Thursday 10 July 2008

All the water in the world


All the water in the world (or 1.4087 billion cubic kilometres of it) including sea water, ice, lakes, rivers, ground water, clouds, etc. (left). all the air in the atmosphere (or 5140 trillion tonnes of it) gathered into a ball at sea-level density (right). both shown on the same scale as the Earth.

Via Information Aesthetics

Tuesday 8 July 2008

Word Up


This will no doubt be a boring post for many, but I'm in the States and catching up on a lot of blocked sites that were just too difficult to interact with through The Great Firewall of China. So here's my Blog Wordle thus far.

If anybody is in Los Angeles and wants to hook up for a coffee, drop me an email which is in the 'Soundbite' section to the right of this post hopefully.

I'm also going to the PSFK conference in San Francisco later next week for a few days so if any of you Stateside progressives need your inspiration and thinking tackle topped up, you need to book your tickets soon over here because those PSFK boys and girls keep it fresh every time.



Friday 4 July 2008

It's a Brand Jim But Not As We Know It


One of the dilemmas of working around the world, particularly in developing economies is that while its fun and constructive to join in the online debate of brands and how they work (yawn?) there is little chance of reciprocity when sparking off any dialogue about how Asia often subverts the brand model. Here they do, and the rules frequently get broken because the hierarchy of needs are different.

All too often the pressure is on to get some interruptive wallpaper out swiftly. In low media literacy societies, the relationship between the customer and the product or service is only cemented by interruptive marketing communications within a media aperture that is recognizably not inexpensive (the trust dimensions of this, is a factor the FMCG boys know all to well in developed economies). It also touches on low involvement processing which is a fave topic of mine too.

I'll give you an example, earlier this year we won the Red Bull pitch and one of the nuggets of 'cor blimey' data is that they sold 1/2 billion cans last year in China, and will sell 3/4 Billion cans this year. The marketing people for that particular enterprise have far more pressing matters than brand dimensions, tautological backflips and transactional analysis or even displacement theory. 50% growth a year suggests the advertising fulfils a different role than say just defending market share.

No, clients like this need something 'pretty'; up and out very sharpish. Getting it done is more important than getting it done well for many of these people and even sophisticated and experienced brand stewards know the score on that one in Asia. You snooze, you lose.

Now the clients of booming businesses might enjoy the pseudo intellectual game of brand discussions and even pretend they get it. But the reality is they all too often don't and are seduced by the intoxicating sales uplift of trading-off short term efficacy against long term brand building. If growth is anticipated to be 50% or more the key issues are distribution and their commensurate B2B sales through CTN's, Supermarkets and Gas Stations.

If you're struggling with all this I'll make it plain. You're not making an ad for the guy or gal who is going to use your product. You're making an ad for the all to often creative Philistines who give the nod on distribution through a new channel. They don't want to see anything unusual. They want to see that expensive media aperture (TV & Print) used sensibly, as in 'the sensible shoes' they buy for their kids to go to school.

Put another way, they want to see an ad that looks like an ad. The bubblegum bullshit they have been raised to believe should flood the commercial break and by its very definition is a cauterized version of brand speak and the worst excesses of the Western marketing communications model. Hey, we sold them that shit don't get uppity now.

Trying to get some creative through is like interrupting a commercial break for a quick breakdown on the meaning of Christo and when he wrapped the Reichstag. (Thanks Eaon)

Now that doesn't mean it applies in all instances, but it is a general concession to the rough and tumble of commercial life when dealing with clients who don't really know how hard a brand has to fight for during tough times as it's the good times that delude us. Which is a universal condition.

This is especially so in Asia because many have never experienced protracted tough times. It's all been economic growth apart from a blip in '97, and it's the seasoned marketing people from countries that have weathered a few economic cycles that grasp it's bravery that takes marketing communications a step further, that makes it work harder.

The problem is only exacerbated in the instance of say Red Bull where there is no competition whatsoever domestically. It's so easy to make money it's almost criminal but that isn't my issue here.

While the above constitutes the 'real politick' of doing business in low media literacy societies (read your Mary Goodyear if you live inside the M25 or NY) coupled with explosive economies, I also think there are some interesting brand workouts for budding planners who will by definition need to be less myopic than the couture of working on the brand catwalks of the creative centers of the world. It's all going to get a bit more complicated and a good thing too. Those days are diminishing fast and a good example of trying to figure out what the future holds in store is best brought to life by the QQ car.


QQ is an internet company. They are LARGE as in "my God you're not going to put that inside of me are you"... but joking aside they do a lot of net stuff here in China including a messenger application we are all so familiar with. Oh wait. I forgot. Asians are far more likely to use their personal messenger for work than us white folk checking their emails to get stuff done. They like the bite sized nature and gossipy way of achieving things this way instead of the linear flow that the occidental and so called scientific model has given us and will seemingly one day break us with, given the volume of email that is required to get stuff done these days.

Going off topic briefly, email is broken. Don't do it. We deluded ourselves with thinking that immediacy is the same as efficacy. It isn't, and we probably just need to Twitter our way through projects. If you miss a tweet somebody will say something that contextualizes the momentary ignorance on your part, but that's another post for another day or maybe one for Johnnie to pick up on because he's a lot more clever than I am about stuff like that.

Anyway, QQ are massive and they do all the social media stuff that we know, love and are familiar with except for one crucial point. QQ make more money than Facebook or Myspace. They do it using the virtual currency model that is closer to Second Life, as well as ringtone download stuff, and for a popular internet brand they also do something that I love to see and have blogged about before with the YouTube-to-T Shirt phenomenon which is that the QQ brand has actualized itself in real life as the yellow car above.

Trying to get your head around a manufacturing model that is launched by a communication model is quite interesting and raises important questions about the nature of monolithic and explicitly endorsed and of course discretely endorsed brands. I quite like the way that Asia fucks around with this stuff and in principle sometimes they create a new brand question through sheer mashup ingenuity or circumstances.

Many of the branding 'rules' apply with these scenarios (or identifiable contexts) but reading some planners talk about brands so confidently, and as to what constitutes good advertising by experienced practitioners in the field, often reveals little more than pontificating and parochial dare I say it, pastoral brand observations from a global perspective.

One of the annoying ticks of U.S. internet culture as you will well know is that our Stateside cousins often think the internet starts and ends in the U.S. You will know this from the forms we need to complete asking us which state you come from or what zip code we have. Equally annoying is the notion that a few planners in London or in other creative hotspots are capable of talking about what a brand is when they've little experience of anything other than the familiar. Anybody got anything to say? Usual rules apply in the comments section below.

One last point raised by Kaiser Kuo on the phone just now, because I talked about the imitation, duplication and copy ramifications for newly industrializing Asian countries in my Chungking Express post over here, but just to muddy the waters a little more, Kaiser reminds me that the QQ brand is owned by Chevy who deny they ripped the name off the QQ Internet guys or indeed that the car model is a rip-off of the Chevy Spark of the Daewoo Matiz. 

It's gloves off marketing over here and there isn't much time for air kissing with brands.

Thursday 3 July 2008

Scamp

One of the best advertising blogs on the net is Scamp. You probably know that already but I've learnt lots and lots from his Tips on Tuesday specials, of which I will be the first to shell out some cash on the book when it gets published because it's required reading.
Scamp did a post recently about cheesy endlines and asked his readers to contribute their own which is always a healthy reminder that most marketing people who make these increasingly meaningless decisions are far less capable of recognising creative and/or believing their own 'value proposition' bullshit than they would like to think. The proof is in the pudding so to speak.
Anyway lo and behold I was flicking through Insider ("The classic magazine for high society in China") and once I got bored of rich folk telling me why they are rich, I shot through it quickly and reached a classic ad on the inside back cover that I feel compelled to post about.
This is quintessential Asian advertising, in so much as it's far beneath the marketing person at Sofitel to hire a 'farang' or a 'laowei' or a 'gweilo' or a 'gaijin' to check the spelling. There's a reason for all this but lets not dwell on that because even though I'm in Beijing the ad is for for travellers to Thailand, and no better example of what might be called superlatives and 'aliterative copywriting' could exist. Take a look.
I know its easy to have a dig at this sort of stuff but if I was proof reading this ad in a foreign language, I'd hire someone who could actually do it. Anyway right from the git go (after that monumental corpoate(sic) cockup for a headline) we have 'ideally situated in the heart of Bangkok's central business district'.
No it isn't.
It's out in the sticks and if you want to stay in a decent Bangkok hotel it's either The Conrad for the Diplomat Bar, The Peninsula for the ferry ride across the Chao Phraya, The Sukhothai for its elegance (and its Central Business District location between Sathorn and Silom) or maybe The Oriental if you like fawning waiter service that can remember if you like one lump or two after two decades away from the joint while they crawl on their hands and knees in the Authors lounge where Somerset Maugham kept rent boys waiting in a line while he wrote toptastic prose (OK, that bit I just made up; he just stayed there). The Bamboo Bar is top notch Jazz singing at The Oriental but the rest is claustrophobic.
There's more. I've discovered it's actually "Ideally situated on a motorway"
What else? Erm 'Ideally situated' written twice in the first two paragraphs? I thought that was one of my blogging specialities! Is this plagiarism? Have I started a new trend? Is this one of those god damn fucking memes?
Anyway click on the pic and read it for yourself because it ends on that old chestnut. "Who says you can't mix business with pleasure?" I mean that sort of language is for the wankers who have butt plugs fully strapped-in, isn't it?
I see at the end they've gone for a strap-on line of "Simply Thai, Absolutely Different" Isn't that the same as "Sim Same But Different"? (Oh don't get me started on that one)
I'm probably going straight to hell for this post but seriously, I could probably write a better headline in Thai for Sofitel, if I put my mind to it. ("Tam ngarn sudyort, yu sabai sabai?) but the main point is to go over to Scamp, because if you like the craft of advertising he'll put you straight on a few things.
If anyone from Sofitel is reading this I've no regrets, as the Sofitel in Hua Hin which I've frequented more times that I should have, is equally up for a good kicking and just because it featured in "The Killing Fields" doesn't mean its up to scratch. The Elephant bar is possibly the dullest lounge West of "Heart of Darkness" in Phnom Penh.
The End.

Wednesday 2 July 2008

Wallpaper - Beijing

Here at Wallpaper towers, we've gotten tired of the Spa at Badem Wurttemberg and just a little weary of those lush cherry tomatoes from Riverford Organic Vegetables so we thought we'd pay a flying visit to the new seat in the house called Beijing. To be sure we were surprised at the breath taking giantness of it all in an endlessly rolling suburban setting and a square that holds a million but what really caught our eye was...
... OK you can see I think the Wallpaper talk sounds like air kisses on cocaine. They got away with it for a while and Tyler Brûlé has moved on but still manages to do big time carbon footprint for the F.T. and Monocle which is like The Economist with Miu Miu shoe straps.But I wanted to talk about a different wallpaper that has really knocked me sideways. The following pictures are some structures which were knocked up in a matter of weeks and in one memorable instance tore a road up and made a new one, just for the construction; pretty much over night. But the point I want to make is that someone has decided they can't be completed in time for the Olympics and so they've come up with the ingenious idea of just wallpapering a skin to the outside so it looks like its ready to ROCK.
I call it velocity construction and you gotta see it to believe it.Chutzpah eh!

Dicky The Dealer


That little sucka in the middle is for sale to go towards Burma but I think I'm going to take it to LA and meet some rich white folk and ask them to sell it. I'm sure it would go for a lot more of a modest price than here (the flash has bleached the orange a little in the middle but it is oil on canvas). 



The Chinese girl is mine. Any comments for Dicky The Dealer? (Note the red thread running through the family in the top painting).

Tuesday 1 July 2008

China Internet - Podcast

The BBC World Service has been blocked on and off here in China of late, and I miss it a lot. Anyway, as ever with these things (and a bit of displacement theory) its got me sniffing around NPR which is terrific, and doing lots of interesting content that I hadn't checked out for a while. Here's one of theirs on the internet in China.

The Bird's Nest

One of the great experiences of Beijing is the sheer velocity of construction which has had me pondering for quite some time on the implications of whole neighbourhoods flattened overnight with new superstructures going up faster than I've ever seen in my life. I've already talked about the CCTV building by Rem Koolhaas which we will never see its like again (and he knows it) but the other supermodel on the catwalk is the Birds Nest, or the Olympic Stadium. It's awesome. Period.
Here it is from some photography I took the other day. Notice the traditional peasant (migrant worker) in the foreground. I chose this pic out of the 30 or so I took because like the washing below it represents something about modern China that Noam Chomsky talks about a lot in this podcast here; the human development index for China is still quite low, around 70th if I'm not mistaken. 
There's a lot of people still running around on loose chained tricycles shifting bricks from one place to another. 
Wait till all those have offspring that want to go to college, drive a car and double China's GDP with the 'Chinese Dream' (One World One Dream).........Yeah, we need to rewire our economies and the answer might be most candid in Asian economies today. 
Not tomorrow.
I live only a stones throw from the Forbidden City and a short walk from Tiananman Square. Beijing is often a sooty and polluted overcast metropolis. It's also, in its own way the most tidy I've ever come across for its size. I've never seen a broken glass, a crisp packet or an empty packet of cigarettes on the road and that's because there is no litter. But still there are quaint signs of a rapidly disappearing life, and though I live amongst the political elite (and those who did them favours) The washing is still out on the road drying in the occasional spell of glorious sunshine. For when Beijing shines. It really does shine beautifully.
 
Sorry about the lack of links and layout at the moment as I'm using the new version of blogger and playing with new features.

200 People Complained Out Of 60 Million

Meanwhile the Northpole might disappear this year; thanks Fox News (aren't the best family values, the same ones where the kids get a safer world?). I always get angry with people around me most stupidly when it's a mirror I should be holding to myself. Tip of the Youtube dear stalker hat to the Herdmeister.

Saturday 28 June 2008

Burma



Burma is a very special place for me. It's very poor and like Tibet, the last thing it needs is dramatic regime change or the different states will just slug it out like they did in the Balkans. If you read Monocle recently that article on Kosovo might help you understand because its great but also deeply depressing when the tribes get all....tribal. The best chance it has is for ASEAN to do SOMETHING but Asians have a culture of non inteference to the point where I've seen people run over by a car in Bangkok and nobody helps. It's not evil, its just a cultural fault. We have lots and lots too.

However China pretty much uses Burma as one of its Southern Ports so they have a lot of influence. But probably not enough to tell the Generals they are scum. They may not want to burn their bridges either.

So yesterday I finally bumped into my dealer again. I've been avoiding him because he sold me that Pop Communism painting and even though he's a nice guy, he's a bit pushy on the sales but yesterday was unavoidable so I did the decent thing and took a look around his gallery. That was a mistake because I found a painting about Burma there.

A Chinese person doing a painting about Burma takes a sort of internationalism that is hard to grasp to those outside this country. My heart melted and I bought it instantly. But I've been thinking about it, because I don't necessarily need to stack up on paintings and actually I put a deposit down on another painting that is about China and will be with me for the rest of my life. More on that later.

So I want to repay Burma and Rangoon back for the haunting beauty of Bagan and the tranquility of Pyae by offering this painting for sale. All money to the Burmese even if I have to fly there and stuff some dollars in someone's hand because I think they might be hit by a famine after that cyclone/hurricane/tropical monsoon that wiped out a 100 000 or so. 

It's pretty desperate as I understand things.




If someone knows how to turn this into a meme/contagious content I'd be very grateful.

Untitled

Thursday 26 June 2008

Skype


I know planners shouldn't shine lasers in their mouths but Creatives need inspiration. That's our job.

Wednesday 25 June 2008

Rotterdam Philharmonic Orchestra

We're very lucky to have this building barely two minutes away from my house here in Beijing . I've been making the most of it and dropping-by on my electric bike and buying random tickets for the Ballet, Pianists and Orchestras. It's called 'The Egg' locally for reasons I can't figure out.



Last Monday a colleague and I went to see the Rotterdam Philharmonic Orchestra and they were seamless. A real transportation away from the outside world, conducted by the hugely talented Yannick Nézet-Séguin from Montreal. A classical superstar in the making , along with a sublime performance by the pianist from Shanghai called Yundi Li who was definitely on another level when he played a Prokofiev piece, Piano Concerto No. 2 in g minor, OP. 16 which is hideously dark, complex and confrontational. I loved it.

They get very annoyed about filming anything in the Egg (actually China loathes anything being photographed if they think copyright is being infringed - which is ironic) and even shine a laser spot on people during a performance if anyone is caught doing so.

Anyway, you know I like to shine, so I sneaked some of the two and half minute ovation they gave to the conductor with some never before seen panoramas (I should work in advertising shouldn't I?) of the auditorium. It's world class and h
ere it is.



Just in case you've got loads of time on your hands there's an expression I picked up in Thailand from a P.R. professional, that also applies here in China. Do it first and ask for forgiveness afterwards. This is how we roll as Sam might say.


Average number of Asian searches


Thomas Crampton makes the witty observation that perhaps the Malaysians should help the Koreans with what they are trying to find.

JC Penney & Saatchi Saatchi



This is a beautiful ad. It feels more wholesome than prurient to me. I understand that Saatchi & Saatchi are saying this ad is nothing to do with them but they are nonetheless trying to take it down.

Tuesday 24 June 2008

Trashvertising


I couldn't help laughing at this bag I saw in Xidan over the weekend. I'm probably going straight to hell aren't I?


There's an anthropological/linguistic/ethnographic study in the waiting for this little number above. I'm being serious because actually it's unacceptable in many Asian cultures to wear this and yet the intended irony has gone off-skew with this example I saw in Beijing. Lauren or Angus might have a bit to say on this.


Everybody loves a bit of Exciusive design don't they? Just splendid!


Or can we safely blame Moschino for this kind of stuff.

Lifestyle Advertising




I was reminded of Rob's recent post on lifestyle advertising when I passed by these posters last week, because the people responsible for this kind of stuff evidently have no style and even more scarily, no life whatsoever. I'm hoping someone who can read Chinese might enlighten me on the copy. So bad it's good really. The first pic is worth an enlarged click in case any talent companies are on the lookout for some people in need of help; both clients and erm the talent.


Monday 23 June 2008

Mentos

I'm very critical of using the word creative in China when its often a case of the Emperor's new clothes. So I want to plug an ad by BBH Shanghai that I saw at the AAAA awards in December. I liked it then and I like it even more now I can see some more strategic thoughts behind it.



Crucially I think it gets across some critical points about the product such as mouth feel, proximity to an open mouth and lastly (most weakly) a new product attribute of the green filling at the end. It's not brilliant but it is good and its fun. I'd expect this sort of creative to come out of Thailand usually.

Now if I could only get the commercial for children's clothes where the strategy, endline and creative was about "Children are illogical little things". It smelt like it had good planning on it. Hat tip to Madison Boom for reminding me.