DIFFERENT IS WORTH MORE

Chris Blackwell was born in Jamaica and went to school in England.

When he went home to Jamaica he tried various jobs, but didn’t like any of them.

The only thing he loved was Jamaican music.

Read more on DIFFERENT IS WORTH MORE…

YOUR AUDIENCE’S LANGUAGE

Economic Progressivism sounds like a difficult concept.

It sounds complicated but, like anything, it needn’t be.

Not if you put it in plain language.

Like anything it just needs explaining in terms your audience can understand.

Read more on YOUR AUDIENCE’S LANGUAGE…

DON’T OVERTHINK IT

(From ‘THE OTAGO DAILY TIMES’ – New Zealand.)
“We were trapped for thirteen hours in our own car” Brian Smith explained to reporters in Alexandra, “and the emergency services told us that we’d have died if we’d been there for another half hour.
It’s a keyless car, so when the door was shut and we didn’t have the transponder key, we couldn’t get out.
We tried to smash the window with a car jack, and we sounded our horn, but it was Guy Fawkes Night and nobody noticed it, due to fireworks.
We were trapped.
By morning, my wife Molljeanne was unconscious and I was struggling to breathe, when neighbours finally rescued us and took us to hospital.
I’ve since been shown that I could have opened the door manually with the door handle, but I didn’t know that then.
I thought the doors would only work with the transponder, so I didn’t try the handle.
I think all owners of keyless cars need to educate themselves in how to operate their car.”
So let’s get this right.
This guy and his wife sat in their car for thirteen hours and nearly died because it didn’t occur to them to try the door handle.
That sounds pretty stupid, we’d never do that would we.
And yet we do it every day.
We are so overwhelmed by how complicated we’ve made everything we’ve lost the ability to use simple plain old common sense.
No wonder creative departments are confused.
What exactly is their job?
Is it: native advertising, content curation, storytelling or ideation, big data or hyper local, demographics or psychographics, semiotics, neuro-linguistics, or behavioural economics, choice architecture, cognitive dissonance, loss aversion bias, the sunk-cost heuristic, hyperbolic discounting, or confirmation bias, CRM, SEO, KPI, RPI, or CSR?
In fact they’re expected to know about all of these.
And yet.
Recently, Tim Bell was giving a talk on political advertising.
He and Saatchi helped Thatcher win three elections in a row.
They know all about the complicated world of political advertising.
Tim said this:
“There are two strategies in political advertising.
Either: It’s time to change.
Or: It’s not time to change.”
Tim and Saatchis won Thatcher three elections in a row by keeping it simple.
One of the simple things Tim understands is the difference between advertising and marketing.
Advertising isn’t marketing.
Advertising is the voice of marketing.
But most advertising people don’t know that.
Consequently a lot of advertising looks like a marketing mood film with a two second logo on the end.
It keeps everyone in the client’s marketing department happy.
It ticks all the boxes.
And it’s bland and invisible to the consumer.
Because everyone forgot the simple job.
Will ordinary people notice it?
Why should they buy it?
We don’t ask those questions because everything is too complicated.

Read more on DON’T OVERTHINK IT…

THE GREAT LEAP BACKWARDS

In 1957, a billion Chinese were going hungry.

Mao Zedong couldn’t admit this was because of the failings of his communist agricultural policies.

The reason must be something else.

He heard that sparrows were eating lots of grain.

Read more on THE GREAT LEAP BACKWARDS…

THE DEVIL IS IN THE DETAIL

Lindsey Stone had a joke going with a friend on Facebook.

They used to post cheeky, irreverent photos of themselves challenging authority.

If they saw a NO SMOKING sign they’d take a picture standing next to it with a cigarette.

Read more on THE DEVIL IS IN THE DETAIL…

MAKE FEAR YOUR FRIEND

In 2006 Apple’s revenues were $19 billion.

The iPod alone was $7.7 billion of that, it had 90% of the personal music-player market.

Things were looking good.

So why did Steve Jobs wake up in a sweat?

Read more on MAKE FEAR YOUR FRIEND…

FIRST DO NO HARM

Marc Koska is not a doctor, yet he’s saved nine million lives.

How did he do that?

He did it by preventing doctors doing what they see as their job.

Read more on FIRST DO NO HARM…

TWO MINUSES CAN MAKE A PLUS

Every year two million stray dogs are put to death in the USA.

They are taken to shelters to see if anyone wants them.

Hardly anyone does of course.

They’re dirty, often diseased, undomesticated.

Read more on TWO MINUSES CAN MAKE A PLUS…

A KERNEL OF TRUTH

Harland David Sanders was born in Indiana in 1890.

In 1903 he got a job painting horse-drawn carriages.

In 1904 he became a farm hand.

In 1905 a streetcar conductor.

Read more on A KERNEL OF TRUTH…

WE DON’T WANT WHAT’S GOOD FOR US

Henry George was an enlightened economist.

Martin Luther King, Albert Einstein, Franklin D. Roosevelt, George Bernard Shaw, and Leo Tolstoy have quoted him.

He proposed a third way, between capitalism and communism.

Read more on WE DON’T WANT WHAT’S GOOD FOR US…

Campaign Jobs