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November 2009 - Posts

A slap in the face

 

 

 

I went to Albion the other day to do a bit of honest non-execing and found the door locked in my face.



Hang on, I thought. Have they finally figured out that I'm a useless fraud and decided to keep me out of the agency at all costs ?



Would there be people with placards saying “Go Home Henry” ?



Well as it happened, the door was locked not just to me but to everybody. Because they'd done a bit of work so provocative that they needed police protection.



It was a website that allowed you to slap a video of Nick Griffin as he preached to the Ku Klux Klan in the US. One of the creatives came up with the idea during the Question Time programme and had built it by the following morning.



It had to be pulled after 4 days because it was attracting  very threatening calls to the agency.  But it had also attracted 22,145,836 hits -  Griffin was being slapped 2,000 times a second with a new unique visitor every second. It was linked to from about 1,300 online sources, the main one being Facebook with 22,000 referrals. There's also been thousands of tweets.



And the agency was threatened with physical violence, which was why the door was locked.



Now for me this is EXACTLY what a great agency does. Get stuck into culture, have an opinion, have a great creative idea, and get it out there fast.



And make sure to stir it up. Using the wonderful world of social media.



I'm getting sick of saying this, but 90% of advertising goes out there and does nothing at all.



(I heard a figure the other day for what the average ROI is for marketing in this country. I can't tell you the figure because I've been sworn to secrecy for now - but it's diabolically low.)



Only a tiny proportion of marketing comms are interesting enough to elicit a response.



Because most approval processes are designed to try to avoid making "mistakes" - a completely pointless exercise - as opposed to seeking to stand out.


If the partners at Albion had considered all the repercussions, they might have thought twice about doing this.


But they got 22 million hits.


Big ideas take risks.



It’s strange really. We talk up the idea of entrepreneurs – but the ad industry finds every way it can to take every ounce of risk out.



Entrepreneurs take risks.



Maybe Millward Brown should rechristen themselves Millward Brown Trousers, since the whole thing is just an elaborate and expensive way to cover scared arses.



At GGT years ago, Dave Trott did a poster for LWT that took the piss out of the Ayatollah Khomeini. He received death threats and all the creatives working for him thought that was fantastic.



(That's come out slightly wrong. I don't mean we all wanted Dave to be killed by an Iranian hit squad. Just that we loved the idea of an ad provoking that fierce a response. Although I think one art director who’d been refused a pay rise that year, did temporarily join a suicide squad.)



When was the last time your agency did something like that ?



More importantly, when was the last time it even wanted to do something like that ? 

 

 

Posted Nov 16 2009, 09:12 AM by steve henry with 9 comment(s)

Schad

 

 Schadenfreude’s a lovely word , isn’t it ?


I was reminded of it, reading Robert Harris’ review of Gyles Brandreth’s autobiography recently. Seeing the failure of Brandreth’s career to take off, Harris remarked that “even Richard Dawkins might start to believe there is a God”.


I wish I'd said that.


In a similar vein, a lot of people have been asking me how I feel about Tim Lindsay leaving TBWA.


Because it was an argument with Tim last year that led to my leaving the place.


So I'd just like to say this. Tim is one of the most talented, intelligent and straightest people you could ever hope to meet.


We disagreed about the philosophy of the agency, because there was a lot of pressure on both of us to try to resuscitate a formerly great brand.


But Tim always treated people fairly, and I consider him one of the most impressive people I've ever met in the industry.


However, it's natural for people to ask, because advertising is a hideously competitive industry, and it would bring out the envy, back-stabbing and schadenfreude in Mother Teresa's nicer baby sister.


It's over-crowded with very ambitious people all jostling for a few crumbs. So it brings out a "scarcity" view of the world.


It's interesting. There are a few very high profile people I know who have prompted various attacks on their characters even though the attackers don't even know the people involved.


(Rather like the old Guinness poster which read “I don’t like it because I’ve never tried it”.)


The first one is my old buddy Rupert Howell. Rupert seems to put some people's backs up - but only if they don't know him.


I can actually understand this completely. Before I'd met him, I couldn't stand him.


In those days he used to appear with monotonous regularity on the front page of Campaign because he was new business director at Y+R and I suspect there has never been a more successful new business director in the history of advertising.


But the photo Campaign used made him look unbearably smug, so I avoided meeting him for about 2 years. Then I bumped into him and realised within 2 minutes that here was not only probably the most gifted account man of his generation, but also a man with absolutely rock solid personal integrity to match. The man was and still is a model of the very best personal qualities.


The second is Trevor Beattie. I once had to defend Trevor in a roomful of people judging some award or another. Because, like Rupert, Trevor's extraordinary success means that people assume there must be something wrong with him.


Tall poppy syndrome. Appropriate for this time of year, perhaps.


But I have to say that every time I've met Trevor, I've found him to be immensely bright, passionate, well-informed on a huge range of subjects, generous with his time and his talent and his money, and just a really nice guy to be around.


Mind you, I've only met him about 10 times, so maybe he really is a bastard.


I realise that this assessment may piss off a number of people who've never got nearer to him than 10 yards' distance at the Grosvenor House, but that's their loss.


This might all seem too saccharine, and I apologise if it does. This isn't me full of the Xmas spirit (because I hate Xmas) or merrily pissed (because I stopped drinking four years ago).


(So as you can imagine, I'm a bundle of laughs at a Xmas party).


It's just an attempt to point out something in advertising which I've never liked. The sniping and the envy.


Of course adland has more than its share of twats, arseholes, rats, prats and pillocks. There are several sharks, and at least two people at the top of the pile whom I would consider to be certifiable psychopaths.


But this industry, which sometimes seems like it's on its knees, would stand more chance of revival if it knew how to celebrate and cherish its heroes better.

Posted Nov 09 2009, 10:28 AM by steve henry with 11 comment(s)

Seedy thoughts

 A few years ago I was thinking of setting up a club called  “Five Creative Directors Behaving Badly”.


The idea was fairly explanatory in the title.


I think the members were gonna be me, Robert Saville, Trevor Beattie, Dave Droga  and Robert Campbell.


But rather than just getting p*ssed, there was another agenda, which was that we’d throw our collective weight around. If we didn’t like the way Cannes was behaving, we’d threaten to boycott it. If we felt that Campaign’s treatment of anyone or anything was unfair, we’d let them know.


But it never took off. Because I was too lazy to make it happen.


And it would be even harder to do it these days.


Because – what’s happened to Creative Directors ?


And is there any chance in hell of any of them behaving badly ?


If you want to know what a creative director’s role should be, you could do a lot worse than look at Alex Bogusky.


Because he’s forged an agency which produces great work at a time when just about everybody else seems to have given up.


When he was asked what he did,  he answered – it’s simple, it’s about picking the right idea and making it as good as we can.


And that IS simple to say.


But doing it is another matter.


That’s why pitches are decided on chemistry. Because it’s a lot easier to pick a bunch of people you like than it is to pick a good idea.


That’s why research is king. Because picking the right idea is …  f*cking scary, if you’re serious about it


In Hollywood there are people who make decisions about creativity every day, who’ve done it for years, and they sh*t themselves while trying to pick the next one.


Here, we give the decision to a bunch of disinterested people eating Kettle’s crisps in a room with a suspiciously smoky mirror on one wall.


Picking the right idea is what creative directors should do – it’s what Alex Bogusky does brilliantly, it’s what Dave Droga does brilliantly.


But we’ve done away with the concept here in Britain.


Well ok, not quite – Robert and Richard are outstanding.


And just to be perfectly clear, I’m not questioning the rest of the talent here in the UK. We’ve got probably got more creative talent than ever before. I’m questioning the politics of the industry right now.


The attitude of the industry.


A few years ago, a friend of mine was tasked with answering the question as to why WPP won a lot fewer creative awards than Omnicom agencies.


He did a very meticulous analysis, the precise details of which now escape me.


But having compared all the variables, he concluded that there was only ONE significant structural, difference between the two groups.


Omnicom agencies back then were run jointly by people from creative and account management backgrounds.


WPP agencies were run almost exclusively by people just from account management backgrounds.


And these days it’s not just an issue for WPP, it’s an issue for our industry as a whole – the fact that, currently, creative talent is hired not partnered.


The people who set up the legendary old agencies were all, largely, creatives.  From David Abbott through to Leo Burnett through to David Ogilvy.


But unless you work in Fallon or Mother, when was the last time your Creative Director made a decision that actually carried any real weight ?


A lot of the big network agencies don’t even seem to have ECDs anymore.


Creative Directors used to be the people who made a difference.


Now they’re just people who can be wheeled out for pitches to make small talk.


I’m surprised they don’t all want to  behave really, really badly.





Posted Nov 02 2009, 08:51 AM by steve henry with 5 comment(s)
 
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