OPINION

Perhaps historians make the best planners

Perhaps historians make the best planners

"Have you noticed how the best planners are often biologists?" - Rory Sutherland.

 
 
Media needs to focus on the personal touchpoint

Media needs to focus on the personal touchpoint

Earlier this month, a privileged 0.002 per cent of the global population descended on Las Vegas to witness "The Future". I watched via Twitter as the Consumer Electronics Show entertained 170,000 delegates with big ideas, smartwatches, self-driving ...

 
 
It's time to expose this myth about 'junk food' ads

It's time to expose this myth about 'junk food' ads

Each week, it seems as though there is another one. No, I m not talking about a shock departure. Although I don t think many of you anticipated Russ Lidstone s exit from Havas Worldwide London this time last week. I don t mean an executive creative...

 
 
Global viewpoint from Singapore

Global viewpoint from Singapore

This year marks Singapore s 50th year of independence and, with its growing status as the major commercial hub in south-east Asia, the nation has plenty to celebrate. Over the past ten years, we have witnessed a growth spurt that has seen Singapore...

 
 
 
Link to Bullmore Bot: random gems of wisdom from adland's agony uncle, Jeremy Bullmore

Latest from the blogs

  • WHAT DO MARKETING EXPERTS DO? Dave Trott 28-Jan-2015

     

     

    1993 was the year ‘the brand’ died.

    At least that’s what all the marketing experts thought.

    Investors wiped $13.4 billion off Philip Morris shares, because they owned the most profitable brand in the world.

    Read more on WHAT DO MARKETING EXPERTS DO?…

  • With Apologies To Baz Luhrmann Nick Jefferson 26-Jan-2015

    Ladies and Gentlemen
    Of the Marketing & Advertising Industry of 2015;

    Listen to your clients.

    If I could offer you only one tip for the future,
    Listening to your clients would be it.

    The long-term benefits of listening to your clients
    Have been proven by accountants;
    Whereas the rest of my advice has no basis,
    More reliable than my own meandering experience.

    I will dispense this advice, now.

    Trust your instincts and the common sense
    Of your youth.
    Oh never mind;
    You will not understand the value of your instincts
    And the common sense of your youth
    Until you have been forced to.

    But trust me, in 20 years, you’ll look back
    At the industry bullshit that was being spouted
    And recall in a way that
    You don’t have the confidence to do now,
    How right your instincts were
    And how ephemeral that latest
    ‘This Will Change Everything’ channel really was.

    You are not as dumb as your agency
    Makes you imagine.
    Don’t worry about the future;
    Or worry, but know that understanding your clients’
    Hopes and dreams will stand you in good stead
    Regardless.

    The real troubles in your career are apt to be people;
    The kind that you just can’t believe
    Really exist in the workplace.

    Do one thing everyday that puts you
    In the shoes of your client.

    Network.

    Don’t settle for intellectual mediocrity,
    Don’t put up with people who are
    Intellectually mediocre.

    Network.

    Don’t waste your time on office politics;
    Sometimes you’re ahead, sometimes you’re behind.
    But the rest of the world just could not give a shit.

    Remember the value you bring,
    Forget about when the planner makes you feel small.
    If you succeed in doing this,
    Tell your Creative Director how.

    Keep daily contact with your clients,
    Throw away your SoWs.

    Network.

    Don’t feel guilty if you don’t know
    What you want to do with your career.

    The most interesting people that I know now,
    Knew at 22 what they wanted to do with their lives;
    But they became the 40 year olds who don’t.

    Drink plenty of alcohol.

    Be kind to receptionists;
    They know everything and everyone.

    Maybe you’ll win a Lion, maybe you won’t;
    Maybe you’ll get a bonus, probably you won’t;
    Maybe you’ll leave the industry at 40;
    Maybe they’ll put you in the
    Advertising Hall of Fame on your 75th birthday.

    Whatever you do, always remind yourself to
    Walk the floors.
    You’ll be amazed at just how much you can learn.
    And so will everybody else.

    Enjoy your creative mind, use it every way you can.
    Don’t be afraid of it,
    Or scared off by those who are labelled ‘creative’.
    It’s the greatest asset you’ll ever own.

    Write… even if you find it hard; it forces you to think.

    Break bread, even when you’re not hungry.

    Do NOT read industry magazines,
    They will only give you FOMO.

    Get to know your Chairman,
    You never know when he’ll be gone for good.

    Be nice to your colleagues;
    They are the best link to your next job,
    And the people most likely to tell stories about you
    In the future.

    Understand that agencies and accounts come and go,
    But for the precious few you should hold on.

    Work hard to bridge the gaps in geography,
    Invest in your relationships now,
    Because the older you get,
    The more you’ll be able to help the people you knew when you were young.

    Work client-side once,
    But leave before it makes you terminally depressed;

    Work in an agency once,
    But leave before it makes you clinically insane.

    Hustle.

    Accept certain inalienable truths:
    Finance departments will make you fill in forms,
    Agencies prefer talking about themselves,
    You too will get senior.

    And when you do, you’ll fantasise that,
    When you were young:
    Finance departments were helpful,
    Agencies preferred talking about their clients,
    And juniors respected their bosses.

    Respect your bosses.

    Don’t expect anyone else to bring work to you.
    Maybe you have a big marketing budget,
    Maybe you have a retained account;
    But you never know when either one might run out.

    You can’t mess enough with the received wisdom
    Of an industry that, at 40, already looked 85.

    Beware the ‘Next Big Idea’,
    And be cautious with those who supply it.
    The ‘Next Big Idea’ is often an old, small idea.
    Dispensing it is a way of fishing the ‘creative brilliance’
    Of the past from the disposal,
    Wiping it off,
    Photoshopping the other brand’s logos,
    And recycling it for more than it’s worth.

    But trust me,
    On listening to the clients…

    Read more on With Apologies To Baz Luhrmann…

  • What Don Draper Knew (or – how history always repeats itself) Nick Jefferson 21-Jan-2015

    Magic Markers, Letraset, razor-sharp scalpels, studios thick with the fug of petrol, tobacco and various dangerous chemicals … In some respects, to anyone who was around at the time, the 1980s don’t actually seem like that long ago.

    Read more on What Don Draper Knew (or – how history always repeats itself)…

  • ON THE OTHER HAND Dave Trott 21-Jan-2015

     

     

    Joe Stegner had often been asked to make recommendations to the board on profitability.

    There are usually two ways to increase profitability: raise income or cut costs.

    Joe Stegner worked with numbers.

    Read more on ON THE OTHER HAND…

  • Decisions, decisions. Nick Jefferson 19-Jan-2015

    I just finished reading Boris’ brilliant biography of Churchill.

    One of the (many) striking things about our wartime Prime Minister was the extent to which he was ready to make decisions; especially the hard ones.

    Read more on Decisions, decisions….

  • Rebooting football Andy Nairn 16-Jan-2015

    I don’t normally write about Lucky Generals stuff. But I’m having one of those so-excited-about-work-moments, that I hope you’ll excuse me. Especially as I could do with your help.

    This morning, we helped launch a bid to challenge Sepp Blatter for FIFA’s presidency and “Reboot football” for good. The bid is headed by the legendary David Ginola, backed by the marketing ninjas of Paddy Power and guided by the legal experts at the reform group Change FIFA. Lucky Generals and M&C Saatchi PR are handling the communications while Crowdfunder.co.uk is managing the fundraising side of things.

    Read more on Rebooting football…


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