Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Cannes, Comment, Creativity, Culture, Innovation
So recently I was reading a case study paper for a creative campaign.
I have to say, the way it was written was very good.
It sounded like they had genuinely created an idea that was driving fundamental change.
The paper was full of superlatives.
Full of audacious claims.
It was also full of shit.
Stripping things back, all they had actually done was launch a PR campaign with a big and exciting sounding name.
I’m not saying it wasn’t effective.
Nor am I saying it was bad.
But compared to what was claimed, it was pants.
But what made it really stand out was the following paper I read.
It was equally well written, but this was without hyperbole.
Don’t get me wrong, they weren’t playing down what they had created they just weren’t trying to insinuate it was the second coming of Christ.
Which was interesting, because it was genuinely using creativity in a powerful, effective and interesting way.
All wrapped up with a campaign name that was almost deceptively simple.
Having been on a lot of creative and effectiveness judging panels over the years, I’ve seen this time and time again which has led me to forming what I will call – for ego reasons and the novelty of it not being associated with being in trouble with the authorities – Campbell’s Law.
Campbell’s Law states:
The more grandiose or superlative-ridden a creative campaign name or description is given, the more boring and safe the reality of the execution.
I assure you, should you be invited to any future creative judging panel, it will save you sooooooo much time going through all the submissions.
You’re welcome.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Comment, Communication Strategy, Confidence, Consultants, Crap Campaigns In History, Creative Brief, Creative Development, Creativity, Culture, Emotion, Empathy, Honesty, Imposter Syndrome, Innovation, Insight, Management, Marketing, Marketing Fail, Money, Perspective, Planners, Planners Making A Complete Tit Of Themselves And Bless, Planning, Point Of View, Positioning, Pretentious Rubbish, Purpose, Relevance, Resonance, Social Media, Stubborness, Unfair Life
Of all the blog posts I’ve written over the years – and let’s face it. there’s been loads – there’s been a few I have constantly referred to.
One is Harrison Ford’s the value of value.
The other is Michael Keaton’s if you’re an employee, you’re still a business owner.
If you hadn’t worked it out by now, both are about ensuring you are not just paid for your creativity, but paid fairly.
You’d think that was obvious, but so many people seem to have forgotten that … including the creative industry, who have decided their value is better placed on the process of what they do rather than what they actually create and change.
Insanity.
But underpinning this is the creative person’s insecurity.
Somewhere in our psyche is the belief that if we charge money for what we create, we’re not being truly creative.
That we’ve sold out.
That we are imposters … capitalists in creative clothing.
Now there is an element of truth in all of this – because the moment you are working for someone else’s dollar, that someone has some influence over what you create. But that’s not unique to the creative industry. Nor does it mean you are selling out on your creative integrity by accepting payment for what you do.
Please note I said ‘payment for what you do’.
That does not mean we should be ignoring the needs, ambitions and goals that our clients want us to help them achieve, but it is acknowledging we should also be paid well for the creativity, craft, experience – and unique way of looking at the World – that goes into creating the work that allows us to achieve their needs in ways others can’t.
The reality is as much as many – especially in the creative industry – like to suggest money is the enemy of creativity, it’s not.
It can allow us to do amazing things.
Break new ground.
Explore new possibilities.
But more than that, while it may be differing amounts, we all need money.
And – to a certain extent – we all want money.
There is nothing wrong with that, just like there’s nothing wrong with being paid for what we do.
The real question should be how did we earn it and what did we do with it when we got it.
That’s how you can judge a persons integrity, not the fact you got paid for what you did and the talent you invested in it.
Sure, struggling may sound romantic in a Hollywood movie, but few of us want a lifetime of that and who can blame them!?
I still remember when Lars Ulrich of Metallica copped all manner of shit because he was the face for recording artists fighting against the role of Napster on the recording industry.
The insults he copped.
The distain he was thrown.
And all he was doing was trying to protect the value of his – and millions of other bands – creativity.
Why was that wrong?
Was it because, at that stage, he was already wealthy?
Is there some sort of rule to say that there is only so much you’re allowed to make before creative people need to shut up and be grateful for what they’ve got?
And what is that amount? No doubt, somewhere between ‘enough to live but not more than the rest of us’.
However somewhere along the line, society has decided to reposition creatively minded people as idealists … naive or even weak. Ignoring reality so they can wank-off on some self indulgent project that only interests them.
Which is total bollocks.
Apart from the fact I’ve never met a creative who isn’t insanely focused on the challenge they’ve been given – even if they have a very different opinion on how to get there to the client or the rest of the agency – the fact is we’ve now surrounded them with 10,000 different types of ‘strategist’, with 10,000 different opinions and agendas … which forces the conversations to be more about the importance of a discipline than the actual potential of the work.
And don’t get me even started on the fact a lot of these new forms of strategy are either [1] not really new or [2] not doing actual strategy, but executional management!
However all that aside, the reality is in all this, creative people have to take a responsibility for the situation they find themselves in.
Or, potentially even more specifically, the people who are training and developing them.
Because they are complicit in maintaining the belief your creative value and integrity is somehow linked to not being ‘diluted’ by payment. Which, when you think of it, is utterly ridiculous given value is created by what others will pay for it.
Schools … universities … agencies … everyone has an obligation to change this.
Not just for the future of their students or employees, but also for their own value.
Appreciating the economic value of what you create and what that creates is not dirty … it is the opposite of that.
It’s purity.
It means you have power in the conversation.
A right to fight for what you believe rather than what is convenient.
Creativity comes in many forms but right now, the form of ‘engineering’ is winning.
Where it’s less about what could be created and more about how you create something that has already been defined. Worse, something that has already been done.
So if you’re in the creative industry or thinking about it or know someone already in it.
Or, alternately, if you’re a teacher involved in the arts – or any subject for that matter – or careers advisor or a parent of someone who is in, or wanting to be in, the creative industry … then please read this article by Alec Dudson [the founder of Intern] because in it, he explains why ‘the economic value of creativity’ skill still remains largely absent from creative education … the impacts of that omission and, most usefully, how you can change it.
Creativity can change outcomes, possibilities and culture.
It has played a pivotal role in every great brand, product, idea and invention.
But not as insane as the people capable of creating it, also being complicit in it.
Know your worth. Charge your worth. Build your worth.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Comment, Communication Strategy, Confidence, Consultants, Creativity, Culture, Experience, Loyalty, Management, Metallica, Professionalism, Relationships, Standards
This is an old photo, but it’s from the rehearsals Metallica did with Lady Gaga for the Grammy’s a few years ago.
But this is not about them, it’s about the 2 men circled.
Please meet Peter Mensch and Cliff Burnstein … the bands loooooong time managers.
In fact, they’re more than that, they’re the most successful music management duo in the history of the industry.
The artists they’ve managed and nurtured over the years is incredible … from breaking Def Leppard’s career with Pyromania and Hysteria to guiding the Chili’s through some of their most challenging times to developing Muse into global superstars … they can lay claim to being behind a lot of the music and artists that define so many of our lives.
But it’s Metallica they’re most famous for … having been with them since 1984.
EIGHTY FOUR.
36 years!!!
Having any band stay together that long is amazing.
Having them still be a contemporary force in culture – rather than a nostalgia act – is incredible.
Having them able to consistently sell out bigger and bigger stadiums all around the World is madness.
Having the same management team for the entire journey – through thick and thin – is nothing short of astounding.
And while there are many reasons for that, I think this picture sums it up.
Mainly because they’re there.
At a rehearsal.
They could have outsourced it to other members of Q-Prime,
They could have said they will only be at the major events.
But no, they’re there … still in the thick of it while also knowing when to stay the hell out of it.
For me, this is management …
Wanting your team to win and demonstrating it through your actions not just some vapid words that say, “we care”.
It’s something we could all learn from, because let’s be honest – we’ve all seen managers who don’t operate this way.
The ones who are first to leave.
The ones who change your work without telling you.
The ones who ensure they’re in the spotlight rather than letting you shine in it.
To paraphrase ‘a dog is for life, not just Christmas’ … management is measured by the success your team achieve, not you’.
I am lucky I get insulted by them every week. Hahaha.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Audio Visual, Authenticity, China, Comment, Communication Strategy, Confidence, Content, Context, Creativity, Culture, Entertainment, Fake Attitude, Imagination, Immaturity, Innocence, Innovation, Marketing, Marketing Fail, Packaging, Planners, Relevance, Resonance, Standards, Wieden+Kennedy
Yes it’s real.
Yes, it has been out for at least 4 months.
And yes, there are so many things I could say about it … but I’m relying on you do it for me.
I will say this however …
When I worked on Old Spice at Wieden – which was only for Asia and had little to do with the great work from Portland – we were adamant that while the creativity should be allowed to explore all manner of mad worlds, the packaging/fragrances had to communicate stability because otherwise there was the danger the whole brand would look like one giant joke.
Or said another way …
The product had to allow madness around it rather than try to compete with it.
I’ll leave it there, over to you …
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Comment, Communication Strategy, Confidence, Creativity, Cunning, Devious Strategy, Imagination, Marketing
During these COVID times, we’ve heard a bunch of terms that are supposedly the foundation of survival – the most widely used being ‘pivot’.
While I get it, the problem I have with this terminology is that it is expressed in such a way as to suggest people or organisations should be willing to let go of everything they have been doing for decades and embark on a totally different activity that may have more important commercial value at that time.
Been an airline for 80 years?
Let it go and start delivering groceries.
Been in hospitality for 3 decades?
Let it go and start working in a supermarket
Been in finance for the last 5 years?
Actually – stay as you are – you’re always going to find a way to make money.
OK, so I’m exaggerating … but I have read so many decks from strategists who throw around buzzwords without either seemingly understanding what they’re actually saying in them or – worse – what the implications would be if people actually did what they said.
Reframing your proposition is not pivoting. It’s reframing your proposition to existing or potential clients.
It’s airlines moving from carrying passengers to carrying freight.
Or restaurants moving from eating in to delivering out.
Pivoting is a fundamental change of direction … and who the fuck would do that?
Well I say that but then I saw this …
Yep, this person is a human pivot.
From digital marketing to being a magician with almost every profession in-between … including MIND READING!!!
From my perspective, he can never be out of work.
Not just because his range of talents means he’ll always be useful to someone – from boardrooms to kids parties – but because if you can mind-read, I expect every one of this marketing recommendations is EXACTLY what clients want.
Maybe this is what planners should be learning instead of frameworks and tools?
Forget my rant from a few weeks back and get down the local magic club to learn a few tricks. Hell, at the very least you could say, “my marketing ideas are magic”.
Just for the record, I’m not taking the piss out of this person – I genuinely think it’s amazing.
But there are 2 questions I would love to know.
1. Which came first, the magician/mindreading or the marketing?
2. Does this broad range of talents attract or repel potential clients?
I admit I noticed him because of his breadth of skills – and in the old days, I did a similar thing by making sure my resume mentioned how I used to be a session guitarist for 80/90’s popstars – however while that captured potential employers attention, I don’t think they would have called me in for interviews if they felt that was still my life.
Who knows, I just find it fascinating this individual openly communicates they’re in the consultancy world and the trickery world [yes, I know, I’m calling out the legitimacy of magic] so I’d love to know more about his story, which – in this competitive world where everyone is being told to pivot – means he’s already ahead of many in the pack.