Keep Doing The Same Thing

I’ve talked before about the need to change.
But there are those who believe that if they remain steadfast and resolute, the world will bend around them.
Especially in our agency world, you get into a long term relationship with a client company, you see the world changing around you, but you think that willpower and determination is enough to weather the storm.
Unfortunately, you’re wrong.
The world simply evolves without you and then the client chooses another course.
In the end, you get left behind.
So ask yourself, do you really want to end up as the business world’s equivalent of the oxbow lake?

I knew that geography lesson would come in handy

And The Award Goes To...

Call it the curse of parenthood.
Everyone thinks that their kids are the smartest, cutest, funniest and most talented (although in my case it’s true). As a consequence, it’s hard to maintain any objective distance from their accomplishments and everything they do.
It’s something I often struggle with in my role at Jack Morton. As hard as I try to avoid sounding subjective, sometimes we just do something so great I can’t help raving about.
Here’s a case in point – I am very delighted to report that, for the second year running, this week, we won first prize in the FOCAL Awards (Best Use of Footage in an Advertisement or Corporate Production) - this time for our client Nokia for a film called 'Days'
It’s an incredible piece of work, and I wanted to publicly congratulate the team responsible for it. But as I watched it again recently, I was reminded of just how much great work our film and video department has produced.
So I thought I’d take this opportunity to declare my subjective view, and encourage you to take a look at their showreel.
Click here

Talk To Me

It seems that the tectonic plates of marketing are moving to a new position, and we’re going to have to go with it.
In a recent essay published in Campaign and here, Alex Dunsdon, Business Director at M&C Saatchi, argued that the ‘Age of Conversation’ is over. This is the dawning of the Age of Osmosis.
Is anyone else singing songs from Hair in their head?
If this all sounds a bit shocking, blame Malcolm Gladwell.
He argued that we can only manage 150 relationships at any one time, and we’ll always choose humans over brands.
If you’re already exhausted from balancing the needs of friends and acquaintances, what hope does a brand have of striking up a meaningful conversation?
Fear not, however, because the Age of Osmosis will show us the way.
If we can’t convince people through conversation, we just need to hang out with them instead. Before we know it, our brand behaviours will be rubbing off on them like grass stains on a PE kit. Our target audience will feel an affinity for our brand, without really knowing why.
The great news here is that, if we’re talking behaviours and quality time spent with brands, we’re in a fantastic position to take advantage of this new school of thought.
And experiential approach brings those behaviours to life, invites audiences in, and gives them an opportunity to absorb our essence through proximity.
The king is dead. Long live the king.

Catching The Eye

It’s not always easy to be sure that you’re doing the right thing, especially in the agency world where we often spend more and more time outside of our comfort zone, pushing boundaries.
We are often unsure that we’re doing a great job, we worry we are not being recognised or catching the bosses eye
Just keep doing a good job.
Don’t worry – people notice your achievements, they just don’t always feel the need to comment on it.
That old saying about “no news is good news”

Good All The Way To The Core

I guess you all know the first marketing commandment?
When thou giveth any speech or presentation, thou shalt mention Apple.
One I’ve used a couple of times during speaking engagements on the subject of experiences (call for booking details) is a simple one.
Back in 2001 Steve Jobs was unperturbed by the naysayers who predicted failure for the Apple retail store concept. .
So when its first stores opened, he wanted to do something bold, so Apple hired hundreds of people to help out.
They weren’t trained. They couldn’t sell. Most of them didn’t even get inside the store.
They were hired to crowd outside the store and clap. And cheer, and yell and generally make a fuss of every customer who left with a shiny new purchase.
It added nothing directly to the bottom line, but it brought to life, in an instant, how Apple felt about its customers. And as each one of them emerged into the street, they felt like a hero.
A winner.
Is it any wonder so many people go so far as to have the Apple logo tattooed onto their skin?
So the next time someone comes to you with an idea that makes no business sense, stop being so cerebral.
Listen to your heart instead; you might be surprised at the outcome.

Oh My, This Is So Unexpected...

I love Oscar season.
Not for the films, and certainly not for the fashion (Bjork’s swan springs to mind here), but for the thank you speeches.
While everyone else loves to pour scorn on their alleged ‘insincerity’, I genuinely believe them. I can totally understand why Halle, Gwyneth and Kate all lost it the moment they got that little golden fella in their hand.
It’s the pinnacle of their accomplishments, and as they stand in the spotlight, they suddenly realise just how many people helped to get them there.
I’m feeling pretty good about things at the moment, things are going well, there’s an energy and positivity around the business, and I’ve had some recognition for the work I’m doing.
So I’d like to take the opportunity now to do my thank yous to everyone who’s helped.
Thanks to Aaron, Abby, Adam N, Adam G, Adele, Adrian P, Adrian C, Adrian B, Ajay, Alec, Alex, Alison, Amanda H, Amanda V, Amelia, Angela H, Angela J, Angie, Arif, Arpit, Asitha, Azim, Bernie, Beth, Brian, Caroline H, Caroline W, Cat, Celia, Charlotte, Charmaine, Chloe, Chris R, Chris W, Christina B, Christina L, Chuck, Cindy, Claire, Clare, Clinton, Daiga, Danielle, David P, David S, David Z, Deanna, Debbie, Devon, Duncan, Elin, Elizabeth, Ellie, Emma, Fiona, Gareth L, Gareth D, Genie, George, Georgina, Geraldine, Gerard, Giles, Gio, Glenn, Harpit, Harriet, Helen, Henry, Hilde, Hugh, Ian S, Ian W, Jacqui, Jim, Jane O, Jane P, Jane W, Jeavon, Jenna, Jess, John M, Jonathan J, Jon H, Jonathan N, Joseph B, Julian, June, Kate S-H, Kate S, Kate M, Kat, Kerry, Kirstie, Laura, Lindsay, Lisa, Liz C, Liz J, Lloyd, Louise, Lucy, Marcus, Martin, Mathi, Matt G, Matt H, Matt L, Matt S, Maude, Meredith, Merryn, Metin, Micaela, Mike C, Mike K, Mike K, Mike R, Michelle, Mick, Mik, Miles, Nadine, Nekhat, Nelson, Nick G, Nick M, Nick M, Nicola P, Nicola S, Noreen, Olly, Owen, Pam, Patrick, Paul A, Paul D, Paul N, Paul V, Philippa, Quentin, Rachael, Rebecca, Regno, Richard, Rob B, Rob O, Robert M, Roger Munro.
You can play the music all you like, this is my moment and I intend to finish.
Rosemary, Sabrina, Sandra, Sarah, Sebastien, Serena, Sharon, Shauna, Simon B, Simon C, Simon D, Simon L, Simone, Siobhain, Stephanie, Stephen, Susannah, Tim C, Tim E, Tim L, Toby, Tom, Tony, Tracy, Yalcin, Zoe C and Zoe J.

For those of you outside Jack Morton that’s everyone here and for those of you here.... I really do mean it
Thank you

Fully Booked

My friend Shaz Smilansky had her first book published recently.
I was pretty excited for her, not least because she asked me to contribute to bits of it and even featured my quote on the back cover.
Actually though, my main reaction was one of awe – for anyone who has the talent, tenacity and determination to sit down and write a book.
Already the reviews on Amazon are calling it an ‘industry bible’ – no small complement. These glowing responses are no doubt picking up on the fact that it’s the first time anyone has attempted to compile a comprehensive A-Z of our complicated and often misunderstood industry.
Hard work deserves reward, so I’m quite happy to shamelessly plug Shaz’s book by using that age-old critics’ staple.
If you only buy one book about experiential marketing this year, make sure it’s Experiential Marketing: A Practical Guide to Interactive Brand Experiences.