Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Authenticity, Colenso, Comment, Communication Strategy, Confidence, Creative Development, Creativity, Culture, Differentiation, Emotion, Empathy, HHCL, Innovation, Insight, Love, Loyalty, Management, Marketing, Metallica, New Zealand, Perspective, Planners, Planning, Point Of View, Relevance, Resonance, Respect, Technology, Uncommon, Uncorporated, Wieden+Kennedy
So this is it.
First day at school. Again.
In another new country. Again.
It’s always a weird feeling starting a new job. A mixture of excitement and nerves.
Excitement for the possibilities that lie ahead and nerves that you don’t really know what the hell actually lies ahead.
Most of this is because you are not you when you begin a new job.
You’re in this weird place where you want to throw yourself in the mix as quickly as possible – both to start feeling settled and to show your value to your new colleagues – while at the same time, knowing you have to learn a whole new set of people, protocols and situations while navigating the judging eyes that are going to follow you around for weeks.
But I have to say I am particularly excited about this.
I’ve loved Colenso from afar for a long time.
And as I wrote a while back, I almost joined them 6 years ago and always regretted it didn’t work out [simply because my head was not in the right place after Mum died] … so to be given this chance again is something else.
But the main thing is how they have acted towards me before I joined.
Lots of companies talk a good game when they’re trying to hire you and then – the moment it’s all signed and sealed – turn into demanding, inconsiderate pricks.
While it has only happened to me once, it fucks with your mind.
You doubt your judgement.
You question your decisions.
It’s pretty debilitating.
And yet, while it has been almost 8 months since we agreed to get married, Colenso have been amazing in how they have dealt with me.
One of the big things is how steadfast they’ve been not involving me in stuff till I’m here.
Of course they checked in … but they never gave me work to do, because they didn’t want our first experience working together to be one where I’m the only person on Zoom and 13 hours behind the rest of the team.
And while I would not have minded, I totally get why they wanted that to be the way.
That said, I did want to use the time to get to know the team and I basically had to beg to get that to happen.
Of course it’s not the best way to build any sort of understanding, rapport and relationship with people – so rather than talk about work, we tended to chat about what’s happening in our lives and how we feel about it – which took away any formality and allowed us to start revealing the different sides of each other.
And while I can’t wait to get to know them properly from here on in, I’m happy we have got to a stage where they feel comfortable enough to already call me a range of ‘choice’ names … which means I’ve just saved a week on my typical timings, ha.
While the past 13 months have been a very special time for me both personally [spending so much time with my wonderful family in our new home] and professionally [working with amazing people doing work I never dreamed I would be a part of] I am utterly thrilled to be starting here today.
Don’t get me wrong, I know it won’t all be rainbows and unicorns.
I’m old enough to know there will be plenty of times full of pain, drama, arguing and asshole challenges … but when you work for a place that only has its eye on the work they create, it means everything works out in the end.
For all the tension, scars, arguments and bloody hard fucking work it takes for creativity to be at its sharpest and most dangerous – at least a lot of the time, but not all of the time – once you’ve got it there and let it out into the world, it’s amazing how all the tension, scars and arguing fade away.
Better yet, it’s replaced with excitement, energy and possibility.
OK, and nerves, but even that is in an excited way.
Now I accept this might all sound like bullshit, but it isn’t
I lived it at HHCL, Cynic and Wieden.
It’s why it’s the founding principal behind Uncorporated.
It’s why places like Uncommon, are attracting the biggest names rather than chasing them.
And it’s why a small agency on the other side of the World has consistently played against the very best in the World.
The key word here is consistently.
Not one offs.
Not once upon a time, a long time ago.
I mean doing it day in and day out.
Finding new ways to do old things.
Looking for opportunities where creativity can change outcomes.
Embracing technology to expand the possibilities of creativity rather than just efficiency.
Staying on the path even when you could take short-cuts or potentially crash and burn.
Because in an industry that is increasingly defining success outside of the work they make and the cultural impact it creates, it’s those who let the creativity do the talking who create and attract the most interesting futures.
Not just for themselves. But for clients and culture alike.
So thank you to everyone who helped me get to this place in my career.
Thank you to everyone who has helped me actually get to New Zealand.
And thank you to Colenso for your stupidity in giving me this opportunity.
I will be eternally grateful, even if my new planning gang won’t be.
Right, time for the oldest ‘new boy’ to go cause some chaos.
Have a great day, I know I will.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Colenso, Comment, Culture, Daddyhood, Emotion, England, Family, Fatherhood, Goodbye England, Home, Jill, Love, My Fatherhood, New Zealand, Otis, Parents, Paul, Shelly
So today is the 1st Feb.
That means today is the first day of our final month living in England.
Or at least living in England for a period of time.
We will be back for a whole host of reasons, we just don’t know when.
And while I’ll be writing another long, drawn out post listing all the things I’ll miss and all the things I’m grateful for … the reality is there’s a chance COVID will fuck our plans and instead of boarding a plane to New Zealand on the 3rd March, we’ll be in our beautiful home, trying to work out how to get our furniture off a boat and our cat out of quarantine.
It’s a strange feeling to think you have a time limit on what you have come to consider ‘home’.
A mixture of fear and excitement.
Of course we have done it a ton of times – and we’re really thrilled to be off on another adventure – but there’s a bunch of things that have got their teeth into us.
Being near Paul and Shelly after 25 years is a huge one.
Our beautiful new home with our beautiful garden is another.
Not to mention the wonderful new friends we’ve made in the time we’ve been back.
But as I say to many people who ask me about moving overseas, while it is easy to focus on the things you’ll miss, you need to focus on the things you’ll gain.
And we can’t wait for that.
The things we know, the things we hope for and the things that will just crash into our life.
I owe so much of my life to having lived around the World and I’m very excited to discover what new chapters this adventure will write.
So as this is a month where a lot will be going on, this blog will end on Friday till we are either in NZ or being told we have to wait longer to get into NZ.
Though whatever is the outcome, while not hearing my rubbish on here for a few weeks sounds like a delight, let me remind you – when I’m in quarantine in NZ with literally nothing to do, there’s a good chance I may be writing 100 blog posts a day.
So be careful what you wish for.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Audio Visual, Authenticity, Brand, Brand Suicide, Comment, Confidence, Consultants, Content, Creative Brief, Creative Development, Creativity, Culture, Dad, Design, Digital, Distinction, Emotion, Empathy, Experience, Finance, Honesty, Imagination, Insight, Internet, Legend, Love, Loyalty, Management, Metallica, Money, Planning, Point Of View, Positioning, Relevance, Resonance, Respect, Rick Rubin, Standards
I am a massive fan of Rick Rubin.
Actually that’s not quite right.
I am a massive disciple of Rick Rubin.
I think he is incredible. His ability to help others express their most powerful creative voice is amazing.
So much of this is down to how he see’s his role.
Not as a music producer, but as a sophisticated fan.
Someone who wants the band he loves to be their shameless best.
Protecting them from ever feeling they have to compromise on who they are or what they want to say because he fiercely believes the greatest return comes when you express your honesty and authenticity rather than play to be liked.
It’s why the artists he’s worked with reads like a ‘who’s who’ of the most culturally significant artists of their time.
Those who either defined a genre or validated it.
LL Cool J
Run DMC
The Beastie Boys
Slayer
Red Hot Chili Peppers
Tom Petty and the Heartbreakers
Rage Against The Machine
The Black Crowes
The Dixie Chicks
Johnny Cash
Look at that list. Look at it.
Hip Hop. Rap. Rock. Metal. Thrash. Blues. Country. Funk.
No one should be able to be so successful with that range of genre and artist.
It’s hilarious and yet there are so many more artists I could mention because for almost 4 decades, Rubin has helped artists not only express their truth but recognise the economic power from doing so.
He has created icons.
He has revived icons.
He has shaped, pushed and provoked culture.
He has influenced, shaped and changed music forever.
When we hear agencies talk about ‘creating culture’, most haven’t come anywhere close to what he has helped create.
But what I love the most about Rubin is how he decides who he is going to work with.
Basically his entire decision making process is based on one simple process.
Taste.
If Rubin likes what he hears, then he’s up for it.
It doesn’t matter whether it has any connection to anything he’d done before, he see’s it less about the music and more about the artist needing help to express … find … or rediscover their voice.
Not their singing voice. Their soul.
It’s not that far off what we as an industry say we do for brands.
Except we’re increasingly forgetting what brand is because we sacrifice it time and time again for the quick win.
I get it, we’re fighting for our lives … but in our quest to show we have value, we’re destroying what makes us valuable.
Oh I know we won’t admit that.
We’ll point to words like purpose, experience and membership as proof ‘we get it’.
We’ll say they’re representative of modern brand building and all else is old.
We’ll show 1000 page decks that show how our unique processes ‘guarantee’ success.
And some clients will buy this, which means we can go away thinking we’ve got it all sorted out and we’re legends.
Except we haven’t and we aren’t.
Yes, all those elements play an important role in building a modern brand … however they’re never the lead, always a supporting actor because …
Sales without distinction doesn’t build a brand.
Purpose without sacrifice doesn’t build a brand.
Data without understanding doesn’t build a brand.
User journeys without nuance doesn’t build a brand.
Eco-systems without an idea doesn’t build a brand.
Personalisation without being personal doesn’t build a brand.
Wanting to be something to everyone rather than everything to someone doesn’t build a brand.
The harsh reality is we’re dangerously close to confusing commoditisation with brand building. Of course this is not all our fault, but continuing to perpetrate it, most definitely is.
While I appreciate Rick Rubin didn’t mean the photo/quote that appears at the top of this page to be interpreted this way … he pretty much sums up how to build truly distinctive and definitive, culturally resonant brands.
And he does it in 10 words.
TEN!!!
And that’s part of Rubin’s magic.
He understands how to get to the simplest expression of his viewpoint, because he knows the simpler it is, the less obstacles to deal with.
Simple lets truth speak and rise.
Simple lets possibilities flourish.
Simple lets distinctiveness be expressed.
Simple is unbelievable power.
Now the irony of simple is it’s not easy to pull off.
Simple is definitely not simplistic. To be simple requires a hard work, experience and confidence … and while as an industry we have known this and advocated this for decades, we seem to have recently decided the opposite – where we celebrate complexity.
What the hell?!
Maybe it’s because we’re making more money from this approach. Or just feel more important. But the endless playbooks, frameworks, processes, tools and strategies we’re producing aren’t building better brands, just bigger obstacles.
Again, there’s a place for them. But the way they’re being used – they’re more like hammers than brushes – forcing them into the process, competing with all around them and ultimately leaving people lost with what they’re following, what they’re building and what they’re actually doing this all for.
As someone recently said to me – someone hugely successful in business – when companies make the solution more complex than the problem, they’re just creating another problem.
Please don’t think this means you skimp on standards or rigour.
If anything, it’s the exact opposite … but because everyone knows what they’re working towards [rather than doing their version of what they think everyone should be working towards], it means they can be sharp and focused and that means your work can be expressed in ways that lift things up rather than bogs them down.
I get some people won’t like this.
I get some people won’t agree with this.
I get some clients would never sign off on this.
But apart from the fact I doubt any of them will have come close to influencing, shaping or creating culture in the same commercially infectious way Rubin has, if they really believe selling the complexity of intelligence is a smarter way to operate, I’ll leave you with something my dad – who was pretty good on this whole intelligence thing – used to say to his lawyers:
“If you have to show how clever you are, you aren’t that smart”.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Context, Emotion, Hope, Imagination, Love
You know that old adage, "everything happens for a reason"?
Well I passionately believe it.
The thing is, that reason often doesn't become clear for years.
Sometimes the delay is because you are caught in a sea of pain.
So distraught at what is happening around you, you can't see what it's telling you.
Sometimes the delay is simply because clarity takes time to emerge.
That the effect of what occurred needed time before change became clear.
And while it is hard to see the positives in bad things that happen … sometimes, as the quote above states, it clears the way to reaching somewhere new.
That somewhere new could be a range of things.
From having the ability to literally go to a new physical place, to being able go to an abundance of new places in your mind.
It’s happened to me many times.
Where years after a storm, I saw clarity and everything became clear.
From what led to the storm to where I am because of it.
Life is often run at a frenetic pace.
Where our goal is speed rather than substance.
And that’s why storms are so important.
We might not like it at the time. We might feel the consequences of it for years. We might not understand it for decades.
But the storm slows us down.
It makes us think and re-evaluate.
Question what we're doing and who we are.
What we're working towards and where we're going.
I have faced quite a few storms in my life.
Not as many or as harsh as many people have had to endure, and some have been entirely of my own making … but one by one, they have all cleared a path for me, even if it has taken me years to realise that sometimes.
I appreciate some may say the clarity we eventually get is post rationalised. That we ‘invent it’ to feel better about it.
Maybe that’s true.
But what I know is that while life might not go in a straight line, it generally moves forward.
We might not like the speed.
We might not like the direction.
But we can generally deal with what’s thrown at us. Eventually.
And that’s one of the nice things about getting older. You get more comfortable with storms.
It doesn’t mean they don’t mess you up, but you know they rarely will kill you and you will eventually end up far from it.
Obviously we all went through a terrible time with COVID last year.
It whipped up one of the cruelest seas we’ve ever seen.
Many will face the effects of this storm for years to come … and while I am not in any way trying to dismiss the pain or suffering people expeienced – and continue to experience – I hope in time they see it has silently led them to a different place..
Because not all storms are here to disrupt your life, some come to clear your path.
That’s for you A.
Rx
Filed under: A Bit Of Inspiration, Agency Culture, Attitude & Aptitude, Authenticity, Comment, Confidence, Context, Culture, Emotion, Empathy, Equality, Experience, Love, Mum, Mum & Dad, Relevance, Resonance
Contrary to the quote of Oscar Wilde above, I don’t think the young think they know everything.
Sure there’s some … but the vast majority seem to simply be curious to explore and learn. It’s why I have far more faith in the future of the planet in their hands than my peers.
In fact, I meet far more older people – normally white men – who have the attitude of being the font of all knowledge.
In fact, they all fall into one of 3 distinct groups …
Those who think they know everything.
Those who know they don’t know everything,
And those who do know everything.
Given the last group consists of one person – Mr Martin Weigel – that means the vast majority fall into one of the first 2 camps.
The scary thing is that there seems to be far more who think they know everything versus those who are open to keep learning. I do sort-of understand. A life lived is a life experienced. Except it isn’t … plus life is constantly moving and evolving so to come in with some condescending, self-important. “I know it all” attitude is literally the worst thing you could do.
And yet so many still do it.
The funny thing is, because they come in with an attitude of forcefulness, they rarely have people speak up against them so they go off thinking they’re right while everyone around them whispers how stupid they are.
My Mum – as usual – had it right.
She was always open to the new.
It didn’t mean she liked it.
It didn’t mean she understood it.
But she felt if it mattered to them, it should matter to her.
And that’s why she went out of her way to watch, listen and learn.
What’s even more wonderful is that people who saw her being interested in them were then interested in her.
She loved the idea that she could mess with the expectations people had of an elderly Italian woman.
Not so she could pretend she was young, but so she could feel she still was an active member of society. Someone who still had something to offer, even if that was to stop older people blindly discounting what was emerging in culture.
God I miss her.
Which is why her, “be interested in what others are interested in” should be something we all follow. Young, old, rich, poor … because the more we understand, the more we can actually create change rather than conflict.