ego of the owner and his disastrous and potentially ruinous hiring of Ange Postecoglou who, at this point, has not won a match in 7 attempts and has seen our European and League dreams already end because he’s shit, arrogant and never cared about Forest, just the money he would get from the job [can you tell I’m bitter?] – it’s about the goal Forest scored when Nuno was still our wonderful, beloved manager.
Specifically, THIS goal.
Now I should point out this post is not about the outrageously brilliant pass from Elliott Anderson to Chris Woods that allowed a goal out of nowhere.
Nor is it about how Chris Woods started sprinting towards goal before Elliott had even reached the ball, let alone made the pass.
It’s actually about what Chris Woods did next …
Yes, he scored, but it’s how he scored that I found interesting.
Truth be told, if it hadn’t been for a post-match interview with an ex-Nottingham Forest player, I may not have realized the significance … but when I heard him talk about ‘the successful strikers mindset’, I suddenly realized how valuable – and relatable – this could be to strategists.
You see in the interview, the ex-player – Gary Birtles – talked about how decisive Chris Woods had been when running towards the goal. How he had decided very quickly how he was going to deal with the on-coming keeper. How once he had made his choice, he was going to stick with it which, according to Gary Birtles, gave him an immediate advantage over the goalie. He went on to say how Brian Clough – the iconic and ridiculously successful Forest manager he played under in the late 70’s/early 80’s and someone I’ve written copious amounts about, over the years – had always told him this:
“When you’re in a one-on-one situation with the goalkeeper, make your decision immediately and don’t second guess it. It might not always come off, but if you wait or hesitate, you give the competition the split second they need to adapt and then you lose the opportunity of even having an opportunity”.
I love that.
I love that because it gets to the heart of what sometimes strategy needs to do.
Because contrary to what many say – especially those who make their money flogging for-profit systems and models – the reality is the ‘answer’ very rarely reveals or presents itself, you come to a point – once you’ve done the hard work and rigor – of making a call on what you think is best.
It may be to enable a fast result.
It may be to enable a more effective outcome.
It may be to enable a more interesting solution.
But at some point, you have to decide which side of the fence you’re going to jump on and back yourself.
We don’t talk about that enough.
We don’t talk about the importance of the independent mind.
We don’t talk about the value of experience, perspective and belief.
Right now, everything we talk about is systems, models and processes. And while there is a role in those – or at least some of those – if we are outsourcing all decisions and choices to that, then not only should we be asking exactly what the fuck we’re adding to the outcome, we also have to ask why on earth we think we’re going to get to a different outcome that every other fucker following the same one-size-fits-all, the-computer-told-me-to-do-it approach.
Look, I appreciate what we do costs a lot of money.
I also appreciate that means companies are seeking more and more certainty in their lives.
But while some may say allowing someone to make a call on what should happen next is a sign of insanity, I’d argue the crazier thing is to do nothing and let others make the choices and decisions for you.
Sure you need to have experience.
Sure you need to have put in the rigor and work.
But at the same time, you can’t play to win, if you follow a system designed to play not to lose.
Given all the gurus in our industry flogging their system on how to do the job – despite having never made any work of note – it probably can’t hurt to repost a talk I did years ago about what we can learn from Brian Clough about how to ‘win better’.
Filed under: A Bit Of Inspiration, Agency Culture, Ambition, Attitude & Aptitude, Business, Colleagues, Comment, Communication Strategy, Corporate Evil, Delusion, Effectiveness, Emotion, Equality, Experience, Honesty, Humanity, Leadership, Management, Professionalism, Relationships, Relevance, Reputation, Resonance, Revenge, Standards, Strategy, Success, Systems, Talent
I saw this brilliant interview with Julia Stewart, the CEO of iHOP, the US pancake franchise.
For those of you who are so busy you can’t spent 60 seconds watching it, let me give you the low-down.
In the interview, she discusses how she’d previously held a very senior role at another US food company – Appleby’s – and despite turning the business around, she was denied promotion to CEO that the then current CEO had promised her once she’d proven her impact and success.
The story goes on to explain that on hearing this news, she left to join iHOP, where – having helped develop that business – saw an opportunity for iHOP to acquire Appleby’s and make changes that she saw could unlock even greater growth and value for both brands.
The conclusion is that not only did she succeed in making the purchase, she got to call up the CEO who had broken his promises to her and tell them they were no longer needed.
It’s a great redemption story – despite the host trying to make it sound like her motivations were entirely personal, when she clearly highlights that was not the case – but the real point of this post is this:
GET PROMISES IN WRITING.
Yes, I know not all bosses are such 2-faced pricks – in fact, many truly give a damn about their people – but bosses tend to have bosses and so promises and platitudes mean little unless you have it in writing, dated and signed.
Of course I get situations can change.
I appreciate ‘success’ can be interpreted in many ways.
I understand a boss may feel very differently when their offer of relinquishing their role becomes a reality of relinquishing their role.
But this is exactly why everything needs to be detailed in writing – because without that, you haven’t got a leg to stand on.
I’ve learned this the hard way.
Once because of a change in circumstance.
Once because my boss at the time, was a lying, self-serving, 2-faced, gaslighting prick.
And this is coming from someone who has generally worked at very good companies … which means this sort of stuff must be happening way more than we ever talk about.
The reality is that while companies talk about their staff being their best asset, the reality is many demonstrate this more in words than the day-to-day interactions they have with their people. It’s why it’s kinda-hilarious how so many expect loyalty from their people when so few show that back to their people. It’s also why, if you find a boss or company that is transparent, encouraging and willing to go into battle with you and for you – then you should hang onto them, because they know the best way they can do things for the company is to do the best things for your growth.
But even then, GET PROMISES IN WRITING.
Not – contrary to what you may think – because I am suggesting even these people are untrustworthy, but because the foundation of a strong company culture is transparency, integrity and honesty … and so by getting things in writing, you’re actually reinforcing the culture rather than challenging it.
I know things rarely work out as we like or plan.
I know things change and people make mistakes.
But when everyone knows where they stand, everyone knows what’s expected of them and what they can expect of everyone around them – so when things do go wrong or awry [as they always will to a degree] … at best you know about it before you are affected by it and at worst, it is a bump rather than a full-blown car crash.
I say all this, but I also appreciate that for some, revenge is energy and motivation.
A way to help you get even further than you thought you could get.
And I get it – I really do. However, as much as Julia’s story had a Hollywood-style ending, the reality is for most people – revenge ends up being a drain.
Misdirecting you. Exhausting you. Undermining you.
Ultimately taking more than it provided … and then, the pricks win twice.
Which is why transparency provides power and respect and it all starts with GETTING THINGS IN WRITING.
Just ask Julia.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Community, Differentiation, Generosity, Process, Success, Systems, Walking
Oh my god, we’re in Feb already.
Well, of course we are because I didn’t re-start this blog until the middle of Jan, so what the hell do I expect?
Anyway, over the festive break – which feels years ago now – I was on one of my walks when I saw this …
Now I appreciate in the big scheme of things, it’s not much.
Let’s be honest, letting people sit at an outdoor table to eat their lunch is hardly earth-shattering … except it’s becoming that way. I cannot tell you how often I see signs either warning people to stay the fuck away or to only sit down if they have purchased something from whoever owns the table/space in question.
And while it is just a sign, it made me think a lot about generosity.
Because at a time where our industry is so protective and defensive of whatever self-important landfill we churn out [which, hilariously, we often claim as our ‘IP/Proprietary System’ when, at best, it’s often just a new name to an old or established process or viewpoint] … it’s bloody lovely to see someone be open and generous to the community they live in and serve.
Now I know a table to eat your lunch and a process you offer clients are very different things, but it was so refreshing to see behaviour drive differentiation rather than propaganda.
How amazing would it be if we all were a bit more generous rather than thinking success was all about what we can take.
Or claim.
Where so much of the industry blindly follows certain ‘best practice, marketing models’ – which, ironically, ends up making everyone look and act the same – the simple act of generosity can not only help you stand out from the competition, but enable a deeper and more valuable connection with the people you want to engage.
Or said another way, ‘generosity impacts more than media spend’.
And if more proof were needed, let’s not forget this little sign achieved what few ever thought possible: it turned me from the Grinch to Santa?
Not that’s a real Christmas miracle.