Depth Perception

And the winner is

2011-11-15T14:16:00.002Z

What’s the point of submitting work for awards?

I'm probably only asking this as we at GPJ have been lucky enough to win a few over the last few weeks.

As I sit here admiring the booty

(That's the other meaning of the word booty)

Its worth pondering the question.

So there is ego stroking of course.

But that's not it.
They teach us to blow our trumpet.
To sing the praises of our clients and colleagues.
Celebrate the things we do well, and acknowledge those magic moments when it all comes together.
But that's not it.

More importantly for me, is the submissions process.

It is a great chance to brush up on our storytelling skills.
What we say and how we say it.
It brings out the anecdotes and the inside scoop.
It forces us to be compelling because we want to win.
That way, even if we don’t win, it can help us win more business.
And remember, of course it’s an honour just to be nominated.

See you all at Eventia on Friday

Jump around, jump, jump.....jump around!

2011-11-11T11:15:00.003Z

The Experience is a very "real" form of communication.

There is no hiding behind a facade when you are out there face to face with the community you are trying to reach

That’s maybe why I love it so much

Face to face beats everything else for me.

Even e-mail or IM and BBM for you crazy kids out there.
I came across and interesting piece of research the other day

Two groups

Let’s call them A and B

I hate long introductions

Group A

All met each other face to face and had time to get to know one another in person.

Then both Groups were then given a conflict to resolve by e-mail

Group B had no face-to-face meeting or face to face communications.

6% of the Group A failed to arrive at a good resolution.

And Group B?

You know its going to be more....set your eye balls to stun.

39% couldn’t agree

Ladies and Gentlemen.

Get up from thy desk and walk ..........

Straight from the dragon's mouth

2011-11-10T11:54:00.003Z

I don't know if you caught Dragon Peter Jones' programme How We Made Our Millions last night on BBC

Here it is on iplayer

He was trying to discover if there was a defining trait in successful people.

I had the same thought around agencies.

There are two types of agencies.

Those that win and those that don’t.

Now, presuming that they have a fairly equitable distribution of talent, what separates them?

I think it’s the willingness to do what needs to be done.

Education expert Frank Banks once said “If you really want to do something, you'll find a way.
If you don't, you'll find an excuse."

If your heart’s not in it, you’ll never win.

It’s always easy to spot the people who derail your chances.

They’ve got a million and one reasons not to try.

They use up far more energy protesting than they would just getting the job done.

Funny enough Peter's conclusion was much the same.

Don't take no for an answer.

You're a brand

2011-11-08T16:50:00.003Z

We've been looking at internal communications for a number of clients recently

In one of the meetings we wanted to shake up the thinking a little so we decided to put everyone in the room on the spot by asking them what their personal brand stood for.

Slightly unfairly, but very enlightening.

Some responded instantly, others took their time.
All of them realised that the point was about the power of the personal brand.
All the leaders and senior figures in our lives stand for something unique, even if it’s not necessarily something that we like.
Your true value to a company isn’t just doing your job, that’s what you get paid for.
If you are thinking “If I do what I’m told, I’ll always be valuable.”
Then you are mistaken.
That viewpoint only commoditises what you do and there is not real value in that, because in reality, all you’re doing is filling a hole.
The key to getting ahead is finding the thing (or things) you can bring to the business that no-one else can.
The more the company that you work with recognises that and "invests" in it, the greater the results for all.

That’s what’s irreplaceable, where you create value for the company and yourself.
So what’s your brand?

A quick thought

2011-11-01T17:03:00.002Z

They say practice makes perfect.
You know what else makes perfect?
Long, laborious processes.

Second guessing.

Arguing about minute detail.

Fine tuning

Last minute changes

Here's the deal .
You can get something 100% right, but take ....forever in delivering it.
Or you can be quick off the mark, first to respond and know that you’ll be 99% there. .
I know which one I’d always choose.
How about you?
Be quick, the clock’s ticking.

Change is the only constant

2011-10-31T16:43:00.003Z

Those that have heard me speak at an event will know that I talk about change.

A lot!

As my own personal guru Tom Peters says, "if you don't like change, you're in the wrong business, whatever business you are in".

The world is constantly changing.
And in these technologically-enhanced times, it's changing faster than ever.
Sometimes, we have to run just to catch up.
So I find it weird that so many people remain resistant to progress.
They actively shun evolution, dig in their heels and steadfastly refuse to move on.
Some of them even go so far as to take pride in the 'Luddite' approach, arguing that when the world shifts back, they'll be in exactly the right place.
The more things change, the more they stay the same.
And the more ridiculous they look.
I always think of Trigger, the po-faced buffoon in long-running sitcom 'Only Fools and Horses'.
He once proudly announced:
"I've had the same broom for 20 years."
"It's had 17 new heads ...........................and 14 new handles."
You can keep telling yourself that nothing's changed.
But in actual fact, everything has.

Its all about the experience

2011-10-24T15:24:00.002+01:00

This is a fantastic time to be working in an experience marketing agency.
Advertisers are recognizing the need to focus on experiences rather than just messaging.
And sponsors are increasingly looking for ways to activate their properties in a way that brings to life the essence of their brand.
If you want people to be passionate about your brand, you have to be willing to express yourself through your actions and behaviours,
That’s where the emotional connection occurs.
Consumers want something they can feel.
An experience that hey’ll remember.
Whether it’s a retail presence, an exclusive rewards programme or a sponsorship strategy, you need to focus on the emotion that connects the brand to the consumer.
That's the way to build long term relationships.

Eat the frog....

2011-10-19T12:17:00.003+01:00

I was looking over some posts to the blog I made a while back

And apart from marvelling at the fact that tempus really does fugit

I thought some of them really do stand a little retelling
The issues are still the issues.

The concept of squeezing a quart of work into the pint point of time is ever present.

So how good are you at managing your time?
Ok don't want your stock answer.

I'm looking for the truth.

(I can handle the truth)
The fact is, we all have a habit of leaving the crappy jobs ‘til last.
Which means that all the job we are not looking forward to hangs over us like a storm cloud, we put it off and put it off, extend our deadline, move it down the to do list.
It then starts affecting our attitude, our mood and everything else we do, it casts a shadow over the rest of our day, our week.
If you haven’t already read it, I highly recommend Eat That Frog! By Brian Tracy.
In it, he explores the positive benefits of tackling the least appealing task that faces you that day first.
If you get the worst thing you have to do done first then everything else, is positive.

Please note that I’ve even embedded the link directly to Amazon in this post, so you procrastinators have even less of an excuse.

Life is a team game.......

2011-10-18T15:29:00.001+01:00

Isn’t it funny how we change with time?
When I look back at the callow youth I once was Oh come on I was ...once) , I remember how important it was that I never show any sign of weakness. I was hungry, ambitious, and to be honest, a little naïve.
I saw teamwork as a cop-out, for people who couldn’t handle responsibility on their own. So I’d take whatever role was given to me, and I’d struggle away.
If anyone asked how I was doing my answer was always “Fine, thanks.” But it wasn’t always true. And although I’d usually get the job done, it wasn’t always done well.
Nowadays, it’s all very different.
I love teamwork.
There’s the social interaction for one thing.

And there’s the joy in pooling a bunch of diverse resources into the creation of something truly exceptional.
Now I’m a lot more confident in what I bring to the team, and I recognise that that’s enough.
So when it comes to team working, make sure that you pick people whose strengths are your weaknesses.
Because between you, you’ll be unbeatable.

Stop Thinking Start Doing

2011-08-04T13:38:00.001+01:00

You can study for all the MBAs and post-graduate qualifications in the world.
But if you want to know what separates the guys who run things from the people who don’t, I’ll tell you.
It’s one simple question – What’s best for me?
The people who make it to the top, never ask that question.
And the people who get passed over for promotion always ask it.
As you move through your life, your business or just your career, there’ll be times where you need to give a little more.
A little more time.
A little more effort.
A little more je ne sais quoi (the person who asks you may well be French).
Alternatively, you might just spot that something needs to, or should be done.
So you ask yourself that question.
Weigh things up in your mind.
Run through the caveats.
You hesitate.
Meanwhile, someone else has picked it up and run with it.
And although the problem has been solved, or the issue averted, people remember that moment of hesitation.
The can’t-do attitude.
Your mercenary decision-making process.
See it from a different point of view.
Grasping a challenge, a task, an opportunity, shows energy and enthusiasm.
It demonstrates the kind of commitment that anyone who controls the bottom line is looking for.
Let me give you a quick example from today.
Yesterday I had an early client meeting in town.
Then a pitch in a different part of town at 12.30.
My next meeting was at 4.30, in town.
I could have given myself an easy ride.
Nice leisurely lunch, make a few calls, stroll to my meeting.
No.
Instead I made the hour-long journey back to the office in Kingston.
All because there was a catch-up meeting for a pitch that was going out the door at 5pm.
As soon as the meeting was over, I had to head out the door for the hour-long journey to my next meeting.
So… was it good for me.
Of course not.
Was it right for the other people involved?
Absolutely.
If you're reading this blog thinking I'm a mug, then you’re probably happy with your job.
But don’t feel too good about it – that’s what you’ve got instead of the career you could be having.
But, if you’re reading this thinking "that's what I would have done", look me up on LinkedIn. You never know where it could lead.
Chances are, there’ll be some travel involved.

Shout It From The Roof Tops

2011-08-03T08:55:00.001+01:00

This one goes out to all you golf fans.

And Gareth.

If the last 3 majors have taught us anything, it’s the fact that success breeds success.

All winning golfers from the The Masters, The US Open and The Open are managed by Chubby Chandler's ISM group.

When they are at the majors, they eat together.

Stay together.

So they’re constantly sharing their winning stories.

First Graham McDowell wins the US Open of last year.

Then Louis Oosthuizen.

Followed by Rory McIlroy and now Darren Clarke.

It’s no coincidence.

They’ve cultivated a culture of success.

It becomes infectious.

Everyone sees how it’s done.

And they all want a piece.

So next time you win something, tell the world.

Let others share in your success.

Learn from your experience.

And enjoy some victories of their own.

Why Wait Till The End?

2011-08-01T09:48:00.001+01:00

As I said on Thursday, we’ve been pitching a lot lately.
And I’m happy to say we’ve had a pretty successful run.
That’s mean quite a few late nights.
As well as plenty of early mornings.
Whatever it takes to get stuff out the door.
I guess old habits die hard.
But I’ve never understood that agency mentality of taking it down to the wire.
Leaving it to the very last minute.
I’m sure some people work best under pressure.
Unfortunately, that’s also how mistakes get made.
Things get overlooked in the last minute panic.
Like any successful product launch, the pressure needs to be applied at the front end.
Otherwise, you run the risk of making your pitch look like a 12 year-old’s homework.
“Sorry if my report looks sloppy, but the bus kept going over speed bumps.”
Not very impressive.
You might be able to rationalize it, but your client can spot the warning signs.
Well managed time, means a well managed project.
And that’s something every client wants to see.

Pitching The Night Away

2011-07-28T16:12:00.002+01:00

WoW!
Has it really been three weeks since I last posted on here?
Sorry for those of you who kept checking back for updates.
You know how it is.
Real life has a habit of getting in the way.
We’ve had something of a pitch frenzy here at GPJ.
So, of course, I couldn’t be happier.
As I've said before (repeatedly) pitching is our cost of sales.
Since we don’t advertise, pitching’s the best way of getting our name out there.
And even if you don’t win, no-one goes home empty handed.
We leave behind some great ideas.
Tons of chemistry.
New relationships.
There’s an old sports saying: "You miss 100% of the shots you never take."
Similarly, "You've got to be in it to win it."
OK, so they’re all clichés.
But they’re based in truth.
So of course you want to win, but also focus on taking every opportunity to meet,

engage and share.
Get out there and spread the word.
You never know who might be listening.

Here's The Truth,, You Can't Handle The Truth

2011-07-08T10:21:00.005+01:00

There are thousands of graduates out there, dreaming of a career in marketing, advertising and PR.

Ask them about their ideal job and they’ll tell you all about the brands they’d love to work with.

The audiences they’re dying to engage.

And the campaigns they hope to create.

What they probably won’t mention, is a long-standing desire to work in B2B marketing
So how did B2B become the last pick weedy kid of our industry?

Why aren’t we top of the hit-list when it comes to attracting the best talent?
I think it can be summed up in one word.........: boring.
A contentious viewpoint, perhaps.

But time and time again, we seem to forget the golden rule: our audiences are all people at heart.

It doesn’t matter how they fill their 9-5.

They still go to the pub with their mates, veg out in front of the TV, and try to score tickets to that long awaited reunion gig of their favourite band.

It’s not as if they automatically disconnect their souls the moment they log into their work email.
And yet, for some inexplicable reason, the world of B2B marketing seems to think that the only thing its audience cares about is work.

So that’s what we talk about.

Ad infinitum.

The more information then better.

And if it doesn’t inspire us, imagine how they must feel.
The fact is, our brands need the same thing our B2C counterparts need – advocates.

Those unofficial, authentic, low-cost sales people who will go out and evangelise on our behalf. Word-of-mouth is just as important in our world.

And social media is the perfect platform on which to activate it.

But we keep making the same mistakes, confusing information overload with emotional engagement.
We need to shift our mindset, and play by the same rules as our colleagues in B2C.

Our audience wants to be entertained and inspired.

Engaged and rewarded.

They may have to run their decisions past the folks in procurement, but they still listen to their heart when it comes to the crunch.
With the economy still in the grip of a seemingly endless recession, the competition is fiercer than ever.

We need to cut through the white noise, give people a reason to choose us over someone else.

The principles which have governed B2C marketing for decades can all apply.

Loyalty rewards, humour, great customer service, entertainment, engagement and dialogue. They’re essential tools, and yet all too often, they’re completely overlooked.
None of us want to be defined by the work we do.

And that includes our audiences.

This One's On Me

2011-07-07T10:16:00.001+01:00

Nothing stands still for long in the world of marketing.
It's not so long ago that I was talking about the experience economy.
Now, it seems, we've shifted to the relationship economy.
Brands are looking for long-term engagement with audiences.
Relationship that don't just last a lifetime, but that will span generations too.
According to Tom LaForge, Global Director of Human and Cultural Insights at Coca Cola:
"The last thing we want to do in any relationship is transactionalise it".
I don't suppose that means he's going to be giving away Cokes from now on.
But I think he understands the fundamental issue at the heart of relationships based on any kind of exchange.
In the past I've described advertising as the friend who only ever calls when they need something.
"Can you lend me a tenner?"
"Can you pick me up from the airport?"
"Think you could write me a reference?"
Annoying, aren't they?
Experience marketing, on the other hand, is always in touch.
It wants to know how you're doing.
And it understands the difference between a conversation and a monologue.
The fact is, even the best relationships sometimes have a transactional side.
The key is to make sure that there's a quid pro quo at the heart of it.
This time, you're doing a favour.
Next time, like the song says, "They'll be there for you."
The best brands are happy to go Dutch.
Because they know that it all evens out in the end.

Shine Like A Star

2011-07-06T12:33:00.002+01:00

Sometimes, even I struggle to get out of bed.

Maybe it's been a long week.

Or I'm still feeling the effects of a late night.

Either way, I find myself thinking how nice it would be to just lay back and stay in bed.

But I never do.

Because the one thing I enjoy more than sleeping is coming to work.

It's true.

And if you can't say the same, you're doing something wrong.

Think about it.

We spend more time at work than we do anywhere else.

We see more of our colleagues than we do our family and loved ones.

Work has to be fun.

It has to be a laugh.

And if you enjoy yourself, chances are your workmates will too.

Same goes for your clients.

My friend Chris Barez Brown releases his new book today.

It's called How To Shine At Work.

The website's here: www.howtoshineatwork.com

In it, he teaches you how to be Bono...Or Elvis.

The entertainer with the power to lead.

As.Chris says start reading novels instead of The Economist.

Slope off for a nap if you need some inspiration.

And if your boss has a problem, tell them to take it up with me.

Actually, on second thoughts, give them Chris's number.

The Sky Is Falling, Take Cover

2011-07-01T11:51:00.001+01:00

WoW!
The world moves so quickly, and so slowly at the same time.
Our environment can change in an instant.
And yet it can take us years to respond.
I remember writing on this very blog about two years ago about the demise of Woolworths.
As someone who used to buy the top 20 singles every week, it was a loss I felt very deeply.
At the time, I argued that some businesses had simply passed their sell-by date.
Time to chuck them out, along with the curdled milk and furry cheese.
(You should see inside my fridge)
Anyway, it was a sad time for the people who worked there.
But the closure of those distinctive red and white stores was more about the business model than the recession.
Its core offer was outdated.
Unsustainable.
And yet here we are again.
Those who forget the past... and all that.
Oddbins, Moben, Habitat, Focus DIY, Jane Norman and Thornton's are all either biting the dust or opening wide in preparation.
Again, it's unfortunate for the lives and careers that will be affected.
But once more, it's about the business model.
Not being an expert on female fashion, I can't comment on Jane Norman.
But the others are all outdated propositions.
Oddbins can't compete with grocery multiples and their 'pile it high sell it cheap' mindset.
Moben was built on a personal finance model that no longer fits.
Habitat seem over priced when compared with other fashionable furniture stores.
Focus DIY was always an also-ran to B&Q.
And Thornton's have given up their exclusivity, enabling their loyal customers to pick up chocolates in the supermarket.
Ultimately, the energy that creates as business has to be sustained.
And that means redirecting it to respond to changing market conditions.
It means keeping track of changing audience tastes.
If the global slow down has taught us anything, it's that nothing lasts forever.
Even beloved brands.
Evolution is a painful process.
But if you don't embrace it, you're just another relic waiting for your place in a museum.

Crap, Crap and Double Crap

2011-06-29T15:34:00.001+01:00

I'm a blogger.
I'm a Tweeter.
I'm on Linked-In.
I have a built-in audience.
I've cultivated an army of followers.
My opinion must count.
In fact, it over-rules everyone else's.
Or maybe that's just the way things are going.
We have a forum to complain.
No responsibility or accountability.
So we get stuck in.
See bandwagon, must jump on.
I can't create it myself, so I'll just tear apart someone else's efforts.
Coldplay are rubbish.
Tom Cruise can't act.
X-Factor is for morons.
This is why our TVs and stereos have an 'off' switch.
Don't like it?
Don't listen.
If you've got a better idea, we're all ears.
Show us how you'd do it.
Take our breath away.
Move it on and share some positives.
Keep going forward, rather than dragging everyone else back.
There are no right or wrong answers.
Only degrees of effort.
Complaining takes very little.
Creation, now there's the challenge.

If You're Happy And You Know It (clapping optional)

2011-06-09T08:56:00.001+01:00

You remember my old mucker Chris Barez- Brown.

Yes you do, the Upping Your Elvis guy.

You know, creativity guru.

Got a new book coming out next month.

Shine, How To Survive And Thrive

£ 9.99, YES £9.99! Portfolio Penguin.

That's the fella.

Anyhoo

He has this "thing" about waking up.

The moment when you open your eyes and your brain has to suddenly bring you up to speed.

Who you are.

What you do.

And in my case, where am I?

Chris sees that precise moment as a real power opportunity.

You can be who you want to be.

What you want to be.

You can choose to be different.

I love that.

We all come across people who are just not happy in their role.

Too busy.

Too much responsibility.

Whatever the reason, something's not working.

And usually, neither are they.

They're going through the motions, but they're not achieving anything.

Happiness is a choice.

Whether you find your work enjoyable or not is also a choice.

Fun is a choice.

If you're happy you'll enjoy it.

If you enjoy it, you'll be great at it.

No matter what the 'it' happens to be.

Agency Credentials.

2011-05-25T12:57:00.003+01:00

Here's something you don't hear very often

"Could your agency present its credentials?"
Last time I heard that Lance Armstrong was on a penny farthing.
OK, an exaggeration.

Let me put it another way.
When did you last encounter a client who wanted to focus on the past?
That's not to say that your history doesn't matter.
The work you've done, the people you hired, the offices you opened.
It all counts for something.
But the moment the opportunity to run through your creds comes up, don't go into autopilot.
There's no denying that your heritage has value.
However, agencies need to be a little bit more inquisitive about that all-important first meeting in the diary.
Why now?
Is this a specific assignment or more of a general interest meeting?
Why us?
Have we been recommended or was this a game of 'pin the tail on the agency'?
Clients also need to apply a little more focus to the process.
Rather than a brief history of time, they should be looking for your view on the world.
Plus, some smart thinking about how that POV might affect their company and their brand.
Most importantly, you need to give them an idea of what it's like to work with your agency.
And if they don't ask for it, you should be ready to do that anyway.
Give them a surprising creds presentation and you're already halfway there.

Are You Having Fun Yet?

2011-05-18T12:51:00.002+01:00

I'm a firm believer in the "work should be fun" philosophy
Of course we can't be rolling around the floor all day long
But there are times when it's more than just appropriate to have a laugh.
Sometimes it's downright essential.
Take the last few weeks for me.
Getting to grips with a new life at George P Johnson has been a challenge.
It's an awesome company filled with exceptional people.
And I was like the guy waiting for his go at "double dutch" trying to get the pace right.
When you go for it, jump in, join in and connect, it starts to be fun.
The thing that we do, experience marketing, is all about brands connecting with audiences on a meta level.
An emotional level.
Once you can do that, you have relationships that will last.
Now I just need to get them to start laughing at my jokes.

Super Citizens

2011-05-12T12:53:00.000+01:00

There was an interesting story in the London Evening Standard yesterday about how many people McDonald's educates.
The whole classroom, lessons, exams thing.
For a long time now, I've been looking at the rise of brands and the role they play in our everyday lives.
We rely on them for much more than just the products and services they sell.
There's the CSR programmes, the sports sponsorships, even their support for the arts (check out my friend Gareth's blog on how brands are helping fund the new Bond movie).
Did you know that McDonalds apparently teaches the English language to more people than our school system.
The responsibility placed on brands is enormous.
Especially since we seem to be losing trust in the old establishment.
Governments and organised religion - those old institutions that we followed and believed in - have been usurped by brands.
Obviously, not all brands are created equal.
There are some we trust more than others.
But the interesting thing for me is what the brands are doing with this trust, and how they're taking their involvement in various projects and initiatives to a whole new level.
It doesn't matter whether it's the broad brush stroke of Olympic participation, or the narrow cast reach of a local charity project.
They're interacting with consumers more than ever before.
And finding new ways to play a part in all our lives.
Before you ask, this blog is not sponsored by McDonalds.
Yet.

What An Experience

2011-05-03T16:15:00.001+01:00

This time last week, I was flying to Sweden to present at an industry event.
The subject?
Experience marketing of course - haven't you been paying attention?
After the speech, I took questions from the floor.
One in particular really stood out.
Because it challenged me to really think about my perspective on the subject about which I'd just spoken at length.
Someone in the crowd had endured, rather than enjoyed, a recent trip with Ryanair.
(Budget airline for you guys outside the UK)
Having listened patiently to me extolling the virtues of the brand experience, they asked "Isn't Ryanair just about price, rather than experience?"
My first reaction was to blurt out "yes, probably".
But the more I spoke, the more my opinion began to shift.
If experience marketing is delivering a brand's promise across every touch point, then you could argue that Ryanair is truly living the experience.
I never said it had to be a good experience, just a consistent one.
Think about the following no-frills touchpoints:
"Extra for luggage - wow this must be cheap"
"Pay for the lavatories - wow this must be cheap"
"No seat allocation - wow this must be cheap"
It might not top your list of 'favourite ways to spend a few hours', but as an on-brand experience it's hard to beat.
Everyone you tell about your flight will think two things, guaranteed.
"That sounds awful."
And "You must have got a great deal."
At that point, anyone planning a flight simply has to choose whether they want the bells and whistles, or the bare bones.
And if it's the latter, you know who they'll be booking with.
If that is indeed their strategy, you have to admire their singlemindedness.
It seems to work, even if the reclining seats don't.

New York, Old Skills

2011-04-27T16:10:00.001+01:00

I was recently lucky enough to spend a week in New York to see some of the great work we've been doing in the States.
It's always great to take a bite out of the big apple.
But this time, the first thing that struck me ........was a mugger.
Sorry, old joke.
Too easy?
Anyway, what actually struck me was how the city gets a bad rap from the rest of the world.
Everyone sees it as a rude, brusque, rush-rush kind of place.
And sure, there's a reason why they call it a New York minute.
Even so, everyone who works there, takes the time to show how committed they are to their role. The security guard on the door of the sports store where I bought the obligatory NY Jets and Yankees T-shirts understood that he was part of the retail experience.
And acted accordingly.
The bus-boys, whose role it was to clear plates and fill water glasses in the Hilton, acted as though lives depended on their proficiency.
And the 70 year-old waitress in the world-famous Carnegie Deli (sorry if you're not actually 70 Monica, you've had a hard life) did her bit to enhance the dining experience.
Even the cab driver, who took me and a grumbling, moaning colleague back to the hotel after a night out, couldn't have been more helpful.
If, as we say, the experience IS the marketing, what are we doing to ensure that those human touchpoints are fully engaged with the businesses they represent?
After all, they're the experiences that live longest in the memory.
It's vital to help them understand the role they play as part of the newly evolved marketing mix.
And they need to be rewarded accordingly.
By the way, my legal team have advised me to point out that any similarities between Adrian Power and my grumbling colleague are entirely coincidental.

The Experience Is The Marketing

2011-04-26T10:28:00.000+01:00

It feels as though I've been banging the drum about experiences for as
long as I can remember.
Buying experiences.
Selling experiences.
Living experiences.
It all started with a lightbulb moment back when I read Marshall
McLuhan's quote: "We don't learn through education, we learn through
experience."
My life changed forever at that point.
Everything I've done since then has been about experience marketing.
Because, as we say here at GPJ, the experience IS the marketing.
However you touch the brand.
However you interact with it.
That's what creates the experience.
It drives the word of mouth, and it's the basis for any marketing.
Don't worry if that's not how you think.
It really doesn't matter.
It's how your audience thinks.

Pitching And Moaning

2011-04-11T11:52:00.002+01:00

Time certainly flies when you're the new boy. Only a couple of weeks in, and already we've had a bunch of pitches go out the door. If anything, that pace has helped me settle in pretty quickly. Like I always say, new business enables you to feel part of a new agency in no time at all. There's no extensive client history to worry about. No time spent scouring the business for existing knowledge. It's new for everyone - we're all in the same boat. Ultimately, it's a great acid test for determining whether or not you've made the right choice in moving. And I have. Watching my new boss, Kim Myhre, on his feet the other day was amazing. I try not to overuse the word 'inspirational' but in this case, there's no other synonym that would suit. On top of that, I got to see the whole team pulling together to develop our solutions. It was impressive. I think we're going to achieve some great things together. I know I harp on about teamwork. The importance of that key moment when things are buzzing, ideas are forming, and the only agenda anyone has is to do great work. That takes an investment of time by everyone to spend time together. And it requires leaders who recognise the importance of their own role in the process. So everything happens the right way. Yeah, I'm gonna like it here...

Buyer Beware

2011-04-05T10:25:00.000+01:00

OK. Let's assume that you already know what your clients want from you. But what do you want from them? "Getting paid" isn't really an answer - that's a given. And we can assume that "the chance to do great work" is pretty obvious too. Go further Think bigger. You want to be their only (insert marketing discipline) agency. To be their global partner. One question. Have you asked them? You have to do the amazing work. And start delivering those quantifiable results. Then you have to layout your plans for the future and ask. Its up to you.

The Decision Is Yours

2011-04-01T14:27:00.002+01:00

Politics is all about the exchange of ideas. Last year, when the general election turned up no clear winner, politicians with conflicting ideologies found themselves with no option but to build bridges between two parties. Safe to say, it was a difficult time, and they’re still trying to iron out some of the wrinkles. As a result, there’s been a determined movement to address some of the issues in our voting system, to give people more of a say in the way they exercise their democratic rights. My friend Louise at the Evening Standard is running an Alternative Vote Debate next week to stimulate thinking about the forthcoming referendum. It's on Wednesday 6th April at Emmanuel Centre, 9-23 Marsham Street, SW1P 3DW, between 6.30pm and 8pm. With a number of political luminaries taking the podium to express their pro and con arguments, it’s going to be an interesting evening. If you haven’t decided how you feel about the proposed changes to the voting system, it’s well worth showing up. There’ll also be a Q&A session so you can put your questions to some of the invited speakers. Tickets are available at www.standard.co.uk/avdebate and there are two available for each person who applies, but it’s first come, first served Tell them Kevin sent you

Getting To Grips

2011-03-29T12:02:00.001+01:00

And so begins week two in my new office. Already I've got a diary full of meetings to look forward to. After a few weeks of peace and quiet, it's nice to feel like I'm back where I belong. Somewhere busy. Always moving. I've spent the last few days learning the basics. Where things are and where they belong. Anything new and different can always be a bit of a trial. So imagine how your clients must feel. When pitch time rolls around and they have to think about appointing a new agency. Scary, right? All the archives of knowledge are gone in an instant. The relationships. The friendly voice who always used to be there to solve your problems. I realise now just what a daunting prospect that must be. So, think about that next time you're pitching. What are you going to do to help them feel more at home? Make the transition a little easier for them?

Apple For The Teacher

2011-03-24T08:15:00.000Z

It's that time of year again when exams are looming on the horizon.
Not for me - I'm a little past all that.
But it's my kids.
One's doing GCSEs, the other is at AS Level.
I've been doing my best to motivate and inspire them.
OK, nagging them.
For the last couple of years I've been saying:
"You pass your exams in the class room, you turn up to collect your grades at the examination."
The same rules apply to us in the business world.
You win the pitch in the run-up, when you're doing the hard work.
By the time you're ready to present, you're turning up to collect your prize.
So if you rock up expecting to pull a rabbit out of the hat on the day, you're going to fail.
And this is one that you don't get to re-sit.

Pastures New

2011-03-23T07:28:00.000Z

You've probably noticed from my changing profile and new email address that I'm embarking on a new phase in my career.
I've left Jack Morton and am joining George P Johnson.
But it would be remiss of me to move on without paying tribute to the incredible people at JMW.
Talented, knowledgable and incredible.
All of them.
I wrote a couple of years ago on this very blog that every internal meeting is full of people who make me want to raise my own game.
Although I'm an expert in many things, I learned something every day in the last four years.
As a result, I've loved every minute.
Even the not so good bits.
Of course, I'm hungry for the road ahead.
But I know I'll never forget the people and places I leave behind.
Thanks guys, for everything.

Standing Out

2011-03-18T08:32:00.003Z

Yeah, yeah, I know.
A bit of time off work and I get sucked into a vortex of trash TV.
But learning is every where.
For instance, I've been enjoying Paddy McGuinness on Take Me Out for the last three weeks.
If anyone asks, I just tell them that the kids like it.
But watching it, week in week out, I noticed a distinct pattern emerging.
Let me bring you up to speed, just in case you have better things to do on a Saturday evening.
The show features 30 girls who stand behind an illuminated plinth.
A single guy enters the arena, and over the next three rounds, the girls switch off their lights if they're not interested in him.
As the host says, "No likey, no lighty".
It's highbrow stuff.
So, here's my point.
Once the girls have played, it's the boys' turn.
He gets to choose from any of the ladies with their lights still on.
During the previous part of the show, Paddy has picked a few girls at random for a bit of chat and banter.
Funnily enough, when the guy makes his final selection, it's always one of the people Paddy has already spoken to.
It just goes to show, even when you're faced with an army of competition, there's a way to stand out. Make sure that, when crunch time comes, you get picked.
And sometimes, it has nothing to do with the way you play the game.
So what are you gonna do to make sure the decision maker remembers you?

With Friends Like These...

2011-03-17T08:25:00.001Z

Sometime around 400 BC, Chinese general Sun-tzu gave a piece of advice that people still repeat today.
He said “Keep your friends close and your enemies even closer.”
Well, what do you expect from a military strategist - a group hug?
Time and time again, people trot out the same old epithet, assuming that it’s good advice.
As the saying goes, a billion Chinese people can’t be wrong.
But I think it’s a load of old dim sum.
The modern version?
Keep your friends close, and your good friends even closer.
OK, so it’s a little touchy-feely.
But in our hyper-connected world, we thrive on relationships and connections.
And we need to cherish them.
The closer the better.
Oh, and if you worry about what to do with your enemies, don’t.
If you have any enemies at all, you’re already doing something wrong.

The Vanessa Show Has Moved To The Afternoon

2011-03-15T09:02:00.003Z

When you spend time at home, these things become important.
So anyway, I was watching the show the other day.
Mostly because Vanessa's co-host Ben is a friend of mine.
Anywho, Shirley, from Pepsi and Shirley, was a guest (try Wikipedia).
She was on the show to plug their new comeback tour.
Listening to her talking about her time out of the spotlight,
I realised just how cyclical our world is.
The saying "what goes around, comes around" isn't just a threat.
It's a guarantee.
Everything revolves regularly.
We're just rotisserie chickens in the oven of life.
Take the 'modern' phenomenon of social media, for example.
The concept is nothing new.
We used to socialise based on geography.
Within our region, we still connected to a group with whom we had things in common.
We still seek out people who share the same interests.
It's just a bigger playing field.
Bog snorkelling. Spelunking. Judy Garland.
There are thousands of other people out there who feel the same.
We all want to belong.
That's why experience marketing is key to growing brands.
Unpacking the detail to give consumers something they can get involved in.
That's how you create a sense of belonging.
So I guess I'll be seeing you on the front row at Pepsi & Shirley then?

Don't Be What They Want You To Be

2011-03-14T08:52:00.002Z

One of my friends has a great way of calming down the control freaks in his business.
When he feels the pressure building, he sends people an email.
He explains the situation and tells them to be a little less "pendantic".
Guess what - they all write back and correct his spelling.
His reply?
"Thanks for making my point."
Wry smiles all round, and tension diffused.
When he told me about this, I wondered what it meant.
We all like to think of ourselves and independent creatures.
Capable of surprises at every turn.
And then someone sets a trap that we walk right into.
Because they've had the chance to observe how we behave.
The kind of traits that are hard to leave behind.
They know that we'll be difficult.
They know we'll be a pushover.
They know we'll spend most of our time complaining.
They know we'll sit on the fence.
They know we'll make a weak joke (OK, that one's me).
So it's up to us to get out of the river that we've made for ourselves.
The theory of consequential action posits that if we change one thing, everything else will follow.
Change the news feeds you read.
Change your breakfast cereal.
Break from the old routine.
Change it up.
Mix it up.
You won't believe the difference it makes.
Funny
I knew you'd say that.

The Other Side Of The Table

2011-03-11T07:38:00.002Z

It's not often that I find myself with time on my hands.
But the last few days have been interesting for precisely that reason.
The other day, I found myself at the mercy (in a nice way) of four old friends.
They originally got together and set up their own company.
They're currently in the process of refreshing their agency credentials.
And I guess they see me as some kind of expert on the subject.
But, you know what they say about experts...
Anyway, the thing that struck me, as they talked through their creds, was how strange it felt to be seeing things from the clients' point-of-view.
I was reminded of something that Colin Lloyd at KLP told me a good fifteen years ago.
Make sure you have a beginning, a middle and an end.
More importantly, keep those three factors as close together as possible.
If you really must talk about yourself, then make sure you tell a story.
Explain you uniqueness, and your viewpoint, through the work you do.
And please, keep it under ten slides.
Otherwise, you might as well say, "Well, enough about me, let's talk about me some more."
Sure, they'll sit through your credentials.
But if they've taken the meeting, chances are, there's a bunch of other things they'd rather be talking about.

Once More Unto The Breach, Dear Friends, Once More;

2011-03-08T07:34:00.000Z

What's the most important department in your agency?
Obviously account development's vital.
Sales and marketing has a particular relevance to me.
And I keep going on about the importance of creative - so those guys must be essential.
And yet, when faced with that question, no-one ever says HR.
Which is strange, since HR is the defining part of your business.
Of any business.
Ultimately, it's the people who work with, for and around you, who make the difference.
They're what drives you.
It doesn't matter what else you do, the people are your key to success.
Great looking PowerPoint won't win you the account.
A spreadsheet won't make you more innovative.
Success comes from inspiring the people around you.
No-one works for a company.
They work for a person.
So forget about those old 'carrot and stick' policies.
The world has moved on.
Today, people want inspiration.
And that can only come from knowing.
Knowing your people.
Knowing your clients.
Knowing your subject.

A Lifetime's Work

2011-03-03T07:53:00.001Z

Greetings from my garden.
As I sit here surrounded by herbaceous borders, I'm realising how much I've let things slide over the last few years.
As a consequence, I'm finding that my time is being spent doing all the things I normally don't get the chance to focus on.
Getting the kids off to school.
Making everyone's packed lunches.
Helping out with homework.
And it's all been surprisingly rewarding.
I'm reminded of an old Japanese saying, that the man who spends his life contemplating the perfect cherry blossom will not have lived his life in vain.
My take-out from this, is that if you dedicate yourself to every task, no matter how mundane it may seem, you will be rewarded.
It's that age-old mantra - the more you put in, the more you'll get out.
And it really does work.
Try it for the rest of the week and see what happens.
And if you need any cuttings, just let me know.

Inspire Me

2011-03-01T11:57:00.001Z

As you know, I often find inspiration in my children.
Fox was at an audition yesterday for a new stage role that could take him all over the world.
Although he's still only 15, he already knows what his future holds.
He's a performer, through and through.
How many people are fortunate enough to know what they want to do at 15?
Anyway, the audition was arranged about ten days ago.
They gave him a page of dialogue to learn and interpret.
Plus, a two minute performance to show off his skills.
Then there was talk of a series of workshop.
It's a lot to take in.
When his agent gave him all the details, he simply took the brief and got on with his preparation.
He didn't complain about needing more time.
He didn't focus on all the reasons why he might not get the part.
He didn't worry about anyone else having an advantage over him.
He just focused on doing the best he could.
And he nailed it.
We all work in a competitive environment.
The key to winning lies in focusing on our own strengths.
Not worrying about everyone else's.
Next time that pitch comes in, make sure you focus on the right things.
It's yours for the winning.

So Long, Farewell, Auf Wiedersehen, Adieu

2011-02-25T13:07:00.003Z

Brace yourself.
Have a sit down.
Pour a stiff drink.
After four years of perspiration, dedication and cogitation, I’ve resigned from Jack Morton.
I’ll be leaving behind some good friends, great colleagues and fantastic clients.
But I’m also excited about the new opportunities that lay ahead.
Leaving a job, especially when you love it as much as I did, is always strange.
No matter how indispensable you think you are, it doesn’t take long for the waters to close over your head.
Before too long, you’re a footnote.
An anecdote.
And a scapegoat.
Expenses will be claimed in your name.
Missed opportunities will be laid at your door.
That’s just the way it goes.
At times like this, it’s important to focus on the positives.
The things you learned, the achievements you made and the friends you won.
And remember that there are plenty more where those came from.
I’ll see you on the other side

What Is Sales?

2011-02-23T15:05:00.000Z

The short answer – it’s everything.
The long answer – it really is everything.
It’s the way you answer the phone.
The way you speak to your colleagues.
Seeing every opportunity to build your client sales story into everything you do.
It’s in everything you say within the business.
And everything you say outside of it.
A regular job might be 9-5.
Sales is 24-7.
It never stops.
Nor should you.

Field Marketing and Brand Experience

2011-02-22T13:41:00.003Z

Something a little different today
Here is a blog I wrote for the new site FMBE
Why I'm the concrete poet, I have no idea
Click the link to enjoy .
www.fieldmarketing.com/blogs/destinations-in-fmbe

Broken Records

2011-02-21T22:41:00.001Z

Stop me if you've heard this before.
Actually, don't, because I know I've been saying the same thing for four
years.
Ever since I first joined Jack Morton, I've been talking about the power of
doing, rather then telling.
For a former ad agency guy like me, it was initially a bit of stretch.
But as I parent, I guess I've always understood the power of kept promises.
I realised that you can make all kinds of promises.
But until anyone sees the quality of your work, it's just a lot of hot air.
It's true of brands.
And it's true of people.
The gift of the gab might be useful for a little while.
(Come on, I work in sales - what did you expect?)
But ultimately, it's a red herring.
It's the gift of delivery that they'll remember you for.
Time to roll up those sleeves and change your tune.
You've got some promises to keep.

When It Really Counts

2011-02-17T16:19:00.001Z

Oh dear.
Someone’s feeling the squeeze.
Those budget pressures.
Resourcing issues.
Not enough time.
Hey, I feel your pain.
I get it.
I’ve been there.
But who do you think you’re helping when you stalk round the office like a bear with a sore head?
Did you really save yourself some precious time by not including a greeting in that email?
Come on now.
Time to check yourself before you wreck yourself (and everything around you).
Give a little more.
Try a little harder.
That 10-15% you keep in reserve.
Your back-up power supply.
Now’s the time to use it.
Last minute pitch?
Go for it.
Late night email?
Hit send straight away.
Want to be scowly, do it on your own time.
Feel like a rude girl?
Don’t bother.
Charm.
Personality.
Grace under fire.
That’s the key.
We’re all being asked to do more with less.
The winners will be the ones who manage to do it with a smile.

A Change Is Gonna Come

2011-02-16T08:18:00.002Z

Yesterday it was all about attitude.
Today it's platitudes.
I'm like the blog version of Dr. Seuss.
(and I still don't like green eggs and ham!)
There's a great old saying: "When the pupil is ready, the teacher will
appear."
No-one can teach you anything until you're ready to learn.
So it doesn't matter what your mantra is:
"Creativity is king."
"Innovate or die."
"Yes we can."
Until you're ready to make the change, everything will stay just as it is.
It takes willing, commitment and determination.
If you're not willing to come at the problem from a new angle, you're just
sinking in a sea of platitudes.
You have to take personal responsibility for making change happen.
Otherwise, you're just another grumpy old luddite.
Ask yourself, "what am I going to do differently today?"
Then get out there and do it.
And remember - there's no 'I' in team.

Do You Have These In My Size?

2011-02-15T16:09:00.003Z

We've all had the 'shoe shop experience'.
Unhelpful staff who can't be bothered to serve you.
"We've only got what's on display."
"No, I don't need to check the stock room, we haven't got any size eights."
So we buy a pair and make a mental note never to come back.
Think about that in the context of a business pitch.
If you were in charge of the budget, would you want to spend it on a team
that seems miserable?
Argumentative?
Insincere?
Of course not.
The pitching doesn't stop, even after you've won the work.
You have to put even more effort it, to show you're proud to working on the
account.
All those promises you made at pitch time - you need to keep them.
Size 12, extra wide fitting, if you're interested

Sitting In The Outside Seat.

2011-02-09T11:49:00.002Z

The sad fact is, some people seem to find a perverse pleasure in making life difficult.
They always have to have their say.
No matter what the topic is, or how many people they upset by saying it.
They're like the guy on the train.
You know who he is.
He sits on the outside seat.
And makes everyone struggle past him to get to an empty seat.
You find these guys in agencies too.
For whatever reason, they choose to display their animosity towards everyone and everything.
They don't like clients.
They don't like their briefs.
They poke fun at the work.
They undermine the team.
And they need to be stopped.
At every opportunity.
It's time to remind them that any agency is only as good as its clients.
We depend on them, and we should be a little more grateful that we're able to play in their world.
You wouldn't allow someone to walk into your home a empty a rubbish bin all over your kitchen floor.
You'd be angry.
You'd shout.
You'd remonstrate.
Yes, remonstrate.
That's what you need to do about the verbal rubbish that gets dumped in your ear.
Deal with it.
And fast.

What's Up With Pitching?

2011-02-08T09:24:00.001Z

I'll tell you.
In the interests of fairness, clients keep trying to level the playing field.
So they close their doors.
That means no meetings.
Sure, you can send through your questions.
But we'll need to share them with the other agencies.
Along with our answers.
All that fairness ends up making it desperately unfair.
The fact is, some agencies are just, well, better.
Just imagine...
"Hello Arlen, please come in, sit down.
Now, what's all this about a special recipe for chicken coating?
If you could just share your ideas with us, we can let the other chicken shops know what you're thinking.
You know, so they can all have the opportunity to match your pitch."
Ridiculous isn't it?
Sometimes, the clear winner is evident long before the pitch takes place.
We're all keen to run the race.
But it's not a real race if the early leader is hobbled to give everyone else a chance.

An Experience To Remember

2011-02-04T14:05:00.001Z

This week I had another speaking engagement.
This time it was at the Event Production Show at the Olympia.
And, just like always, I learned a lot just by showing up.
The thing that struck me, was how much has changed in the four years
I've been at Jack Morton.
Back in the early days, my presentations about brand experiences were
received very differently.
Sure, people were engaged.
What can I say - I'm a funny guy (or so I'm told).
But the topic of my presentation was only of passing interest.
When you're up there on stage, you can tell when your audience isn't really
buying.
It's a sales thing - you learn to read people.
But something changed in the last 18 months.
Now, people sit up and take notice.
Maybe I'm a better speaker than I was.
Perhaps the refined content makes my position clearer.
To be honest though, I think those things are incidental.
We know the trading climate has changed.
Budgets are being squeezed.
And the pressure's on.
Suddenly, the brand experience is at the top of everyone's to-do list.
I could feel that everyone in the room was heading in the same direction.
The right direction.
As an industry, it's up to us to make it happen.
It was a powerful moment.
So thanks to everyone who played a part.
Time to get to work.

What's My Line?

2011-02-02T09:04:00.003Z

One of the big agency owners (agency chief as Campaign often called him) that I used to work for, once asked me to define my role.
It wasn't one of those 'defend your job' conversations.
He genuinely wanted to know how I saw my responsibility.
My simple answer was "to help our clients sell more of their products".
He saw things differently.
"Your role is to sell more of our products" he told me.
Call me naive.
Or idealistic.
But I disagreed with him then, and still do today.
Don't get me wrong - I live to sell the work of whichever agency I'm part
of.
But that's my end goal.
Not my responsibility.
If we focus on meeting our clients' needs, we'll achieve our own objectives
along the way.
And in this new hyper-connected world of ours, my viewpoint has never been
more resonant.
We're there to add value.
Our clients know what we're trying to sell.
They understand what we do.
Otherwise, we wouldn't be invited in.
But what they're looking for is a hunger to help them do more.
Achieve more.
Sell more.
How do you do that, glad you asked, I'll tell you: "It's to add value to our clients'
brand, their company and their role, that doesn't depend solely on my brand,
my company, or my role."
Now, your turn - what's your role?

The Secret Of Success

2011-01-28T16:22:00.003Z

OK, I’m gonna let you in on a little secret.
But feel free to spread it around.
I’m going to tell you how to win every pitch.
Without fail!
Bring your unique viewpoint and set of skills to every opportunity
Show integrity around your idea .
Fight for what you believe in.
Celebrate the success of your team.
Bring your knowledge and insight to every meeting.
Give it everything you've got
Believe 100% in your solution.
Be prepared to learn from every opportunity.
Keep building those relationships.
Of course, I can’t guarantee that you’ll land every account or project.
But I promise you’ll emerge victorious from the process every time.
How easy is that?

The Dichotomy

2011-01-26T15:50:00.002Z

We've all heard them a million times before.
"They didn't really get us"
"It was just a beauty parade"
"I'm not sure how it went - they were hard to read"
Standard post-pitch analysis.
And they're all the direct result of the dichotomy that lies at the heart of how we work.
We spend our lives pitching.
Putting ourselves out there in the hope that the clients will like our effort.
Like a serial-dater doomed to a life of singledom.
The problem is, we're so focused on what we want to achieve, that we get lost in the mix.
What does the client want?
How can we win them over?
Will they like our ideas.
Our true selves tend to get left behind, as we try to represent the version of us we think they want to see.
Here's the thing...
Client know what they want.
When they issue a brief, they've already got an idea of what they're expecting.
They've done a bit of research too - you can usually find it in the brief if you look hard enough.
What they're asking for is your point of view.
What do YOU think?
How do you feel?
You need to focus on the work you believe in.
Bring your view and your expertise to the table.
And don't compromise.
They're not looking for a mirror image, they'd rather have a window on your world.
So be yourself.
It's allowed.
Otherwise, it's just another first date where you try to be someone else.
Say all the right things, flatter them, butter them up.
You'll both leave feeling like it went really well.
And then wonder why the phone isn't ringing for the second date.

I Know This Much Is .....True!.....Da Da Da De Dum

2011-01-20T11:06:00.002Z

I was talking a couple of days ago about relationships and connections.
The fact is, there’s just no getting away from them.
Especially in our hyper-connected, multi-stranded, trans-media age.
We’re all connected to each other and everything.
So we act accordingly.
And that’s a good thing.
Especially for brands.
But as we embrace the shifting dimensions of our new world, it’s important to keep in mind that there’s a real world out there too.
That means coming out from behind your facebook profile and going on an actual date
(George).
Brands have the same obligation.
They need to emerge from the cosy warmth of the virtual world.
And meet some of their consumers in a real-life scenario.
Face-to-face.
Maybe even hand-in-hand, if it’s that kind of a relationship.
The easiest way is to turn the brand into a playground and invite people to your party.
That one activity can teach you more than an entire year of research.
As long as it’s true to your brand and the vision you hold, it’ll work wonders.
You’ll establish new bonds.
Build a real buzz.
And drive new customers to connect.
It’s not the magic bullet (nothing is).
But it’ll certainly hit a few of your targets.
I guess my invitation’s in the post...

The Growth Of Brand Experience.

2011-01-18T14:39:00.002Z

What the heck has happened to marketing?
Everything just seems a little more, well, real.
Our brave little discipline has grown up.
And it’s ready to stand up and be counted.
So what’s changed?
In a word - accountability.
Campaigns are no longer released into the world to fend for themselves.
They keep coming back to us, and they bring feedback with them.
If you’re aiming at the man in the street, he probably has a few things he wants to share.
For over 60 years, brands have been sharing their world-view with the wider world through advertising.
The message was sent out to build up its own momentum – no-one knew quite where it would end up.
But not so anymore.
First came the chatroom. Then the message board.
And now social media rules our world.
Our consumers have a forum for their voice.
And some of them want to raise it.
To complain.
To mobilise the dissenters.
To affect change.
That means our brands are no longer stuck on transmit.
They need to be switched to receive.
Every communication, large or small, mass or individual, is contributing to the one-to-one relationship between a brand and it audience.
The relationship is key.
And just like our personal relationships, the ones between us and brands are complex and layered, whether they’re everyday or long distance.
If you want to be true to the relationship, the experience has to be at the heart of your brand thinking.
It’s the only way to stay true.

Making Sense Of It All?

2011-01-17T12:27:00.000Z

Wow.
We’re only three weeks into the new decade and already the pace of life is kicking our arses.
At least, I’m guessing it’s not just me who’s feeling that way.
The amount of time we have to complete our tasks is being squeezed.
There’s more to be done, and less assistance to help get it done.
And as if that wasn’t enough, we have to keep track of everything else that’s going on.
Because that’s how you end up with real world solutions, rather than hypotheticals.
So we read more.
Watch more.
Listen more.
Consume, digest, interpret.
Repeat to fade.
And that’s just our work lives.
What about home?
Remember I talked before about Nicolas Negroponte who talked about eggs?
Our lives used to be liked poached eggs – white for work and yolk for home.
Now our eggs are scrambled, and there’s no waitress giving us the choice.
So we work at home.
The phone’s always on.
If we need childcare, we arrange it from the office.
It’s all so messy.
So complicated.
And the bad news?
I don’t see things changing anytime soon.
Want some more good news?
How about the fact that marketing is changing too?
After all, consumers are all facing the same evolving reality.
And they’re subdividing into new sectors all the time.
What does the world look like for ‘austerity teenies’?
So many questions, it’s enough to make you want to go back to bed and pull the covers over your head.
But don’t despair.
I may not have the answers, but I’m setting myself the challenge of finding them out.
Where are we going and how do we get ahead of the curve?
That’s my mission for 2011.
I hope you’ll join me on the journey.

Happy New Year

2011-01-04T15:25:00.003Z

Wow!
Its over.
Time to get back into it.
So much to do.
Where to start?
Let's all start with the thing that is going to have the biggest impact on the profitability of our business.
That's the place to start.
Ready .....go!

Christmas Is A Time For ...Being Happy

2010-12-25T11:12:00.001Z

So Happy Christmas

Christmas Is A Time For ...Loving

2010-12-24T12:08:00.001Z

We don’t show love very often.
It’s not our way
To praise
To hug
To kiss
So Christmas is a good cover to get some emotion on
Try it on for size
You might find that it’ll fit all year
But hang on to the receipt just in case

Christmas Is A Time For ...Arguing

2010-12-23T08:38:00.000Z

Sad but true
The thing is, we’re spending time with family and very old friends
They know the person we were, not the person we’ve become
They’d like to keep who we were in a box
Preserved for posterity
No wonder that we often feel like those celebrities who stand outside a nightclub saying “Don’t you know who I am?”
Can’t Dad see that I own my own house, that I’m pretty successful?
Can’t Mum see that I’m raising my own kids, that I can cook?
Of course they can
This is not about you, it’s about them
They want to slip into the old familiar, comfortable ways
To remember how it felt to be needed
So go on...
Give them that gift for Christmas

Christmas Is A Time For ...Old Films

2010-12-22T16:35:00.001Z

Why do we watch the same old films over and over again?
Because we love the comfort of the familiar.
It’s the same reason why all McDonalds restaurants look the same
We crave the reinforcement (and the fries)
And we only get the message after we’ve experienced something a few times
However, there’s a big difference between the familiar, and the same
We still enjoy new discoveries
Spotting something we never noticed before
That’s the gift
It’s like my walk through the park everyday – there’s always a new detail to identify
But in the context of something familiar
No matter how many times you do something, there’s always the chance to turn in to something unexpected
That’s where the magic lies

Christmas Is A Time For ...Leaving

2010-12-21T11:38:00.001Z

I was in a meeting with our MD, Julian, the other day, and as the snow began to fall our conversation turned to Christmas.
It didn’t take long for a seasonal depression to descend as we discussed how many marriages tend to break up at this time of year.
And all the people who leave their jobs in January.
Not to mention the spate of suicides.
It’s that end of year thing.
We take stock of what we’ve done, what we should have done, and what we should be doing instead.
It’s all thrown into sharp relief by the new date at the top of the calendar.
My advice: don’t look at it as the end.
See it as a time for new beginnings.
Decide what it is that you’re going to do differently.
This is not about “I’m giving up chocolate” resolutions.
You need to think big picture.
So I’ll let you into a little secret.
Here’s mine: I’m going to win the biggest client account for the agency in 2011.
That’s my focus - everything else that happens will be as a result of that one thing.
The smaller client accounts, the one-off projects, the networking and the conference speaking.
It’ll all be as a result of driving to my one simple objective.
I’ll let you know how it goes.

Is There An I In Team

2010-12-16T11:13:00.002Z

I admit it, team work isn’t always easy.
But there’s a trick to it.
It all comes down to the assembly process.
You need to identify colleagues with complementary skills.
Then manage them so that they’re each able to focus on the things they’re best at.
Just watch out for the people who volunteer to do the things they’re not so good at.
A few simple decisions at the point of kick-off can make all the difference.
The task gets completed quickly.
Everyone gets their chance.for recognition
Who knows;And
It will be a lot more enjoyable

And The Winner Is...

2010-12-15T14:40:00.001Z

What’s the point of submitting work for awards?
Other than the ego stroking of course.
I think they teach us to show off.
To sing the praises of our clients and colleagues.
Celebrate the things we do well, and acknowledge those magic moments when it all comes together.
More importantly, the submissions process is a great chance to brush up on our storytelling skills.
What we say and how we say it.
It brings out the anecdotes and the inside scoop.
It forces us to be compelling because we want to win.
That way, even if we don’t win, it can help us win more business.
And remember, of course it’s an honour just to be nominated.

Helter Skelter

2010-12-09T16:59:00.000Z

It's so easy to slip into a spiral of negativity.
When the pressure's mounting, it seems like the only way is down.
And down and down and down.
We start to moan.
We say no instead of yes.
And we worry about the stuff that's not getting done, rather than focusing on the things that are.
Of course, we're all unique snowflakes.
No-one's ever gone through what we're experiencing.
At least, that's what we tell ourselves (it helps with the spiral).
But the human condition hasn't really changed in hundreds of years.
As Aesop, that most illustrious of fable spinners, once said:
"Be content with your lot; one cannot be first in everything"
Take comfort in the fact that you're not alone.
And remember that no-one expects you to make the right decision.
Just a decision.
Then move on.
And up.

It’s Not Just A Job’

2010-12-06T17:43:00.002Z

For the longest time, I’ve been arguing that sales is a ‘real’ job.
Not in the way that Pinocchio was a real boy.
I mean that it has its own tangible skill-set and place within the agency world, alongside creatives, planners and account directors.
(Repeat after me – new business is the life blood of the agency...)
Anyhoo
Today I’m focusing on the sales attitude, rather than the sales function
It’s always answering with ‘yes’
It’s ensuring everyone understands that nothing is too much trouble
It’s agreeing to a meeting even though it may go nowhere
It’s understanding exactly what’s needed and how to get it done
It’s believing we can win, no matter how dicey the odds
It’s recognising that ‘no’ really just means ‘not yet’
It’s never wasting a single contact
And it’s never letting your ego get in the way of the right course of action.
No-one said it was going to be easy, but believe me, it’s worth the effort

Speaking For Myself

2010-12-03T13:34:00.002Z

Everyone knows I like to talk.
Give me a podium and a radio-mic and I’m as happy as a Russian football fan.
(Congrats to Russia by the way!)
Obviously, I enjoy addressing crowds, and I love telling stories.
So I’m delighted that I’m getting booked for more and more speaking engagements.
But it’s not just the adrenaline of being up there that I cherish.
The opportunity to speak publicly enables me to sense-check the things I believe in.
It’s like inviting someone round to dinner for the first time.
You do a ‘walk-through’ to check that everything’s in order.
You clean and tidy the house.
You make extra effort on the menu.
You break out the good crockery.
In short, you view the experience through your guests’ eyes.
And that’s exactly what happens when you’re booked to speak.
You interrogate your story.
Check your references.
Rehearse your performance.
By the time they’re calling you on-stage, you’re utterly convinced.
Then it’s much easier to do the same with your audience.

As Good As It Gets?

2010-12-01T11:01:00.001Z

Like many words in the English language, ‘masterpiece’ has been repeatedly misused.
So much so that its very definition seems to have evolved.
The origins of the word may surprise you.
Rather than representing the culmination of a life’s work, the masterpiece was the art you created to prove your value.
Struggling artists would present their ‘masterpiece’ to would-be patrons, in the hope of securing their investment and support.
It was a way of proving that they were worthy of trust, respect and patronage.
Think of this next time you’re working on a great project.
When you take a look at your work and feel immensely proud.
Ask yourself, “Is this a masterpiece?”
Not because you think you’ll never improve on it.
Quite the opposite.
If it’s a real masterpiece, then everything else you do will be an improvement.

Take Your Pick

2010-11-29T14:08:00.000Z

King for a day.
Or pauper for a lifetime.
Which would you choose?
It’s not a trick question.
And you already know the answer.
So here’s another question for you.
What are you going to change?

Why Do You Do That?

2010-11-26T11:29:00.001Z

Why do you do the things you do?
Because you need to eat?
Because you have bills to pay?
Because you have no choice?
Not exactly motivational.
It’s time to put those reasons aside.
No matter what else is going on in your life, the thing you do is the thing you would choose to do.
If it wasn’t, you wouldn’t be doing it.
So stop hiding behind excuses that prevent you from putting your heart into it.
Because it’s not “just a job”.
It’s your passion.
Your reason.
Forget about the money, forget about the bills.
Focus on what drives you.
Do the thing you’re most passionate about.
And think about how much happier you’ll be

Unlocking The Creative

2010-11-24T09:39:00.001Z

If ever you're in need of an effective quote to illustrate a point,
Aristotle is your go-to guy.
He gave the world countless thoughtful perspectives on human nature, and probably cleaned up on the after-dinner circuit.
One of my favourite quotes by the Greek philosopher and scientist neatly distills all human experience into a single sentence:
" All human actions have one or more of these seven causes: chance, nature, compulsions, habit, reason, passion and desire."
My advice?
Steer clear of causes one through four.
Five, six and seven - there's your motivation.

I’ll Be Wearing A White Carnation

2010-11-23T16:23:00.001Z

Pitching for new clients is a lot like a first date.
I’ve done plenty of both, so I speak from experience.
You start out feeling a little nervous.
So you try hard.
Maybe a little too hard.
They’re polite.
Maybe a little too polite.
You stay on safe ground.
Maybe a little too safe.
And you come away from it feeling a little meh!
Probably in need of a cold shower too.
Think how much more you’d both enjoy it if you relaxed.
If you went into it as the real you.
Warts and all.
Open up.
Show your true colours.
And whatever you do, don’t play it safe.
It’s not attractive.
It’s not memorable.
And it won’t get you the second date which, let’s face it, is the real reason you turned up.

Why Put Yourself Out There?

2010-11-19T08:03:00.002Z

Winning new business, to paraphrase Jerry Maguire is an up-before-dawn, back-breaking rollercoaster ride of hard work.
So much so that I’ll never tell you about.
So why do I do it?
Because I understand just how good every other agency is.
And I know how hard they work to get new clients.
If you want to be the best, which Jack Morton is, you have to be better.
You have to work harder.
So I turn up to every networking opportunity.
I take every meeting.
I make calls late at night and throughout the weekend.
There’s no ‘off’.
Could I get by with saying no a few times?
Yes I could.
And that’s the point.
I always say yes.
Saying ‘no’ quickly becomes a habit.
Do you want to work late?
No.
Do you want to get involved in this pitch?
No
Can we meet at 8?
No
No means less work.
No means the comfort zone.
No is not a challenge.
But Yes.
There’s a word.
That means extra effort.
That’s full of hard work.
That’s rife with possibilities
And if you use it right... full of new business.

Pitchology

2010-11-16T11:07:00.002Z

Brace yourselves.
I got it wrong.
I made a mistake.
And I’m happy to own up to the fact.
I spend so much of my time thinking about the psychology of pitching that I lost sight of the one immutable truth.
No matter how much you think you know about an outcome, you know nothing until you are told.
Shocking, isn’t it.
We were invited to participate in a multi-agency pitch for a major brand.
Time was precious, so all the IPG agencies were busy doing their own bit.
It was all very rushed.
Geographically we were all over the place.
When it came to the video-conference, our presentation was finished with just seconds to spare.
The client dialled in, late Friday evening, not the best time.
It wasn’t looking hopeful.
We did our thing but, I wasn’t sure we’d captured the room.
So it was a pleasant surprise on Saturday to hear that we were through to the next round.
Go team!
Even with my knowledge and experience, I’d come away thinking we’d lost it.
But that’s the thing – you never know what’s in the head of the guys across the table until they tell you.
You can rake over the coals and worry about what you could have done differently.
Until the client makes a decision, you have to stay positive and imagine it’s in the bag.
Otherwise you’re just wasting energy on an unknown outcome.
You might be surprised...

One At A Time

2010-11-12T13:36:00.000Z

When times change, you have two choices.
Change with them, or get out of the way.
In simpler times, it was easy to see life as a track to follow.
Linear.
Straight-forward.
Create task,
Complete task.
Create task
Complete task.
Repeat
Nowadays, it's more like a massive interchange,
(I thinking the areal shot of the LA freeway)
With constantly shifting connections.
Focus is all well and good.
But it now needs to be directed in multiple directions and all at once.
There's no point waiting for the task to be completed before you move to the next
As the opportunity will be gone .
And all the other elements that demand your attention won't go away.
Don’t close yourself off, open yourself up.
It's tricky at first, but far more rewarding in the end.
Thank me when you get to number 23 on your to-do list.

Standing On The Shoulders Of Genius

2010-11-11T13:55:00.002Z

I know I've talked about the concept of genius before.
That's because I think genuine genius is a lot more common than we realise.
OK, maybe not the absent-minded, I-can't-remember-how-to-get-home Einstein variety.
But take a look around, you're probably surrounded by genius.
Except that maybe you don't notice it ,
because you're too busy trying to control it.
The most important thing we can do is help other people achieve their own personal greatness.
And sometimes, that's as easy as getting out of the way.
If you try to control the process, you'll only succeed in limiting the people around you.
As a result, they'll only progress as far as you can reach.
Have the confidence to let people do their thing, and you'll be amazed at what you can achieve.
So if it ever looks like I'm not doing anything,
remember,
it's because I'm encouraging you to do yours.
Be brilliant.

The Future Of Brands

2010-11-09T18:14:00.001Z

After a presentation I made last week,
(it was great you should have been there)
one of the guys asked a very interesting question.
If the future of brands is in the experiences they create (that was the central thesis of my yarn), is advertising dead?
The answer, of course, is no.
Well, the short answer anyway.
Brands will need to define themselves in the experiences they create.
Whether that’s in a marketing context or through any other touchpoint with their audiences: service, call centre, sales people, store staff and so on.
When it comes to marketing, the central thrust has to leverage a single piece of IP across all media.
And that includes live experiences.
That’s how you achieve a brand experience, even if you’re not in the ‘live events’ arena.
That were you achieve a brand experience even when one is not in the live arena.
Take a look at ComparetheMarket.com
Is it an ad campaign or a brand experience?
It’s both.
In fact, Charles Carruthers of VCCP (the agency) used to talk about the VCCP as creating brand experiences.
The central piece of IP has now been leveraged across a variety of media.
Whether you like him or not, Alexander is on Twitter and has already written his autobiography.
Read it – it’s just another brand experience.
Simples.
Sorry, I couldn’t resist.

Let’s Put On A Show

2010-11-08T13:53:00.001Z

There’s an old truism about sales people.
The bad ones tend to rely on expensive sales aids to support them.
They are nervous, they know it’s going to be hard.
And they’re unsure or unwilling to put the work in.
But that means they miss the point about what really works in sales.
A simple exchange.
One person talking to another.
Making a connection.
Here’s a solution for you, now let’s discuss it.
It’s the essence of doing business.
And it’s the same whether you’re talking to one person or ten thousand.
They’re here to hear your message.
OK, you may need to create a little theatre.
Make it a show.
But don’t confuse the delivery with the method.
It’s there to support it, not recreate it.
These days our toolkit is overflowing.
Augmented reality.
3D.
Projection mapping.
Looks great, but none of it will disguise a badly constructed piece of thinking.
However, it will enhance good thinking and help you to make a lasting impact.
Just remember which one comes first.

Thank Crunchie It's Friday

2010-11-05T16:41:00.002Z

Up and out by 6 am.
Speaking engagement at 8 am.
Rush to the office.
Pitch review meeting with team.
Pitch review with another team for another client.
Pitch review with yet another team for yet another client.
Energy levels sky high.
Conference call with client about a new pitch opportunity
Then shoot across town to pitch a multi-agency global campaign.
At the stage door of the National to pick up sons after a major audition.
Home.
Drink (tea).
Bed.
A day in the life, or was it my life in a day?
Either way it was a great day.
Thanks for being part of it.

What Do We Tell The Children?

2010-11-04T20:26:00.003Z

I always know when I walk in the front door that the kids will ask me about my day.
What have I been up to?
Where did I go?
Who did I see?
I try to sketch out the physical bits - the travel, the meetings, the conversations,
What I don't tell them about is all the emotional stuff.
That great conversation with a client or colleague.
When we're talking about work, but having a great time doing it.
The time that we unlocked a tricky brief and pulled together a great solution as a team.
Or how about when we came to a global brief a week behind the other agencies, and had to shift half the agency around to get the job done?
Not forgetting those great moments when hard working and talented junior members of the team get rewarded with a promotion (well done Zoe and Ellie).
They're the things I don't tell the kids about.
Maybe because there's so much to explain.,
I don't tell them, and I should.
Because that's what it's about.
That's what it's always been about.
The relationships.
Invest in them and you'll never be poor.
And the kids?
Don't worry about them - they read the blog, so now they know.

You Like Me, You Really Like Me

2010-11-03T16:14:00.002Z

I’ve been banging on about brand experience and experience brands for a while now.
That’s because the concept is always front-of-mind for me.
I’m always looking for a simple, engaging way to explain the appeal of the idea.
It’s actually very easy.
Experience brands have very human characteristics.
So they need to be like the nicest person you know.
“How so?” you ask...
I’ll tell you.
Experience brands are:
Friendly - we want one-to-one relationships with our brands and we expect them to feel the same
Inviting - we like new opportunities to become involved in their worlds, and of course visa versa
Passionate - we love brands that are clearly passionate about the things they do and the reasons behind their actions
Memorable – life is about experiences that create memories, memories that we can share. And any brand that helps us do that is a friend for life.
Creative - we are all cynical, we’ve been hearing for years that we don’t believe marketing but any brand that cuts through, with a piece of cleverness, is worthy of a relationship
Celebrities - we want our brands to be famous, and it says something about us if they take a reciprocal interest
Real, Right and Relevant – Do the right thing, do it because it’s true, and do it because it matters to me
Easy going – all expressions of the brand from the look and feel to the experiences they create need to be simple from every perspective
You’re probably looking back at that list to see if I’ve used those words to make a clever acrostic.
But I haven’t, because I’m not that nice a person.
An experience brand would have made the effort...

A Refusal Often Offends

2010-11-02T15:33:00.002Z

Call me old-fashioned....
(and if you do I’ll kick you with my winkle pickers)
...but I’m not sure it’s ever a good thing to turn down opportunities with clients.
Any opportunity.
Yes I know there are clients out there that are hard to get on with.
”We’ve pitched seven times and never won. Let’s just cut our losses”
I get that, it’s almost a chemical thing, you just don’t mix.
I’m not talking about those.
I’m talking about the “we’re too busy to do this justice, we’re sorry but we can’t pitch” opportunities.
In my view, if you turn that job down you’ll sully your reputation with that client for about three years.
Or at least until the client team has all been replaced.
The truth is, the position changes with every passing day.
We’ve had several pitches in this week and we’re straining every sinew to get them done.
Suddenly, out of the blue, one has been pushed back by 3 weeks.
Another has been postponed.
It started looking like the week from hell.
Now it’s a lot more manageable.
But just imagine the damage we could have done if we’d been first to turn down one of those opportunities.
We need to project an attitude that “anything’s possible”.
Not “now’s not a good time for us”.
We knew the next few months were going to be tough.
Let’s just get through it with a smile on our face.
Harvest is the hardest time of year for farmers.
But they soldier on because they know that the alternative doesn’t bear thinking about.
Now, it’s my turn to drag the plough.

Hang In There

2010-11-01T16:59:00.001Z

When the pressure’s on, it’s easy to look for a way out.
But where’s the sense of accomplishment if you give up the moment things get tough?
OK, that’s easy for me to say.
But then, I’m one of those people who relishes a challenge.
And I’m stubborn enough to disprove anyone who dares to say ‘it can’t be done’.
As Josh Billings once said: “Be like a postage stamp. Stick to one thing until you get there.”
The toughest thing you have to do today, should be the first thing that you do.
Once that’s out of the way, you can focus on all the other things that need your attention.
If you try and multitask, you’ll simply prove that you can fail at many things at once.

Can You Feel It?

2010-10-29T11:07:00.000+01:00

We’re all under pressure right now.
And in the same way that points mean prizes, pressure means tension.
It’s always there, bubbling under.
Threatening to spill out and wreck relationships.
Even worse, it can force you off course and sabotage your projects.
There’ll always be differences of opinion.
But when the pressure’s on, you need to be more gracious, not less.
Remember this: “The one person who has time to rock the boat is the person not rowing.”
I’d love to take credit for that one.
But they’re the wise words of Jean-Paul Sartre.
He knew a thing or two about rowing.
Oars up!
(I said ‘oars’ George).

The Times They Are A-Changing

2010-10-29T08:34:00.001+01:00

I’ve mentioned Tom Peters before.
But this is my blog, so if I want to mention him again then I will.
That’s empowerment for you.
Anyway, Tom’s the one who believes that "If you don't like change you are in the wrong industry, whatever industry you're in."
Hard to argue with that kind of logic.
When it comes to change, you have two choices.
Run and hide under your desk.
Or embrace it, and the opportunities it presents.
The key is to manage change through effective communication.
Of course, you could always bitch and moan about the way things used to be.
Then maybe you could smash up a Spinning Jenny with the rest of the Luddites.
Face facts.
Those days are gone.
And unlike flares and lava lamps, they won’t be coming back.
So, to recap.
Change is inevitable.
Unless you’re using a vending machine.

Short And Sweet

2010-10-27T13:30:00.003+01:00

That's not a description of me, it's a description of this post......,
It can’t have escaped your notice that for Jack Morton, this has been the year of the experience brands.
Everybody’s excited by the new possibilities opening up around this innovative thinking.
But it’s not actually such a new thing.
The value of experience over other forms of communication is as old as the hills.
Immanuel Kant, the German philosopher (1724-1804) believed that
"It is beyond a doubt that all our knowledge begins with experience."
So, ask yourself.
Are you an Immanuel Kan, or an Immanuel Kant?

Busy Is As Busy Does

2010-10-26T12:47:00.001+01:00

I hear you.
You’re busy.
I’m busy.
We’re all busy.
Busier than we’ve ever been.
That’s the reality of our new economic paradigm.
But even as stretched as we might feel, we still need to participate.
Get involved.
The way I see it, most people are on the world, not in it.
When we’re all rushing to keep up, there’s a dangerous tendency to phone it in.
Sit in meetings and let it just waft past us.
We’ve all done it – sat in a brainstorm and never got our energy levels out of first gear.
Dial into a conference call and then doodle on a notepad with the phone on mute.
Don’t.
Play a part.
Make your mark.
Shake things up.
You’ll be amazed at how energy creates more energy.
Act dynamically and you’ll be dynamic.
You’ll feel so much better for it.
As Mr White Chocolate says:
"Don't be a hater be a participator"

Nothing To Worry About

2010-10-25T11:10:00.002+01:00

Well, it’s finally time to hang up my nomad hat for a few weeks and enjoy being back on terra firma. After a couple of weeks of travelling it’s nice to be back in one place for a while.
Having said that, I wouldn’t have missed last week’s speaking engagement for the world.
I was invited to present at the third African Experiential Marketing Summit.
I didn’t know quite what to expect, but am happy to report that it was an amazing event.
So my thanks go to David, Carol and Latifa, from Exp
As well as the real star of the show, Dan Hanover publisher of Event Marketer.
"Love Dan – Hug Dan"
I hadn’t originally planned to attend, but I was standing in for the amazing Liz Bigham.
You know me, I love any opportunity to get up on stage and share the Jack Morton viewpoint on the world.
It’s also a great way to help grow the business with new clients and prospects.
But it’s not just about us.
Events like this are the best way to take the pulse of our industry.
See what’s out there, and hear what other businesses are achieving.
You get a real sense for just how great our industry is becoming.
And it opens your eyes to new possibilities and fresh perspectives.
As a bonus, you also get the chance to meet a bunch of genuinely inspiring people.
In talking about the opportunities they’ve encountered and the roles they fulfil, you’re reminded that anything is possible.
No problem is insurmountable.
As they say in that part of the world, “hakuna matata”.

You Complete Me

2010-10-22T06:55:00.003+01:00

On the way back from Johannesburg, more of that next week, now have a 4 hour delay in Dubai.
What's a man to do?
Send e-mails, write a blog.
First batch of e-mails done.
So here's the blog.
One of the things that came up in South Africa was internal communications
Or alignment as the worldwide Jack community call it.
I made a point that is maybe worth repeating here
Every smart marketer knows that the key to effective communication lies in audience insight.
The more you know about the people you want to reach and what drives them, the more successful you'll be.
So I struggle to understand how internal communication people ever manage to get it wrong.
Think about it.
Your audience are part of your brand.
You know what they earn, and what they take home.
You know how hard they work, and what they think of you.
You know their hopes, dreams and ambitions.
There's so much rich data at your fingertips.
If your colleagues in consumer marketing had that kind of insight, they'd be selling by the bucketload.
With so much to work with, there is no limit to the amount of targeting and segmentation you can apply.
Its hard to screw up.
So don't.
Got to go apparently I'm having curry for breakfast.

Das Boat.

2010-10-21T14:17:00.003+01:00

After two and a half days on board the Arcadia,
which housed the Marketing Forum, all I can say is "Wow!"
The idea of spending a couple of days floating around of the
coast might sound like fun (not sure to whom?),
but it's actually a pretty intense event.
It's a relentless agenda, with 30 meetings taking place within about
48 hours, and another 30 for my colleague George.
Mealtimes?
Well, the food was great, but that just meant another chance for more meetings.
It just never stopped.
Just lasting the course is a feat of endurance and quite an achievement.
The real test though, is what you do when you get home, dry out, and catch up on your sleep.
It's not about how you start. It's all in how you finish.
We all made some friends but it's the follow up that's going to
determine whether or not the trip was a success.
And to Jo (not you Joe) you're right!
We really were the best dancers on the boat.
Happy fishing!

My Diary Is A Nightmare

2010-10-11T14:27:00.000+01:00

How many times a day do you hear that?
How many times a day do you say that?
We are all super busy
This week I’m off on to the Marketing Forum on the Arcadia
If you’re there too look forward to meeting up.
Also below you will see my conference dates for the rest of the year.
Come and say hi
It’s going to be a lot of fun

19th -20th October Africa Ex Conference - South Africa
18th – 19th November International Sports Marketing Poland
3rd – 4th December EA Summit - Kenya

Briefs In Pitches Out

2010-10-06T13:15:00.002+01:00

Responding to briefs can feel a bit like a factory process
Especially when we are all so busy.
Going through the motions a bit
‘Muscle memory’ as Julian, my MD at Jack calls it.
Here’s a thought
Someone once asked Jack Lemmon, the Hollywood actor, star of over 60 films, how he made his choices.
His answer:
“The ones that terrify me I do”
The ones that stretch him as an actor
The ones that are transformational.
Of course I understand that in this climate we’re happy to have briefs,
But if you load the agency with the usual, you won’t have room for the transformational.
As my dear, sainted mother used to say at the all-you-can-eat buffet:
“Don’t load up with the bread, as you won’t have room for the smoked salmon.”
Chips anybody?

Hands Up For Ryder Cup

2010-10-01T10:28:00.000+01:00

For those that don’t know, I’m a massive golf fan.
This weekend marks the biennial match between Europe and the USA.
Sitting watching the opening shots this morning, I myself feeling a little torn.
I work for an American company.
I’ve spent time with our guys in the States this year and I ...I ...love them.
So where is my fervour, my passion, for cheering on the home team?
I glad to say it’s still there.
There is nothing wrong with a little healthy competition.
After all, we live in a competitive environment.
Pitching and winning means someone has to win.
And someone else is going to lose.
But that doesn’t mean that you have to automatically hate the other team.
You just want to win.
To test yourself against a worthy opponent.
If you want to be the best, you have to compete.
So don’t be a hater.
Be a participator.
Come on Europe!

Our Time To Shine

2010-09-28T13:16:00.002+01:00

On Friday I was at the Event Magazine Awards at The Roundhouse.
(pictures here)
Jack Morton was honoured to walk off with the "Brand Experience Agency of the Year" prize.
And I was particularly honoured to be the one dashing onto the stage to collect it.
I was tempted to blog on Friday night but felt a degree of sober reflection (sober being the key word) was needed before I burst into print.
The days of the acceptance speech are long gone.
So there was no time for my "I'd like to thank..." moment.
If there had been, I'd have thanked all of the amazing Jack Morton people across the globe.
They truly are the most talented bunch I've ever worked with.
And our 1Jack philosophy (we're one team, no matter what office we're in) really does enable us to really deliver a global offer.
But mostly I would have thanked our truly amazing clients, who trust us with their brands.
Let's face it, no matter how great we are, we'd be nothing without you.
Big up my home boys.

An Idiot At Work

2010-09-27T10:22:00.001+01:00

Don't know if you managed to see the first episode of the new Ricky Gervais creation "An Idiot Abroad".
The basic premise is that Ricky and his writing partner, Steven Merchant, send their friend Karl Pilkington (the idiot) to visit the seven wonders of the world.
The first episode followed Karl on a trip to China to visit the first wonder.
We know it as the Great Wall of China.
Karl thought that the OK Wall of China would be a more apt description.
In his words, "It's very long, but so is the M6".
Ricky's objective was to expose Karl's 'Little Englander' mentality.
To challenge his narrow world view, and address his distrust of anything foreign.
That made up the fair share of the show's running time.
But, to his credit, Karl was also keen to challenge accepted wisdom.
He kept asking 'why'?
"Why should we do it like this, just because that's the way it's always been done?"
In a country like China, with an almost unrivalled sense of history and heritage, that kind of questioning is akin to heresy.
But I think we should all dare to ask those difficult questions.
Not be afraid to upset the applecart.
Be the idiot in the room.
Karl's hunger for understanding painted him in a different light to the one Ricky had originally intended.
Or did it?

It’s Not What You Know, It’s Who You Know

2010-09-23T12:02:00.001+01:00

I’m starting to sound like a broken record
(that’s the thing that we listened to before MP3s and CDs).
We’re so busy at the moment we’ve had to take on a bunch of new people to deliver our projects.
There’s an amazing energy around the agency at the moment.
Not to mention a whole host of new faces.
We’ve just welcomed another 20 people into the fold.
It’s important that they feel part of the family.
And that we help them get to grips with our unique culture and ethos.
They need to live our values of passion, agility and respect.
So we all got together for a few drinks.
As I watched everyone mix and mingle, the old and the new, I could see the spirit of Jack Morton being passed on.
And you know what?
It worked like a charm.
By osmosis, we all became one holistic team.
Two key learnings here:
Delivering a brand experience works every time.
And go easy on the wine.
Anyone got a paracetamol?

When I Stop Talking You'll Know I'm Dead.

2010-09-21T14:36:00.001+01:00

That's the name of the book I've just finished.
It's the biography of Jerry Weintraub - a genuine all-american success story.
Not heard of him?
You'll certainly know his work.
He's a multi-millionaire entrepreneur, who's been everything from concert promoter to film producer.
Along the way he's made friends of Elvis, Sinatra, George Bush (Senior) and George Clooney.
That's some address book he's got.
He's also got talent.
Get-up-and-go.
But what really stood out for me, as I read about his incredible life, was his ethos.
"Let's give it a go and see what happens".
In the agency world we spend too much time worrying about our place in the world.
We constantly feel the need to legitimise what we do.
I suppose it's only natural - after all, we have to measure our outputs and deliver great results.
But we mustn't lose sight of the fact that we're in an ideas-led industry.
Sometime we just need to give it a go.
We act like a bunch of doctors or scientists.
But what is science, if not a series of experiments?
A stream of "let's give it a go and see what happens" moments.
Now, obviously, the smaller the experiment the less chance of blowing everyone up.
But don't be scared to give it a go.
Bring your vision to life.
Try it.
Worst case scenario - you learn something.
Kaboom.

You’re Going To Get Your F***ing ‘ead Kicked In

2010-09-17T16:37:00.000+01:00

Way back in the 1980s, it seemed ok for us to treat football like we were animals.
The grounds were toilets, the toilets were even worse.
No facilities.
No comfort.
We allowed ourselves to be caged in.
As a result, we behaved like animals.
Now look at the state of play.
The grounds are spectacular.
The facilities are great.
Even the travel options are improving.
Surprise, surprise, the fans are better behaved too.
In fact, it’s now the players who get into trouble.
Often, in the business world, we look for a “grown up” to take on a project.
I hate that phrase, by the way, but that’s not my point.
Expect the best not the worst.
I believe that if you give people the authority and responsibility to do the job, you can sit back and watch them deliver.
Treat them well and they’ll respond.

Our Man In Manchester

2010-09-16T17:35:00.003+01:00

Remember I promised you more about my adventures in Manchester?
Well, never let it be said that I’m not a man of my word.
One of the things that really stood out from the conference was the genius of Daniel Pink.
I highly recommend his new book ‘Drive’ – it’s really amazing.
One of the things I took from it I’m already putting into practice.
It’s the concept that mastery of your chosen profession is an asymptote.
What’s an asymptote you ask?
It’s an algebraic term for an unattainable target.
Imagine that you have to walk across a room to the other side and you can only step half the distance of your previous step.
It’s at same time both hugely frustrating and tremendously alluring.
But we all want to get better.
It’s a huge driver for us.
The constant search to get there never ends.
But it is a joy to keep trying.
So start now.

Motivating Manchester

2010-09-15T17:00:00.001+01:00

On Monday evening I found myself rushing up to Manchester for a networking dinner, prior to attending a Benchmark for Business event.
The conference, hosted at the Hilton, featured Daniel Pink and Marcus Buckingham, and so thanks go to Colin Ross of Benchmark for Business for pulling together such a great event.
If you’re dying to find out more about the conference, hold onto your hats.
All will be revealed later in the week.
In the meantime, I wanted to talk about something the chairman said in his opening remarks.
Richard Wellins of DDI, a authority on leadership development and employee engagement (with lots of books and articles to his name) talked about a survey he conducted on the plane over from the US.
He asked 15 fellow travellers if they thought the workplace was a crueller place than two years ago.
13 said yes.
Looking at Richard, I guess he wasn’t crammed into steerage eating a half-frozen sandwich off his own knees.
That means his fellow travellers were probably pretty senior people.
All of which makes his survey results a little shocking.
Because if the guys in the comfortable seats are feeling it, how must everyone else be feeling?
Recession. Cost-cutting. Redundancies.
Doesn’t exactly make you want to dance in the street, does it?
The world’s a serious place right now, and maybe that’s as it should be.
But surely all that negativity starts to eat into productivity.
It impacts our effectiveness.
So we can’t fiddle while Rome burns.
But we can remember the string quartet who continued to play on as the Titanic filled with icy water.
Try to find ways to release the pressure.
Recognise little wins.
Complement a job well done.
Praise outstanding effort.
Talk up examples of the behaviours you want to see more of.
And what the hell – tell a few jokes as you go.
Here’s one to get you started.
A terrorist targeted a supermarket chain, placing a bomb next to the alphabetti spaghetti.
A police spokesman said it was lucky their expert defused it.
If the device had gone off, it could have spelled disaster.
Thank you
Here all week

A Simple Thought

2010-09-14T19:20:00.001+01:00

Do you know what the biggest problem in business today is?
Go on, see if you can guess.
I know cause somebody told me today.
It's not the recession.
It's not a dearth of relevant employee skills.
And it's not misaligned strategy.
The biggest issue facing today's businesses is....
Knowing what you need to do and then not doing it.
FACT.
See, you can't argue with it, because I just wrote 'fact'.
In bold.
Now, you need to ask yourself, what am I going to do about that?