Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Comment, Creativity, Culture, Family, Hotels, Technology
A long time ago, I was working on an innovation brief for a prestigious car brand.
As I sat there, listening to all the engineers talking, I realised their focus was more on optimising and evolving rather than innovating.
By that I mean, they were more focused on what they do and how they could make it better and more useful than embracing issues that were bigger than just the industry that they’re in.
So I said it.
Silence and incredulity.
“So what would you suggest?” one of them asked.
Now in these situations, it can only go one of three ways.
1. You go blank.
2. You say something they’ve already done/thought about.
3. You say something that makes them stop and think.
In the vast majority of cases – let’s be honest – it tends to be numbers 1 or 2, but on this occasion, I said something that fell into the last bracket.
“What if you made the car the most private, personal space they could be?”
That shut them up.
They weren’t expecting that.
To be honest, either was I … but while they came back at me with all sorts of technological and legal reasons why this couldn’t be done or wouldn’t be wanted – from car data through to our desire to be always contactable through our digital devices – the chief engineer was suitably intrigued for him to ask me to work with them on exploring what it could mean and who it would appeal to, most.
Which led to a year of one of the most interesting projects I ever worked on.
I should point out that when I talked about privacy, it was not about ‘isolation’ … though there is a value in that … I was talking literally about privacy.
Or said another way, ‘what goes on in your car, stays in your car’.
And while there was a bunch of fascinating research and explorations that went on in the quest to see where this could end up, it never got to where I hoped it would. And it certainly never manifested into an actual product I thought it could become.
Which is why this graffiti I got sent recently, hit home:
To me, this encapsulated where my head was at.
The desire to have a place where we are assured privacy and/or solitude.
A cross between a hibernation and a cultural vacuum, if you will.
To be honest, this was all influenced by work we did for Taj Hotels back in 2007 … where we blocked all mobile access at certain Taj resorts.
Back then, it was less about social media and more about the intrusion of work on family holidays … but the premise – and benefit – was the same.
[For the record, it was only possible because of where technology and the law was at back then. Plus all customers opted into this experiment with the acknowledgement there were alternative contact methods available, even if not as convenient]
Of course, I appreciate that was slightly different to what I put forward with the car idea. That was more about having a ‘social kills switch’ when the car was more a mobile ‘black hole’ … but I do believe the value of privacy – even momentary privacy – will soon rival that of FOMO.
We’re already seeing it.
From VPN’s to quiet luxury.
Not because we don’t want to be connected with the world around us.
But because we want to feel we have greater control over it.
Filed under: 2023, Advertising, Agency Culture, Anniversary, Attitude & Aptitude, Authenticity, Cannes, China, Colenso, Colleagues, Comment, Context, Corona Virus, Creativity, Culture, Dad, Daddyhood, Death, Emotion, Empathy, Family, Fashion, Fatherhood, Holiday, Individuality, Jill, Love, Loyalty, Martin Weigel, Mum, Mum & Dad, Music, My Childhood, My Fatherhood, New Zealand, Nottingham, Nottingham Forest, Otis, Paul, Paula, Peace, Prejudice, Relationships, Relevance, Resonance, Revenge, Review, School, Shanghai, Travel, Trust, Truth
So with all the focus on Otis’ 9th birthday, I only just realized this is going to be the last week of this blog for this year. Which means you get a month off and then – when I come back – I will be entering year number 18 of writing my rubbish.
EIGHTEEN YEARS.
An adult.
And will my posts reflect that maturity?
Errrrm, probably not.
In fact a while back, I got called ‘immune to maturity’ by Metallica’s management which they quickly followed up with, “… and I bet you think that’s a compliment.”
That’s why we’re still working together after 7 years … we understand each other so well, ha.
2023 has been an interesting year for me.
Definitely more highs than lows.
In many ways, it has been a standout year for me – both personally and professionally.
I feel almost embarrassed to say that. I totally appreciate how many people are suffering right now. I have friends in tough places and there’s those dealing with everything from mental health challenges through to terrifying conflicts … which just reinforced how privileged and lucky I am.
For the first time in my life, I started this year with a resolution, and it was to say ‘yes’ to everything I was asked to do.
I don’t know why I decided to do that – maybe it is because for all of NZ’s magic [of which there’s tons] it can sometimes feel a pretty isolated, inward-focused place – so to counter that, I decided 2023 was the year of yes and I got to do a lot of that.
Saying yes let me travel literally around the world for work … including some countries/cities I’d never been to in my life. [Not to mention, having the gift of visiting my childhood home again, even though I burst into tears when the lovely new owner opened the door, haha]
I got to speak at a bunch of ace conferences. from Cannes – with my mates Paula and Martin – the magnificent State Of Social in Perth right through to the WWD World Fashion Conference in China [with the incredible Phoebe Philo and, bizarrely, being interviewed by Fashion TV] with a whole bunch in-between.
I was a guest speaker at a bunch of institutions from Cambridge University, the Ecuadorian Advertising Federation right through to the House of Prada.
I got to be part of some incredible creative projects. From the huge: helping design the 72 Seasons world tour stage set for Metallica. The cheeky: offering the All Blacks rugby coach a free curry for a year if he brought home the World Cup, then taking away his naan bread because he didn’t. To the most awarded: watching the wonderful fools at Colenso pick up Gold gongs and Agency of the Year title’s all over the place.
Top that off with seeing 3 members of my team become parents for the first time [and another about 3 months into that magical journey] and to see the 3 newbies from overseas not only fit in with the gang like they were here for years, but make an even bigger difference than I hoped – and you can see why I feel it has been a hugely satisfying year for me professionally.
But it’s the personal side that made it truly memorable.
First of all, we’re all happy and healthy. Like properly happy and healthy.
Then, for the first time in 7 years, we had our first proper family holiday. And while It did not last long in terms of duration, the glow still is with me months later. Yes, I appreciate that sounds more sickly than being force fed 5047389 sticks of candyfloss, it’s true.
Jill started her new company, Tiny Riot … a jewellery company dedicated to say the words women feel, but don’t always want to say out loud. She also felt she had found her peeps … letting her feel she was part of a community she loves and thrives in. I cannot tell you how happy this makes me, especially as we know we’ll no doubt be moving to another country in the not too distant future, hahaha.
Just to be clear, that has not been decided yet, we just know it’s coming … especially as we’ve already lived in NZ longer than we have lived in the last 4 countries we have been in. But I digress …
Which leave Otis …
Brilliant, wonderful, fantastic Otis.
Well, he has flourished and blossomed this year.
From seeing his mates network evolve and develop … with their own codes, games and slang … through to watching him throw himself into new activities, like tennis and swimming, yoyo’s and messing about with Roblox, Reels and video games … to seeing him love his budgie, Sky [which he made me a t-shirt to wear on the Cannes stage to ensure I admitted I cared for it as much as Rosie, ha] and then of course, watching him deal with his dysgraphia diagnosis with positivity, openness and conviction.
Given I have seen adults literally burst into tears when they had to move desks at work – true story – seeing an 8, now 9 year old – embrace a challenge that will affect him for the rest of his life with understanding, openness and a desire to not let it define him or make excuses for him is honestly one of the most wonderful things I’ve ever had the privilege of witnessing.
[I also have to add Forest staying in the Premiership was a highlight, because while Jill and Otis may not like to hear it … that team are family to me, hahaha]
But of course, you can’t have good without bad and there’s been a couple of things that have shaken me deeply.
One in particular made me question everything I thought I knew and could rely on.
The impact it had on me was – and still is – huge. I would say it has been the most emotionally confronting situation I’ve experienced since my parents died. It has been that big.
What makes it even worse is that in reality, I may never really get over it as the impact affects me and my family for the rest of our lives.
And we’re the least affected in this situation.
It has taken me months to try and come to terms with what has happened … to try and accept things I thought I knew and could rely on, have failed.
If truth be told, I’m still working on it … because while I appreciate life can take unexpected turns, it’s why – and how others deal with it – that determines how you feel about it and in this case, they are the things that ended up being disastrously dealt with.
Which is why 2023 can never be seen as a spectacular year for us, merely a very good one.
And as I said, that is still a hugely positive outcome given so many are suffering in ways that make my pain seem insignificant.
Which is why I was so impacted by some graffiti that someone I vaguely know, told me about.
It’s this …
… they’re not wrong.
Which is why, while I know 2024 will face it’s challenges – especially with the US election and the likelihood America will lose its mind and vote for Trump [while acknowledging the Democrats have failed to find and develop a single worthy candidate in 4+ years] – I hope by this time next year, more people can say they had a more positive than challenging year because the World needs it. Because for all the hell that Covid subjected the planet too, the anxiety created by people [read: old, white men] who feel entitled to do and have whatever they want is arguably, even worse. And without wanting to sound like a hippie … some peace would be nice.
I know no one will have read this far, but then this is not for you … but I can assure you the last 3 posts of this week won’t be as indulgent, not for your sanity, but because I can’t be arsed to write so much rubbish again.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Birkenstocks, Brand, Brilliant Marketing Ideas In History, Cannes, Communication Strategy, Context, Creativity, Culture, Dysgraphia, Empathy, EvilGenius, Fear, Holiday, Imagination, Marketing, Martin Weigel, Otis, Paula
So I’m back.
And after an October where I went to Fiji, Australia, China and America … November is wonderfully static.
Don’t get me wrong, I love travelling … but that was ridiculous.
For all the talk of how COVID would change the way companies would work and interact, I’m meeting more and more people who are travelling more than they did pre-pandemic.
And that’s scary for a whole lot of reasons.
Personal, environmental, commercial.
Scarier than the that day where ghosts and ghouls are supposed to come out and haunt us. Also known as the day kids keep coming to your door demanding sweets.
Yes … that’s a terrible link to the point of this post, but I wrote it to originally appear on Halloween, but then I went to the US and missed my chance, so here we go.
Halloween in NZ is definitely less full-on than the US.
Oh my god … they love holidays and Halloween is one they embrace full-on.
When we lived in Manhattan Beach … it was like a community event.
The whole street would basically come out, all dressed in god-knows what, embracing the mood and the moment.
Obviously I hate that level of sociability … but even I got caught up in it, buying a ridiculously sized baby head from a shop, which I tried on in the car before casually looking to my right and seeing [1] I was next to a bank and [2] I had a security guard looking at me as if I was going to rob the joint.
Good times. Ahem.
Anyway, to keep with the ‘scary’ mood, Otis recently became the proud owner of these …
Yep … Crocs.
Fucking Crocs.
I know we talked about them recently in our ‘Strategy is constipated, imagination is the laxative’ talk … I know I have some sort of grudging respect that they are cool with charging $8 for each ‘personalised attachment’ you can add to the shoes … I know, with Otis’ dysgraphia, they are much easier for him to put on than many others … I know I can’t talk with my love of Birkies … but, but, but THEY’RE FUCKING CROCS.
Seriously, compared to them, Birkenstocks are liked pieces of art.
And yet they continue to live.
To thrive.
Like cockroaches of the footwear category.
Which means I have to salute their brand management and imagination.
Which is better than 99% of brands out there.
Which is why we put them in our Cannes talk.
And why I felt scared enough to put them in a post that was supposed to appear on halloween.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Collegues, Creative Development, Creativity, Culture, Cynic, Management, Marketing, Marketing Fail, Nike, Planners, Planning, Point Of View, Professionalism, Relationships, Reputation
So this is the last post till next Thursday.
I know … I know … I’ve only just come back from China but now I’m off to the US, so you get 3 more days free from me. Given this month has had an alarming lack of posts given I’ve found myself in Fiji, Australia, China and America, you should consider October my early Christmas present to you all.
So to make up for that, here’s a relatively long post.
Which by my standards, means extra long.
So recently I caught up with an ex-colleague from cynic.
Given they were a bloody nightmare when we worked together, I’m still in shock how they are now a very senior figure in a very high profile company.
Damn them, hahaha.
Anyway, we were chatting and they said how bad they thought agencies were in pitches.
Specifically, their desperation to be liked.
They said they thought the business plan for many agencies is to out-pander the competition.
It got so bad that apparently in a recent meeting, they asked the agency:
“If we’re so good and doing so well, why would we need you?”
Aggressive?
Provocative?
Yep … but they have a point.
I remember once being told to not challenge the clients previous work as someone in the room might have made it … even though we were literally in a pitch to reinvent the clients work.
And while it was an exception in my career [which I ignored and – guess what – we won!!!] the reality is I am hearing this happening more and more, which is why my friends commentedjust seemed to underline its validity.
Which leads me to some questions …
What do agencies think our job is?
What do agencies want to do and change?
And for the companies that buy into this, what do they want their agencies to do for them?
I appreciate I have been incredibly fortunate throughout my career by working with/for/under people, agencies and clients [not to mention my parents] who deeply value debate and provocation to get to better places. I also acknowledge there is an art to HOW you challenge … rather than go in with fists and elbows.
But the idea of pandering rather than provoking seems insane to me.
Sure, you have to have a point of view rather than just have a desire to be controversial … but while you can’t be blind to the good stuff people are doing, neither should you be to the bad.
I swear part of the problem is this attitude we are part of the ‘service’ industry.
That our job is to serve.
To stay silent.
To satisfy needs.
And while we are there to serve our clients … it’s in the quest of helping them be better, not be subservient to. But increasingly it feels that is what a lot of people are expecting – and why a lot of agencies are pandering – which is why I will always treasure something my brilliant ex-NIKE/FFI client and friend – Simon Pestridge – once said to me:
“Middle management want to be told they’re right. Senior management want to know how to be better”.
He’s right.
He’s never been more right.
It’s why the people who worked for him are also great clients … because he set great standards, of which one of them was understanding that transparency, truth and challenge are ultimate signs of respect not confrontation.
Debate isn’t bad.
In my mind, it means you both want to get to somewhere better.
Where you’re holding each other to standards and ambitions you hold dear.
Of course, to do this properly you need to share ambition, standards and trust … not just philosophically, but in terms of the actual work and change you want to create together.
I mean … if you can’t be provocative during a pitch – when a client is literally looking for new ideas – when the hell can you be?
Which all reinforces something my parents used to say to me …
Everyone wants to be liked, but you go further when you’re respected.
Filed under: Advertising, Attitude & Aptitude, Before Fame, Brand, Comment, Content, Context, Creativity, Culture, Design, Emotion, Entertainment, Gaming, Relevance, Resonance, Respect
When I was starting out in this whole advertising business, I would often find myself sent to Derby to meet a client who was based there.
Because of that client, I was introduced to some of his friends who had started a gaming company – who were also based in Derby.
They were very small, but because I was around their age and also in love with gaming, I would occasionally pop in and say hello.
One day – months after I’d last been in Derby – I passed this gaming companies offices and saw something different.
Cars.
Lots of them.
Fancy as fuck.
Now I’d obviously seen fancy cars before – even in Derby – but not at their offices, so I decided to pop in, say hello and see what was going on.
It was there I learned that a game they had spent years working on had become a success.
Not just in sales, but in its impact on broader culture.
A game I’d heard and read a lot about … but didn’t know it was from them.
And – to be honest – a game I probably would not naturally associate with them.
It was Tomb Raider.
A game that changed everyone in that companies life – for better and, in some cases, worse.
A game that featured a character – Lara Croft – that became the subject of sequels, TV shows, magazine covers, movies, books songs and young boys fantasies.
Tomb Raider – especially early Tomb Raider – was definitely of a time, but at the time, it was a revelation … which is why this image of the script scale of GTA really highlighted the change of games and the change of technology that enables them.
Look at it!
And that’s just the change between GTA 3 and 4.
So imagine what the impending GTA 6 script is going to look like.
More than that, imagine what the revenue is going to look like.
It’s already the biggest selling game and franchise in gaming console history – with over US$8 billion sold.
What’s also impressive is that they’ve been able to keep all of their ‘unsavoury’ elements and maintain their popularity. Given we live in such political times, that’s quite the achievement … and something the guys who own the Tomb Raider franchise must hate given they got left behind, despite trying to ‘modernise’ Lara.
That said, I was doing some work with Rockstar – GTA’s creators – a while back and mentioned how the context of the times meant they could really fuck with the authorities in a fascinating way and was interrupted by their lawyer who said:
“We are not going to be doing that”.
Which is almost as much of a high point as being fired by the Chili’s.
But that aside, the image above – at least to me – captures a moment when console games [and games as a whole for that matter] moved from escape to entertainment … even though the seeds of that change were made by a few particular people and titles … including one from some blokes in a building at 55 Ashbourne Road, Derby.