Filed under: A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Colenso, Comment, Culture, New Zealand
I’ve been at Colenso almost a year.
I know … where the hell has the time gone?
Anyway, recently I got the above message from our IT department which helped me discover that up until that moment … not only had I NOT been on the ‘all agency’ emails, all the agency had not been getting mine either.
What the hell?
And while it meant that I suddenly had 800+ emails to catch up on – not to mention feeling a sense of disappointment that work had missed out on the 8000+ stupid/insulting/inappropriate ‘all staff’ emails I’d written over my time here – I must admit to feeling a deep sense of joy that for all the IT training we’ve had in relation to ‘safe protocols’, someone within that department inadvertently released the most annoying virus they’ll ever see.
Me.
Cue: Evil laugh.
Filed under: A Bit Of Inspiration, Agency Culture, Anniversary, Attitude & Aptitude, China, Colenso, Comment, Creativity, Culture, Effectiveness, Environment, Family, Jill, Love, New Zealand, Otis, Rosie
A year ago today, Jill, Otis, Rosie and I left our beautiful family home – that we only had bought and moved into 6 months earlier – to get on a plane for the first time in over a year and fly to the other side of the planet to start a new life in New Zealand.
Now of course, because Kiwiland is so fucking far away from everywhere, it took us 2 days to get here which means we’ve not officially been here a year … but if you will excuse the early anniversary, it still something I wish to celebrate.
Despite having moved countries more times than anyone should be allowed to … the build up to this move was the most stressful we’d ever had.
Of course, the reason for that was bloody COVID … but with changing rules, changing flights and changing timelines, it felt like an impossible dream when we boarded the plane 12 months ago today.
Then there was the 2 weeks of quarantine we had in Hamilton.
While it was restrictive, it was actually an amazing way to settle in a country because whether we liked it or not, we were not allowed to do anything.
Normally when we land in a country, it’s mayhem trying to learn the areas, find a house, buy a car. But this time it was easy, mainly because – in a moment of madness – we had bought a house and a car when we were in England.
While that might sound mad, the car was easy because it was simply the latest version of the car I bought in the UK. Which was the same as I bought in the US. Even down to the colour.
As for the house … OK, that was bonkers, but sadly for our bank manager, that wasn’t the first time we’d done it.
But it all worked out.
Not just in terms of house and car, but life.
We’re settled.
Otis loves his school.
Jill loves we live in the trees.
Rosie loves she can watch birds all day.
I love the talented mob I get to work with each day.
Colenso has done some lovely stuff – but it’s only the start – but we’ve won some global business, awards and a bunch of friends [not to mention the odd bitter enemy] but even more importantly, is that I’ve lucked in with the people I get to work with each day.
What a top bunch they are … with a special mention for my wonderful team who are a bunch of beautifully opinionated, creative and interesting assholes.
Just as I like them. [Most of the time, hahaha]
In fact the only thing that has been horrible has been the timezone … which means when I’m doing my Metallica duty or Gentle Monster duty, it ends up being so early or late I could cry.
Actually, for the first few weeks I probably did in shock … but now it’s second nature and they’ve all been ace. Hell, even the 4+ months of lockdown didn’t dampen our spirit.
Sure, we had travelled half way around the World to end up back where we started … but COVID here was very different to COVID in the UK.
Here there was a plan with clarity and communication.
And while people here say there’s a bunch of stuff the government could have done better – which, in some cases, is fair – compared to what we experienced in the UK, it’s all A+.
While we know we won’t be in NZ forever, we do love it here.
We are so appreciative of the chance we have been given … even more so when so many Kiwi’s have found it so hard to come back. NZ has been generous, supportive, open and encouraging. Hell, not only did they let me meet Noel Edmonds, James Cameron and brilliant Jacinda, they even looked after us when we all individually found ourselves having to go into hospital. In terms of ensuring you can deal with the sadness of not seeing friends and loved ones, NZ did it with absolute bloody panache.
I hope in our time here, we are seen as contributing to the nation. We want to do that so much. Celebrate it. Honour it. And – where possible – help it. Not just so we can learn and know more about this special place, but so we can say thank you for letting us be here.
Happy [almost] anniversary NZ.
You might wish it hadn’t happened, but we’re glad it did.
Filed under: A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Colenso, Comment, Creativity, Culture, Emotion, Empathy, Happiness, Health, Holiday, Home, New Zealand
Over the Christmas period – our first in NZ – we had 3 weeks off.
When I say ‘we’, I mean the vast majority of the entire country had 3 weeks off.
Some even more.
This was a revelation to me.
As an adult – or at least my version of being an adult – I’d never had more than 10 days off at Christmas and that only happened because Christmas/New Years fell on convenient days so it was worth using some of my annual holidays for it.
And it was when I returned to work this time that I realised how much this 3 week break had positively affected me.
Now you could argue anyone would feel that way after that length of break, but I felt very emotionally scarred from a very traumatic December that included the loss of a dear friend, an unexpected operation for Otis and an unexpected hospital visit for me – so to come back feeling refreshed and relaxed was somewhat of a surprise.
And then I realised why this had happened.
Because it wasn’t just me who had enjoyed this break, but the whole country.
An entire nation who deeply value, respect and treasure this holiday.
And because of this, there were no emails … no last minute requests … no urgent presentations.
In fact, there were no interaction whatsoever.
And it was that ‘blanket break’ that made all the difference.
Because when no one is worried about receiving an emergency request or being left behind because everyone is at work while they’re on holiday, they can properly relax.
OK, so it helps its summer … but the universal freedom from worrying about work means everyone relaxes and replenishes.
Hell, we even made a joke about it by creating a holiday gift that was a personalised restraining order for our clients … a demand for them to not contact anyone from Colenso for a period of 21 days.
And while it was all done with tongue very firmly in-cheek, the benefit of following it was real.
Because truly rested clients and colleagues are better clients and colleagues … emotionally, physically and mentally.
In many ways, the most effective way to drive quality, efficiency and happiness is to enforce mass escape.
Not team bonding days.
Not project sprints.
No bullshit claims of unlimited holidays.
But a break.
A significant, mass, vacation that’s treated by all as sacrosanct.
Of course nations in Europe have been doing this sort of thing for decades …
And while many in the UK and US tend to look down on them as if they’re an act of weakness, they’re missing the point.
Because life isn’t simply about what you have, but how you live.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Comment, Communication Strategy, Confidence, Content, Context, Creativity, Culture, Design, Distinction, Effectiveness, Emotion, Empathy, Food, Happiness, Imagination, Innovation, Italy, Management, Marketing, Mum, Relevance, Resonance, Strategy
Yesterday I wrote about laziness in retail, well today I’m going to write about when you care deeply about it.
Have a look at this packaging:
Maybe it’s because I’m half Italian.
Maybe it’s because pasta is my undisputed favourite food.
Maybe it’s because the brand uses wheat from the region of Italy my family is from.
But how utterly glorious is it?!
It does everything packaging should do …
It is distinctive without trying too hard.
It shows the quality of the product inside.
It feels premium without being pretentious and charming without being childish.
It is a bloody masterpiece.
I love that because the pasta shape is an integral part of the packaging design, it allows the overall look to be clean while still being informative.
What’s even better is that while it started out as a project by Russian designer, Nikita Konkin … it ended up being turned into a real brand by German company, Greenomic Delikatessen, who bought the idea of Nikita.
Or said another way …
Creativity turned an everyday product into something with a highly desirable and distinctive commercial value.
Isn’t it funny how all those marketing training programs being flogged left, right and centre never talk about this sort of thing. Instead it’s all dot-to-dot processes to build identikit branded assets, eco-systems and strategy frameworks.
But then this also shows the difference between design and adland.
Designers identify real problems and look for ways to solve them with clarity, simplicity and distinctiveness. Whereas too many in adland choose what problem that want to solve and then add all manner of complexity to the solution in a bid to look like they’re fucking geniuses or to try and justify the ever decreasing fee the procurement department is forcing on them.
Remember Peggy?
The ‘innovation’ JWT Australia claimed ‘would allow their client to empower people to maximise their day through weather aggregation technology’. What that bullshit translated to was a ‘scam product and app’ that would tell you if it was going to rain so you’d know if you should hang your clothes out to dry
Yep, forget weather apps.
Forget USING YOUR EYES TO LOOK OUT THE WINDOW.
JWT was going to revolutionise the ‘washing line process’.
By making it longer, shitter and more expensive.
Hahahahahahahahahahahahahahahahahahahahahahahaha.
Unsurprisingly nothing happened with it because it was utter bollocks whereas everything happened for Nikita because he actually saw something that had real commercial value without extensive investment.
However in classic Russian melodrama style, he says he came up with the idea when he was “in love and perhaps this influenced me, though it could be just a coincidence” … which suggests he’s no longer in love and probably spending his time designing vodka bottles that look like your heart is dying. Or something.
I have written a lot in the past about the importance and value of design.
Whether it was the brilliant SONOS ‘sound waves‘ or the potential of using BK’s new logo as an emoji for food ordering.
Underpinning all of this is consideration, simplicity and craft.
Yes, I appreciate a personal project affords you more time than a client project … but designers are getting it right more often than adland and yet the talent in adland is there.
There’s tons of it. Everywhere.
And while there are still some amazing things coming out from the industry, I can’t help but feel design is pushing the possibilities of creativity more … which means the issue for adland must be something else.
Whether that is time, expectation, budgets or relationships, I’m not sure … but whatever it is, the attitude of ‘good enough is good enough’ is far too prevalent these days.
Or should I say, it is until someone like Nikita comes along and shows companies what they could have if they allow the experts to show them how they see the World rather than being told what to create by a committee of middle managers who value speed over quality and lack taste, judgement and real understanding of their audience.
It’s not easy to make something great.
But as a packet of pasta proves, it’s worth it.
Creatively, commercially and culturally.
Filed under: A Bit Of Inspiration, Advertising, Apathy, Attitude & Aptitude, Australia, Authenticity, Comment, Communication Strategy, Confidence, Content, Context, Creative Development, Creativity, Culture, Environment, Marketing, Perspective, Point Of View, Relevance, Resonance, Respect, Social Commentary, Social Divide, Strategy, Stubborness
Many years ago, I did a campaign for Australian ‘youth’ radio station, Triple J.
Triple J was a government funded radio station, but what set it apart was that it had a mandate to play new artists, preferably Australian, who were definitely not part of the mainstream crowd.
Think John Peel, but Australian.
What I loved about them was how much they divided opinion.
To some they were hope. To others they were noise.
But as we delved deeper, it became apparent the people who thought it was noise were basically proud the followers of the mainstream. The focus-group designed. The beige and the blunted. The average.
Now I appreciate that sounds massively judgemental … but what I found interesting was how companies had basically messed with the meaning of average in a bid to make more cash from customers.
In the old days, average was an achievement.
The meeting point between quality and cost.
Democratisation.
Progression.
Access.
But now average wasn’t that at all.
It was mainstream mediocrity.
Designed for easy, passive appeal. Mindlessness. A strategy of making beige act like gold.
Which led to the point of view of the work: The enemy of average.
Directly targeting anything that had been designed to dumb down rather than lift up.
We got into all sorts of mischief …
From placing warning stickers on all ‘easy listening’ artists in HMV [that saw us being threatened with legal action] … to running ads during mainstream TV to tell viewers they’re being murdered by averageness … to images of mainstream mediocre products being placed in public toilets so you could literally piss on them. [Beige Volvo anyone?]
And while this may all sound madness – and this was the 90’s so tastes were very different – we knew the only way to attract more listeners was to ensure we did it in a way that made our existing fans see we were fighting for what we believe, rather than pandering to popularity.
The old reverse psychology trick.
And it worked because ultimately this was just an extension of who they truly were.
Stubborn, opinionated, mischievous, audacious and uncompromising.
A teen who was very comfortable in playing with the uncomfortable.
And what this did was help build the cult of the brand … helping Triple J enter a new phase of growth while never looking like they were chasing fame.
Of course, they’re not the only ones who have pulled this off.
Playstation did it … NIKE have done it … Supreme do it … but the key to pulling this off successfully is knowing who you are and knowing who you’re for and frankly, not many can brands – or agencies – say that, especially these days.
What makes this even more amazing is how many agencies and companies bang on about their authenticity and purpose … but the problem is they can’t see what they’ve become: a mediocrity pleaser machine.
Of course the signs are there if you just scratch the surface.
Generic, mass audiences.
An aversion for sacrifice.
A desire to remove any sharp edges or opinion.
And while many think making a brand as easy to buy is the greatest way to achieve success, the thing they need to remember is the future goes nowhere in the hands of cowards.