Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand, Business, Comment, Context, Creative Development, Creativity, Culture, Distinction, Emotion, Empathy, Fashion, Honesty, Management, Marketing, Marketing Fail, Perspective, Relevance, Resonance
So the cosmetic empire, Revlon, has gone bankrupt.
It’s a brand I remember from my youth with their big ads featuring big stars selling big statements.
But like Woolworths of old [how’s that for a linkage] they thought that was enough.
They thought they were enough.
But tastes change.
Evolve.
Hell, in just the past few years we’ve seen all manner of movements in the cosmetics space … from the nude look to the pastel and playful, both leveraged by brands like Maybelline and Glossier.
And then there’s Fenty …
Who came in and offered a foundation that had varieties specifically for African American skin as well as white – which shouldn’t be a surprise until you realise that until then, all major cosmetic companies excluded African American skin and expected them to use a foundation designed for white customers.
Seriously, what the fuck.
Of course, the success of Fenty saw many of the big players try to follow suit … but when actively you’ve ignored millions for 60+ years, you’re not going to convince them you suddenly care.
Which comes back to Revlon.
Who forgot the way you build a brand is not by communicating yourself over and over again, but doing things that earn loyalty.
Or at least prove you are working for it.
So many companies forget that. Either spending millions on what they want to say or ‘innovating’ with things that are what they want people to care about, rather than the things people care about.
It’s amazing how many brands fall for this.
But then, ego has that effect on people.
Causing them to place boundaries and blinkers around the comments that scream what people want you to do better at. What they want you to change.
But instead, companies choose to maximise short-term opportunities, rather than build things for the future. I get it … it costs a lot and there’s the argument it risks a lot.
Except it doesn’t cost or risk anything near what happens if you don’t do it.
And playing catch up never works because when you finally follow suit, you find out the others have already moved on.
Even the companies that promise ‘disruption’ never really go all in.
Often just focusing on one element the establishment do wrong rather than reimagining how they could completely evolve an entire category.
Function over benefits.
Product over brand.
That said, there are some out there who do it right.
Not just in the ‘cool’ categories, but in things like finance, health and paint.
Yes, paint!!!
Doing things where it shows they are truly watching and listening to culture.
Not just in what they want, but what is affecting who they are.
Once upon a time this was the norm. Now it’s all about promoting the condiments rather than focusing on the steak.
And while that can work in the short-term … giving you a few PR headlines you can leverage in the press … the brands who count succeed because they perpetually evolve culture – or evolve with the leading edge of it – rather than just keep them where they already are.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apathy, Attitude & Aptitude, Comment, Communication Strategy, Confidence, Creative Development, Creativity, Culture, Standards
I’m seeing a lot of work these days that feels like it’s been designed to band-aid a problem rather than actually solve the problem.
Or said another way … does what the client wants not what is needed.
And while I appreciate why that may be seen as an easy win, it’s the opposite.
Because doing stuff clients want, means little if it bores the hell out the audience.
Where they ignore it, overlook it, don’t believe it, makes them feel the only thing the brand cares about is the audience’s cash.
And I know some will say I’m being unrealistic … naive … ignoring the realities of business … but my response to that would be that my whole career has been working with brands who believe in continually earning their audience rather than just expecting it.
And by earning it, I mean investing in it.
Not doing good enough, but respecting who they’re doing it for.
Sweating the details. Knowing how their audience live and think, not just how they use or choose their product. Pushing standards rather than mirroring category best practice. Doing things for the audience rather than just about them. Understanding the context they’re playing in, not blindly thinking they’re the most important thing. And proving they’re worth caring about, not just thinking they’re enough.
And while that might sound like a lot of effort, money and time … it’s the difference between being a brand that creates, defines and drives culture rather than is chasing it.
Like everyone else.
Which is why people who see this about creative indulgence are missing the point.
Because it’s not about creativity, it’s how creativity can drive the level of your ambition.
Filed under: A Bit Of Inspiration, Advertising, Age, Agency Culture, Attitude & Aptitude, Birthday, Comment, Communication Strategy, Creativity
I cannot believe it is the end of June.
How did that happen so fast?
The problem with the year going so quickly is that so is my mortality.
When you’re in your thirties or forties … hearing someone has died at 73 seems centuries away, but when you’ve just turned 52, it seems like a week.
I’ve written how much turning 50 has affected me before.
From looking wistfully at photos of people who look a bit like my son, albeit much older … through to how much I love my wife … to finally appreciating a good garden … to talking about my career.
The reality is, if you’re still in adland at my age – or probably any industry – you definitely feel you’re approaching the end of your journey.
And you are …
That doesn’t mean you don’t have a shit-ton to offer or that you’re not doing exciting work … the reality is the industry has always valued ‘new’ over experience – or even creativity for that matter – so it’s just how it goes.
However from a pure ego perspective, it can still sting a little … especially when many of the people getting the acclaim have not done anything of note, other than play the self-publicity game very, very well.
Repeatedly shouting their reframed arguments, judgement on others work or modern takes on old behaviours and then – just as you’re about to turn into a bitter bastard – you realise that’s probably what the previous generation of adfolk thought about you and your mouth – and suddenly things look very different.
And as much as that revelation is a metaphorical kick in the face brings, it also is pretty liberating.
Because while it’s nice to be noticed – and there’s some people out there doing things that truly deserve to be because they’re trying to take the possibilities of creativity to new places, from POCC to Ivy Huang at Tencent to Mr Hoon Kim at Gentle Monster [and I know I’m biased given he’s a client of mine] to the usual suspects like Nils etc to name but a few – the reality is not being defined by your job or your title or your employer is far better for your health, happiness and creativity … and yet that is the opposite of what the industry promotes.
Your value is based on your title.
Your talent is linked to who you work for.
Your reputation is decided by how well known you are rather than what you’ve done.
I get it. I felt that way for a time. But it’s also a bit insane.
I cannot tell you how differently people listened to what I said when I was at Wieden than when I was at Cynic, despite that on many occasions, I was saying EXACTLY the same thing. It happens now with Metallica. People who wouldn’t give me the time of day before suddenly think what I spout has value because some heavy metal musicians treat me as their cat litter tray. But the reality is success is as much down to good fortune as it is talent – even though talent is still very important – so to play to what you think someone wants you to be rather than who you actually are only ends up undermining you.
You may not realise that till later, but at one point you’ll look in the mirror and know.
Let’s be honest, turning 52 is pretty pants.
Even more so when you find a photo of yourself at 22.
Yep, that’s really me … from my passport photo.
Hair, youth and serial killer stare.
But at 52 you ache.
You look older than god.
And you’re made to feel the industry you’ve pretty much given your working life to, is trying to leave you behind purely based on your age.
And despite me having so much fun and doing so much exciting stuff with bands, I still adore adland.
I may not like where it is going or what it now values, but it’s given – and continues to give me – so much and I’ll always be grateful for that.
And while my time in the industry is different to what it once was, it still gives me so much … with the latest gift being the realisation their issue with older people is their problem not mine.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Creative Brief, Creative Development, Creativity, Education, Insight, Internet, Northern, Planners, Planning, Point Of View
Ad blogging was once a rich, vibrant community.
It was amazing how much people looked out for each other.
A lot was driven by Russell Davies … but the effect of it was something pretty special.
I met a lot of people because of that community … some, still even come on here.
Occasionally.
But when you compare it to the toxic, ego-filled bullshit of ad twitter … I can’t help but feel the blogging community was a much more valuable and positive resource for adland.
Especially if you were a junior.
While there are many positives of social media, learning the strategy discipline through 280 letter tweets is not really going to drive the craft forward.
Nowadays there seems to be only 2 people still blogging.
Martin and me.
Or said another way …
Nowadays, only Martin writes a blog that has real value and depth for the industry and discipline.
One of the people I am saddest at having stopped blogging is Andrew Hovells. Better known as Northern Planner.
I’ve written about him a lot in the past.
From how much I respect him to how much I liked trolling him by sending him to see Queen in concert, when he absolutely hates the band.
But I revisited his blog recently and there’s just so, so much amazing stuff on there.
Stuff for people curious about planning.
Stuff for people just starting planning.
Stuff for people having a career in planning.
Stuff for people leading work and teams in planning.
Stuff for every level and need in planning.
And while there are many other resources for this sort information on the internet, Northern Planner’s is especially good for 3 reasons:
1. It comes from someone who could have worked at pretty much any of the best agencies in London, but didn’t and instead chose to stay ‘oop North’ and bring the planning discipline to a part of England that [i] didn’t have it and [ii] needed a lot of convincing to see it’s value. Not only did he achieve that – and validate the discipline for more people in the region to become a part of it – his work gave the supposed London ‘superstars’ a run for their money.
[He also turned down coming to cynic, which still devastates me, because he would have made such a difference to us. But it also shows how smart he is. Unfortunately]
2. He doesn’t give you a process to follow, he gives you a way to look at the discipline and the roles within it. Meaning you’re developing your own planning style and voice … not regurgitating someone else’s.
3. All of it is free. Every last bit of it.
Given the amount of amateurs ‘flogging’ their questionable, superficial and inauthentic courses that don’t have the right to even be in the same universe – let alone industry – as Andrew’s generous, considered and carefully explained lessons and insights … I know who I recommend people spend their time learning from.
I really miss Northern and his blog.
But the planning community should be missing it even more.
Filed under: A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Brand, Comment, Confidence, Creativity, Culture, New Zealand, Youth
The cost of living is insane everywhere.
Petrol.
Heating.
Food.
The prices are going up faster than we can blink.
And while there is definitely the suspicion some industries are using this as an excuse to elevate their profits – I’m looking at you fossil fuel and supermarket industries – the reality is for many people, life is becoming more about survival than living.
Here in NZ, the conversation often relates back to the price of food.
Part of the reason for that is because the dairy industry is so influential and economically important.
But right now, you can’t turn on a talkback radio show without hearing people complain about the price of cheese … milk … or vegetables.
Sure, it’s not as bad as it is in the UK at the moment – where supermarkets are putting ‘anti-theft’ devices on cheese, but it’s not far off.
Just recently I heard a 10 minute segment about the price of cauliflowers.
Apparently they’re $12 each in some places and one person interviewed said:
“There’s no cauliflower in the world worth $12”
It’s fair to say it’s a sentence I’ve never heard in my life.
But while the cauliflower conversation may raise a smile … what it indicates is nothing but.
More and more people will struggle.
Will be taken advantage of.
Will wonder if they can cope.
While I hold real concern for a number of groups, one I’m particularly concerned for is youth.
As I wrote yesterday – and all the photos in this post are from our book, Dream Small – many kids in NZ already feel oppressed by the lack of opportunity and the pressure of complicity they face … but now, their situation could be even more tested.
Less possibilities.
More expectations.
Even less consideration.
Even more demands and judgement.
Given NZ already has one of the worst youth suicide rates – per capita – in the world, what could this do to the mental health and wellbeing of the young?
What is this going to do to the dreams they have?
I get it’s hard.
I get there will be many more communities that will require help.
But for all the companies that go on about how proud they are to be from New Zealand, maybe this is the moment they prove it by what they do rather than what they say.
Last year I judged the Effies and read a bunch of entries from supermarkets.
They talked about how their ‘strategy’ had helped them overcome the huge barrier of covid.
All of them … every last one … claimed covid had been a barrier to growth rather than their fast track.
It was an insult to my intelligence.
I would love it if this year, I read submissions from NZ brands who talked about how they used this time to enable a generation. That they recognised the countries future was dependent on the young feeling they could bring their wild hopes, ideas and energy to the fore. That instead of being told to dream small, they were supported to dream big. So the country can evolve and develop so if situations like this happen again, then the nation will be in a better position because it will be stronger thanks to the brains and ideas the young have brought.
I don’t even really care how they do it.
More pay.
Government funded flights for their OE.
A youth venture fund that kids can call upon to help with their ideas.
Tax breaks for youth focused, foreign brands to come into the country.
Fighting against Tall Poppy – or any of the other issues that hold youth back through fear.
And while I know there are a few brands doing it – some of my clients for a start – I doubt I’ll be reading many papers that celebrate that shift, because too many of these ‘proud Kiwi brands’ are more focused on perpetuating and controlling the stereotype than liberating the people who are forced to live by it.