Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Confidence, Creative Development, Creativity, Culture, Differentiation, Management, Marketing, Marketing Fail, Trust, Truth
I was going through some old folders when I found this lovely campaign for Staedtler Highlighters.
To give a highlighter a desirable role in society is a pretty big achievement.
OK, so it’s not as thought-provoking as that door handles ad I wrote about, but it’s pretty close.
But this post isn’t about celebrating luminous green … it’s about what it is promoting: Getting to the point.
Or as this post is titled, cutting the crap.
And my god is there a lot of crap to cut.
The great irony of the above ad is that what it uses to demonstrate its ability to get to the point is something you would see in many companies self-descriptions.
Over-inflated, self-important expressions of what they do and how they do it.
It’s everywhere.
From the umbrella stand that claims to be a protection and lifestyle solutions company to We Work who decided they were a tech company simply because they had an app that people used to book a fucking room.
Look I get we all want to feel validated in what we do.
I get it provides an ability to charge a premium.
But just because you say it doesn’t mean others will think it’s true.
In fact, it can have the total opposite effect … where the good things you do are clouded by the fairy dust being constantly released.
With tech enabling people to check claims like never before, it blows my mind how much delusional ego inflation continues to rise.
Of course, part of it is because companies feel they can continue to get away with it … and there’s an element of truth in that, except in many cases, it’s because no one gives a shit about who they are or what they say and so the relationship is shallower than a Hollywood romance.
10,000 years ago I wrote about something I called unplanning … and in many ways, it’s more relevant now than it’s ever been.
That doesn’t mean being brutally honest downplays your role or value, if anything it can elevate it … especially when surrounded by big talking idiocy. But it’s more than simply differentiating from a crowded competitive space, because as someone wise once said to me, “nothing makes mistakes like someone who can’t be honest with themselves”.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Apple, Attitude & Aptitude, Brand, Brand Suicide, Communication Strategy, Creative Development, Creativity, Culture, Differentiation, Distinction, Technology, Wieden+Kennedy
Apple.
One of the best brands in the world.
From product to marketing … everything they do is considered, consistent and distinctive.
A brand voice forged over years, with a clear understanding of who they are.
But what’s interesting is what they used to be …
Or this …
Or worse of all, this …
I know they’re from a time where long copy wasn’t viewed with the same distain as a global pandemic but look at them?
And what’s with their obsession with mythical figures?
It’s ugly, it’s cluttered, it’s got no clear point of view and it’s talking around the product not at it.
And then, there’s a point in their advertising evolution that you feel they took a clear step towards where they are today with work like this …
And this …
Still a lot of copy. Arguably more.
But it just feels more contemporary …
From being product benefit focused to the choice of font to the voice … which talks to adults like an adult rather than the disinterested, casual, general audience tone they had used before.
It’s so strikingly different that you feel this was the moment Apple understood who they were and who they were for.
It’s also an obviously deliberate act … because there’s no way you would get here from the – let’s be honest – horrible historical figure focused campaigns they’d run before.
Which leads to the point of this post.
A while back I got to hear the wonderful Nils of Uncommon talk.
One of the things he said that particularly resonated with me was brands who say they need to ‘work up’ to the creativity you think they need.
In essence, it’s just their polite way of saying ‘no’ to the work you want them to do.
But the funny thing is that in the main, there’s no valid reason for them to say that, other than them being fearful of change or commitment.
There’s a lot of that at the moment.
Work in an endless loop … seemingly because the people who have the right to sign off on something are scared that the moment they do, they will be judged.
So what happens is the entire industry are caught in arrested development.
And what do agencies do?
Well, in a bid to get anything made, they agree to anything – justifying it as “being a bit better than what they did before” – so we end up with bland and boring campaigns that, bizarrely, keep everyone happy as the agency got to make something and the client doesn’t have to worry of offending anybody.
Said another way, everybody loses with this strategy.
Brand.
Advertising.
Customers.
Industry.
Which is why Nils challenges brands on what they need to do the work they could do.
It’s a test of their truth and ambition.
And he’s right to do that …
Because brands don’t get to where they want through time, but deliberate acts and choices.
Even then it won’t happen overnight … but continually and consistently playing to where you want to be is far smarter than playing to where you hope to be taken.
Because to paraphrase Dan Wieden said … you don’t become the brand you can be by discovering the power of advertising … you do it when you discover the power of your own voice.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Business, Comment, Communication Strategy, Creative Development, Creativity, Culture, Effectiveness, Management, Marketing, Marketing Fail
A few weeks ago, I saw this …
… and I have to be honest, it’s had me thinking a lot.
Because while I acknowledge you can’t take things for granted, when you get lost in the weeds, you lose sight of what you’re working towards and how you do it.
And a lot of people are doing both of those things.
Nothing sums this up more to me than the issue of attribution.
The quest to minimise risk – or ‘optimise value’ – has resulted in brands forgetting that the easiest way to get attribution is to do something interesting.
But instead – reinforced by industry ‘guru’s – we have ended up with a continual production line of commercially responsible alternatives.
Be a one colour brand.
Place brand assets higher than a brand idea.
And – worse of all – have watermarks in your ads.
While colour and brand assets have a role – albeit not a primary role as so many people seem to suggest – if you feel the only way your brand will be remembered in your commercial is to place your logo all the way through it, then you either don’t know how people work or how advertising does.
Or said another way, you’re admitting your brand and your product are forgettable.
Seriously … why would you do that?
Why would you spend millions on something that positions you as uninteresting.
Worse, why would you spend millions on something that positions you as uninteresting and make sure people know it’s you by ramming your logo down their throat?
But somewhere, someone is measuring the ‘impact’ of this approach and finding a way to demonstrate its effectiveness to clients. Letting everyone feel pleased with themselves. Their choices. Their actions. Creating a precedent others will follow in the blind belief they’re being smarter … more optimised … more effective than all their competitors. All the time consciously and deliberately ignoring the critical fact that it’s undermining them rather than liberating them.
Which leads back to that tweet at the top of the page.
Because while knowing how things are going is important, nothing reveals how lost you are than measuring everything but valuing nothing.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Culture
There have been a few times in my life where I have felt my brain was full.
Literally.
That to fit anything new in, meant I had to tip something out.
Obviously I now realise that the occasions I felt that way, my mental health was suffering.
Except I didn’t know about mental health back then.
No one did.
Oh I accepted I was stressed.
I appreciated my workload was out of control.
But I thought the only way to deal with it was to deal with it.
Late nights.
Over-consumption of bad food and cans of Diet Coke.
Pretend everything was OK.
Except it wasn’t.
My girlfriend at the time, Jill – now my wife, saw it and told me it was madness. I had to stop.
But I was in a job I didn’t feel I deserved to have … with a new company … in a new country that had zero understanding about work/life balance … in a new relationship where I had taken her from her home country to somewhere totally new where she knew no one … so I felt I needed to show my commitment and ability.
To Jill. To my new colleagues. To myself.
And the worst thing is, I managed to do just that.
I got through it.
Which meant I wrote the episode off as ‘stress’ and ‘workload’ and believed if it happened again, I could deal with it.
Which is exactly what I did.
Or should I say, I thought I did.
Because as I got older, I have felt the scars it left.
Sometimes hidden. Sometimes in plain sight.
And what I came to realise was it was so much more than stress and workload … but burnout.
Not just in terms of physical tiredness.
But mental and emotional.
I was cut adrift from who I was … where living was surviving.
No one should think they can’t take any more new information in.
No one should finish work at 3am and think it’s OK to be up 2 hours later.
No one should think a weekend without any work is uncomfortable.
No one should feel it’s wrong to say, “I need some help” or “I just can’t do this”.
Doesn’t matter if it’s for a month or a week … it’s just stupid.
Ironically, I owe a great deal of thanks to one of the worst clients I’ve ever worked with.
They worked for a major technology company and basically were a total prick.
Treated me like shit.
Demanding things. Expecting things, Dismissing things.
And while all my other clients were great and we were doing great things … this one sucked all the light out of everything. Almost revelled in doing it.
The breaking point came when he asked me to write up some things we had discussed and agreed on, then wrote an email saying it didn’t make sense and I wasn’t paying attention to his requirements … EVEN THOUGH IT WAS WHAT HE HAD SAID WORD FOR WORD.
Bear in mind, this was also the same person who asked me to present to a room full of his team only to tell a colleague of mine that no one spoke English – so it was simply for their amusement.
I had words with them then.
But this time I snapped.
I rang Jill and told her to pack a bag for us, grab our passports and meet me at the office.
I then met Jill downstairs where we went straight to the airport and boarded a plane to Australia where we spent 5 days away from everyone and everything.
I didn’t even tell work until we landed in Sydney and even then it was via an email – including a bunch of evidence of how I, and the agency, had been treated.
Now you may think this is where I tell you I was sacked.
But I wasn’t … because the CEO was – and remains – an absolutely brilliant human.
He was pissed off … but at the client for acting that way and at me for not telling them about it.
And he dealt with them so I felt OK to come back.
What’s interesting is while you may think I would feel embarrassed by my response, I didn’t.
If anything, I felt euphoric.
Oh I’m sure people were talking behind my back, but I didn’t care … because I’d survived.
It had taken too long.
I’d suffered more than I knew.
But I’d survived.
Ironically, it is only relatively recently that I grasped how terrible it was that I felt good about ‘surviving’, when no job should ever make you feel that way.
The only positive of this whole situation was it had such a profound affect on me that I vowed I’d never allow it to happen to me – or others who work with me – again. And I haven’t. Whether a company or client … receiving money for a service doesn’t equate to ownership of your opinions, self-worth or life, it equates to doing what you have been paid to do in a respectful, conscientious, considerate and honest manner.
That’s it.
And if anyone thinks differently – and there’s a lot of those who do – then they’re wrong, regardless how much they try to shift the blame.
Last year I wrote about depression.
I said that while I appreciate the privilege I have being able to talk openly about this – mainly because I am an old white man so any ramifications will still be far less than if I was a woman, a person of colour, non-binary, a member of the LGBTQ+ community or just younger in age – I hoped by doing it, it may normalise it in some way.
That’s why I’m writing this.
No one is immune from mental health challenges.
To have people feel they can’t acknowledge or discuss their situation doesn’t make it go away.
In fact it makes it worse.
There’s countless stories on Corporate Gaslighting that show that.
Which is why if anyone out there feels they’re in a situation where they don’t know how or who to talk to … or suspect they may be entering this cycle and want to talk it out … or are in a situation where they can’t afford to leave their job but their mental health can’t afford to stay … please drop me a line. I am not qualified to help. But I would be very happy to listen.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Awards, China, Creativity, Culture, Equality
This is an open letter to Little Black Book, The Drum, Campaign Brief, Campaign, Adweek, Cannes, Warc … basically every industry publication or award show around the world.
Please …
Pretty please …
… can you stop awarding English speaking agencies – especially those only with offices in English speaking nations, only producing work in English – titles like ‘Best APAC agency’.
I get they may have won more awards than any other agency in the region.
I get they may have topped more categories than any other agency in the region.
I get they may have been recognised more than any other agency in the region.
BUT at best, they’re the best ENGLISH SPEAKING agency in APAC.
That clarification is important …
Because apart from it being factually correct, it stops devaluing and demeaning the companies, agencies and people who don’t speak English as their native language.
Which in terms of the APAC region, is the vast majority.
Years ago, an agency who had been named APAC Agency of the Year, put something out that said something like:
“If you’re a company in Japan who are ambitious, then the APAC Agency of the Year would love to help you fulfil your goals”.
Now I get recognition is important.
I also get being named APAC Agency of the Year is utterly epic.
But … but …
Hell, it wasn’t even written in Japanese … which suggests they didn’t think it mattered if you don’t speak the language, don’t know the culture, don’t have an office in that country, don’t have any Japanese employees, don’t work in Japanese … you can teach them a thing or two about great work.
I mean, can you get more Colonialist than that???
Hell, even if they meant it in terms of expanding outside of Japan – rather than inside the country – it’s still pretty arrogant.
That said, I used to see this shit all the time when I was in China.
I still remember an exec from a UK-only based agency telling a room full of Chinese business leaders “we can help them be successful”, despite that being the very first time they had been in China … or the social media ‘guru’ who told people at Unilever China why Twitter was so powerful, not realising Twitter was banned in China.
It would be hilarious if it wasn’t tragic.
I should point out Colenso has been crowned ‘best APAC agency’ in its time … and while that before I was here, I still find it wrong and would openly say it was.
Sure, they didn’t suggest they were going to colonise the whole region with their approach to creativity, but they also didn’t say they weren’t … which still suggests some sort of superiority, intentional or not.
Look, I get the titles are a byproduct of how the awards are calculated … and I get it also reflects who enters and how many times … but given the vast majority of the judges are English natives – with Western frames-of-reference – it immediately benefits those who come from similar backgrounds.
This is not a new issue for me.
I said it when I got Chaz from BBH to do a co/presentation with me/Wieden in 2012 … I said in back in 2013, when I was invited to speak at Mumbrella about Asian creativity and I said it every time I was spoke at an Asian awards where the lead language was – bizarrely – English.
Asian creativity has a terrible reputation.
I know there’s issues of scam advertising, but that’s not unique to Asia. Remember Peggy?
The reality is the Asian region has used creativity in innovative ways for thousands of years.
For fucks sake, this is where paper, printing, money, gunpowder, wheelbarrows, coffins, chopsticks, toilet paper, holistic health and TikTok originated.
Sure, the creativity produced today may not always follow Western market approaches … and their contexts of life may be very different to other countries … but that doesn’t mean it’s any less worthy, valuable, creative or interesting.
We can all learn from others.
There is so much to gain from hearing how other countries approach things.
Being the best English speaking agency in APAC is still a wonderful achievement.
But there’s enough ego in this industry without us adding to it by handing out titles that have more in common with colonialism than creativity.
Over to you industry award and magazines …