Filed under: A Bit Of Inspiration, Anniversary, Attitude & Aptitude, Bassot, Colenso, Comment, Travel
I cannot believe it is October.
And yet I am so grateful for it.
It’s been a weird year so far … full of wonderful things and a few horrible things.
From beautiful puppies to broken eyes, it’s been a real rollercoaster – acknowledging that in the big scheme of things, I have nothing to complain about compared to many.
But coming into the last quarter of 2025 is not why I’m happy it’s October. My contentment is not driven by a desire to ‘get to the end of the year’ … although, I am looking forward to the special long-holiday you get in NZ at the end of the year.
No, the reason I’m grateful for the beginning of the 10th month is a lot of good things are happening … or about to.
First of all, it’s officially the end of winter in NZ.
Sure, as winters go, this has been one of the easiest and most enjoyable of my life … but I’m still glad to have ‘officially’ got through it.
Secondly, today – literally today – we welcome James Bennett, the long-waited replacement for the wonderful Martin Bassot who left us earlier in the year.
Ironically, they not only know each other, they worked with each other at Wieden London … and so James will now find out whether Martin is a mate or a bastard for telling him this would be a good move.
I’ll write more when he has his feet under the table … but I’m so very excited about him joining the gang and seeing what positive trouble he can add whilst also being very grateful he and his family chose to move to the other side of the planet for this adventure.
As I’ve written before, I NEVER take that for granted and I see it as my responsibility to create the conditions for them to destroy – in good ways, obviously – haha.
As an aside, his wife – Mel – is a VERY talented planner [also from WK London – sorry Dan. Again] and so if any agencies in NZ are looking, you should get in touch and I’ll get her in touch with you.
I’d have loved to have hired her too, but my department already makes up about 30% of New Zealand’s population so it was a no-go. For now.
So, if you’re interested – especially Motion Sickness or Special – you should drop me a note. [I won’t even charge a founders fee. Probably, haha]
The last reason why I’m excited about this month is because of something I can’t even talk about. Yet.
But it’s something almost impossible to comprehend.
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PLEASE NOTE: Well, sadly it is impossible to comprehend as there have been some ‘changes’ since I originally wrote this post … so while there’s some parts of it happening – albeit in a different country as well as in a totally different context – the original plan is now not happening till next year. However, as I can’t be arsed to rewrite this whole paragraph, let me use what was originally written to convey the excitement
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It’s so insane, it doesn’t even qualify for ‘once in a lifetime’ status, because you can’t imagine things like this happening in a million, billion years … but thanks to the wonderful MC and some serendipity related to the talk Paula and I gave at Cannes earlier this year, I’ll be heading off to London, via Nashville, to work on one of the most ridiculously wonderful things I’ve ever done in a career of ridiculously wonderful things.
I know how annoying it is when people say this shit and don’t spill the beans, but I can’t, at least not yet … but given the other 2 things mentioned in this post would make October a good month, this additional thing makes it an iconic one. So iconic my wife – who DETESTS flying – was willing to consider getting on a 24 hour flight for a 24 hour stay in London before spending another 24 hours flying home.
Then she came to her senses.
So, while October is often viewed as ‘scary’ because of Halloween, it may just be the best month of this whole, weird year. Not just for me, but for you too as I’ll be away for a week which means there’ll be none of this blog bullshit for a week as well. Everyone wins. That said, if October could somehow also find it in its power to sort out my eye issues, then it will be the most perfect month that ever lived.
You can tell I’m an only child, can’t you?! Haha.
Filed under: A Bit Of Inspiration, Death, Emotion, Empathy, Friendship, Humanity, Life, Love, Loyalty
Got to be honest, I am glad to see the back of September.
There’s been some really good bits, but there’s definitely been a cavalcade of bad.
They say bad news comes in 3’s, well September proved it can come in much bigger numbers than that.
Which leads to the point of this post … and it’s bleak. Especially for a Tuesday. But it’s also real.
You see, the older you get, the more you welcome death into your life.
I’m not talking about celebrities, I mean friends, family members or friends of the family.
Of course, this can happen at any age – after all, I lost my Dad when I was still in my twenties and the posts I wrote following Mum’s death capture the emotional rollercoaster it can trigger in all of us – but growing old does tend to increase the level of loss you feel when learning of someone passing.
I know that sounds counter intuitive given you experience it more, but it’s true. Mainly because you never really get used to it happening.
Sure, the pain and sadness varies depending on who it is and the relationship you had with them, but it always affects you.
Even more so when the people are younger than you.
Over the last couple of months – literally 8 weeks – I’ve learned the sad news that 6 people I knew, had died.
SIX.
Three were ex-colleagues, one was a generous soul who I’d met a number of years ago and 2 were dear friends.
While I got on well with all of them, we weren’t living in each-others pockets beyond the odd note, the odd Instagram comment and the annual ‘birthday’ best wishes.
It wasn’t always like that, but life has a way of impacting availability even if you really try for it not to … which may explains why – bar Billy – I discovered their sad news via social media.
I wish I could say my first reaction was shock, but it wasn’t … it was confusion.
In each case I would read the ‘update’ on social media and then look at attached photo and not understand how these two things were connected.
One representing the worst of life. The other, showing them in the most vibrant expression of it.
And then, when I finally registered the reality of the situation – I found myself just going down a rabbit hole of their life.
Trying to understand what had happened.
Trying to know more about the life they had lived.
Trying to learn about the relationships that mattered most to them.
Trying to make sense of the last days, weeks and months of their life.
Trying to find the last time we had spent a good amount of time together.
Of course none of this changes the tragedy of it all, but in a weird way it helped me feel connected to them while also honouring them.
And I have felt a real need to honour them because they were all amazing people in a whole host of amazing ways.
Much better than I will ever be.
Now I appreciate this may all sound like I’ve gone mad but this approach has really helped me come to terms with their loss and if there’s one thing I’ve learned in the dealings with death – what works for you, is all that matters.
But that doesn’t mean it hasn’t hurt.
Hasn’t left scars.
If truth be told, the impact of their loss – underpinned by the shitshow that is my eye and another friend dealing with the rapid decline of a parent who has been in my life my whole life – has had a pretty devastating effect on me.
It’s made me question a lot of things …
Decisions I’ve made.
Decisions I’ve yet to make.
The things I put my energy into.
The things I am expected to put my energy into.
All the sliding doors moments that I have walked past rather than walked through.
And while that all sounds bleak, the reality is it has served as an important reminder that so much of how we live is focused on what we should do rather than what we want to do.
That does not mean it justifies any act of selfishness … but it does validate embracing the opportunities, possibilities and people who bring you the greatest happiness, pleasure or excitement.
I’ve not always been the best at this.
I’ve allowed life to get in the way of what – or who – energises my life far too often.
I’ve seen people, places and opportunities pass me by that – had I stopped worrying about what I am expected to do – could have had a profound effect on many aspects of who I am and how I live.
That doesn’t mean I am disappointed with what I have and what I have done – far from it – I feel incredibly fortunate to be able to be so bloody blessed in so many ways. But it also doesn’t blanket the fact I’ve let moments, people and possibilities slip through my fingers that I felt at the time were potentially hugely important to me or good for me, because I allowed things I shouldn’t have regarded as more important at the time, be more important.
Maybe out of duty.
Maybe out of routine.
Maybe out of fear for realising what I’d settled for versus what I could have done or had.
A long time ago, a friend of mine told me their approach to life was “live a little bit more stupidly”.
I still really like that.
A little bit more stupid might be the most sensible thing I’ve ever heard.
Which leads to the point of this post …
Life’s short.
Far too short to spend it with pricks, processes and problems that take more from us than add to us … and yet most of us find ourselves doing exactly that in some way. Every single day.
Of course I appreciate it is rarely out of choice, but it happens because life is always happening … but what the results in is us often failing to appreciate what’s passing us by.
Or worse, what’s getting ready to say goodbye.
I think about ‘lasts’ quite a lot.
Last meal.
Last hug.
Last laugh.
Last conversation.
A last and final goodbye.
And while we rarely know when the end is going to come, the one thing we can do to counter it is to be present in the things that make us happy and the lives of those who matter most.
Not just when death is approaching, but when opportunity is screaming.
Which is why I hope this post might inspire someone to make the time to make that call.
To a loved one.
A friend.
A family member.
A colleague.
A significant other.
A significant other, you’ve never shared that with.
A person you’ve let a pointless disagreement become a stranger.
Because if losing one of those people hurts, I can assure you knowing you let them go before they even left is even worse.
Life isn’t perfect.
It can be messy and complicated.
Which is why the connections that matter should be all that matters.
However unlikely, inconvenient or challenging they may be to sustain.
Last thing.
I get this sounds like I’m sad. Well I am. But here’s the thing – so I should be. If I wasn’t, that would be far scarier … so know that I write this because I am good, just frustrated I’ve needed the worst of times to remind me to seize the best of life.
So to September, I say goodbye.
Apart from a couple of special things that happened, you were an asshole, which is why I hereby lay you to rest.
Thank God.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audacious, Authenticity, Comment, Cynic, Devious Strategy, Differentiation, Distinction, Planning, Point Of View, Process, Relevance, Reputation, Resonance, Respect, Strategy
I’m back.
And – as usual – I found my heart in China.
I love that place so much. Literally love it.
It is arguably the only place in the World – and certainly the only place I’ve lived – where I feel I am able to breathe.
Obviously I mean that metaphorically [though they’ve sorted out the air, big time]… but the energy, the craziness, the extremes and the constant change bizarrely makes me feel calm, settled and at peace.
I don’t understand why – I get that’s bonkers – but it does and always has, and while I won’t ever live there again, I will find any excuse under the sun to keep going back.
For me, it’s more than a place I once had the honour and privilege of living … it feels ‘home’.
That does not mean I do like – or am not grateful – for all the other countries I’ve had the incredible opportunity to live in, but there’s something about China that I connected to on a level that is incomparable to anywhere else I’ve been. And while it is getting a bit too smooth, slick and convenient for my liking [haha] the people keep it real.
Amazing. Interesting. Dramatic. Smart-as-fuck.
I met some incredible people on this trip.
Not just old mates [who I kept bumping into on the street, which is something I’ve never done in Auckland, despite being a fraction of the population size and geography – haha] but some brilliant new people who I hope will become long-term new mates. And nothing sums this up more than the fact I was out all night.
ALL NIGHT.
TWICE!!! [Admittedly once was so I could listen to Forest play in Europe with the worst manager since Megson, Ange]
Jesus Christ, I’m 55 … I should be in bed with a Hot Chocolate by 8pm shouldn’t I?
But that’s the effect China has on me. I absofuckinglutely adore every single bit of it.
No doubt that statement will have my NZ/Australia/Singapore/HK residencies revoked, so we better move on … haha.
Not that long ago I wrote about a campaign we’ve just done for Delivereasy that reminds me of my beloved Viz ‘adult’ comic.
Well recently I got sent 2 photos of real-life businesses that seem to have adopted a similar approach …
First the most genuine ‘health and fitness’ ad in the history of health and fitness ads:
Quickly followed up by this masterpiece by a global – yet local – painter and decorator:
I love them.
Their magical and memorable.
Arguably more magical and memorable that many campaigns that have had millions and months of time spent on them.
Way back in 2007, I wrote about the power of ‘unplanned thinking‘.
Unplanned is when you go directly at the truth of a product – or audience perception – rather than play into the marketing hype machine. The point was that so many brands had stuck their head so far up their own pretentiousness arses, that rather than create aspiration with audiences, they were creating revulsion.
Unplanned killed that.
More than that, it killed it in a way that was refreshing, invigorating, distinctive and differentiated which – as a byproduct – meant it became more aspirational than an ad claiming a can of sugary fruit juice was in fact, a statement of discernment in a world of choice. Or some other bollocks.
And while I accept the examples above are one-offs, both are delivered in a way where I not just see the truth in them, I see the human in them as well – and as I’ve written a million times – the idea of interacting with real humans is far more interesting and enticing to me than engaging with yet another corporate monotone of a contrived mission statement.
Filed under: A Bit Of Inspiration, Advertising, Colenso, Craft, Creative Development, Creativity, Culture, Delivereasy, Design, Distinction, Food, HHCL, Radio
I am of an age where I read the magnificent Viz comic.
For those who don’t know what that is, it was a highly successful ‘adult’ comic that featured a steady stream of ridiculous characters such as ‘The Pathetic Sharks’, ‘Sid The Sexist’ and ‘Roger Mellie … The Man On The Telly’ and that’s just the ones that are still ‘PC’ enough to name.
But its appeal was far more than just the stories …
Part of its legacy was written through the ‘readers letters’ and ‘ads’ they created and published. A glorious mishmash of bonkeredness and inappropriateness that were always delivered with charm, laughs, mischievousness’ and truth.
A perfect example of this is their iconic tourism campaign for Mabletherpe:
Skegness is fucking shit. Come to Mablethorpe.
I have that as a poster at home and still use it as a perfect example of expressing a clear and powerful point of view. And I’m not even joking.
Anyway, the reason for this write up is because I utterly adore our new Delivereasy work.
Not just because it’s beautiful …
Not just because it continues our fun ‘the outdoors is a bubbling cauldron of danger’ work which we launched a little while ago, celebrating how Delivereasy helps you get takeout without the risk of having to go out …
But because the look and feel of the work feels – at least to me – ‘prime Viz’, and as compliments go, I don’t know if they can go much higher.
Isn’t it lovely?
Add to this that the radio campaign that proceeded this work feels – again, at least to me – similar in spirit to one of my most loved pieces of work [the Diet Tango radio spots, which are so well written, Shakespeare would be jealous] … and you will see why Delivereasy is more than just a business to me, but something much more personal.
Now all I have to do is convince them we could this into a book that’s kinda like an ‘adult’ version of ‘Where’s Wally’ and my career is complete.
Watch this space. Haha.
Talking of space …
I fly to China this weekend.
Well, I do, assuming the doctors give me the green light for my eye this morning – which they didn’t last week so I couldn’t get to Billy’s funeral. Add to that, I woke up this morning to 2 horrible and sad bits of news and not only can I categorically say ‘bad news doesn’t happen in 3’s [as I’m already on 5 for this month alone], I worry karma has decided to visit me, even though I’m not exactly sure what it wants to see me for – haha.
But hey, let’s be positive and assume all goes well … what that means is this blog will be an even bigger wasteland than it normally is as I’ll be gone for all of next week. Mind you, if it doesn’t, it’ll still be quiet because I’ll be pissed off and seething with anger.
Or more likely, disappointment, hahaha.
So while the good people of the Middle Kingdom will have to endure the pain of my presence, you lot – or whoever actually still visits this site anymore – gains from my absence. But not as much as Din Tai Fung are going to gain from having me eat EVERY MEAL at one of their locations.
See you in a week.
Filed under: 2025, A Bit Of Inspiration, Advertising, Agency Culture, Ambition, Aspiration, Attitude & Aptitude, Career, China, Clients, Colenso, Colleagues, Comment, Community, Context, Contribution, Creative Development, Creativity, Culture, Curiosity, Effectiveness, Emotion, Environment, Family, Fear, Honesty, Hope, Imagination, Individuality, Katie, Love, Loyalty, Luck, Management, Martin Weigel, Metallica, Miley, Mr Ji, Paula, Perspective, Planes, Planning, Relationships, Relevance, Reputation, Resonance, Respect, Standards, Strategy, Success, Wieden+Kennedy
Once upon-a-time, I hired a head of planning for NIKE at Wieden Shanghai.
They’d come to my attention via a colleague who’d worked with them in the past.
On top of that, they had a good pedigree of work and – just as importantly – they loved sport.
I was excited to welcome them into the team and everything was good … until it wasn’t.
One evening, I received an email saying they’d thought about it and didn’t want to do it.
I understood the cold feet, they were US based and I was asking them to move to China … but we had spent a lot of time discussing this and they had assured me they were up for it.
And they probably were – when it was theoretical.
Everything is fine when it’s theoretical.
The problems always lie once you move to reality.
What bugged me was this person refused to get on the phone to discuss it. They sent their email and in their mind, that was the only correspondence they were going to enter into.
Was I pissed?
Yeah, initially I was … because we’d invested a lot of time and effort into helping this person get a good taste of what the opportunity was, what life was like here and what we’d do to make their move as easy as possible. Add to that, I always take huge responsibility when bringing people over from another country and it all felt like they had just wasted our time a bit.
But by the emorning, I was fine with it.
In fact, I was bloody happy about it.
Because if they didn’t want to come to us, I sure as hell didn’t want them to be with us.
Now I appreciate that may sound cold as hell – and I was grateful they made the call before they actually moved here – but I haven’t got the time to waste on people who aren’t excited about what they could be doing and learning and who only want to repeat or surround themselves with the stuff they know and have done.
We used to have a lot of those people apply to be at Wieden Shanghai.
Same with Colenso, albeit to a lesser degree.
People who want to work at the agency, but don’t want to move for it.
Oh they say all the right things.
They complain about all the right things.
But then you realise they don’t want to change any of the things.
They prefer to be a blame thrower rather than an opportunity grabber.
I find that bonkers … especially for strategists … but it happens more than you could ever imagine. People only focusing on what they lose rather than all the things they gain.
And you gain a lot. In every single possible way.
But that’s not what this post is about …
Because the person I hired to replace the person who walked away, was the brilliant Paula Bloodworth.
THAT Paula Bloodworth. The fucking weapon of strategy and creativity.
A person with a reel that is better than entire agencies, let alone strategists.
And while I take absolutely no credit for all she has gone on to achieve, I do express my gratitude to the person who pulled out the job.
Had they not done that, Paula would not have entered my life … and given she is one of the most important people in my life – not as a colleague, but a full-on friend – that is something I feel eternally grateful for.
In many ways, my job at Colenso followed a similar story.
They’d hired a CSO from Australia, but before they could move, COVID happened and they realised they didn’t want to leave where they were.
It was at that point, Colenso saw I’d been made redundant from R/GA and – having almost got together in 2015 – they put in a call.
Had that not happened, I’d likely still be in the UK or back in the US … rather than at a place that is increasingly more special to me with each passing year.
‘Accidental Luck’ is everywhere …
Hell, we’re in talks with someone who embodies this on steroids.
Where they sent a VERY speculative email at the very moment a candidate we were talking to, pulled out.
OK, it helps they’re talented and have a ton of potential we see and can/will grow … plus there’s the good fortune we have a new client who is not only based in the very country they’re from, but also works in the same category they’ve been focused on for the past few years and they want to become what they want have always wanted a brand in that category to be … but suddenly a person we may never have known – let alone hired – could be someone we get to call a brilliant new member of our strat gang soon.
Hopefully.
For fucks sake, hopefully, hahaha.
[And if they don’t, they don’t – we all move on – however the real lesson they need to understand is what I write about next in this post … that is if they read this blog, which they don’t. Which is another sign they’re smart … haha.]
Which goes to the point of this post.
We can plan our careers to within an inch of their life.
We can study and follow the latest theories and systems.
We can spend time looking at every possible permutation.
We can demand every part of the job is described in minute detail.
Hell, we can even write 20 Linkedin posts a day, every single day.
But none of that – absolutely none – matters as much as being ready to act when the opportunity strikes.
Yes, it’s nice to think you will always have companies come to you.
Yes, it’s nice to think you will always have options and choices.
But often, the best thing you can do for your career is be ready to go when someone else isn’t.
If I am being honest, I owe pretty much everything I have ever done to the fact I’ve always been willing to move to wherever the best opportunities was located and then work my ass off to make great things for them.
Or said another way, if I heard of something exciting [and credible] was on the table, I was on the plane.
No if’s.
No buts.
No umming and ahhing.
I was sprinting towards it.
Doesn’t matter if it was an agency in China, an artist in America or a fashion designer in Italy … if it is interesting, intriguing and scary-as-fuck, I am there.
Now of course I appreciate not everyone has the ability to do this.
I also understand that ‘moving countries’ for a job has become infinitely harder.
And I get that there are occasions where opportunities can turn into fucking nightmares.
[Though that’s very rare as long as you stick to the rule that is detailed a bit further below]
But this isn’t really about your willingness to move countries – though that can help – it’s more about your hunger to go after what excites and interests you …
That doesn’t mean a role has to be perfect.
Frankly, when companies say there are no faults, that is ALWAYS a red flag … it’s more about whether the opportunity excites you and if the company and the person who will be your boss have a track record of consistently doing good shit. Maybe not pulling it off every time, but always pushing to do interesting things and having a on-going history of doing it.
It’s how I ended up working at Wieden … which definitely isn’t perfect.
It’s how I ended up working with Artists … who definitely aren’t perfect.
It’s how I ended up working with amazing creatives … who definitely aren’t perfect.
It’s important, because for all the good things the Bloodworth’s, the Weigel’s – and dare I say it – the Campbell’s have achieved, one of the biggest reasons for it is whether it’s a boss, a team, a company, a client or even a creative opportunity … we never, ever, ever look a gift-horse in the mouth.