Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Comment, Confidence, Context, Creativity, Culture, Design, Distinction, Emotion, Empathy, England, Goodbye America, Imagination, Innocence, Innovation, Insight, Legend, Love, Marketing, Martin Weigel, Metallica, Paul, Perspective, Planners, Purpose, R/GA, Relationships
When I first started working in London – just as I was starting out in this industry – I commuted about 5 hours a day.
A DAY!
To be fair, that was of my own making because the company thought I lived in London because I’d given them my aunts address when I applied and got hird.
When they eventually found out I lived with my parents in Nottingham, they were livid.
And they had every right to be.
But as they were giving me the first of my long history of written warnings, I asked the question: “would you have hired me if you knew I lived in Nottingham?” … and didn’t hear a word back.
And while I knew I deserved it, what pissed me off was that I generally was always the first person in and last out. Driving up and down the M1 in my shitty Ford Fiesta with one wing mirror and a radio that couldn’t drown out the sound of my engine. But the fact was, I was a bloody idiot and as much as they probably wouldn’t have hired me if I’d be honest with them from the start, I was fortunate not to be kicked out of an industry I still love.
Well. Most of the time.
And while I was young and having a car felt amazing … even then I knew 5 hours a day – 25 hours a week on a good week – was too much.
Winter was the worst.
Bad weather meant it could take almost double the time to get there and back and many a time I slept on a friends couch or a motorway service station, in my car under a mountain of coats and blankets I kept in the boot ‘just in case’.
My parents were not happy about it, but I think because my Dad’s brother-in-law was travelling 8 hours per day [he was head of traffic control at Gatwick airport] it somehow made them feel a bit better about it.
What’s interesting is that after that job, I vowed never to be more than 30 minutes from work.
And I wasn’t.
Until, of course, I came back to London.
Even though I was in a much better position personally and professionally than I was the last time I worked – and eventually lived there – no one drives into Central London anymore. And while I genuinely enjoyed catching the tube or the bus – helped by the fact that the stations I got on at meant I generally always got a seat – it still was a 80+ minute journey each way, each day.
Given our house was only 7 miles from work, that made my old 2+ hour journey over 120 miles, look positively effective.
And this was life for me.
Out the house before the family woke up.
Back at home as the family – or at least Otis – was going to bed.
And while we made it work and weekends were sacrosanct, the fact I was spending a minimum of 13+ hours a week going to and from work was – and is – ridiculous.
So when COVID started and we all started working from home, I was – for the first time in my life – able to have breakfasts, lunches and dinners every day with my family and I can honestly say I found it pretty confronting.
You see I loved it.
Absolutely loved it.
It was – and still is – one of the most wonderful times of my life.
And while I enjoy working, I started to question what the hell I was doing spending so much time away from them just to get to and from work.
Then R/GA did the nicest thing they could do for me.
They made me redundant.
And while there are things I could say about how they did it and why they did it, the fact is, I’ll always be grateful to them for the opportunity they gave me to come back to England, develop the team I got to work with and then – at the end – hand me my redundancy so I could rediscover and reclaim my priorities, passion and creativity.
Right now, I feel more fulfilled and excited than I have in a long time.
I’m spending more time with my family than ever before while working on a range of global projects that are some of the most creative I’ve ever been involved with.
Mad, mental stuff – from ads to products to art installations – which involve some of the most talented creative people in their field … from an icon of dance/electronic music to the most notorious developers in the gaming category and a bunch in-between.
Then, of course, I have the brilliant excitement of NZ and Colenso to look forward to, too.
It’s all simply amazing.
While I appreciate I am in an exceptionally lucky and privileged position, I can’t help thinking about this quote:
“The problem with life is we sacrifice what we really want to do with what is available right now.”
We all do it.
We might have different reasons causing it, but we all do it.
And while there are many considerations, situations and expectations that push us down these paths, I hope if anything comes out of the craziness of 2020, it’s that we think why we’re doing it rather than just blindly following it.
Because it’s only when we question our choices can we start seeing where we’re going.
And then we have a little more control. Or choice. Or even peace. We all deserve that.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Authenticity, Colenso, Comment, Culture, Cynic, Emotion, Empathy, Experience, Happiness, Luck, Marketing
So as last week was all about Otis – who had an amazing birthday – I thought I’d get back to normal by writing my usual shit this week.
The good news is it’s the last week of me writing posts for this year, so you only have 5 days to go before one of the horrors of 2020 disappears.
Only for it to start in the early weeks of 2021.
Cue: Evil Laugh.
Anyway, this post is about luck.
That thing where great outcomes seemingly appear from nowhere.
And while that is true for some … like lottery winners … the reality is there’s something very few people seem to talk about, and that is our own role in increasing the odds of it happening.
The golfer Gary Player once said, “The more I practice, the luckier I get”.
That’s a nice line, but he is also saying something important, and that is ‘what are you doing to make it happen?’
I think I have written about how I met Baz – who comments on here – but just in case, let me say it again.
We were interviewing for an entry level job at Cynic.
Andy comes out to find me, tells me I have to meet this kid and ask him about his references.
So in I go and ask him who his references are, to which he replies:
“Kofi Annan, Bill Clinton, Nelson Mandela and Steve Jobs”
My favourite bit is his reaction when I asked if they were real.
The disgust on his face at being asked such a thing will live with me forever.
The reality is, they were his references. Over the years he had written to them – and others – to say he wanted to meet them to see if they had his generations best interests at heart.
And while that’s ballsy, he wasn’t doing it in some precocious, self-serving way.
He cared and had concern for his generation.
He wanted to know if these people who were very influential in culture at various moments in his early years, viewed his generation as friends or foe.
And maybe it’s this earnestness that led to those 4 agreeing to meet him at various periods of his life … but I bet they weren’t prepared for what he did next, which was ask them to then write him a reference. Hahaha.
Of course we hired him. Then he got hired by Steve Jobs. Then he went on to do a bunch of wonderfully entrepreneurial things while acting as a consultant for a bunch of companies from Apple to Zuji.
Literally the A to Z of creative tech.
Now, as much as it pains me, I have to admit Baz is incredibly sharp and smart … but the reality is there’s a lot of people like that who haven’t had the breaks Baz has enjoyed.
But was it all down to luck or was it down to him helping increase the odds of it?
I say this because I recently read an interview with the music producer Giorgio Moroder.
In the interview, he reveals how one person created their own piece of luck that changed their life forever.
Moroder had just been hired to write a love song for a movie coming out.
He knew exactly what sort of thing he wanted to create so he got on with it.
However the dirty little secret about Moroder is that while an amazing musician, he was a terrible lyricist.
Anyway, Moroder owned a Ferrari that he parked at the studio.
It was a beautiful car except it suffered from brake trouble.
One day a guy called Tom Whitlock came by and said he was a mechanic and could fix it.
So he did.
When it was all fixed, Tom told Moroder, “Oh and, by the way, I’m also a lyricist. If you ever need some words …”
Now it’s fair to say, Moroder probably had some of the best song writers at his fingertips, but he decided to give Tom a shot for no other reason than he asked.
He handed over the demos and Tom came back writing the lyrics for this.
Not a bad way to legitimise your ‘musical lyric’ career.
Interestingly, as much as it was ‘luck’ that got Tom the chance to write the lyrics for one of the most well known songs in music, it was also ‘luck’ that Berlin got to perform it.
You can read why, here … however while putting yourself out there is no guarantee of success, there’s a lot more chance of it happening than if you don’t.
Yes, it requires confidence, stupidity or delusion.
Yes, it’s as much about why and how you ask as what you want.
Yes, if things work out, you’ll be labelled ‘lucky’ rather than talented.
And all those together can act as pretty big barriers to wanting to put yourself out there.
But there’s a hell of a lot of people in our industry who have done more than they imagined or [maybe] deserve, simply because they spoke up or acted at the very moment most would quiet down.
I’m one of them.
Not to the extent of Baz or Tom or a whole host of others … but I’ve definitely gone after things that were important to me that I didn’t think I’d stand a chance of having if I didn’t speak up.
Sure, they all were things I felt I had something valuable to offer as opposed to just wanting to take … but I’ve gone for it.
And while a bunch of these acts never worked out for me – including the time I was about 10 and saw my first ever really fancy car in the flesh so I cycled up to the driver to ask they did for a living because I couldn’t believe anyone in Nottingham could ever have a job that would allow them to own such a wonderful thing – I look at my career and realise a bunch has.
Maybe they’re not big or shiny things, but they’ve all contributed to the luck I’ve enjoyed.
Hell, the reason I am going to get to work at wonderful Colenso is because they saw my ‘I’ve been made redundant’ post on the very day they were looking for a new CSO.
It happens.
It’s not always obvious.
It’s not always going to work out.
But it happens … especially if you find ways to encourage it, conscious or not.
Which is why I hope 2021 is the year people fight for their luck rather than just hope for it.
Because after the year we’ve had, we all deserve a bit more of it.
Filed under: A Bit Of Inspiration, Advertising, America, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Comment, Communication Strategy, Context, Crap Marketing Ideas From History!, Creativity, Culture, Cunning, Design, Distinction, Diversity, ECommerce, Entertainment, Fake Attitude, Marketing, Marketing Fail, Racism, Relationships, Relevance, Resonance, Social Media, Unexpected Relevance
I’ve written a lot about the ‘hijack’ strategy.
Where a brand pushes itself into a cultural event or topic to either attempt to change the narrative or leverage the narrative.
Some brands do it brilliantly … Nike or Chrysler for example.
However some are a bloody car crash.
At its heart, the difference is simply whether your hijack ‘adds to culture’ or just ‘takes from it’ … however given this approach is now so common among brands, I have to ask whether it can even be considered ‘hijacking’ anymore when most of society expect someone to do it.
That said, it is still a powerful strategy when done right … the problem is, most brands aren’t doing that.
Case in point … social media GAP during the US election.
What the hell?
I know why they did it.
I know what they hoped would happen from it.
But all I can think about is when your own brand of clothes don’t know who they are for, you’re pretty fucked.
And that kind-of sums up GAP’s problem.
Who are they for?
It’s no surprise they are facing incredible pressure in the market these days, to the point there’s talk of them pulling out the UK altogether.
They’re not distinctive enough for people to want to pay a premium for. They’re not cheap enough for people to use them as a foundation for whatever fashion they want to express that day.
In fact, the only thing they have going for them is a collab with Kanye.
It could be amazing.
Reimagining the future of what e-commerce is and how it works.
Combining it with art, not just functionality.
Though whether it will end up making GAP’s clothing range look even older and blander is anyone’s guess.
If they want to learn how to really hijack a moment, they should look at the Four Seasons Landscaping company in Philadelphia.
This is the place where President Trump’s team recently held a press conference, mistakingly booking it thinking it was the Four Seasons hotel.
With all this global attention, they’re leveraging it by selling merch that mimics Trump’s messages.
This is real cultural hijacking.
This is done by adding to the experience rather than just taking it.
Making a landscape company a brand of culture. Albeit for a short period of time.
But let me say this, it’s still more fashionable than the stuff GAP are making right now.
You can buy it here.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Brand, Brand Suicide, Business, Chaos, China, Colenso, Comment, Communication Strategy, Creativity, Culture, Deutsch, Diversity, Emotion, Empathy, Experience, Family, Imagination, Innovation, Insight, Jill, London, Management, Marketing, Martin Weigel, Metallica, Nike, Otis, Planners, Planning, Point Of View, Purpose, R/GA, Shanghai, Singapore, Social Divide, Sport, Technology, The Kennedys, The Kennedys Shanghai, WeigelCampbell, Wieden+Kennedy
When you’re my age, you get to look at your career and see the different phases that it passes through.
I remember one year at Wieden, we seemed to make more beautiful, highly-crafted physical books on culture than we did ads.
Now I’m a huge fan of these – and still do them – but that year I think we made about 10, which was frankly ridiculous.
Then there was the year I got told I’d spoken at more conferences than anyone at Wieden.
It wasn’t said as a diss, more a fact – though I do remember Luhr looking at me with the face of someone who couldn’t work out why anyone would want me to talk at their event.
He wasn’t wrong.
Then there was the year I seemed to be in every bloody Asian marketing book or article and then of course, The Kennedys.
It happens. It’s rarely an intentional thing, but the nature of the business means it can be like that … and while I’ll always prefer to be involved in creating stuff, it does let you feel things are evolving and that’s a good feeling.
Well this year is another one of those years.
Part of this is because of the situation the World is in and part of it is because of the situation I have found myself in.
However, whereas previous years have seemingly had singular focuses, this year has had two.
Icons of culture and podcasts.
Both have been pretty awesome.
Musicians … Fashion superstars … Gaming Royalty … Billionaires.
Frankly people who should know a lot better than to ever want me to work with them … and yet, for reasons I don’t understand but am utterly grateful for, they have.
It’s certainly very different to the work I’ve done in the past, but it not only is introducing me to a whole new world of creative expression – from developing new concert experiences to video game design to stuff that is genuinely almost impossible for me to describe as it’s just plain beautifully bonkers – it’s letting me work with people who are recognised as being the best in their field so to be in this position … and to have Colenso to look forward to in addition … feels like winning the lottery.
I know this all sounds like humble bragging – but that’s not the intent.
To be honest, it’s more about me writing it down so I never forget this feeling.
This moment.
Because as tough as it is for people all around the World, I am very, very fortunate so many good things have come my way.
But that’s not what this post is about, it’s about the other thing I’ve been doing a lot of.
Podcasts.
I’ve done a ton this year.
[Here and here and here for example]
Why people want to hear from me – especially when I write so much bollocks about my life on here – is another thing I don’t get … but it’s been fun.
Recently the lovely/stupid people at Colenso had chat with me for their Love This podcast …
We cover all manner of subjects … from running a planning gang to developing creativity in a pandemic to how to be a fucking idiot … so if you’re bored, an insomniac or are jealous of Colenso’s brilliance and are looking forward to the pain they’ll experience with me in the building, you can listen to it at one of these places.
Filed under: 2020, A Bit Of Inspiration, Advertising, Agency Culture, Anniversary, Attitude & Aptitude, Authenticity, Chaos, China, Colenso, Comment, Context, Creativity, Culture, Deutsch, Emotion, End of Year, Experience, Fatherhood, Friendship, Fulfillment, Happiness, HHCL, Home, Human Goodness, Imagination, Innocence, Italy, Jill, Love, Loyalty, Management, Martin Weigel, Metallica, Mum, Mum & Dad, My Fatherhood, New Zealand, Nottingham, Nottingham Forest, Otis, Parents, Paul, Paula, Peace, Planners, Planning, R/GA, Relationships, Resonance, Respect, Ros, Rosie, Shelly, WeigelCampbell, Wieden+Kennedy
So this is it. The final post of 2020.
Congratulations on making it to here. Especially after a year like this one.
I have to say it feels kind-of bitter sweet for me, because as I’ve written before – this year has been pretty special for me and my family.
Sure I turned 50.
Sure, Forest still fucked up the promotion hopes they’d held onto all season in the last 15 minutes of the last game of the whole season.
And sure I lost my job …
But even though they’re all pains in the arse, compared to what others have – and are – suffering, it was nothing. Hell, even turning 50 gave me the chance to do this.
When I originally wrote this post, I’d listed all the things that had happened to me this year.
It was a very, very long list.
And while I am super grateful for each and every one of those things – from new jobs to new houses to family happiness to Paul doing Frothy Coffee full time – it just felt wrong.
Not just because there’s a whole host of people going through a terribly shit time right now. Nor the fact I’m a over the self-promoting, self-congratulatory, soapbox shouting by people on social media. Or even because the brilliant Mr Weigel wrote it better than I ever could achieve [as usual] … but because of something I read in The Guardian Newspaper a few weeks ago.
Specifically the very first sentence.
Which was – utterly bizarrely – about me.
No seriously, and it went like this.
On a sunny Tuesday afternoon in July, Rob Campbell, 50, received a Zoom call from his boss at the advertising firm where he worked as a head of strategy.
When I read it, the number 50 stood out.
Like it was 50 stories high.
It confused and confronted me.
Part of it was because I don’t think I am that age.
Part of it is knowing I am.
And maybe it was at that point I realised just how lucky I am.
Not that I was naive to it before, but it became more apparent.
Because losing your job at 50 is shit.
It doesn’t mean it’s all over, but it’s unusual to have so many good things happen and frankly, it all made me feel a bit embarrassed which is why I deleted the list of stuff.
It happened. I just don’t need to share it because I lived it.
And while it would only have been there to act as a reminder of all that happened should I – or Otis, later in his life – wanted to jog our memory about it, the spirit of this post and those before it say all that needs to be said.
So instead, I want to use the rest of this post to say thank you.
There’s so many people I am grateful to have in my life.
So many people who made the worst year, in many respects, one of my best.
People on here.
People in the industry – some I knew, some I didn’t.
People who just read my instagram and got in touch.
You may not realise it, but it made a huge difference to how I saw the future.
Then there is my amazing family. Their unconditional belief and support meant I never had to panic. I never had to worry. I mean, I did have moments of it – but that was all because of me, never them. Jill never expressed concern. She gave me confidence by simply being confident in me so the whole experience never felt scary – which is incredible when you think about it. Then there’s Otis. God, I love that kid. Seeing him come home from his new teeny-tiny school in the country filled with stories and giggles meant the house never had a chance to feel bad.
My mates were ace. A check-in here, a word of advice there, a dollop of pisstaking and a whole lot of love. They ensured I never felt alone, and while I was perfectly fine with the situation I found myself in, they made sure I stayed perfectly fine with the situation I found myself in.
Of course I can’t forget my old colleagues. Not just from R/GA … but also Deutsch, Wieden+Kennedy and Cynic. So many got in touch. Offered to help. Made me laugh. They didn’t have to do that – especially the way I had treated them when we worked together, hahaha – but they did and it meant more to me than they may ever know.
I want to give a particular shout out to Blake Harrop.
Not only is he the most handsome, clever man in the whole universe but he is also the MD of Wieden Amsterdam.
When he heard what had happened, he sent me an absolutely epic note. I’ve always regarded him as a special man, but this just took it to another level and I will keep that note forever.
And then my clients.
Past. Sort-of present. And now, future.
Fuck me … what an impact they had on my confidence.
Not just in their kind words, but in their actions. Signing long-term contracts, introducing me to others and – in the case of two in particular – collaborating with me to start Uncorporated. As I’ve noted in other posts, the work it has let me be a part of is unprecedented and I cannot say thank you to them enough.
Finally to the wonderful folk at Colenso.
To have one of the agencies I’ave always loved reach out and ask me to join them was simply the icing on the cake. They were open, warm, encouraging and honest throughout the process before topping it off with most well written job offer letter I’ve received in my life. Seriously, it was a work of art and if there was an award show for this sort of thing, it would be a Black Pencil winner for sure. I can’t thank Scott and the team enough for the opportunity to play with them and I can’t wait to be there in March and cause some trouble.
What all this means is that I have been surrounded by wonderful people.
Not just the ones I know, but people who just reached out to see if they could help.
I don’t know what I have done to deserve it all to be honest [it must be Jill and Otis] but I totally get why people say it’s better to be lucky than rich.
So to each and every one of you, I want to say thank you.
Jill, Otis, Paul, Michelle, Mr Weigel, Mercedes, Paula Bloodworth, David Lin, Carina, Winson and Wanshi, Nils, my wonderful old planning team at R/GA London, Lesley Cheng, Ryan and Sam, Mike and Sam, Trudie, Matt Tanter, Group Think, Scott and Levi and all at Colenso, Blake Harrop, Karrelle Dixon, John Rowe, Mr Ji, Richard Green, everyone at Q-Prime, Metallica, RHCP, Richard David James, Paul Colman, Flash, Rodion, Charinee, Debbie, Leon, Jorge Calleja, George, Andy, Baz, Lee Hill, Simon Pestridge, Steve Tsoi and PT Black, Patrick the Dirty Ram fan, Michael Roberts, Ben Major, Holly Day, Lindsey Evans, Dan Hill, Rach Mercer, Donn the grandpa jumper wearer, Ben Perreira, Maya, Chelsea, Bree, James Thorpe, Lani, Tarik at Onroad, Leigh, Nic Owen, Bassot, Judd Caraway, Gareth Kay, Pickens, Wes, Hoala, Brixton Finishing School, Mark Lester, Ros and Hiro, Lea Walker, Phil Jacobson, Maria Correa, Sam Clohesy, Ian Preston, Doddsy, Lee Hill, the inspirational Murray Calder, Wendy Clark and every single person who has insulted, laughed or ridiculed me on here.
While I am sure I’ve forgotten some names, I assure you I haven’t forgotten your kindness.
To be able to have all this at 50, in one of the worst years the World has seen is insane. I definitely feel some guilt over it so I hope that in 2021, everyone out there gets lucky … and if I can do anything to help that, give me a shout – because it COVID has reminded me of one thing, we’re better together than separate.
May you all have an amazing holiday season. Or as amazing as it can be.
I send you thanks, love and best wishes.
And I leave you with the 3 ads that gave me hope that creativity still is a more powerful and deadly weapon than all the frameworks, funnels and optimisation put together.
See you on the other side. Specifically on the 11th.