Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Cannes, Chaos, Craft, Creative Development, Creativity, Culture, Effectiveness, Emotion, Empathy, Honesty, Marketing, Martin Weigel, Music, Strategy, WeigelCampbell
A few weeks ago, I read this:
It was said by Susan Ann Sulley, one of the singers in The Human League about their iconic song, ‘Don’t You Want Me’.
I have to admit, it has absolutely captivated me.
From the acknowledgement there was a real chance they could have put sleigh bells on the song if they thought it would chart over Christmas – which would have immediately made the song a novelty record rather than one of pop’s true classics – to her statement of simply being ‘an ordinary girl, doing her best’.
The level of honesty featured in those few lines is both breath-taking and disarming … especially given it comes from someone from within an industry that loves to big-talk itself, even when they haven’t had a Worldwide hit like Susan has.
To be honest, this openness is reflected in the entire article – which reinforces some ‘no nonsense’ Northern stereotype that adland likes to communicate over and over again.
But there’s something else I like about it …
Because while rigour and planning definitely increase the odds of success, the uncomfortable truth for all those companies, consultancies and self-anointed marketing masters who claim to have proprietary processes that ‘guarantee success’ is the legends, legacies and icons of culture owe far more of their good fortune to the beauty of happy accidents than an obsessive focus on the perfection of a process.
Said another way, they leave space for chaos rather than try to remove it.
I get it may sound counter-productive, but as Martin and I said way back in 2019 … chaos creates what order can’t.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Colenso, Comment, Confidence, Consultants, Content, Context, Creative Development, Creativity, Culture, Emotion, Empathy, Fake Attitude, HHCL, Imagination, Immaturity, Love, Management, Marketing, Marketing Fail, Only In Adland, Planners, Relationships, Resonance, Respect, Uncommon, WeigelCampbell, Wieden+Kennedy
This is a plant in our office.
I have no idea who owns it.
I must admit I don’t even really like it.
But that sticker …
Oh I like that.
I like it a lot.
Sure, to some it may be stupid.
Or even disrespectful.
But to me, it shows a company where the people within it have a mischievously creative spirit. The sort who spot creative opportunities to do something people will notice, or relate to or just feel for a whole host of reasons.
In just a single word, they found a way to make anyone who sees that little sticker not just see a plant, but a hard-to-please, always demanding, never content, forever dissatisfied pain-in-the-ass plant diva.
In short, they gave a plant a personality.
In one word.
Yes I know I have a ‘history’ with dodgy stickers – and I also loved the time someone at Wieden Shanghai put the sticker ‘freedom’ next to the ground floor button in the lift [which was promptly taken down, probably by the same person who still goes mental when they discover another of my Wieden leaving stickers hidden somewhere in the building despite me having left years ago, hahahaha] … but I particularly love this one.
I love someone thought it was worth doing.
I don’t care they may have given it no thought whatsoever – in fact that makes me like it more – because it’s those little, pointless things that reveals the most important thing you could ever want to know about an agency.
Are you entering a place that has a culture of creativity or a business that sells efficiency processes under the label of creativity?
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apple, Attitude & Aptitude, Australia, Authenticity, Charinee, China, Chinese Culture, Colenso, Comment, Confidence, Context, Creativity, Culture, Distinction, Diversity, Education, Emotion, Equality, HHCL, Insight, Management, Marketing, Perspective, Planners, Planning, Point Of View, Relationships, Relevance, Resonance, Respect, Shanghai, Uncommon, Uncorporated, WeigelCampbell, Wieden+Kennedy
A career is a funny thing.
I mean literally, as a concept – it’s quite bizarre.
The idea of working in one industry and hoping to move up a fictional ladder and somehow hope that by the time you’re pushed off it – and we’ll all be pushed off it at some time – you’ve built up enough reputation or cash to keep you going through till the bitter end.
Hahahaha … Mr Positive eh!?
Anyway, by hook or by crook I’ve somehow managed to have what I’d call a career.
Admittedly, I fell into it – but overall, I’ve had a pretty good one.
I’ve worked at some amazing places.
I’ve got to live literally all around the World.
I’ve met people who have literally changed my life.
I’ve been part of work that still excites me years later.
And somehow, I’m still doing all those things, which is insane.
But as wonderful as all that is, one thing I am particularly proud of is how many of my old team mates are now at some of the most highly regarded creative companies in the World doing all manner of interesting things.
Of course, I had little to do with it – it’s all their talent – but the bit that makes me proud is that they are forging their own careers based on their own ideas and their own opinions and their own voice.
About 2005, I realised how lucky I had been with previous bosses.
All of them encouraged me to find my own voice rather than duplicate someone else’s … and while that often got me in trouble, they never strayed from their path of encouraging independent thought.
Now I appreciate a lot of companies say this, but this wasn’t some PR bullshit they could spout in a magazine, they lived it – openly and actively welcoming, encouraging and igniting debate.
And they never ‘pulled rank’.
It was always a discussion of equals – which was one of the most empowering and liberating professional feelings I ever had.
It showed trust. It showed respect. It showed value.
And even though I’m an old fuck who has done OK in my career, I still get that same feeling when I am working with others who embrace the same value.
As much as rockstars and billionaires may have a reputation for demanding diva’s, I can honestly say the ones I’ve been working with have been amazing in welcoming opinion. They may not always like what is said, but they always value why it has.
And that’s why, when I saw a shift in planning from rigour to replication … challenge to complicity … and individuality to impotency [driven by the global financial crisis of 2008] I realised the best thing I could do is encourage my team to be independent in thought, voice and behaviour.
I should point out this was not selfless. By having great creative and cultural thinkers in my team, they would help make even better work and that would have a positive effect on me too.
I know, what a prick eh.
And of course, I acknowledge not every planner was following the replication path. Nor was every agency. But it was definitely happening and arguably, this is why Australian planners have risen in position more than those from other nations [ie: Tobey head of planning at Uncommon, Paula global head of Nike planning at Wieden, Andy head of planning at Wieden Portland, Rodi, head of strategy at Apple South East Asia and Aisea MD at Anomaly LA to name but 5] because – as much as the Aussie government may like to say they suffered – the country was largely unaffected, which meant training continued, standards continued, creativity continued.
So while there was a bunch of other values we continually encouraged and practiced, the desire to develop independent thinking, openness and debate were a real focus of mine and have continued to be.
Whether I was successful is up to the people who had the awkwardness of dealing with me, but I distinctly remembering being in a meeting at Wieden in Shanghai after Sue, Leon and Charinee had just challenged a bunch of things we had just talked to the agency about.
One of the global team was there and said, “they’re very outspoken”.
And while normally that could be read as a diss, it wasn’t … it was more of a surprise because many people in China – especially the young – tend to keep very quiet, especially in front of people who are at a more senior level to them and this mob had gone to town.
To which I replied, “I know. It’s a wonderful headache to have”.
And it was.
And it is.
Which is why I will continue to believe the best thing any head of planning can do is encourage independent thought and respect for debate and rigour … because while it can creates moments where it’s a right pain in the arse, the alternative is far more disagreeable.
Have a great weekend.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand Suicide, Colenso, Confidence, Creative Brief, Creative Development, Creativity, Culture, Differentiation, Distinction, Egovertising, Emotion, Empathy, Experience, Fake Attitude, Honesty, Imagination, Innovation, Insight, Management, Marketing Fail, Packaging, Perspective, Planners, Planning, Positioning, Relevance, Resonance, Rick Rubin, RulesOfRubin, Standards, Uncommon, WeigelCampbell, Wieden+Kennedy
I don’t understand what some people are thinking.
We have got to a point where ‘the idea’ is seemingly regarded as a superficial bit of nonsense.
A wrapper for marketing.
Something as interchangeable as a phone cover.
For some utterly imbecilic reason, ‘the idea’ is now seen as optional – a potential distraction to purpose, eco-systems, frameworks and anything else designed to elevate an idea rather than be the idea.
No wonder our industry is in such a state.
Not only have we sold the value of creativity down the river, we now have a business model based on selling condiments rather than meals.
This post isn’t about dismissing the different and the new.
There’s value in a lot of them – despite the fact most of them aren’t new, just in possession of a new name.
This is actually about being stubborn with the priorities …
Because an idea isn’t wrapping, it’s the fucking present.
Have a good weekend … we have Monday off here, so see you Tuesday.