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

It Seems I Am The Fine Line Between Famous And Infamous …

How is your 2018 going so far?

I know it’s still early days – but is it looking good or bad?

Well, if it’s looking positive, I’m about to ruin it for you and if it is looking dodgy, I’m going to help you solidify your opinion.


Well, a few weeks ago, a nice guy called Paul McEnany asked if he could interview me about my career.

While I’m sure his reasoning for his request was to help planners learn what not to do, my ego said yes even before my mouth did … and while the end result is the bastard love child of rambling randomness and base-level swearing, it’s the perfect way to justify your pessimism for 2018 or to ensure your optimism for the new year doesn’t get too high.

So go here and errrrrm, enjoy [if that’s the right word for it, which it isn’t] and after you’ve heard my crap, listen to the brilliant interviews with people like Gareth Kay, Russell Davies, Richard Huntingdon, Martin Weigel and the amazing Chris Riley because apart from being hugely interesting and inspiring, you’ll get the added bonus of [1] undeniable proof I’m a massive imposter and [2] the knowledge that if I can have some sort of semi-successful career in advertising, you certainly can.

You’re welcome.

Operate Yourself To A Better Golf Swing …

So when I was at the hospital a few weeks ago for Otis, I saw this …

Yep, it’s a brochure for the spinal specialists at a Shanghai hospital … a brochure that says your golf swing could be radically improved by their medical intervention.

Now on one level, I find this genius.

I really do.

Whereas most people put up with a bad back, they’ve recognised a group of people who won’t. Or at least could be easily convinced not too.

Not because they care about the state of their spine or their overall health … but because they are competitive. And given playing golf in China means you have to have a ton of cash, the hospital know they’re targeting a group of people who are likely to have the money to pay for it.

In some ways, that’s brilliant ‘audience’ targeting. On the other, it’s pretty sad.

Not just because we have a hospital looking to profit from the vain, but that these people value their sporting prowess more than their overall wellbeing.

That said, I still grudgingly respect what these guys have done – especially when I’ve seen so many client briefs over the years, that say they want to target anyone as opposed to being meaningful to someone.

Which all serves as a valuable reminder that the best brands mean everything to someone not something to everyone.

In other words, they focus on the culture of the category, not purely focused on appealing to the potential users of the category.