Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brilliant Marketing Ideas In History, Colenso, Confidence, Content, Context, Creative Brief, Creative Development, Creativity, Culture, Emotion, Empathy, Equality, Experience, Innovation, Insight, Internet, Marketing, New Zealand, Premium, Relationships, Resonance, Singapore, Sunshine, Trust, Truth
One of the reasons I always loved Colenso was their approach to advertising.
Rather than always make the ‘ad’ the solution – or worse, use ads to promote the problem – they used creativity to solve the challenge in front of them and then created brilliant advertising to amplify awareness of whatever solution they’d come up with.
I’d talked about this approach in a presentation I did way back in 2008 for PFSK in Singapore.
We had just launched Sunshine and I was talking about the difference between solutions and ad solutions … all while Colenso had found a way to bridge both.
They used this ‘double dipping’ creative approach for everything.
Treehouse Restaurant for Yellow Pages.
Asscam for Levi’s.
Play for Spark.
Tally for State Insurance.
X-Ray Cast for Anchor.
Speed Dial for Volkswagen.
MyHooman for Pedigree
Brewtrolium for DB Export.
K9FM for Pedigree.
There’s too many examples to write about, and now I’m at the agency that did all this brilliance.
Since I’ve been here, I’ve seen this approach in action almost every day.
Of course it doesn’t always work … and it doesn’t always get bought … but the idea of bringing audacious solutions to problems rather than just audacious advertising is something pretty infectious.
There are a few really exciting things on the table, but recently we launched something – with our client Spark – that doesn’t just excite me, but makes me so proud I’m going to break my habit and actually write about it.
I know, who am I?
Beyond Binary is our way to create a better internet. A more inclusive internet.
In conjunction with our client, Spark – and working alongside rainbow communities – we developed a piece of code that anyone can download and easily add to their website.
What this code does is change the field formats on websites so they no longer only offer Male or Female options.
While to many this may seem a small thing, to the Trans and Non-Binary community – of which we are talking millions – it is important. Not simply because it represents them being seen and valued by organisations, but because it stops them being forced to misidentify who they are to fit in with established internet protocols.
In addition to the code, we made a film [see below] to help communicate why this is important for the non-binary community and business … as well as a website where you can download the code, learn how to add it to your existing site, hear stories from people who are affected by this situation every day and even access a pre-written presentation you can use to show your bosses why they need to do this.
A lot of people spent a lot of time working on this – which is why I was so thrilled when Campaign Asia wrote such a lovely piece about it.
I am not saying this because they used a competitor campaign to highlight how good ours is – though that helps, hahaha – but because they got it.
The understood exactly why we did it and how we did it … and that’s important because we sweated this. A lot.
Obviously we’re very proud of Beyond Binary but the key is getting companies to take part … so if you read this blog and work for a company with a website, please can I ask you to get involved. The more inclusive we make the internet, the better it is for everyone.
Thank you Colenso for being stupid enough to bring me over.
Thank you Spark for making this actually happen.
Thank you to the communities for helping and trusting us to do this right.
Thank you to anyone who takes part.
This is why it’s so important …
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, Brand, Brand Suicide, Comment, Communication Strategy, Confidence, Content, Context, Creativity, Culture, Design, Distinction, Effectiveness, Emotion, Empathy, Food, Happiness, Imagination, Innovation, Italy, Management, Marketing, Mum, Relevance, Resonance, Strategy
Yesterday I wrote about laziness in retail, well today I’m going to write about when you care deeply about it.
Have a look at this packaging:
Maybe it’s because I’m half Italian.
Maybe it’s because pasta is my undisputed favourite food.
Maybe it’s because the brand uses wheat from the region of Italy my family is from.
But how utterly glorious is it?!
It does everything packaging should do …
It is distinctive without trying too hard.
It shows the quality of the product inside.
It feels premium without being pretentious and charming without being childish.
It is a bloody masterpiece.
I love that because the pasta shape is an integral part of the packaging design, it allows the overall look to be clean while still being informative.
What’s even better is that while it started out as a project by Russian designer, Nikita Konkin … it ended up being turned into a real brand by German company, Greenomic Delikatessen, who bought the idea of Nikita.
Or said another way …
Creativity turned an everyday product into something with a highly desirable and distinctive commercial value.
Isn’t it funny how all those marketing training programs being flogged left, right and centre never talk about this sort of thing. Instead it’s all dot-to-dot processes to build identikit branded assets, eco-systems and strategy frameworks.
But then this also shows the difference between design and adland.
Designers identify real problems and look for ways to solve them with clarity, simplicity and distinctiveness. Whereas too many in adland choose what problem that want to solve and then add all manner of complexity to the solution in a bid to look like they’re fucking geniuses or to try and justify the ever decreasing fee the procurement department is forcing on them.
Remember Peggy?
The ‘innovation’ JWT Australia claimed ‘would allow their client to empower people to maximise their day through weather aggregation technology’. What that bullshit translated to was a ‘scam product and app’ that would tell you if it was going to rain so you’d know if you should hang your clothes out to dry
Yep, forget weather apps.
Forget USING YOUR EYES TO LOOK OUT THE WINDOW.
JWT was going to revolutionise the ‘washing line process’.
By making it longer, shitter and more expensive.
Hahahahahahahahahahahahahahahahahahahahahahahaha.
Unsurprisingly nothing happened with it because it was utter bollocks whereas everything happened for Nikita because he actually saw something that had real commercial value without extensive investment.
However in classic Russian melodrama style, he says he came up with the idea when he was “in love and perhaps this influenced me, though it could be just a coincidence” … which suggests he’s no longer in love and probably spending his time designing vodka bottles that look like your heart is dying. Or something.
I have written a lot in the past about the importance and value of design.
Whether it was the brilliant SONOS ‘sound waves‘ or the potential of using BK’s new logo as an emoji for food ordering.
Underpinning all of this is consideration, simplicity and craft.
Yes, I appreciate a personal project affords you more time than a client project … but designers are getting it right more often than adland and yet the talent in adland is there.
There’s tons of it. Everywhere.
And while there are still some amazing things coming out from the industry, I can’t help but feel design is pushing the possibilities of creativity more … which means the issue for adland must be something else.
Whether that is time, expectation, budgets or relationships, I’m not sure … but whatever it is, the attitude of ‘good enough is good enough’ is far too prevalent these days.
Or should I say, it is until someone like Nikita comes along and shows companies what they could have if they allow the experts to show them how they see the World rather than being told what to create by a committee of middle managers who value speed over quality and lack taste, judgement and real understanding of their audience.
It’s not easy to make something great.
But as a packet of pasta proves, it’s worth it.
Creatively, commercially and culturally.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Brand, Comment, Confidence, Context, Craft, Creativity, Culture, Cunning, Devious Strategy, Distinction, Emotion, Empathy, Experience, Family, Love, Loyalty, Membership, Perspective, Relationships, Relevance, Resonance, Respect
Like most things in life, there tends to be 2 sorts of people.
Those who chase the cash.
Those who chase their passion.
Or said another way, the business folks and the creative folks.
But one thing I’ve learned from working with a number of highly successful bands over the last few years is this.
Those who chase cash can be hugely financially successful, but they’ll never achieve the level of creative respect those who chase their passion will receive.
Now you may go, “who cares, they’re rich”.
But here’s the thing …
People who chase their passion can end up being even more financially successful than those who simply chase the cash.
Sure, it doesn’t happen often, but it also happens more than you may imagine. And when it does, that’s when things get really interesting.
I’m working on a project for a band [not Metallica] that is – quite simply – bonkers.
Not just bonkers in terms of what they want to do, but why they want to do it.
And why do they want to do it?
Because they their die-hard fans to be properly rewarded for their die-hard loyalty.
I don’t mean that in terms of getting early access to something they have to pay for – which is the way many companies think loyalty works. I mean rewarding them with something that has real – and long term – economic and emotional value to them.
Obviously I can’t go into specifics … both for the fact I’d be murdered and there’s still a fuck-ton of hurdles to be dealt if we stand any chance of pulling this off … but what I’ve loved seeing is how artists who have built their fortune as a byproduct of their passion [rather than just a focus on the cash] seem to reach a point where they kinda turn into a musical version of Robin Hood.
I should point out this does not mean they suddenly start doing things for free.
Nor do I mean they start giving all their money away.
There may do some of that but by then, they’ve finally learnt the value of their value.
No, what I mean is they put a lot of effort into ensuring their long-term fans feel the respect the artist has for them and all they’ve done for them … and one way they are increasingly doing this is by finding ways to ‘steal’ from the rich, so they can reward the loyal.
Case in point.
Billy Joel.
In 2014 he started a residency at Madison Square Gardens and vowed to keep playing there once a month until his concerts stop selling out.
Well, he’s still playing … and given he allegedly makes US$3-4 million per show, it’s proven to be an incredible relationship.
But this is where it gets fun …
You see Billy Joel no longer allows the first row of the venue to have people sitting in it.
There are 2 main reasons for this.
1. It stops scalpers from making huge money off him.
2. He hated looking down and seeing rich people looking back at him. Not really into the evening, just there because they could afford the seats and could brag about it to their friends.
So instead, every time he plays, he gets his crew to find fans who are sitting in the worst seats in the venue and gets them to bring them down and give them the best seats in the front row. People who are really happy to be there – not for the bragging rights – but for the chance to get the best view of an artists they love, singing the songs they adore.
In essence, he uses the wealth of the uber-rich to pay for the seats for the real fans.
Giving them the night of their life and letting Billy show that money can buy lots of things, but it can’t buy the respect he has for his true fans.
Now before anyone slags this post … or Billy off.
While I appreciate what he’s doing is not perfect … it’s more considerate, respectful and loyal than 95% of companies who talk a great game in terms of their customers/employees being their greatest asset right until the point it actually might result in costing them more than they want to spend.
Which is why I’d rather be loyal to a kinda musical version of Robin Hood than a smiling snake.
And before I go, I just want to leave you with my favourite little film about Metallica.
Unlike the Billy Joel story, this is not about repaying fan loyalty – at least not in the way I’ve just described how Billy Joel has. This is more about the sentimentality the band has for people and places that they believe has had a significant impact on the life of the band.
I’ve written about this before, but whereas that was about their ongoing relationship with Cliff Burton’s father … this is about one of James’ guitars.
That might not sound enticing, but I assure you it is.
Because while this film talks about where this guitar came from … what it represents and how it was crafted to have even greater meaning and significance to James and the band … it’s really a story of loyalty, legacy and love.
Enjoy. They’ve come a loooooooong way since Some Kind Of Monster, ha.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, China, Colenso, Comment, Confidence, Creativity, Culture, Effectiveness, Emotion, Empathy, End of Year, Fulfillment, Goodbye England, Imagination, Jill, London, Management, Marketing, Martin Weigel, Mum, Mum & Dad, My Fatherhood, New Zealand, Otis, Paul, Paula, Resonance, Respect, Rick Rubin, RulesOfRubin, Shelly
So this is it, year 15 of this blog is officially over.
YEAR 15!!!
Christ, this might be the most I’ve ever been committed to anything. What a shame this blog is basically worth nothing, hahahaha.
But we’re here.
A year that the World hoped would represent huge, positive change after the hell of 2020 … but ended up being more of the same.
For us, of course, this was a year with a huge difference – namely we now live in New Zealand.
Moving countries can be a pain in the arse at the best of times, but doing it in a pandemic adds a whole lot of stress that no one needs. However, despite that … despite saying goodbye [or should I say, au revoir] to the beautiful house we had just bought … despite not being able to physically see my beloved Paul and Shelly before we went … despite the hassle, broken furniture and time to get settled in … it’s been amazing.
There’s many reasons to that.
From the 2 week quarantine we had to do, which let us – and Rosie, the cat – get acclimatised to the obscene time difference to the kindness and generosity of the people here. To the fact we had bought our beautiful home – and cars – before we arrived, which made things so much easier. To the covid vaccinations we received. To the community we have found ourselves in. To the outdoor life – excluding the insane rain and 4 month lockdown – we have been able to enjoy.
So much.
But it would be wrong for me to not mention the role Colenso and, specifically my team, have had in it.
Everyone of these talented souls has been wonderful.
Not just to me, but Jill and Otis as well.
Plus there’s the fact my team have [generally] put up with my ‘ways’ … and we all know how painful that can be. I’ve always been incredibly fortunate with the teams I’ve been a part of and this lot are no different.
Sure, they’re mouthy bastards with no end of opinions, ideas and considerations but that’s – as you probably could guess – is exactly why I love them.
We’ve only been together 7 months but I’ve seen enough to be excited about what damage we can do in 2022 – reinforced by the fact we finished this year being named Agency Of The Year by the Effies organisation for a whole host of work that solved problems in interesting ways.
So to Lizzie, Henry, Teresa, Emma, Gi, Augustine, Amy and Liam … thank you for everything.
You’ve given me laughs, headaches, pride, lessons and things to ponder … and I couldn’t be more grateful for all of it.
[And extra best wishes to Lizzie who gets married during the holidays. Made extra perfect because she had to postpone it due to Covid and this way she gets to make the holiday season even more wonderful for all her family]
But while NZ has been the major change in my year, there have been some other notable moments.
In some respects, it was a year of music.
From my Rick Rubin project to getting fired by the Red Hot Chili Peppers to the best passive aggressive endorsement ever seen in the history of mankind.
Given I’ll be working for The Black Keys, Muse and – weirdly – Journey in 2022, I can only hope the musical rollercoaster will keep me on my toes as much.
Talking of celebrity …
I met Noel Edmunds at a business ‘do’ in Auckland – which surprised him as much as it did me – and I got to hug Jacinda Ardern, albeit committing social faux pas when I interrupted her during a dinner she was having to say hello.
That I’m still allowed in the country is testimony to New Zealand’s humanity.
Then there was the Tokyo Olympics …
An event a year late from its original plan … met with global apathy, especially in their home country … only to win us all over and turn us back into fans.
Seeing young kids win medals in skateboarding will stay with me for a very long time.
In fact, having skateboarding in the Olympics may have just done more to get kids wanting to do sport again than any number of NIKE ad campaigns.
That’s how good it was.
Best ad of the year goes to the amazing MacMillan cancer ad.
I must have watched it a couple of hundred times now – hell, I’ve even built a presentation around it that I give clients – and I still cry when I see it.
Not because of sadness – though there’s plenty in it – but because of the human emotion it triggers.
As I wrote at the time, it has this incredible ability to take me back to the times I lost my parents but make me feel closer to them. Extraordinary.
I could go on …
I could talk about certain posts I wrote in the year, like Toxic Positivity, but let’s face it … you can’t be bothered to read it and I can’t be bothered to write about it.
So I want to say some thanks …
To everyone who reads, writes and insults me on this blog … I am eternally grateful – and surprised – you come here. Many of you have been coming here for almost as long as I’ve been writing it and I have to say I find comfort in knowing that whatever I’m facing in life, I can come here and all of it just fades away. So for that, thank you … I really appreciate it.
I also want to say thank you to everyone who has reached out to check on how we’re doing. You didn’t have to, but you did and that means a ton.
Extra special thanks go to Paul, Shelly, Martin, Paula, Amelia, Martin B, Meg, Rach, Mike, Sam, Mr Ji, Peter and Cliff … who all made me feel like you were just around the corner, even though you were thousands of miles away.
And finally, a special thanks to Jill, Otis and Rosie.
None of this would be possible without you and I wouldn’t want to do it with anyone else.
You make me a happier, better person than I believed was possible … and while you may rightfully think I can be a total pain-in-the-ass, I can just tell you I’d be even worsr without you.
So thank you.
For everything,
I can never fully tell you how much I love you and am grateful for you.
The way you handle all this change is extraordinary …
Nothing sums this up more than something Otis chose to do recently.
As you all know, Otis has beautiful, gorgeous, stunning long hair …
Well a few weeks ago, he suddenly announced he wanted to cut it off so it could be donated to kids with cancer.
We asked if he was sure as it was a big thing and he said, “he wants to and is determined to”.
Then he added he will continue to do this until he’s 18.
Grow his hair.
Donate his hair.
Grow his hair.
Donate his hair.
So that evening, his Mum got scissors and a hair razor out and starting cutting 35 CENTIMETERS OF HAIR.
THIRTY FIVE!
Throughout the cutting he kept saying how excited he was.
How it was changing his life.
How much ‘lighter’ his head felt.
And afterwards, the little champ looked like this …
A new sort of rock n’ roll.
I thought it was impossible to love him anymore. I was wrong.
To have the capacity to be so compassionate and considerate at 7 years of age is incredible.
Even more so when he has had so much change in his life.
Four countries in 6 years.
New homes, new schools, new friends.
Almost 18 months of lockdown.
And yet he still has it in him to think of others.
Definitely his Mum’s son.
But proudly mine too.
Hell, he even offered me a chance to remember what it was like to have hair …
… though it could also have been to take the piss out of me.
So to Otis … Jill … Rosie … everyone I know and people I don’t but somehow have still come into my life this year, I wish you a wonderful festive season.
I really, really hope 2022 is much better for everyone than the previous 2 years.
I hope we have a year where everyone can have hope for the future.
I don’t know if it’s possible with the machismo bullshit of politicians, but let’s hope so.
Thank you again for everything, have a great time … just not better than me. Please.
See you on January 31st.