Filed under: 2025, A Bit Of Inspiration, Advertising, Agency Culture, America, Attitude & Aptitude, Brand Suicide, Cakes And Pies, China, Colenso, Colleagues, Comment, Confidence, Creativity, Culture, Deutsch, England, London, New Zealand, R/GA, Shanghai, Wieden+Kennedy
Over the years, I’ve introduced a number of behaviours and/or rituals into the places I’ve worked.
Some have been serious … like the cultural research studies and books I’ve done, such as Dream Small or America in the Raw [to name but two] and some have been errrrrrm, less serious, like the pie-making competitions.
I say less serious, but people don’t act that way.
In fact, regardless of whether I’m talking about the teams in Shanghai, LA, London or Auckland … they all reveal they’re as competitive as fuck.
And in some cases, delusional as hell. Hahaha.
At Colenso, I introduced the Fuck Off And Pie.
Basically we define a theme – or an ingredient – and people have to make something that reflects it.
It’s all blind-tested and then we vote on who is best over a number of categories before the overall winner is revealed to great fanfare.
Or some fanfare.
Anyway, last month the Fuck Off And Pie theme was ‘birthday’s’.
Over the space of 2 hours we witnessed – and ate – a glorious celebration of creativity, gastronomy, insanity and revenge. Put it this way, as bakers … we’re great planners.
From a personal point of view, I had a lot to prove.
Despite being my idea, the last 2 occasions had seem my submission come second-to-last. This was devastating, given I had won first place at R/GA with my totally breakthrough [cough cough] ‘Breakfast Pie’.
The good news is my entry – entitled, ‘Give Birth, Day Cake’ came a highly credible 3rd.
The bad news is I probably have another HR violation.
Here’s why … followed by some other pics of the day. A day that will long live in our memory, and our bowels.
[It’s a public holiday in Auckland on Monday – I know, I know – so see you Tuesday]
Filed under: Attitude & Aptitude, Authenticity, Brand Suicide, Comment, Communication Strategy, Embarrassing Moments, Fake Attitude, Marketing Fail
We all love recognition.
Whether a compliment from a colleague or an award from your industry … recognition is a wonderful reward for your efforts.
Not that it is always done with that objective or intent, but if feels good and – in certain circumstances – can lead to a whole host of opportunities, from relationships to promotions.
But there are occasions where recognition sucks.
I don’t mean that in terms of the type of recognition Liz Truss achieved when she became the shortest serving [and economy destroying] Prime Minister in the history of the UK, I mean in terms of this …
‘The Most Innovative Leaders Transforming The Future of Energy in 2024’ …
What the fuck???
I’m not saying that simply because of their attempt to associate me with it, I’m saying that because it’s ego-filled bullshit.
“Innovative”.
“Transforming”.
“Future”.
My god … are they trying to play corporate buzzword bingo???
But that aside, why am I getting sent this email?
Yes, I worked with FFI – where we did our Rick and Morty collab – and yes, they are very innovative, but they don’t mention them in the email so I can only assume they have decided to specifically and deliberately ‘target’ me.
But what is even more hilarious is how they’re desperately trying to insinuate I’m connected to ‘the most innovative leaders transforming the future of energy in 2024’ … when in reality, all they’re trying to do is get me to advertise in their magazine.
Except there’s 2 problems.
1. I know I’d never be nominated to be in that group, because …
2. I don’t work in the industry of that group.
Which suggests either their database of information is more flawed than a Tory Politician or they’re just utterly stupid.
And here’s the thing …
While pandering to ego – either overtly or suggestively – can work, you better make sure you have your facts and context right because otherwise the bubble of delusion you’re trying to get people inside will pop and ne replaced with a great big spotlight that shines bright on the bullshit of it all.
Given Sam – the author of the email – has failed to recognise this fact from my continued disregard for his email, I’ve replied to his email with a link to this post.
So Sam … if you’re reading this, 10/10 for persistence. 1/10 for believability.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Brand Suicide, Brands, Business, Comment, Context, Corporate Evil, Creativity, Culture, Differentiation, Distinction, Honesty, Innovation, Management, Marketing, Marketing Fail
I saw these 2 brilliant cats starring each other down when I was in Utrecht a few months ago.
Look at them.
Focused. Determined. Pissed off.
Trying desperately to intimidate each other while obviously being scared of each other.
Maybe not in terms of size … or beauty … but in terms of one being able to pull off something better, quicker or smarter than the other.
Trapped in an endless cycle of statue paralysis or trying to micro ‘one up’ the other.
The cat cold-war so to speak.
And what is funny is this is often how many brands behave.
Looking sideways rather than ahead.
So lost in what one other brand is doing – or could be doing – they ignore what’s going on around them.
What others are achieving without them.
Sometimes this is not simply driven by a competition, but greed.
A desire to make sure nothing is left on the table.
Hoovering up every scrap.
Believing they are in control and in power so nothing can challenge or take them.
So lost in their self-belief that they fail to see they’re being left behind.
Blinkered by ego.
We saw it with Nokia when Apple launched the iPhone.
We saw it with Listerine when Wrigley’s positioned chewing gum as dental care.
We saw it with Kodak when they chose to protect their photo processing profits rather than launch their digital camera.
We have seen it over and over again.
And while sometimes, having a focused enemy can push you to greater heights than you would be able to achieve on your own … driving you to make things better, rather than to look for things never done before [because often, those things are stupid or self-indulgent] like most things in life, the key is knowing when this approach starts to be counter productive.
When the focus is pulling you back than pushing you forward.
Blinkering your view rather than opening your perspective.
Losing your edge rather than fuelling your ambition.
But sadly, too many brands act like those two cats in Utrecht.
Unable to look away but without the looks to make others still want to come to them.
Which is why as much as there’s a lot to be said for exploiting and optimising the failings and learnings of your numero uno foe, there’s also a lot to be said for remembering to keep looking up and out from your blinkered bubble.
Or said another way …
When you ensure you’re focused on where culture is heading, you don’t get lost following where your competition is staying.
Filed under: A Bit Of Inspiration, Advertising, Age, Brand, Brand Suicide, Comment, Content, Context, Crap Campaigns In History, Creativity, Empathy, Marketing, Marketing Fail, Mediocrity, Resonance
Growing old is a fascinating experience because of the multitude of ways it impacts you.
And while a lot of the narrative around it is negative, it’s not entirely the case.
You give less of a fuck about things that used to bother you because you realise they don’t really matter. And you feel more confident to speak up about issues that do bother you, because you are less nervous about expressing how you feel.
Sure, that can lead to all sorts of problematic behaviour and attitudes, but as long as you’re not a myopic, prejudiced dick … it’s generally good.
But without doubt there’s things that do mess with you.
Parts of you hurt you didn’t even know was a part that could hurt.
You are made very aware that your relevance to society is less important.
And when you look in the mirror, you don’t recognise the old bastard staring back at you.
There’s a lot of money in trying to delay the signs of ages.
Or should I say, the physical signs.
And while I could make this a post about the unfair, unjust and unrealistic expectations [and judgement] that society places on looks – and aging – especially towards women, that’s not the point of this post.
You see I recently passed a cosmetic beauty shop/spa/clinic whose promise to ‘help you counter the realities of growing old’ seemed to miss the point of what potential customers actually are looking for.
Or at least it did to me, because their ad said this …
Now maybe I’m wrong, but surely one of the main points in seeking anti-aging treatment is so you DON’T age your way.
That, if anything, you age someone else’s way.
Preferably someone much younger than you.
And hotter.
OK, with hindsight, I get that’s what they maybe meant.
That they were trying to say their treatment allows you to control how you age, as opposed to leaving it to nature. And if that’s the case, then it’s probably closer to being the right proposition [albeit flawed, generic and contrived as hell] with some of the worst writing.
But then I hate that whole ‘YOUR RULES, YOUR WAY’ ad narrative that appears so often.
Communication that’s devoid of any sort of definitive or differentiated idea, other than utterly preposterous suggestion their product/service empowers you to conquer and counter all the rules, realities and science of the World that relates to your particular situation or need.
The imbecilic idea that people will believe this company/brand has the knowledge/technology/magic to achieve what no other organisation or individual can achieve.
ON THE PLANET.
Jesus Christ, it’s so lazy and unimaginative.
Sure, I get this approach works … but the whole business strategy appears to be ‘get a bit of the same pie everyone is eating’ rather than develop a point of view that will get you more of the pie.
But as bad as that is, I realise there’s something even worse than that
It’s all of the above generic shit … but with a headline that doesn’t even convey it with clarity.
Which is the real ugly side of beauty.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand, Brand Suicide, Brands, Comment, Complicity, Consultants, Context, Corporate Evil, Creative Brief, Creative Development, Creativity
Kind-of following on from yesterdays post, here’s another post about the power and importance of understanding.
Ever since I got in this industry – when dinosaurs still ran around the planet – I’ve been surprised at how many companies spend millions upon millions on consumer research but still end up knowing so little about them.
There’s a billion reasons for this – some of which are understandable, though with a major emphasis on the word ‘some’ – however the reality is far too many make the mistake of looking for things that suit their agenda rather than their audiences.
Nothing sums this up more than those who call it ‘consumer research’ … because by naming it that, they not only reveal their attitude towards the audience is that they’re walking wallets whose only value to them is they ‘buy stuff’, but also that they believe the only thing they need to do is identify functional and rational problems ‘consumers’ have in relation to their category and future success is assured.
This literal, narrow-minded attitude can be seen everywhere.
In every category. In every country. In every media.
Hence we end up with the same approach to the same problems in the same media with the same messages over and over and over again. Where success is increasingly defined by adherence to an approach rather than a fundamental or disproportionate impact on how people feel, act or behave towards who you are or what you stand for.
Except at award time.
Oh then, it’s amazing how the rules change.
Then it’s all about standing out rather than blending in.
Doing things that make a difference rather than reinforce a conformity.
But even then it often falls short, because what’s done is more about what lets you express your ego rather than doing something that reflects what people need or want.
Of course not everyone is like that …
The best places tend to do stuff that’s based on how culture and humanity live, not how marketing wants wishes they did. And they do this all the time, not as one-offs or on one ‘pro-bono’ client.
It’s why I always find it funny when I see brands or agencies being given massive accolades and yet you don’t understand how that happened because you don’t recognize anything they’ve done. Even when it’s explained.
Sure there are some circumstances where that may happen, but when that happens with a global player or a local competitor, you can be sure there’s something fishy going on.
The reality is I love this industry.
It has given me a life I never dared imagine I could have.
But seeing it fuck itself over and reward itself for taking shortcuts drives me literally insane. Even more so when you just have to look at what’s going on in culture and see far more provocative, imaginative and powerful examples of creativity solving real problems without the need for proprietary processes, eco-systems or questionable research methodologies.
Paula, Martin and I talked about this at Cannes a couple of years back.
I wrote about this even further back.
But when you see a 17 YEAR OLD develop a long-term, sustainable idea that not only shows real understanding of a specific audience, but how to use creativity to enable them to deal with the challenges and issues they face – rather than simply communicating the problem to more people – you have to ask whether all the processes, practices and tools our industry is seemingly obsessed with adopting and celebrating are helping us get better at what we do or moving us further away from the very thing we were once brilliant at, highly valued for and incredibly effective in helping drive business and brands forward.