Christmas Is A Time For ...Being Happy

So Happy Christmas

Christmas Is A Time For ...Loving

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

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

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

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

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...

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

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’

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

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?

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

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?

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

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

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?

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

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

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

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

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

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

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?

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

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

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

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?

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

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

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

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

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

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.

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

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

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

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

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

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

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.

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

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

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

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

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?

It Never Rains...

So I have to kick off with an apology.
I’d planned to write this blog in honour of Rafael Nadal’s triumph at the US Open.
Instead, we’ll just have to see how my powers of prediction are faring, since the final is being played tonight due to heavy rain in New York.
No matter, my point still stands.
In case you didn’t know, Nadal came on the scene in around 2002, winning his first grand slam in 2005 at the French Open.
The French Open is a clay court tournament.
Winning on clay is a specialist skill and Rafael was seen as very much a specialist.
He was good on clay – that was his destiny.
But he wasn’t happy with that.
He worked hard to develop his game, and has triumphed on Wimbledon’s tricky grass surface in 2008 and 2010.
Now he stands on the cusp of his first American hard court “slam” in New York.
What’s fantastic is that Rafael didn’t listen to the “experts”.
They’re the ones who wrote him off as nothing but a clay court specialist.
But he knew better about what his future was.
And then he put in the work to make it come true.
As I read on the wall in a “bathroom” in the States
“The future is in your hands.”
Now please wash them.

You’re So Good At This

I love Chris Rock - stand up comedian, movie star, Oscar host.
He has so many “bits” that I love.
Not all of them are suitable for reproduction here.
But one that really stands out for me is his definition of a job, versus a career.
If you have a career there aren’t enough hours in the day.
If you have a job, the days, minutes and hours can’t pass quickly enough.
True d'at.
There’s another line he uses that I really believe in.
Don’t let your happiness make someone else sad.
Don’t let your happiness make someone else sad.
He says it twice so I’m going to.
Its particularly true around your skills at work.
Never let your knowledge put the fear into your clients.
You may see the pitfalls well in advance.
The dangers in the road ahead.
After all its what you do, you know what may happen.
But rather than panic the client and come to the rescue, try presenting the solution first.
Show your knowledge in a pre-emptive way.
It’ll build your confidence, as well as the clients.
Make it all possible.
Otherwise, you’re just like the mechanic who looks under the bonnet, sucks the air through his teeth and shakes his head.
“Hmmmm, it’s gonna cost you...”

One True Voice

OK, let’s be honest, leadership isn’t without its fair share of problems.
I’m not talking here about the guys or girls in the big black leather chairs.
I’m talking about project managers and account leaders.
One of their problems is their niceness.
Too collaborative.
Canvass too many opinions.
Of course, I’m not saying that isn’t important.
But there’s a point where it has to stop.
There’s a time where you have to take the lead.
Make some decisions.
Give some direction.
Someone needs to pull the disparate strands together.
Show your team that you’ve got ‘it’.
And show your client that you have their best interests at heart.
It’s a tall order.
But you know what, the more decisions you take, the easier they become.
Now, do I fancy a glass of red, or a glass of white?
Maybe a beer!

How Does Seth Do It?

For those avid readers out there, you know I've been writing this blog for almost eighteen months now.
Trying to make sure I post everyday is tough.
I've blogged from Turkey, Dubai, the US, and even my sick bed.
But despite what I consider to be an Olympian effort, when weighed against the considerable output of someone like Seth Godin, I feel very much like an also-ran.
He writes every day, without fail. Sometimes twice.
I guess I'm a little short.
That's a height joke for those of you who know me.
Occasionally I miss my own deadline.
Too many plates spinning means that occasionally something's going to drop.
And it's usually the blog.
But as Julian, my MD, said in his great C&IT column this month, available at all good news-stands, this is our busiest time of year .
Briefs are arriving, clients are asking for meetings (rather than being enticed into the room with a trail of M&Ms), and I've got three speaking engagements between now and Christmas.
Barcelona, Kenya and South Africa - in case you were wondering.
On Monday, we helped the Evening Standard with an event attended by Lord Coe and The Mayor of London, Boris Johnson.
In his enthusiastic and energetic style the Mayor urged us all to get out there and make things happen now.
He was, of course, referring to London 2012,but it's true of everything.
If you want something to happen, you have to get out there and make it happen.
No-one else is going to do it for you.

I Love My Job.

No really, I do.
Why not?
After all, sales is full of precious little victories.
A million moments that all warrant the Didier Drogba/Steven Gerrard/Cesc Fabrigas slide across the pitch on your knees.
A meeting .........yes!
A pitch.......get in!
A win ........COME ON!!!
There's nothing better.
Actually, that’s not strictly true.
Because sales is about people.
The relationships, the stories and the learning.
I was on a call with Josh McCall , our chairman and CEO, yesterday and he was telling me a quick story about THE Jack Morton.
You all know he was a real person and founder of the business, right?
Anyhoo...
One of Jack’s core beliefs was that the most important word in a salesman’s dictionary is “help”.
Not just “Hello, how can we help?” but also “I need your help with this...”
This is a business that depends on teamwork and collaboration, especially with our clients.
Simple fact, but easy to forget.
Asking for help changes the dynamic of relationship, from attack and defence to one of respect and support.
It’s a very powerful lesson from a guy who knew a few things.
Thanks for your help Jack.

Storm’s A Coming

Maybe it was the box of chocolate*
Or perhaps it was the roses*
But I find there’s a newfound sprightliness to many of my clients at the moment.
They’re full of ideas.
Bursting with vitality.
I don’t know about you, but I find that energy contagious.
The same goes for enthusiasm.
They spread like a virus, and affect everyone they touch.
So the briefs are also pretty energising.
Maybe it’s because 2012 is on the horizon.
With opportunities in abundance for anyone who wants to play their part.
I know we’re still in the grip of a recession.
I only need to look at the value of my house to remind me of that.
But things are starting to turn around.
Listen carefully, and you can almost hear the crackle of electricity.
Like we’re minutes away from a spectacular summer thunderstorm.
The skies are heavy with potential.
The heavens are going to open.
A change is coming.
And not a moment too soon.
*By the way, Mr Sarbanes and Mr Oxley, if you reading this - I’m only joking
(If you’re not I mean every word)

RIP the RFP

Let's be honest, nobody loves the RFP.
It served its purpose for years, humbly providing the neat little boxes into which hungry agencies could paste their stock answers.
Gather them all up and you can easily compare like-for-like.
But the world isn't really like that.
You can't compare apples with apples, when you're dealing with grapefruits and kumquats.
Stick with me, it's just a fruit metaphor.
My point is - agencies are diversifying, even within relatively narrow specialist fields.
There's no level playing field.
Thankfully, smart clients are moving towards a smarter version of the RFP.
Competitive advantage is gained by the processes you share and the questions you ask.
The dreaded spreadsheet is detached from the creative.
And there's a quick-fire round that's all about the money.
OK, to some that will still be the most important round.
But at least things are moving in the right direction.
Forget the boilerplate organograms.
We're moving to a more fluid set-up.
And I, for one, couldn't be happier.
Now, fingers on the buzzers...

Answers On A Postcard?

OK, literature fans – try this on for size.
There’s a famous quote often attributed (incorrectly, it seems) to Winston Churchill, Samuel Johnson and Mark Twain.
In fact, it was Blaise Pascal who wrote in 1657, “I have made this letter longer than usual because I lack the time to make it shorter.”
I know, this isn’t University Challenge.
And there are no bonus points if you happened to know who said it first.
But I was reminded of this famous epithet this week when we were asked to pitch for a piece of new client business.
Presumably, these switched-on decision makers have thumbed their way through one too many massive pitch documents.
Their desks are sagging under the weight of countless tree-worrying proposals (and three sets of appendices).
So they asked us for a poster.
Admittedly, at A0, it was a pretty big poster.
But it was still a great exercise in self-discipline.
Taking all the information we usually churn out, and distilling it into a compelling snapshot.
It kept us focused on the things we had to say, rather than all the things we like to say.
Of course, it also allows the client to review all the proposals in a glance.
That’s some pretty smart thinking.
The only decision left – should we put Duran Duran or Kajagoogoo on the reverse side?

We're Gonna Have A Celebration!

Maybe it's a legacy of my trip to the US.
But I can't help feeling like a cheerleader.
Give me a set of pom-poms and I'll show you a star-jump.
There's something infectious about their celebratory energy.
They relish every moment of success, and cheer on a million more.
There's logic in that.
Ask yourself, what do you want your business to achieve?
Where do you want your career to go?
What do you want to accomplish out of life?
More importantly, how are you doing with your goals?
We're all too busy hiding our light under a bushel.
Not you Ian.
We forget the wisdom of the great Tom Peters who says "Celebrate what
you want to see more of."
It's simple, inarguable logic.
If you want people to make more sales calls, try celebrating the guys
who are already doing it.
If you want more awards, celebrate every win that comes your way.
If you want to make gains in a particular industry, celebrate the
stuff you already know.
Every time you celebrate, you'll reinforce the behaviours that count.
Now, give me a 'K'. Give me an 'E'. Give me a... oh, you get the point.

Haven't I Seen You Somewhere Before?

The money men in Hollywood are currently scratching their heads in confusion.
Despite being written off over a decade ago, Sylvester Stallone is spending his second week at number one.
His movie, The Expendables, is an over-the-top throwback to the action movies of the 80s.
Meanwhile, Edgar Wright's innovative and interesting film Scott Pilgrim Vs The World has barely troubled the top ten.
So who cares, and why does it matter?
Glad you asked.
I'll tell you.
Everyone, including you, dislikes the unknown.
It's basic human nature.
We all like to know exactly what we're getting.
Why else would sequels be so popular?
But what does that mean for creative agencies - who're constantly being asked for something different?
It means we need to wake up to what people really want.
In my long (x10) career, I've found that the wild, the wacky and the avant garde don't win pitches.
Sure, they grab attention in the room.
They might even trigger some interesting conversations.
But they'll never win the account.
We're all looking for something recognisable.
Identifiable.
Something that will strike a chord and draw us in.
Then we'll happily listen to the brand story.
To paraphrase a popular aphorism, familiarity breeds contentment.

Every Second Counts

Yesterday I was thinking about quality time, and how that can drive you forward, professionally and personally.
“But how am I supposed to do that?” you cried.
Well, three of you cried anyway.
Look, I get it.
You’re busy.
You and me both.
There aren’t enough hours in the day.
So much to do, so little time.
Stop me if you’ve heard any of these before.
Actually, don’t bother – no time for that now.
Here are my suggestions to get you started...
You could begin by getting the day’s worst task out of the way first.
Eliminate that nagging feeling before 9.30.
And keep your inbox clear.
More than fifty messages is too many.
Quick requests should be dealt with quickly.
Click ‘reply’ sooner, rather than later.
Give 15 minutes to admin and you’ll save yourself hours in the long run.
There you go – four free tips in the time it took you to read this post.
Now you’ve got time to be getting on with what you should be doing.
Rather than getting caught up in what you have to do.

You're Not Thinking Fourth Dimensionally

I don't know about you, but I'm delighted that someone has seen sense to bring back Futurama.
As intelligent, insightful comedies go, it's pretty much the best TV has to offer.
I saw an old episode recently where the Professor was attempting to explain how the Planet Express ship manages to travel at light speed.
He claimed that it's not the ship that moves, it's the space around it that shifts.
Einstein may be spinning in his grave at such audacious heresy, but there's an interesting principle here.
And I think it's the key to understanding success at hectic pace of modern life.
For me there are two choices:
1) Be as frantic as everyone else to create the illusion of success.
2) Be the constant, and allow the world's hectic energy to gravitate around you.
Kinetic energy in the workplace is just an illusion.
It doesn't get things done.
Let me give you a simple example
Your annual leave.
You leave, feeling that the world will change irrevocably while you're away.
But you'll return to find that the decisions you were waiting for are still pending.
The business world seems to be moving ever faster but the route to success is to spend time, quality time engaged in the things that are going to make a difference for you.
The rest are just scheduling conflicts

The Walk Of Fame

What is it about the Hollywood walk of fame that gets the tourists
huddling around the various names captured on the pavement?
It's the same with the hand and footprints outside Mann's Chinese Theatre.
Other than giving people to opportunity to compare their hand and feet sizes
FYI George Clooney has massive feet
it's still just a bunch of impressions left in the cement.
Yes there is the finding your favourite or even recognizing and old
familiar name buts it's more than that.
It's about finding a sense of belonging.
For one brief moment you and the star are joined together.
We're all from the same place.
It's celebration of all we can achieve
That is why it's important to recognize your achievements both as a
group and as an individual.
Mark and celebrate your "wins" wherever they arise.
That might be a new brief, the completion of a project or a new client win.
They all deserve a moment of celebration.
Whether that's cakes in the office or Champagne at The Ritz.
Every star deserves their moment in the spotlight.
Have to go, meeting with the council about getting my name on the pavement

Hire The Smile

Regular readers of the blog (that means YOU) may recall that I’ve written before about the central tenet of McDonalds’ hiring policy.
They believe in hiring the smile.
If the attitude’s right, the specific skills can be covered in training.
It’s easy to dismiss that viewpoint as quintessentially American.
After all, it’s the land of ‘Have A Nice Day’.
But strangely enough, I noticed just as many miserable, surly servers in the US and you’d expect to see here in the UK.
Which is why the coffee shop on Franklin Avenue in Hollywood was so refreshing.
And I don’t just mean the strength of their java.
Everyone was upbeat, from the bus-boys clearing the tables to the chefs in the busy kitchen.
The service was out of this world.
Someone, somewhere realised that the motley collection of oddballs occupying the booths and sitting at the counter pay their wages.
More than that, they also pay their tips.
So the endless requests for more water, or new napkins, or extra cutlery, was met with a smile and a can-do attitude.
It was the perfect example of the golden rule of service - "whoever has the gold makes the rules".
I was happy to keep their tip jar topped up.
And I have no doubt that some of them will make it in the movies, because they gave the performance of a lifetime.
Remember, all the world’s a stage.
And if you have trouble smiling through it, better get some Vaseline for your teeth.

Disney Matters

When I look back on my passion for experiences, it begins with one person.
Walt Disney.
By all accounts, he wasn’t the nicest guy in the world.
But back in the 1950s, he understood brands better than anyone else.
He knew he could keep on churning out animated classics.
But they only engaged a couple of senses at a time.
Walt wanted to invite people into his world.
Give them a multi-sensory experience that brought his brand to life.
He took a bunch of scrubland in Anaheim, and gave us Disneyland.
Visiting the original theme park last week, I realised it’s not about the rides.
They’re over in seconds.
It’s the whole package.
Anticipation as you hear the screams of excitement.
Impatience as you join the queue.
Laughter and sometimes terror.
Then the memories you share after the fact.
Families seem to come together once a year for their trip to Disney.
And he gives them plenty to talk about until next time.
Something that unites them.
There’s that old saying: ‘The family that plays together, stays together’.
In reality, the same principles apply.
Whether you’re mum and dad with 2.4 kids, or a company with 100,000 employees.

Mind The Tumbleweeds

I know, it’s been very quiet around here.
Don’t worry, I haven’t forgotten about you.
I’ve been busy exploring the land of opportunity.
Brushing up on my brand experiences.
I’ve visited the graddaddy of them all – Walt Disney.
And I experienced the Coffee Bean on Hollywood Boulevard.
Everyone comes back from their holidays with stories to tell.
I guess I’m no different.
Except that I won’t be boring you with a slideshow of photos.
I’ve come back with lots of energy.
A new vision.
And a soupçon of jetlag.
Best of all, I’m ready to share.

Dressed For Success

How many times have you been getting ready for a meeting or a pitch, when someone pipes up and asks what the dress code is?
The answer’s always the same – dress smart, like the client.
Take a look around your office.
I’ll bet it wouldn’t take too much imagination to picture most of your surroundings in your clients’ offices.
We keep talking about how clients buy people, not agencies.
So I can’t understand why anyone would want to hide their people behind a veil of corporate homogeneity.
We’re here to sell ideas.
We want to convince people that we’re inspired creatives.
And then we walk into their offices looking like a bunch of insurance sales people.
Don’t be afraid of theatre.
Or dressing the part.
I promise they’ll remember you more if you’re willing to stand out.

Show A Little Class

Some people believe that we live in a class-less society.
That those hierarchies of yesteryear are consigned to the history books.
Not true.
It’s just that we’re obsessed with a different kind of class system.
In agency life, we’re fixated with what happens at the top-table.
If we could just get in front of the Lord of the Manor, we’d have it made.
I don’t agree.
First off, it’s a bad idea.
Very few spending decisions are made at the top.
Sure, the budget might be signed off there, but not by anyone with any interest in the project at hand.
Don’t get me wrong – there’s nothing wrong with aiming for the top.
But it’s much more rewarding, and beneficial, to help your client get to the top table instead.
Do great work, support them all the way, and they won’t forget what you’ve done for them.

Sharing The Love

OK, I admit it.
I’m a relationship junkie.
Sometimes they’re all I think about.
And I can’t stop talking about them.
You may have noticed.
The thing is, they’re the key to all business success.
It all comes down to the partnerships you forge.
With your agency.
With your clients.
With the people around you.
The relationships may differ, but the rules don’t.
Trust, honesty and openness.
I mention this because I spent the day with some clients yesterday.
And that’s exactly how it felt.
I came back to the office full of excitement about the future of our relationship.
When you think about it, we spend more time at work than we do at home.
So the relationships we build had better be good.
Otherwise........ and .........................
(You’ll need to fill in the blanks yourself – I can sense trouble brewing in my personal relationship if I finish that sentence)

Pick Me Pick Me

There's an old adage in sales that nobody really sells anything.
You can only help people who already want to buy something choose
your offer over someone else’s.
It’s not a perfect concept, but that’s for another day and another blog.
But there’s a sound principle at work here.
It’s always useful to think about what will make someone choose you rather than one of your competitors.
Let me give you some clues.
They won’t choose you for your annoying persistence.
For never calling.
Or for not caring.
Remember, we’re in the relationships business.
Nobody wants a stalker.
But they also get tired of people who play hard to get.
So you need to offer support where you can.
Show that you’re always ready.
And make it clear why you’re there.
Don’t be afraid to ask for the business.
As one of my mentors once told me: The salesman’s job is all about the two As.
That’s affable and available, in case you were wondering.

Brand Love Means Sometimes Saying You’re Sorry

To hear the news coverage of Apple last week, you’d be forgiven for thinking that the world was about to tip of its axis.
In fact, Apple had simply marketed a phone with a weak signal.
In the grand scheme of things, nothing too important.
But this is Apple we’re talking about.
The ultimate modern cult.
Brand badvocates rubbed their hands in glee at the notion of the tarnished giant.
News reporters clamoured for details about the spur-of the-moment press conference.
And dedicated brand fans prayed that this wouldn’t signal the end of the greatest love story ever told.
In typically low key fashion, Steve Jobs took to the stage and said “sorry”.
They screwed up.
No-one’s perfect.
Suddenly, all the heat was gone.
By Saturday, everyone’s conversations had moved onto other things.
Equilibrium restored.
The thing is, Steve Jobs understands about experience brands.
He transformed the technology industry by focusing on the user experience.
Just like he transformed the retail industry by thinking about the consumer experience.
He knows that the way a brand behaves is far more important that what it says.
His apology was short, simple and easy to understand.
No stress, no fuss.
Just honest and believable.
Much like the brand itself.

Let Me Entertain You

There was an interesting article in Monday’s Evening Standard about the shifting role of advertising in the broader marketing mix.
Although some people in ad-land may be glancing over their shoulders nervously, I couldn’t be more excited about the changes that are taking place.
Let’s not kid ourselves.
Audiences are wise to the way advertising works.
They know all the tricks of the trade, and have become almost immune to their impact.
Sure, there are still some great ideas out there.
And the big agencies will continue to win awards for their 30-second slices of brilliance.
But brands also need to use their cultural resonance to explore new spaces.
Rather than simply sponsoring a show or paying for product placement, they’re helping to develop the content.
Smart brands, and the marketers behind them, understand that content is king.
So they’re finding ways to create their own entertainment platforms.
They’re developing TV properties built around the brand.
And in doing so, they’re finding new ways to connect with consumers in a real world context.
Best of all, audiences are fine with that.
It’s a simple principle - If you entertain them, they will come.
They’ll stick around.
They’ll feel a lot more positive about your brand.
They'll even buy

Getting On The Same Page

I talked yesterday about the recruitment communications industry.
I’m interested because that’s a space where we’re finding lots more opportunities to help our clients.
Coincidentally, that also leads quite nicely into a Jack Morton offering.
We call it ‘align’ because it’s not just about internal comms anymore.
It’s about aligning all the people with responsibility for representing a brand.
We live in an age of acquisition, expansion, franchises, outsourcing and globalisation.
So the old methods of ‘stick a poster in the staff room’ simply won’t cut it.
From car salespeople to Subway sandwich artists, we find ways of engaging the broader brand community.
Because if we can help them to understand the brand’s behaviours, we can make sure that they’re living them and talking about them every day.

In It To Win It

In case you didn’t know, last week saw the 2010 CIPD Awards.
The recruitment industry’s annual marketing awards, recognising the best ideas in employee recruitment and retention.
Big winners on the night were the Army and its agency Skive, who collectively took home five gongs.
Given that Jack Morton played a key role in the delivery of the ‘Start thinking Soldier’ experiential campaign, we’re delighted to see this work getting the recognition it deserved.
But there seem to be some mutterings of discontent within the ranks (pun intended) about Skive’s inclusion in the honour roll.
The thing is, Skive is perceived as a ‘consumer agency’.
Which left traditional ‘recruitment agencies’ out in the cold.
Unfortunately, this territorial attitude is nothing new.
And it affects every sub-sector within the broader marketing community.
It’s a real shame, because awards are supposed to recognise the best work.
The only eligibility criteria should be the quality of the idea – not the heritage of the agency that came up with it.
Likewise, people who complain about the budget of the winning work are missing the point.
A great idea can be scribbled on a napkin.
The execution could cost a few thousand pounds, or several million.
As the dividing lines between industries continue to be eroded, we should be seeing this as an opportunity to compete in exciting new spaces.
New entrants into our marketplace simply mean we need to raise our game.
Get hungrier.
Try harder.
If you believe an award is worth winning, it’s worth working for.

Talk About A Cliffhanger

Remember the good old days when you just needed to stick a pack-shot, a logo and strapline in front of your target audience?
I’m not so sure that they were ‘good old’ days.
The competition may be tougher, the world may be more sophisticated and the audience may be smarter.
But the opportunities are also much greater.
Raising awareness is yesterday’s news.
Any brand that wants to be current, relevant and successful has to engage.
Changing beliefs and behaviours doesn’t happen with a 30 second TV spot.
It demands a combination of education, persuasion and experience.
And the same rules apply whether you’re talking to consumers or other businesses.
They’re all looking for points of connection, with your brand and with each other.
They don’t want to be interrupted by a disruptive child shouting “Look at me, look at me.”
They want a value exchange.
Experience brands are the ones that give something back.
They add richness to your life as a direct consequence of the experience itself.
So create experiences that engage and you will get a happy ending.

We Have Ignition.....Lift Off.....

Here is another in the ‘Postcards from Rhode Island …series’
When you have skills and capabilities as broad ranging as ours, you’re often left with an embarrassment of riches when it comes to telling people about your business.
Problem is, that can sometimes get a bit complicated.
So I’m delighted that we’ve now developed a way to talk about what we do in a genuinely compelling way.
The first of our business offerings falls under the heading of ‘launch’.
Whether it’s a new brand, product, service or even an idea
We can introduce it to the marketplace through the delivery of a compelling experience.
It’s an efficient way of getting maximum bang-for-your-buck and generating instant awareness.
High visibility, PR coverage, excitement.
That's all great and important but for me is not the key.
Awareness is only one element of an effective launch.
The success or failure of any venture depends on the cumulative energy you can generate behind the offer.
It’s about creating talkability – co-opted content that anyone can transmit and share.
We’re all natural born communicators with a hunger for stories we can tell.
Give people the raw materials, and a personalised take on it
and the energy that they will create will ensure the your launch explodes into life
BOOM!

A Place To Call My Own

In the brand experience world we spend a lot of time thinking about venues.
Why choose this location over that one?
For years, hotels have monopolised much of the industry.
After all, they have the resources, the space and the infrastructure to make our lives a little easier.
But that's changing.
Those destinations that used to be our first port of call are going to miss out.
When everything you offer is built-in, it's hard to add any extra value.
The next generation of venues will be the ones with an audience of their own.
High-end shopping malls.
Concert venues.
Festivals.
These are the destination venues that audiences already consider a 'home from home'.
Rather than expecting our audience to come to us, we need to be willing to go to them.
Then we need to focus on stopping them in their tracks with a great brand experience.
Authenticity, surprise, immersion - all in one place.
Isn't that everything that we're aiming for?

Nature Will Find A Way

I mentioned last week that we spent a few days in Rhode Island last week for the Jack Morton officers meeting.
(Note to all, live meetings to align key stakeholders behind a mission really work: see driver for details.)
One of the highlights of the packed agenda was a three-hour seminar led by Scott A. Snook, an Associate Professor at Harvard Business School. .
In a broad-ranging presentation, Scott addressed a number of guiding principles for leadership, using talking points from his military career, college sports and popular culture.
One particularly memorable section was based on ‘learnings from Jurassic Park’ – which applied elements of chaos theory to the principles of change management.
Still with me?
Good.
Anyway, by focusing on the film rather than the novel by Michael Crichton,
Scott missed my favourite anecdotes from the story.
In the book, our intrepid heroes are shown around the laboratory where the dinosaurs are bred and genetically manipulated.
The scientist in charge of the process points out that all the dinosaurs are bred to be female so that there will be no unauthorised breeding on the island.
The ‘chaotician’ Ian Malcolm (played in the film by Jeff Goldblum) gravely warns that
“nature will find a way”.
And of course it does.
When it later emerges that the dinosaurs have been spontaneously changing sex in order to reproduce
John Hammond (the park’s incredulous owner) refuses to believe the facts.
He claims that the park’s motion sensors have not detected an increase in the dinosaur population. Several times a day they count all the animals on the island and always find the same number.
Until, of course, someone points out how the system was programmed.
Since nobody ever assumed that the population could grow, the algorithms never allows for any increased numbers.
As soon as the motion sensors located the ‘confirmed’ population, it simply stopped counting.
Meanwhile, the island’s prehistoric inhabitants had steadily been increasing their head-count.
So what does this all mean for business?
Well, if you look at growth strategy, you can learn an interesting lesson from this analogy.
You have to extend your targets if you want to achieve ambitious growth.
Limit your thinking and you’ll never grow the business, you’ll simply maintain the status quo.
Aim for more, beyond the realms of what you ‘know’ to be possible.
Because the business and your capabilities will soon expand to fill the gap.
Just watch out for the velociraptors.

I Can See Clearly Now

There are many perks of the job here at Jack Morton
One of them is to be present at one of the many launch events we create on behalf of our clients.
I’m not talking about the usual “product launch”
This is the launch of an idea
A company’s new vision,
It’s always very exciting .
Lots of satisfied executives
Lots of eager faces
Lots of relieved sales and marketing teams
“We have a new story to tell” they say
“I love it. I get it”
“Our clients are gonna love it too.”
The energy is infectious
Visions are big, bold and revelatory
They fuel some interesting conversations and help give you a clear POV
And they start with lines like “I have a dream...”
That’s how you align your stakeholders
That’s how you change the world.

Livin' On A Prayer

Who doesn't love Bon Jovi?
I was lucky enough to go and see Jon and the guys at the O2 last week.
It was the last of a 12-day run at one of London's biggest and best concert venues.
That means that in under two weeks they played to almost a quarter of a million people.
Of course it was a great gig.
But even though what happened on the stage was fantastic, I was even more amazed when I turned around and looked at the crowd.
Around three quarters of the audience spent most of the gig with their phones in the air.
Not for the obligatory virtual lighter ballad moment.
They were filming the show.
They'd paid over 50 pounds a head for their tickets but they saw most of the show through a mobile phone viewfinder.
It's true that there's nothing better than a great live experience.
But these days that's still not enough.
Nowadays, it's not enough to simply be there.
You’ve got to be able to share the experience
So now we're all journalists and documentarians.
The moment is only complete if we're able to capture, record and share it.
We often talk about the convergence of the live and digital experience.
It’s not the future
It’s Now!

Teşekkür Ederim

That's thank you in Turkish.........So before we begin a few things to say.
First thank you for continuing to read and support my blog it really is much appreciated.
Second, I want to apologise for a rather inconsistent week of posts.
I've been clocking up the air miles over the last few days.
In fact, this blog is coming to you from beautiful Rhode Island, USA.
(More of that over the coming days and weeks)
Last week I was in Turkey, where I was speaking at the 13th (unlucky for some?) Brand Marker Conference.
It was a great event, and another fantastic opportunity to meet new people and share ideas.
It's three years since I was last in Turkey, and I was really struck by how much things had changed.
Now, it may sound rather trivial, but my rule of thumb for judging the prosperity of an emerging economy is the car stock used by it's cab drivers.
As I walked out of the airport, the first thing I noticed was the vast fleet of shiny new cabs lined up outside.
But it's also the leapfrogging of technology and attitudes.
In more developed countries we find our progression and evolution is restricted by existing investments and infrastructure that we need to protect.
Conversely, emerging economies like Turkey are much freer to just go for it.
There's an interesting lesson here for those of us who live in the agency world.
Entrenched attitudes and behaviours can get in the way of true development.
Don't be afraid to change everything.

Its Payback Time

By now you should all know my mate Chris.
He's the guy who shows you the techniques you need to Up Your Elvis.
And know he's a genius right?
Anyway, he spends his time helping great companies (and individuals) shine a little more brightly.
Wherever he goes, he dedicates himself to helping people achieve their true potential.
So here's my chance for a little karmic payback.
He's currently taking part in a competition run by Oprah Winfrey.
The prize is to create your own TV show.
I figure all the people that Chris has inspired, engaged and developed over the years might want to repay the favour.
Even if Chris hasn't touched you yet
Stop it!
Getting him his own show will allow him get his inspirational message out to millions.
Its the right thing to do
So click the link below and do your bit.
Just like Chris' approach - it'll make you a better person!
Click here and vote

Show Me You Want It

Sales people get a tough rap.
We’re often accused of overselling.
We’re too enthusiastic.
Overzealous.
Ultra keen.
I say “what’s the problem?”
The other option is to be the guy who undersells.
You know him.
He’s the master of understatement.
Everything is underplayed, from the scope of the brief to the capabilities of the team.
He’s embarrassed about appearing too enthusiastic.
It’s not cool to be seen shouting from the rooftops.
But that’s how our clients feel.
And it’s how they want us to be feeling too.
If we’re uncomfortable with being passionate about the project, they’ll find someone who’s on their side.
If it feels cheesy or fake, you need to try harder.
Otherwise, you might as well gift-wrap the brief and send it to the competition.

I'm Just A Giver.....

Quiet at the back – stop sniggering.
There’s a serious point to be made here.
Maybe it’s all the time we spend telling our clients to think about their audiences.
The first rule is always “What’s in it for me?”
Unfortunately, we start thinking like that too.
So we stop giving, and spend all our time expecting to ‘get’ instead.
And then we wonder why we don’t.
There’s a reason why they say one good turn deserves another.
Put good things out there and the reciprocity will take care of itself.
Call it karma if you like.
What comes around goes around.
Sorry, that’ll be the cliché police at the door.

Agencies ...We're All Agents Aren't We?

When you have a child in the entertainment industry, agents become a major part of your day-to-day life.
And it's fair to say, they have a pretty bad reputation.
Just look at shows like Entourage.
Ari Gold is a self-descibed super agent - he's aggressive, abrasive and offensive.
But strangely, he's also the most popular character on the show.
I think I understand why.
A good agent doesn't have to be a nice guy.
He doesn't have to mind his Ps and Qs.
He doesn't have to smile at everyone in the office.
His job, his only job, is to be passionate about, and committed to, the talent he's representing.
Because they could be the most amazing performer in the world, but if no-one knows they're there, it's all worthless.
The agent is out there talking them up, selling them in and building bridges.
At times it's a thankless task.
But it's worth it when the talent wins the role of a lifetime.
That big chance to show the world what they're capable of.
The agent already knows.

You Got To Have Fai- Fai- Fai- Fai- Faith

It's one of the first sporting rules you ever learn.
You're four or five and it's your very first school sports day.
Mum and dad are there in the crowd trying to look interested.
You're all psyched up to run faster than the wind.
And your teacher leans in with some helpful advice.
"Focus on the finishing line.
Don't look around at what the others are doing."
Wise words.
So why is it that we're so keen to forget such an essential life lesson?
Our only goal is to keep doing the thing that we do.
The moment we start worry about what everyone else is doing,
our pace slackens and we lose the race.
Let the others worry about what they're doing.
Stay focused on the things that make you great.
Keep your eye on the finish line, not the competition.
You may not always win, but you'll know that you've done your best.

Hold The Mustard

My first experience of work was as a “Saturday boy” in Selfridges in Oxford Street at the time part of the Sears.
The person at the top of that business empire was Sir Charles Clore, one of Britain's most successful post-war businessmen and philanthropists.
Check him out.
In the way that my life has always been, I met him on several occasions and he was a truly inspirational person - one of those rare people who can influence you throughout your life.
Quick story
One Saturday he strolled through the department in which I was working and stopped for his favourite salt beef sandwich, I served his sandwich and he called for the department manger to pass the time of day.
He mentioned en passant that if we created a square rye bread, rather than the traditional oval, we would have less waste and a “neater” sandwich.
Needless to say on his departure a phalanx of underlings gathered instructions were issued and the Selfridges Bakery were briefed to develop a square rye bread.
A few months and many trials later a perfect square rye bread was now in situ.
Mr Clore again, he strolled through the store, again stopped for his salt beef sandwich, on seeing what was on his plate, gestured for the manager to ask him what this square abomination was.
“Rye bread is oval some traditions should not be changed” he said.
Needless to say the next day the oval bread was back in place.
Moral of the story; if we always do everything our boss asks we would lose our jobs.

Praise Indeed

Being in sales and marketing is a little like leading an army.
You may be the one bringing in the opportunities
Stirring up the energy in the agency
But it’s a team effort to deliver.
The way I see it, you have two choices.
You could take the George S Patton approach.
Terrifying and belittling all around
Or
You could take a leaf out of Catherine the Great’s book
She once said “I like to praise and reward loudly, to blame quietly.”
Wise words.
It’s a rewarding feeling to recognise the contribution that everyone makes.
Give them your honest and sincere appreciation.
Rather than looking for mistakes, try to catch people doing something right and acknowledge them for it.
Celebrate other people’s victories.
And try to find a dozen different ways to compliment, congratulate and appreciate someone else’s work.
They’re not the only ones who’ll be richer for it.

We We We All The Way Home

Here’s a shocker
I treat people like people.
They’re not targets.
They’re not clients.
They’re not human capital.
They’re not pawns, players or prospects.
They’re just people.
They have real desires, fears and hopes.
They wish, worry and dream.
Just like you.
Once you try to define them, you negate the most important thing about them.
It’s not about us and them.
It’s we.

Blinded By The Light

Sometimes it’s really hard to stay positive.
Don’t worry, that’s not a cry for help, just an observation.
Because I’m so used to hearing negativity around me.
It doesn’t matter how good things are,
there’s always something to complain about.
The brief is great, but there’s no budget.
The client is lovely, but there are five other agencies.
We did our best, but it’s hard to tell.
It looks good but maybe they are trawling for ideas.
It would be a lot easier without the clients
Wouldn’t it?
It tough to keep putting yourself out there
Risk the rejection
Facing the fact that you sometimes lose
At the risk of sounding like a Disney sidekick, try and be the positive one.
You know who I mean – they brighten every room they enter, and every conversation they join.
Negativity is like fly tipping.
As soon as one person dumps their rubbish, everyone else piles in and does the same.
Before you know it, there’s a great big pile of garbage.
If you want to be remembered positively, remember to be positive.