Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Cannes, Colenso, Collaboration, Colleagues, Confidence, Creative Development, Creativity, Culture
So before Paula and I were going to do our talk for WARC at Cannes, I had a major presentation with the founder of a global sports brand.
Being a busy billionaire – especially one based in a different timezone to the one I was in – I knew they wouldn’t really be able to move things around just to accommodate me, which is why 2 hours and 30 minutes before I was due to hit the stage, I along with Si … the CCO of Colenso … walked into the Speakers Room at Cannes, where WARC had kindly organized a room for us to do our call.
Except when we walked in, we found the room was actually a cordoned off part of the lounge – where people would have been able to hear every word – so it was most definitely not going to work for something both so important and sensitive.
I should point out this was not WARC’s fault in the slightest as not only did they not know the nature of the meeting – mainly because it was confidential – but because they’d also gone out of their way to try and help with limited notice. That said, the result of this was Si and I with 20 minutes to come up with a solution.
After desperately running around to see if any of the ‘meeting booths’ dotted around the venues were free [they weren’t] we decided the best course of action was to do the advertising equivalent of MacGyver.
Grabbing a few chairs, we found a quiet corridor at the back of the venue and, as you can see from the pic below, set ourselves up.
Praying no one would walk past or through, we were there bang on time and presented our little hearts out – looking for all the World like we were in a meeting room and absolutely not in a corridor with windows looking out onto the throngs of global ad people walking past while trying to ignore the fact we were sweating like pigs as it was boiling hot and there was absolutely no air-conditioning to be had.
And yet I kind of love this is what happened.
Not just because we were proud of the work we had done and were going to present.
Not just because we wanted to honor the teams of talented people who had turned an idea into a reality.
But because advertising is filled with these sorts of stories.
Stories of grit, instinct, spontaneity, audacity and ridiculousness.
It’s kind of the things that makes it special …
Sure, TV, media and events like Cannes likes to present the industry as a highly polished machine … but show me a piece of great work that hasn’t come from a journey that tests every emotion in every person involved?
But what I love even more is how Si and I laughed about the situation.
Before. During. After.
Don’t get me wrong, we take what we do very seriously – but rather than freak out, we understood that when push-came-to-shove, we’d find a way and we’d do it well.
Of course, a big reason for that was how much we believed in what we were going to show and discuss – not to mention the fact this was not our first rodeo with the trials and tribulations of reality – but being able to hatch a plan and crack a smile as we dealt with our unexpected shitshow, ensured the audience not only were able to focus on the work rather than any sign of panic, but would see a team who trusted, liked and worked for each other rather than were just coldly clinical and at the end of the day, that’s not just how you honour the work that so many people put so much into, it’s how you increase the odds of making great examples of it.
At a time where the industry loves to promote an endless array of ‘proprietary’ tools and processes, it’s worth remembering the thing that we should be concentrating on nurturing, protecting and honouring is the stuff that comes out of it.
The work.
Too many people seem to have forgotten that.
Probably because the people promoting the systems, have never made the work.
Filed under: A Bit Of Inspiration, Advertising, Colleagues, Comment, Creative Brief, Creative Development, Creativity, Planners, Planning
One of the most complex relationships in advertising is the one between planner and creative. I don’t mean it because they don’t like or respect each other … but sometimes there are situations where the relationship can feel like you are coming from different places.
Of course, the irony is you both want – or should want – the same thing.
To use creativity to solve a problem in the most powerful, magical, effective way.
But we work in an industry where – for all the ‘science’ – there are no dead certs.
Oh there’s people out there who claim there is … often people with a ‘for profit’ service to sell … but at the very best, their ‘methodology’ is increasing the odds of success rather than guaranteeing it.
But often, that approach ends up inhibiting the potential of the creativity.
Caps it.
Limits it.
Tames it.
And while I understand why people may do that, they are also forgetting the other thing they’re doing is robbing the potential of the work to be even better than the ‘insurance policy’ level of effectiveness they mandated/hope for.
It’s why I love this quote I read recently about a gardener.
Nice eh? It’s good advice too.
It’s basically a story containing many parts.
Trust.
Respect.
Honesty.
Care.
Transparency.
Simplicity.
Understanding.
It’s why I think one of the best bits of advice for any strategist working with a creative is knowing when to either get the fuck out the way or focus on getting stuff that could kill ideas too soon out the way.
The reality is, when you’ve spent time discussing, sharing, debating and thinking about what needs to be done, the skill is to not then try and add things to the seeds the creative has carefully planted in a bid to try and get things to grow faster, stronger or whatever the fuck you want it to do.
In my experience, the best creative/planner relationships are based on trust and transparency. That’s not built by time together, that’s built by time in the field together.
Letting seeds grow, and doing all you can to not let them be cropped or killed too soon.
You may not always get the work you want, but if you remove the barriers rather than add more shit – you stand a much better chance of having a garden rather than a wasteland.
Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Complicity, Confidence, Corporate Evil, Creative Development, Creativity, Culture, Process, Systems
I recently saw this quote from Rick Rubin:
While he is referring to band dynamics, what he is really talking about are the conditions needed to create something special.
The reason I say this is there’s not enough talk about this.
What I see being continually pushed is a focus on processes, systems, models and tools – and while they are very important, they are far more about delivering consistency or amplification of something special rather than the actual creation of it.
Because that tends to come much earlier in the piece.
Something born from humans rather than systems.
Because the most powerful path to creating something special comes from working with people you trust.
Not necessarily like, but trust.
People with taste, ability and a willingness to hold each other to account to standards while also taking shared responsibility for helping achieve and deliver it.
It’s as true in organisations as it is in bands.
And yet many companies to ignore this because they don’t want to ask themselves the tough questions … face the hard truths … so they create an environment of co-dependency, where no one questions each other because they don’t want to be questioned themselves.
It’s a slow walk towards mediocrity … and yet that is often preferable because consistency is more valued than possibility.
That’s not entirely the leaderships fault, because that’s also what shareholders want, so we end up in this crazy situation where
‘good enough’ is preferable to trying to create something truly good.
On one level I get it.
Truly good is hard.
It can cost a fortune.
And after all that work, you still may not make it happen.
However, while there are no guarantees what you make will be truly special … the one thing I know is the more you create an environment where talented people are with others they trust, the more likely you are to create something even a ‘proprietary process’ never will.
And if we don’t aspire to that, what’s the point of doing anything?
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Awards, Birthday, Bonnie, Cannes, Cliches, Comment, Creativity, Culture, Jill, Otis, Paul, Paula, WARC
So, I’m back.
And I survived.
Better yet, the family … pooch … and my colleagues seemed relatively happy to see me, which is a massive win.
Plus the people with the birthdays, had good ones. Albeit maybe because I didn’t get to share it with them.
Anyway, Cannes was interesting.
I have a very weird relationship with it because while I love hearing great people talk … looking at some incredible work and seeing old friends, I do hate a lot of ‘the scene’.
The indulgence.
The egotism.
The excess.
That said, so much of that is now coming from people and companies who work in consultancies, tech, research or big multinationals – rather than ad agencies or companies who practice creativity in the truest sense of the word. Part of that is because they’re the only ones who can afford it … but it also reveals a chink in their ‘armor of confidence’. Evidence that for all their smarts, they’re desperate to feel admired, liked, wanted … without ever realizing their American Psycho approach to life attracts derision more than attraction.
At least for me.
I often wonder if all industry conference get-togethers create this sort of energy.
Do dentists/analysts/publishers [delete as appropriate] start to convince themselves they’re the Masters-Of-The-Universe when all packed tightly into one room?
As I said, Cannes is brilliant for the talks, the creativity and the ability to reconnect with old friends.
It’s nice to see a celebration of what we do when so often it faces a barrage of abuse from people who wouldn’t know creativity if it smashed them in the face.
But the vulgar displays of excess are less attractive to me.
As are the giant ads from tech/consultancy companies which are trying to position themselves as creative but end up demonstrating they’re the total opposite.
At least that’s slightly amusing, especially because you know it took them 6 months of board approval/design to make it happen.
But I digress …
I’m back.
I had a good time.
I’m thankful to WARC and Paula for making it happen.
I’m very happy to have seen some old friends after years.
But – unfortunately for you – I’m ready to write more blog bollocks.
Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Augustine, Colenso, Creative Development, Creativity, New Zealand, Planners, Planning, Reputation, Respect, Strategy
The Colenso strat team are kinda like busses.
None leave for years, and then 2 leave within a month.
Add then Lizzie goes off on maternity leave soon … so that makes 3.
Christ almighty … that’s more than the total number of strategists who have left in the 4 years I’ve been here.
But like Martin before her, Augustine is going for all the right reasons. In fact, I had told her in her last review that if she didn’t leave this year – I’d fire her.
And before anyone thinks that’s a toxic thing to say, I need you to know I adore Augustine … utterly, bloody love her … and the threat of firing her was an act of love rather than an act of bastard evil.
You see Augustine is a pretty rare talent …
She joined us during COVID without the faintest fucking idea what advertising was, let alone strategy. And yet despite that, in just 4 years, she has built a portfolio of work that could put much more experienced strategists to shame.
She’s helped Colenso win major new clients across NZ, Australia and America. She’s led our cultural studies, reports and books – from Dream Small and Dream Bigger in NZ to X-Ray in Australia. She’s authored award-winning Effie’s, Spikes and (hopefully, at time of writing) APG papers. She’s presented to the CEO’s and CMO’s of some of the biggest companies in Asia-Pac and – most importantly of all – she’s helped create some of Colenso’s most loved work of the last few years; from the FFI collab with Rick & Morty through to the pioneering Killabyte gaming festival idea.
And if that wasn’t enough to make people hate her with jealousy, she’s done it while being compassionate, collaborative and bloody good human to boot.
What an asshole!
But for all the talent she has, her potential can only stand a chance of being fully realized if it’s fully tested – and that’s why she’s not just leaving Colenso, but New Zealand.
Obviously, I’m sad to see her go – pretty devastated in fact – but I also am thrilled, proud and excited for her.
She’s been talking about this for a long time.
We’ve spent the last few years preparing her for this moment.
And while she still has things to learn – don’t we all?! – her talent and portfolio of work means she has a fantastic foundation to really go and embrace what’s out there.
To test herself.
To prove herself.
To grow herself.
Of course, moving overseas is a big thing. And the market is arguably more challenging than ever before. But even with those challenges, I wouldn’t ever bet against her in terms of achieving something she can feel proud of.
I’m not saying it will be easy, but in addition to her talent and her body of work, she has 4 things that give her an edge.
Her work ethic.
Her hunger to learn.
Her desire to keep getting better.
Her ability to survive working with me – and trust me, I’ve put her through heaps.
Last point aside, those first 3 attributes are things our industry doesn’t talk enough about.
Worse, we often classify them as ‘toxic traits’.
But the reality is, if you want to get better, it’s more than just turning up – you have to want it, work for it and keep practicing it.
That’s true in all aspects of life but what I love about Augustine is that her drive isn’t because she has a blind ambition to move further and faster up the career ladder, it’s because she gains real satisfaction from simply knowing she is continually getting better at what she does.
Not because she wants to ‘optimize’ her approach, but because she wants to develop and express the full force of her own strategic voice.
It’s one of the main reasons why I wanted her to leave us – because the more she is exposed to different challenges, different people and different creative approaches, the more she will discover who she is and who she can become.
That’s really important to me because – as I’ve written many times – I’ve always believed a bosses role is to help their people recognise their talent, nurture it and prove it so when they leave [as we all do at some point] they’re in a position to seize or explore opportunities that they either felt were not available to them or didn’t even know existed.
But this move is far more than just about career growth, but life … as demonstrated by the fact she is moving to Paris rather than one of the ‘usual suspect’ markets.
This is not because she is being ‘un-strategic’ but because she wants to connect more deeply to her French heritage.
Don’t get me wrong, Augustine is most definitely a Kiwi … however she has French family and feels a real affinity for the French culture and wants to embrace, immerse and explore all of it.
That doesn’t mean she will be there forever – could be, but who knows – but it does means this is more than an ‘overseas adventure’ but the beginning of a whole new chapter of life and if that isn’t worth celebrating and championing, I don’t know what is.
However, my loss is Europe’s gain because Augustine is going to be available for freelance, because while she will be based in France, her brain can work for any timezone, category or culture.
I’m not just saying that, I’ve seen it and experienced it – mainly because I forced her to live it – but the bonus is everyone out there now has the opportunity to work with someone they’ll not only adore as a strategist, but as a human.
I love building teams.
I love the debates, the conversations and the creativity.
In many ways they always teach me more than I ever teach them.
Which is why I think the payoff for that is that – at some point – they all break my heart by buggering off.
Except the pain is soothed by the pride of what they do and what they create, which is why I want to sign off this post to Augustine with this.
Augustine:
Thank you for all you did for us and gave to us. [Except Covid]
Thank you for your smarts, patience, bants and reluctance to report me to HR.
Believe in your smarts.
Believe in your words.
Be humble with your talent, but go burn the fucking house down in all you do.
Au revoir.
Rx
You can reach her here.
