Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Comment, Craft, Creative Development, Creativity, Culture, Devious Strategy, Finance, Money, Relevance, Resonance, Respect
The picture above is a well known internet image that reflects the value of using professionals.
It’s right.
But where it’s not entirely accurate is that in the real world, what’s happening more and more is that rather than ending up with an image of a horse drawn by a blind, drunk, 5 year old … clients are getting a beautifully image because the professional has been forced to lower his price to get the work.
It’s shit.
What’s worse is that many of these highly talented, exceptionally trained professionals have been made to forget their own value.
It doesn’t happen immediately, it’s often a slow, drawn out process – but the end point is the same, they treat their craft as a commodity. Not because it is, but because they’ve been made to think that way.
When I started working with Metallica, their management asked for my rates and costs.
I gave it to them.
They told me I was a fool and I needed to triple it.
Let me be clear, I thought it was a fair cost – I wasn’t knowingly lowballing myself – and yet here I was being told it wasn’t just low, it was THREE TIMES LOW.
I said I couldn’t do that, it was in-line with market rates and I felt it was fair … to which they asked me a question that changed the way I value what I do.
“Do you think your work and your experience is better than the market?
I knew if I said no, they’d ask why they were working with me, so of course I said yes.
I have to admit, I felt a bit weird saying it, but there were 3 reasons that pushed me to do it.
1. I really wanted to work with them.
2. It was obvious they thought I was worth that amount.
3. Without being arrogant, my experience is pretty huge.
Now the reality is my fee was still a fraction of what many people in the industry charge, but for them to do that when they could have just accepted my fee and said nothing – especially as they knew I wanted to work with them – is something I will forever be grateful for.
It also means I work harder for them, to both repay their faith and keep justifying my rate.
Clever sods.
Since this moment, my relationship with charging for what I do has literally done a full 180.
It’s why I was able to take on a procurement department when they tried to position me as ‘just another supplier’.
It’s why I enjoyed doing it.
It’s also why I was happy to do it in such a mischievous way.
For people who worked with me before – especially at cynic – this shift is amazing.
I was always George’s worst nightmare.
Agreeing to any price if the opportunity excited me.
It’s why I was banned from my own company when dealing with clients about money.
It’s why I still apologise to George for what I did.
Because I was not just undervaluing my talent, but everyone else’s too.
I know it’s hard, but the only way we will educate clients to pay what creative talent deserves – which, let’s not forget, it still a fraction of what they happily pay consultants who don’t ever do the work they recommend – is to give them the standard their budget actually should pay for.
For example the horse at the top of this page.
Because craft is not an expense but an investment.
An investment that doesn’t just lead to better work, but work that lets your client achieve more from it. Whether that’s charging a price premium or simple making more people more interested in what they do.
As Harrison Ford said, the most important thing we can learn is the value of value.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand Suicide, Comment, Communication Strategy, Confidence, Corporate Evil, Creative Brief, Creative Development, Creativity, Culture, Differentiation, Distinction, Imagination, Innovation, Insight, Management, Marketing, Marketing Fail, Perspective, Relevance, Resonance, Talent
I still remember buying a movie soundtrack only to discover none of the songs had actually featured in the movie.
When I looked at the cover, I saw “songs inspired by the movie” … in other words, the film company couldn’t get the rights to release the actual music, so they got some two-bit band to write some nondescript music supposedly after watching the film.
It wasn’t as bad as those albums where they got a covers band to sing a well known song – rather than the actual artist – but it was close.
The reason I say this is that I’m seeing a bunch of ‘write-ups’ of ads that seem to adopt the same position.
“Inspired by”.
“Influenced”
“Reinterpreted”.
Now there’s nothing really wrong with this … it’s something that’s been done by all manner of industries for centuries … however while there’s a common belief that ‘genius steals’, the counter to this is ‘lazy borrows’.
I know … I know … I’m being deliberately assholey, but the beauty of our industry is when we allow creatives the freedom to create.
To allow their crazy minds to take us all to crazy intriguing places.
But instead … thanks to budgets, timelines, dictatorial research, corporate fear, layers of management – and countless other things – we don’t.
Which is why we see so many pieces of work that are replications of a film, a meme, a song, a TikTok idea … basically a version of an album of popular songs that haven’t been played by any of the original artists.
Our industry is capable of brilliant things.
But we’ve sold creativity down the river in a bid to make things easier for people who don’t even value the power of creativity.
Nothing smacks of madness as much as that.
Meanwhile, culture leads change of behaviour, attitudes and choices through its endless energy to explore and express.
So while being inspired is one thing, duplicating is another and when certain brands expect people to spend hundreds or thousands on their products, it blows my mind they want to under-invest in the way they actually present themselves in their communication.
Oh they won’t see it that way.
They’ll talk about the celebrity they hired to front the campaign.
Or the music they licensed.
But underneath it all, they’ll they’re taking shortcuts.
They’ll kid themselves it’s working with charts on optimisation or efficiencies … but the reality is they’re trying to work out how long they’ve got before it all falls apart, because the difference between leading and chasing is not about spend, it’s about attitude.
Or said another way …
You either make music or you’re just a cover band.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Creative Development, Creativity, Culture, Film, Fulfillment, Guns
I love Nicholas Cage.
Yes, I know he’s become a caricature of himself.
Yes, I know he’s not made a good movie in an age.
But my god – whether the movie is good or bad – you remember him.
One of my favourite movies with him in it is one of my favourite movies.
Lord of War.
It is arguably the last great movie he made.
It’s the story of a global arms dealer – Yuri Orlov – however the reality is the lead character, played by Cage, is an amalgamation of a number of real life ‘Lords of War’ with many of the scenes in the movie being based on true stories.
In fact, the way they made the movie – specifically the tank scene – is worthy of its own film.
But that’s not what this post is really about.
It’s about the opening scene to the movie … one of the best opening scenes ever made.
People talk about the opening credits of Seven … or Limitless … but while they set the mood, they don’t tell a story … and this does it brilliantly. The story that set ups the story you’re going to watch.
I can’t remember how they previewed the movie, but I hope they just ran this because it is better than any trailer they could ever have come up with. Mainly because it doesn’t attempt to tell the whole story, it tells just enough to make you want to find out more.
As a trailer should, but generally never.
OK, it’s not totally perfect.
The CGI is not as good – or as impactful – as it would be if they made it today … however the idea of showing the life of a bullet is a masterclass in storytelling.
And film making.
And creating anticipation.
And proof that occasionally, Nicolas Cage, makes the best decisions of anyone.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Colenso, Comment, Creativity, Culture
… but all idiots do idiotic things.
Yes … I know it’s daft.
Yes … I know it was potentially different.
But my god, these are the stupid things that makes this industry fun.
The weird, the wonderful, the daft and the ridiculous.
I get it – it’s unprofessional and immature – but it also connects and unites. Reminds people they’re not in a corporate job. Gives you memories that you still smile about years later.
I’ve seen, experienced – and probably engaged – in a bunch of stuff that represents this.
OK, there’s some I regret – and a couple I can never, ever tell – but the reality is no one ever got hurt and those moments helped create an environment where everyone felt there were no limits to what was possible.
Hell, one of those stupid moments led to an idea where we created a rollercoaster inside a house in Shanghai for Heineken.
And while I appreciate a bunch of you who read this will see it as some bullshit attempt justify acts of stupidity, seeing a plaque made for someone who swallowed a coin creates a much more inspiring and memorable place to work than the the painfully efficient, contrived and soulless, multi-agency brand buildings favoured by so many these days.
Or maybe that’s just me.
Probably me.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Comment, Confidence, Consultants, Content, Creativity, Culture, Digital, Fake Attitude, Innovation, Management, Perspective, Planners, Point Of View, Professionalism, Relevance, Resonance, Respect
I used to think it took a lot of hard work to be simple.
A lot of thinking.
Evaluating.
Sharpening.
Changing.
But maybe I was wrong because I literally cannot imagine how much time it took to create this:
It’s a masterclass in nonsensical.
A blueprint for showing a company who doesn’t know what they actually do.
A celebration of the buzzword bingo bullshit that permeates so many organisations.
Basically, imposters talking to imposters with words they’ve so bastardised the meaning of, that you’d be hard pressed to recognise their original definition if you were left alone with them in a bar overnight with only a dictionary for company.
The verbal equivalent of Mickey Rourke.
Or Lara Flynn Boyle.
Hence now …
Innovation means ‘we’ve made something average a little bit better’.
Revolution means ‘we’ve never done this before though others have’.
Experience means ‘we offer our customers boring and average’.
Transformation means ‘we’ve caught up to everyone else’.
[hence ‘digital transformation’ is simply code for, ‘not being left so far behind’ as opposed – as many in the industry also like to position it – as reinventing the whole category]
And while adland is the cause of a lot of this bullshit, the consultancies – or worse, the wannabe-consultancies – are taking it to a whole new level. Continually creating nonsensical language and definitions in an attempt to feel intellectually superior to those around them. Believing this sort of language acts as a sort-of ‘code’ that helps identify other delusionists, wannabe’s and/or victims … so they can revel and reward themselves with their Emperors New Clothes bullshit.
Until they can’t.
What is particularly amusing is these companies still celebrate the old adage of ‘quality over quantity’ … even though they show up with a level of excessive vulgarity that would put Donald Trump to shame.
Talking in plain English – or plain any language – is not a bad thing.
If anything, it is the most powerful.
Not just because it is easier to communicate and relate to.
Nor because it shows you can identify the core problem that needs addressing.
But because it captures something my old man used to say to all his young lawyers:
“If you want to show how intelligent you are, you’re not that intelligent”.