advertising, Uncategorized

Advertising. Talent is never a single malt.

“Everybody has talent, it’s just a matter of moving around until you have discovered what it is.”

George Lucas

Talent. It’s one of those words. Like the word, creativity. Everybody nods and agrees that you need it. These days, everybody, says they need talent desperately. What is also perhaps true, is that the changing structure of our business, from consultants to in-house agencies and everything in between means all sorts of people are perhaps figuring out what this word actually means for the first time.

The question is, what is it?

Part of the problem is the word. It is all encompassing and generic. Talent may be an ability an individual has. However, it is also a lego block you can connect to other lego blocks to build something far bigger.

The trick is how you put the blocks together. And having an idea of what needs to be built

So what’s the problem? Well, lately I have seen a few car crashes. Certain companies hiring people that are plain wrong simply because they have the word creative on their CV. These companies have done this over and over for the last couple of years. And judging by the turnover of staff, it must have cost them plenty.

The question is, what is it they don’t understand?

The answer is pretty simple. They don’t understand what they need. They also don’t understand that creatives are not all the same. They have different skills which have to be managed and blended together. It doesn’t just work all by itself. Especially, if there is no culture of creativity in the company.

Creatives are like the game Tetris. They fit together in a multitude of ways. And when they do, they unlock far higher levels. They are capable of incredible leaps and doing the impossible. When they are just seen as manpower or resource they unlock far less. And to extend the metaphor, that is how you reach game over.

Bill Bernbach understood the value of connecting creatives over 50 years ago. He was the first to put an art director and a copywriter together. He understood you would get far better work if you got this combination right. He wasn’t looking at individuals but puzzle pieces that fit together. This idea over the last couple of years was often said to be old-fashioned. However, if you go and look at where ideas come from in almost any organisation you will find a couple of people in a room with laptops, or post-its or pads trying to come up with ideas. They might have different titles 50 years on but what they do is not that different.

Bernbach realised that finding a single individual that could have a range of different, brilliant ideas every day, then potentially sell those ideas with exuberance and then make all those different ideas equally well is very rare. More than that, he really understood the power of combinations and what they can unlock. He understood what I call the power of bounce. You see this strange power in improv theatre. The golden rule for actors is no matter what the other actor says you have to say ‘yes and’. You have to build on the idea.

Actually, it’s not a strange power. We have seen it for years. Lennon and McCartney. Keith Richards and Mick Jagger. Elton John and Bernie Taupin. Or, modern comedy writing versions. Ricky Gervais and Stephen Merchant. Tina Fey and Amy Poehler. Or closer to home, Flight of the Conchords. Together these duo’s create what one of them cannot. They fuel each other and support each others ideas. Having ideas can be a lonely business. Another person that gets you and is willing to go on a crazy journey with you is beyond value.

Finding those combinations though takes time and needs to be nurtured. Many right now are not taking the time. They are just hiring the right amount of people for the desks in a room. Even if they are great, they may not be the answer. Imagine the football team Barcelona made up entirely of Lionel Messi clones. He is arguably the greatest player that has ever lived. How many matches would that team win? My guess is not many if he is the goalkeeper.

Raymond Chandler once said there are no bad whiskeys. There are only some whiskeys that aren’t as good as others.

And in our business, which has always been a team sport, the greatest whiskey of all is talent. And that talent, may begin as a single malt, but if it is to truly succeed, it should always become a blend.

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advertising, Uncategorized

Advertising. Norah Jones, KFC and forgiveness.

“It is absurd to divide people into good and bad. People are either charming or tedious.”

Oscar Wilde

We had been waiting almost an hour. An hour is a long time to wait. You start playing weird games in your head. I will count to thirty. When the big hands gets to the five, I am definitely out of here. You also silently seethe. Actually, it wasn’t that silent. By now, the crowd had started slow hand clapping. There was no communication. Where was the support band? Where the fuck was the actual band? People had got babysitters who were getting paid by the hour. People who have gotten babysitters are not people you want to mess with.

Suddenly, a tall blonde comedian called Melanie Bracewell walked onstage and said the immortal words, “Hello, I am not Norah Jones.” Now, I am pretty sure she wasn’t the support band. It almost felt like somebody had made phone calls that included the words please get me somebody and I have a problem. The crowd’s silent response was, you’re damn right you are not Norah Jones. Go and bloody get her. We have been waiting an hour.

To Melanie’s credit, she hung in there. In the beginning, it was painful viewing. It was like watching somebody trying to move a cement block of anger. There was this underlying feeling of hostility in the audience. People laughed to be polite. But slowly, she got a few laughs. Genuine laughs. And you could feel the room change. Suddenly, there was a little bit of forgiveness in the crowds heart. She had charmed them with her bravery, creativity and humour. Her humaness (my new word) had won the day.

A couple of minutes later, Norah Jones walked onstage and all the anger evaporated as she began to play. Nobody was thinking about injustice, writing to the papers or worrying about millionaire baby sitters. Everything was forgiven.

Forgiveness. Brands don’t talk about it much. Charm is not a word you hear that often either. Efficiency and effectiveness is where it’s at. The quest for zero defect. We get it 100% right, every time. These are worthy and important goals. Something to always be striving for. A perfect brand. A brand that doesn’t make mistakes. That would be great. But that isn’t how life works is it? Those pesky bloody human beings. Sometimes rock stars are late or the wrong time was printed on the ticket. With many brands you only have to call a call centre to experience imperfection. Endless Pan-pipe music and being put through to the wrong department. Or, being asked for a pin number you didn’t know you had. OK that last one might just be me.

Like I said, things don’t always go according to plan. Ask KFC.

For years, I have had the same conversation. Almost everybody knows what their brand should look like. They also know what they want the brand to do. However, a lot less know how they want their brand to feel. This is what creativity can do. It can give a brand a personality that is interesting, entertaining and resilient. This creates immeasurable value for a brand especially when it makes a mistake or has to have a tough conversation with the world. And, if you think about how brands are having a stronger perspective on the world a la Nike with Colin Kaepernick these days it becomes a necessity.

Creativity understands how to work with tension and vulnerability. It understands how to work with imperfection.

So, whether you start your comedy set with, “Hello, I am not Norah Jones.” Or, you create an ad for a KFC that starts with the line – A chicken restaurant without any chicken. It’s not ideal. Vulnerability, a bit of charm and humour can go a long way. In fact, it is vital. These days a lot of advertising is all about what you’re going to say and how all the bits connect together. A lot of people shouldn’t forget, how you say it is just as important.

It can be the difference between disaster and forgiveness.

It is the difference between being charming and tedious.

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advertising, Uncategorized

Advertising. Yes, but what about Pablo Escobar’s hippos?

“I don’t understand it, but I feel it.”

Yves Saint Laurent

I will get to the hippos later but first pornography. I know, that sentence surprised me too. Mark Ritson was on stage in Miami and had been telling a story about Veet. You know the hair removal cream. At one point, sales had gone up exponentially and the company had tried to find out why. What was causing it? Packaging? Advertising? Distribution?

No. Not even close. Men watching huge amounts of pornography online. It would seem the vigorous manscaping in these low plot, high involvement films had become a massive trend.

It reminded me of another unlikely story. Pablo Escobar’s Zoo. At the height of his power, Signor Escobar was estimated to be worth 30 billion dollars from controlling all the drug trade out of Colombia. When you have that much money, what do you do? You open a zoo. Obviously.

Now, after Escobar’s death there was the problem of what to do with all the animals at the zoo. Most were shipped away but Escobar’s Cocaine Hippos, as they became known, were left to fend for themselves in a pond. They did way better than that. There are now dozens of them and Colombia has a large hippo problem. Because of a drug lord. Who had a zoo. Obviously.

As strange as those stories might seem, that is actually how life often works. Mad. Unexpected. Surprising. Qualities, that seem a long way from what is pre-occupying our industry at the moment. Maybe we just need to remember some things never get old. They are the cornerstones of telling any great story. And people, you know, the ones we are talking to, like a great story. If you need to check, walk into a pub.

What these stories also tell me is that when it comes to our industry anybody who says they know what’s going to happen is likely to be extremely wrong. We have many false prophets that live in a bubble of certainty that can become incredibly dangerous. If you look at the Fyre Festival debacle or the illusion that is Theranos, we have a whole lot of people who can explain and sell things very well. In fact, for some, the brochure has become the beach. However, their perfect, precise and predictable explanations have very little to do with reality.

We all want to believe in precise, predictability because it is easier. We like the idea of control and efficiency. It is safer. But like I said, life doesn’t work that way. And neither do people. As an industry, whose primary objective is to communicate with human beings it would be wise to never forget this.

It is why creativity matters. It is what creativity understands most of all. That you have to stay open to messiness. That you have to listen to the wrong words. It understands that efficiency doesn’t mean much without ingredients. And for those ingredients, creativity knows you have to go where things don’t make sense but could be interesting. Our industry needs to remember uncertainty is just as important as predictability.

Great stories and ideas are not about control and distance. They happen when you go towards the good stuff. You get closer to the strangeness of life and fallibility of people.

And very occasionally, Cocaine Hippos.

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Advertising. If you keep doing that you will go blind.

“A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own. It is insight into human nature that is the key to the communicator’s skill.”

Bill Bernbach

“TV is dead. Have you seen that new John Lewis ad. Pretty cool.”

Somebody said this to me about two weeks ago. It kind of stuck in my head. Only in advertising, could you say this and nobody would think you were weird. Except, it is pretty weird.

When I pointed out how strange that statement was, the person triumphantly said, yes, but I saw it on Facebook. I went and got a coffee.

Last week Nike released its powerful Dream Crazier spot. In a publication that praised the commercial, there was another article that said, yep, you guessed it, traditional advertising is dying because everything is changing.

I began to ask myself a few simple questions. Where is the work that is replacing this kind of work? Everybody is talking about it, I just never see it. Also, what is actually changing? Look at the three commercials below. They span an entire decade. Ten years. They are all good stories with a human insight at the centre. Are they really that different? I mean, ten years in advertising is a lifetime. The answer is no. Because, good stories are timeless. That’s why they are good stories.

2019
2012

2010

This got me thinking about our obsession with change. It gives us a weird amnesia about what has worked and what hasn’t in advertising. We are always searching for the next thing in case we are not seen as contemporary or modern. Remember the frenzy around Pokemon Go? It was going to change the world. Google glasses too. Anybody remember Vine? And just last week, Amazon discontinued dash buttons. I remember being in Cannes and somebody in cool trainers saying they were the future. Nobody remembers what anybody said yesterday. We just keep moving forward. I understand that this happens with innovation. And innovation is energetic and sexy. What isn’t sexy is stuff that is timeless. Things that don’t change. That’s a bit boring. So, we don’t really talk about it.

Towards the end of last year, Mark Ritson wrote an article about marketers being obsessed with the future. http://www.newslocker.com/en-uk/profession/sales_marketing/mark-ritson-dont-be-seduced-by-the-pornography-of-change/view/

He used the phrase ‘the pornography of change’. This has really stuck in my head. I think it is a excellent way of explaining our obsession with new stuff. VR headsets etc. Inherently, in advertising, we believe the new will always be the correct answer.

I also think a lot of what comes and goes is the delivery mechanism. The platform. This is changing a lot and will keep changing. How stuff gets to you and what data that stuff can generate. What hasn’t changed is it has to make you feel something. As the late great David Abbott once said, it doesn’t matter how fast shit reaches you, it’s still shit.

Perhaps, you don’t want to look at film because you think that is old school. Ok. For the hell of it, go back to 2007 and look at the Tap Project. Now, look at few ideas from 2010. Go look at T-Mobile Dance, or The Zimbabwean, Droga 5’s Jay-Z Decoded in 2011, Dove Sketches in 2013 and then look at Fearless Girl, a recent piece of brilliant work. What you will see is a whole lot of good work. You will also see how when you have a great idea time doesn’t make much difference. A great idea is a great idea. That’s why they have value.

Delivery and how things integrate is the place where there are many shifting tectonic plates. And this will continue to escalate rapidly. However, what that delivery mechanism serves you has not changed half as much as people make out. If you want a person’s time, you better have something to give them. That was true yesterday and will be more true tomorrow.

We are a business that is constantly looking at the future with good reason. However, occasionally we should learn from our past about what is unchanging.

Last week WPP’s Mark Read said this. “We need to invest more in creativity. We’ve disappeared down the rabbit hole of optimization, but a fantastic idea can multiply a client’s budget by three to five times.”

He is right, although Les Binet and Peter Field would claim it is even more effective than that. What he is saying though is clear. Over the last couple of years, advertising went a bit crazy. Some people thought we were selling something else besides ideas and creativity that helps business grow. My question is what else besides creativity can do that to a client’s budget? My next question is why did anybody ever move away from creativity if it can do that?

The simple answer is people thought efficiency and effectiveness were the same thing. There are many examples right now in ad land of this blindness. For some, it will prove fatal.

It would seem a good story is still a good story. A great idea will always be a great idea.

I am not sure that will ever change.

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advertising, Uncategorized

Advertising. What is madness worth? Lessons from Vince and Tony.

“Belief is holding on. Faith is letting go.”

Alan Watts

We will get to the painting later. We need to go back 48 hours.

My little obsession with obsession and madness began with a story I had read on the plane to New York. Now, it is important you know that I know very little about skateboarding. Yet, even I know who Tony Hawk is. The story was about him doing the first 900. This happened at the X-Games in 1999. It is a trick that is ridiculously difficult because you cannot see the skateboard twice while performing it. One of those moments is the landing. You kind of have to just know where the board is and hope you land on it. I found an interview where the great man explains it far better than I could. https://www.dailymotion.com/video/x62akqy

Photo by Fernando Menezes Jr. on Pexels.com

What I found interesting about the story was the fact that even though time was up in the competition, he kept going. He didn’t care about the trophy. The trick was the prize. He tried to land it over and over and on his tenth attempt, he nailed it. The competition was over but the crowd went nuts. He had done something impossible. He had taken an extra 10 minutes to get to that invisible line in his head and changed the world.

It made me think what those 10 minutes were worth. Imagine, he had stopped because the competition was over. How important were those 10 minutes? How important is time?

In our business, the question is always how long will something take. And these days, there is definitely less time than there used to be.

Here is the strange thing though. Every great piece of work I have ever seen made in an agency had people who pushed and worked way beyond what was required or reasonable. They were trying to get to that invisible line in their head. They disregarded time to make something great. It’s a type of madness that many in our business don’t understand or think is important. But believe me, it is not an ingredient you can do without.

Depending on your point of view, spending that time is either wasteful or very necessary. What I believe is there has to be some level of obsession or unreasonableness to get somewhere new or great. This is why creativity is so difficult to commoditize. It is the antidote to patterns. Its job is not to accept the way things are. This makes people uncomfortable.

In advertising, we are very fond of talking about pushing the work. Go one more round. However, lately, there are other narratives. One is that advertising is dead. The other is that creativity might not be required. Perhaps, it can be replaced. At the root of these narratives are always money and time rather than any concern for the product.

Super Bowl Sunday in New York

While I was thinking all of this, I found myself in the middle of New York. I was lucky enough to have a ticket to the Skittles Commercial Broadway Play. Instead of running a 5 million dollar ad on the Super Bowl, they created a play. The year before, Skittles made an ad for just one person. Both campaigns were very original, a lot of fun and very successful. Some would say they were very risky or a little mad. Well, that night I watched the Super Bowl for the first time in America. I remember about 3 commercials from hundreds. There were a lot of patterns. Celebrities etc. Some ads were genuinely awful. They were boring and facsimile’s of a hundred ads that have come before them. Strangely, those are never seen as a big risk. Yet, for brands they are the biggest risk of all.

Skittles Poster on Broadway

I kept thinking about being unreasonable and where it belongs in the modern advertising landscape. Is there enough time to be unreasonable or is it just too much trouble? What is the value of making an impact versus frequency? My old boss used to say there is never time to do it properly once but there is always enough time to do it averagely twice. He was smart.

The next day I found myself staring at Van Gogh’s hypnotic Starry Night with hundreds of people at the MoMA. He painted it from an asylum through barred windows over 120 years ago, yet it feels modern. He was losing his mind. The scene doesn’t exist. It is made up. The village in the painting was painted from memory. I stared at it for a very long time. I came to three conclusions.

The more I looked at the painting the more beautiful it got and the less I understood it.

There are no colour by numbers paintings in the MoMA.

A lot of people might not like or be comfortable with madness and obsession but it has value that is beyond measure.

Because it can change everything.

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advertising, Uncategorized

Advertising. Anybody want tickets to Fyre Festival?

Photo by Nextvoyage on Pexels.com

“If you stand for something, you will always find some people for you and against you. If you stand for nothing, you will find nobody against you, and nobody for you.”

Bill Bernbach

There is an old adage in advertising that says nothing kills a bad product faster than good advertising. Of course, that is assuming the product actually exists.

The recent documentary ‘Fyre’ on Netflix is about a music festival that became a slow motion car crash in the Caribbean. It was sold by influencers and models on Instagram as as a baby Coachella on Pablo Escobar’s Island. It turned into Lord of the Flies for rich kids with yoga pants. It is a cautionary tale about what happens when you can no longer tell the difference between the advertising and the product. In fact, in this case, for many, the advertising was the product. One of the telling comments in the documentary was that the real Fyre Festival was the photo shoot that happened before the festival itself.

While watching this, it was easy to laugh. And I did, while covering my eyes from the impending doom. All the ingredients were there. Magnificent stupidity. No appreciation of why you need professionals. People trying to pretend time doesn’t matter. Self-belief and ego on a gargantuan scale. People thinking that talking is the same as doing.

These ingredients are not new in our business. What has changed in the last couple of years is the clear delineation between communication and reality. Which comes first? The Fyre festival is a great example of this but social media is littered with many others. The subject is the object. The communication has become the product. It is what is being sold. It is what is being bought.

It got me thinking about the gap between what brands do and say and where those gaps will be in the future.

One of the strange things about our business is you will meet many people who think advertising is bullshit and is a waste of money. You will also meet people who think it can fix almost anything. And I do mean anything. The crazy part is they are often exactly the same people. It just depends on what they are dealing with when you meet them. How close is reality to biting? How authentic are they prepared to be? What are they prepared to say? Where this all gets interesting is when they have to back up what they say.

Over the last couple of years this question has become far more important. Building brands that have a purpose has become a big discussion in our industry. Take Nike, Pepsi and Gillette as examples of work that have had varying degrees of success using this idea. I am sure there is a wide range of opinions on the idea of brand purpose and the specific work I have mentioned. However, I just want to make two points about this direction with regards to authenticity and the range of emotions marketers will have to deal with going forward from the public.

Firstly, brands that actually live their purpose will have far more success. And purpose, is not something you can just manufacture. It is a behaviour. Done well it can make the brand distinctive and connect with the community it is in. Think about what Nike did with Colin Kaepernick. It was a risk that was mitigated by the brand itself. Very few brands could do this because they don’t have the track record. Are they really doing it and have they always done it, will always be the questions to answer.

It might seem obvious but there are still brands out there doing exactly what the Fyre Festival did. With social media, the danger in doing this is considerable. The world is watching. Communications about purpose without any authentic experience is not an option. For the brands doing this, welcome to the island, the people are pissed off and they are telling their friends.

The other point is that to do this successfully you have to be comfortable with a little hatred or perhaps quite a bit. This is going to get weird for a lot of brands and I think some won’t be prepared for what could happen. To have a purpose, you have to have a point of view. That point of view will not be universally liked. That is almost certainly guaranteed. Nike and Gillette experienced this in fairly extreme ways ranging from shoes being burnt to razor blades being flushed down the toilet. All online of course. How a brand can backup what it says will allow it to absorb this kind of pressure and hold the line. If you are not authentic, welcome to the island, have a Pepsi.

The world is changing but then again maybe not. It would seem in a fractured media landscape that has both social influencers and big brands trying to shape reality, albeit in very different ways, one thing will always holds true.

If you say it, you better bloody do it.

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advertising, Uncategorized

Advertising. Anybody fancy building a dangerous cathedral?

“We don’t see things as they are, we see them as we are.

Anais Nin

There is a story about three men who spent their lives quarrying rocks. When asked what they were doing, one replied, “Breaking rocks.” The second said, “Earning a living.” The third said, “Building a cathedral.”

Perception. In advertising, it is often aimed or focussed at the client or the project we are working on. We are always looking outward. It is very seldom that we have a clear point of view about ourselves. I remember once being told by a friend the main reason ad agencies make such bad ads about themselves is because an eye finds it very difficult to look at itself.

This lack of depth and understanding is never more obvious than at the beginning of the year when people in the industry are asked what is important for the year ahead.

The answers I read were in a trade mag and what struck me was how similar the answers were. Almost everybody answered that creativity was the way forward. Initially that made me happy but then I got this weird feeling of dread. Really? These people all passionately believe in creativity? Half these people wouldn’t know what creativity was if it kicked them in the nuts. It was like some publicist had told them that creativity was the right answer. It was like they were going through the motions in a glitterless pantomime. They had made creativity just a word. And what’s worse, they had made it sound boring and unimportant.

This year it felt like these people were treading water in a pool of corporate correctness. They were waiting for something. Doing only what was required. There was no danger or audaciousness. It felt like they had no confidence or point of view.

There have been many that have said advertising needs to get its confidence back. The question is always how?

Before I answer that, lets look at the industry landscape. In the last 6 months, some of the greatest advertising agencies that have ever been have disappeared. Poof. Gone forever. Insert Kodak story.

Now, did they disappear because of what we all say is the most important thing in advertising. Creativity? No. Perhaps the work got worse in the end but I can promise you it wasn’t because the creatives didn’t try. I know, I spoke to them.

These agencies disappeared because people cared about the wrong things. These agencies disappeared because they became boring. These agencies disappeared because they stopped having a point of view. And creativity, became just a word. It stopped meaning anything. When that happens, no process, delivery mechanism or structure can save you. The centre cannot hold because you have nothing of value anymore. There is nothing to sell.

To answer the original question, confidence in our industry has always come from doing, not talking. That will never change. Turning creativity into a verb. Making shit. Astounding the world. Doing what has never been done. Doing what others won’t or can’t. Being brave and trying very hard to create a little magic. Doing will give us our confidence and in turn begin to change the way we see ourselves.

2019 is not the year where we have the luxury of simply going through the motions. We cannot give the same boring answers. We need to remember what we are capable of. We need to fight. We have to believe in creativity again. It cannot just be a word. We have to make it mean something. There is no other way.

As an industry, we need to remember that our confidence has always come from building dangerous cathedrals.

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