Posts Tagged ‘Jim Carroll’
22nd August 12
Author: Chaz Wigley, Chairman, BBH Asia Pacific
It was about 2 years ago that Emma, Jim and myself started talking and writing about the ‘marketing wind tunnel’ that we as an industry seem to have gotten ourselves into (this blog has plenty of past pieces). The thinking being that, because we all broadly follow the same consumer insight led and validated process, we produce far more sameness than difference.
In the light of this, it’s fascinating to see Tyler Brule’s latest ‘Fast Lane’ piece in the FT where he inveighs against the same issues, but this time in the context of magazines, airlines, hotels and shops. It’s well worth a read for those who haven’t yet seen it (and always gratifying to see an FT journalist cry ‘Bullshit !’ on corporate excuses):
“Spend a bit of time at a US newsstand and it’s clear that the crisis in the magazine industry isn’t so much about plastering covers with hash tags, the problem is that everything looks and feels alarmingly the same.. We’ve come to a point in our popular and consumer culture where uniformity isn’t just stifling innovation, it’s also making consumers number and dumber.
…Magazines should focus on what their most loyal consumers are looking for – something new to read.”
From our point of view, many presentations and a number of articles later, the response we get from marketing teams is a consistent ‘Yes we agree, but how do we change things within the context of my organisation?‘ (sub-text: ‘where I don’t feel I have the power to do so myself ‘). Quite possibly the subject of our next initiative. Bring on the organisational change consultants!
15th June 12
Author: Jim Carroll, Chairman, BBH London
I attended a talk by the top Royal Ballet choreographer and dancer, Liam Scarlett. He is only 26, but he has already choreographed two exceptional ballets for the main stage at Covent Garden. And he still finds time to dance in the company.
Scarlett was discussing how he approached creating his 2011 work, Asphodel Meadows, around a particular piece of music, Poulenc’s Double Piano Concerto. One could be intimidated, he said, by the scale and complexity of the Concerto. Where to start? How to break into the task? Whereas with narrative ballet there is a natural sequencing to follow, with an abstract work there is no obvious entry point. He explained that his own process was first to identify the ‘epicentre’ of the music, its emotional core. He knew that if he could just design the pas de deux around a particular romantic passage in the second movement, everything else would follow. Having got to the emotional heart of the music, he could work outwards to the rest of the piece.
I am often in meetings nowadays when a Client demands an idea that is media neutral, that extends across every channel, region, product and form of engagement. All the colours, in all the sizes. Such a panoramic demand can be rather intimidating. And I have found that telling the Creative Department we need to cover the walls with ideas is not entirely helpful.
I suspect that, following Scarlett’s lead, the key to cracking this kind of challenge is not to consider it in its totality or in the abstract. Ideas tend to be born in the specific. The key is to find the epicentre of the task, to find its emotional heart. Read full post
21st May 12
Author: Jim Carroll, Chairman, BBH London
Memories light the corners of my mind
Misty,water colored memories
Of the way we were.
~ Barbra Streisand, The Way We Were
I attended the Damien Hirst show at the Tate Modern. Flies and fags, butterflies and bling, spin and spots, drugs and death… There. You don’t need to see it now.
I walked away somewhat hollow. I felt a pang of guilt and recognition. Guilt because Hirst was in many ways the adman’s artist. Art that came with a nudge, a wink and a knowing punchline. Art as quick hit, shiny bright, paper thin. Recognition because, yes, that was Britain in the ’90s. Spin doctors and Spice Girls, boy bands and man bags, heroin chic and Shabba Ranks, lads and Loaded, puffas and Prozac, Wonderbra and Wonderwall, alcopops and Posh & Becks. Fool Britannia…. There was no god, no beauty, no other. Just money and death and irony. Things could only get worse…
I’m not sure I blame Damien Hirst. I suspect he’s a very good artist. He was very effectively holding a mirror up to us and our values. Or lack of them. And I suspect each generation gets the art it deserves. Flies and fags was maybe all we were good for in the ’90s.
Don’t you also think that we get the advertising we deserve? As an Agency, as a Client, as a culture ? When we hark back to a golden hued, bygone age of celestial communication, are we not condemning our own failure to create greatness now? When the disappointed Client fires the disappointing Agency, isn’t he or she shirking personal responsibility? When we rail against cruel fate and happenstance, when we bemoan the recession, or reach for the blame gun, shouldn’t we be looking in the mirror first?
I believe in commercial karma. That, broadly speaking, in advertising as in life, we reap what we sow. That what goes around comes around. Not for some spiritual, counter cultural, gaia-type reason. But because, though it seems trite to say it, in the long run, smart, open minded Clients, working with intelligent, lateral Agencies, for honest, worthwhile brands, will make better, more effective work. And vice versa.
I guess I have witnessed exceptions to this. The craven creative, the malevolent marketing director, the bullying business director have on occasion won the day. But overall in my experience fakes are found out, charlatans are shopped. Good prevails.
Instant karma’s gonna get you
Gonna knock you right on the head
You better get yourself together
Pretty soon you’re gonna be dead
~ John Lennon, Instant Karma
Of course in the past one had to wait for hubris to be followed by inevitable nemesis. Nowadays the social web has created a kind of instant karma. Because the courtroom of public opinion is so immediate and all seeing. It shines an unforgiving,instantaneous light on the ill conceived and poorly executed. It likewise rewards the virtuous with currency and value.
I had always believed that Corporate Social Responsibility was exactly that: a responsibility that a business owed to the communities it served. I wasn’t so enamoured of more fashionable phrases like social investment because I didn’t feel ethics needed commercial justification. And I wasn’t convinced CSR had a role in marketing or brand.
Now I have been persuaded that ethics are more than a responsibility. They are fundamental to a brand’s sustainability in a transparent, socialised world. Because increasingly consumers are unwilling to buy good products from bad people. Because in a world of commercial karma only the good Clients, good admen and good brands can win.
10th February 12
Posted in Insight
Author: Jim Carroll, Chairman, BBH London
When I went to school there were the Sports Guys and the Music Guys.
The Sports Guys liked doing circuit training, spraying Ralgex and making noises with their studs in the shower. The Music Guys wore heavy tweed overcoats, pored over the NME crossword and argued about the relative merits of Joy Division and Evelyn ‘Champagne’ King. I liked both categories, but fundamentally I guess I was a Music Guy.
I went to college equipped with Country Born hair gel, ‘fu shoes and Radio London mix tapes. I covered my walls with album covers from Wah, Defunkt and Echo and the Bunnymen. I danced all night to James Brown and Washington Go Go. (Mine was an awkward, heavy-shoe shuffle that alienated girls more than it attracted them.)
I confess I became somewhat pretentious. But I imagine it was an innocent sort of pretentiousness. A love of words and ideas and debate. Of music, books and film.
Obviously pretentiousness is somewhat silly and self-important, but that’s part of its charm. Look at Salvator Rosa in the self portrait above from the National Gallery. He’s painted himself as a sensitive, brooding philosopher , braving a dark, stormy world. He’s carrying a Latin inscription (natch) that reads ‘Keep silent unless you have something more important to say than silence’. How absurd, how pretentious, how cool…
Last summer I visited Charleston, the Sussex country home and social hub of the Bloomsbury art set between the wars. They painted the walls and furniture, they painted each other, they discussed pacifism, ballet and the global financial crisis. They made a show of drinking coffee rather than tea. To be honest I didn’t love all the decorative artwork and I wasn’t too sure about their sleeping arrangements. But I had to admire the fact that they had a view about the world, a design for living.
When I left college I fell into advertising as I thought it was one of the few professions where we Music Guys were welcome. Advertising is an art not a science, it’s creative persuasion, lateral thought. Advertising folk cultivated curious facial hair, absurd spectacles and MA1 Flight Jackets. I felt at home.
In the ’90s our Agency produced the Levi’s campaign and I recall it referencing Ansel Adams, Hunter S Thompson, Rodchenko, Bill Brandt, Burt Lancaster and more besides. Pretentious perhaps, but also bracing stuff.
Now let’s be clear. I’m certainly not a subscriber to the view that advertising is art. At its best it’s creativity applied to a commercial end. But I do believe that creativity needs to be inspired, catalysed and nourished by a broader set of cultural references and ideas.
Of late I’ve begun to wonder whether we Music Guys have lost our way and our voice a little. I’m concerned that there may not be enough people discussing arthouse movies, German dance troupes, experimental theatre. Shouldn’t the Agency be abuzz with fevered debate about Hockney and Hirst? Shouldn’t creative reviews be inspired by more than YouTube? I worry in fact that we have become less pretentious.
Perhaps people work so hard nowadays they don’t have time to develop what Denis Healey called a ‘hinterland’. Maybe it’s straitened times. We want to be seen as sensible, rational, commercial. Maybe it’s Anglo Saxon reserve. We apply a blanket pejorative to anything slightly outside the norms of conversation and thought. Perhaps it’s British anti-intellectualism. Our TV is dominated by unreality shows, costume anti-dramas, middle brow mundanity (what Simon Schama recently labelled ‘cultural necrophilia’). Our Queen prefers Lambourn to Glyndebourne. Our Prime Minister prefers tennis to Tennyson. And his favourite read is a cook book. Maybe we’re just too busy jogging.
Whatever the source of the problem, l’ve come to rue this loss of pretentiousness. I wish people more often cited the marginal and the maddening, the absurd and the abstruse from the world of art, academia and literature. Not just because it’s interesting, challenging, funny. But because today’s obscure eccentric is tomorrow’s bright young thing. Because creativity’s favourite bedfellows are difference and diversity.
So I’ve determined that I’m going to be pretentious in 2012. And I’ll encourage everyone else to do the same.
Honi soit qui mal y pense…
13th January 12
Author: Jim Carroll, Chairman, BBH London
I was watching the splendid Truffault film, Jules et Jim. There’s a scene in which Jules, courting the mercurial Catherine, endeavours to impress her.
‘Catherine, I understand you’, he says.
Catherine replies,’ But I don’t want to be understood.’
I paused for thought. Don’t we spend our lives trying to understand consumers? What if, like Catherine, they don’t want to be understood? Understanding implies explanation, logic, rationality. And, critically, it suggests control. Which is precisely, I suspect, why Catherine didn’t want to be understood.
As a young Planner I’m not sure I completely understood the behaviour, ethics and attitudes of British consumers. But I did feel a strong sense of empathy with them. I felt for them in a way. I wonder now whether I’ve lost some of that natural, instinctive judgement. I wonder whether, in a data fuelled world, we have a diminished regard for feelings in our engagement with consumers.
A friend of mine occasionally dismisses films she did not enjoy with the simple assertion that she ‘did not feel it’. As an Anglo Saxon I was originally somewhat nonplussed. Surely a fuller explanation would help? Similarly we were always taught to grill Clients on their responses to work, to demand that they account for their instinctive immediate reactions. Now I wonder whether I have been wrong on both counts: in the way I expect my friends to assess movies and my Clients to judge work.
Shouldn’t feelings always trump understanding? Shouldn’t feelings suffice?
Do you ever find it a little sinister when modern marketers promise to translate data into knowledge, and knowledge into sales? I do. I confess ‘hidden persuasion’ has never been my bag. I don’t aspire to that level of control.Of course we all want the web to be all-knowing, but should I want it to know all about me? Personally I don’t want the web to know me; I want it to feel me. And I find the prospect of an empathetic, all-feeling web increasingly attractive.
Who am I to talk? I’m generally uncomfortable with unfiltered emotional expression. I shudder at the prospect of corporate hugs. Nonetheless, I return to work with a modest resolution: in 2012 I want to base more of my judgements on empathy and feeling, rather than on logic and understanding. And I’d like the web to do the same please.
Chaka was, as ever, right all along. ‘I feel for you’…
2nd August 11
Posted in Brands
Author: Jim Carroll, BBH London Chairman
‘O sleep,why dost thou leave me?
Why thy visionary joys remove?
O sleep again deceive me,
To my arms restore my wand’ring love’
I recently attended a concert in which these words of Congreve were sung in a beautiful Handel aria. I’m sure we can all relate to the sentiment: sleep is a place of joyful deceptions and re-found loves; it’s a place for escaping, forgetting, recovering, refocusing. However harsh the work environment, however stressful the unrelenting day, I have always been sustained by the promise of sleep, its welcoming embrace, its warm repose. In fact I have a singular talent for napping at will and I have inherited from my mother the habit of the Sunday afternoon kip. I like to drift off on the sofa, newspaper on my lap, to the sound of children’s chatter and roller bags from the pavement outside.
I have long felt that sleep is an area of untapped opportunity for brands. We spend a third of our lives sleeping, but we’re increasingly concerned by our ability to get enough of it, at the right quality. One can’t help but be underwhelmed by the plethora of scented candles, quack remedies and orthopaedic pillows that currently constitute the ‘sleep sector’. Can’t we do better than this? Surely space is not the final frontier; it’s sleep. Read full post