Mea Culpa

This post is over a year late but reading Scamp's blog has prompted me to get on and do the right thing. You may remember (if there’s any of you left) that I was doing some groups around the UK last summer in 2007 that I wrote about here. It was on my birthday and I remember it well, not because it was 'my day' which matters little to me given how much I’ve just generally celebrated life, but because a few of you called me in Edinburgh to wish me happy birthday and I realised that my blogging friends were just as important if not more important than the ones I’d met in a different order of media. We certainly stay in touch much more frequently. Maybe email decimated the urge to keep contact and blogging added some context to communication. That's another post. A good one too.

In any case many of you asked what work I was doing and who for. I don’t mind sharing because it’s time to wind the clock back a little and go over what for me ended up being a kind of conflict of interest. Tell the client the truth or just the agency and let the agency handle it. The former is always more costly both personally and professional, and is yet the right thing to do.

My first recommendation when seeing the brief was that NCH (formerly National Children’s Homes) were blowing a lot of money on a name change that would not be a return on investment - and that’s what I told the agency I was employed by. But it’s a little more complex than that as I discovered more each day. Unlike Barnardos who have a much higher profile, NCH are a fantastically interesting charity that work very closely with government to provide more than just homes to children; opportunities to reenter education, learn skills they need to find work as well as all the other headline grabbing work that childrens charities do, including fostering. NCH felt that the 'Homes' in their abbreviation was misleading as that was not what they really did and this prompted the name change. When dealing with government funds it’s important that the bureaucrats have a clear idea what the millions upon millions of pounds are for but that was a technical issue which I gave some recommendations on.

The difficulty of the problem was that when I turned up to present my findings to the charity I tried to convey to them that the research methodology was inappropriate for young delinquents. I was working from a discussion guide and stimulus material that was not of my own making but as I was passed the baton only the night before flying to Glasgow I had little choice but to run with it and frankly I was also presenting pro bono because I had missed one of the flights to Scotland and felt guilty about losing charity money.

In any case the findings were still fascinating and I really loved discovering the complexity of charitable issues when collaborating with government as well as learning that practically all the cool ‘head down’ get on with it people were strongly anti brand. They felt that consumerism drove a lot of the dissatisfaction that the neglected kids and their families felt with their lives.

However they all loved taking the kids to McDonalds which is a real treat for deprived children in Scotland. So there’s the context for contradiction. There’s always a context. Everything is contextual.

So I made the mistake of being blunt about my findings. One of the groups was with tagged offenders in the rougher parts of Glasgow where opportunities are slim and role models few and far between. I remember doing the group so well because the young lads were some of the trickiest people I’ve had to coax some meaning out of. They were sullen and moody but really this masked their insecurity at having some fella from London tip up and embrace their world much more quickly than they could mine. In difficult situations I like to invite the respondents to ask me any questions they like, so that I can dispel any fears they may have of looking silly when replying or just to make them more comfortable. Try as hard as I could, I couldn’t get anything out of the lads apart from one who as the leader, seemed obliged to say something. The truth was that they were emotionally immature and intellectually starved so asking them about the brand dimensions of car or financial services brands that advertised on the telly was a waste of time. I got the good stuff out of them on McDonalds and Nike and Carling Beer or Football clubs as brands but nothing that really contributed to NCH’s needs.

When presenting to the Board of NCH I made the fatal mistake of describing the boys in the Glasgow group as ‘not the sharpest tools in the box’. What I was trying to say was that it was pointless asking them for their opinions (based on similar findings from a group of girls in the hills of former coal mining communities in Wales). I was suggesting they pay attention to what and how they researched. In short how not to waste valuable money.

The committee went nuts on me and as I was there trying to tell them the work was not necessarily right, the methodology wasn’t right and that there was a huge potential to attach so much narrative and meaning around NCH (They drip with history and intersting complexity) that positioned the charity appropriately - in my view.

In any case I took offense that one overly politically correct member of the committee was losing sight of the wood for the trees and I wrapped up my presentation promptly and left it to the agency to take over the the disappointing findings I had conveyed.

I gave it a lot of thought over the next months. I thought to myself “what an idiot” that guy was for losing sight of what it was all about, over the use of what I thought was politically correct language. I think he wanted me to use ‘intellectually deprived” or something instead of the unsharp tool metaphor.

However it suddenly occurred to me one day that my own sister had taught me the power of unkind words. My sister has walking difficulties from birth, and not so long back, she called to tell me that her condition was Celebral Palsy. I had always grown up with my sister and swhat I thought was some strange condition that disabled her from walking properly, which we always thought was just some variant of spastic disability; which is a general word for a problem between the brain and muscle control. However, listening to my sister I realised that there was a proper name for it. But why did she want to give it a name now, so much later in life, surely it didn’t change anything, it sounded like there was no way it would have ever helped giving it a different name?

Well I was wrong wasn’t I. Because when she called me up all those years later, and explained to me the condition that she had, I realised all those years of with her condition referred to as spastic had been deeply painful and the name change of The Spastic Society to SCOPE (something I argued had lost it resonance) was in fact very appropriate. Sometimes hard hitting can be a little too hard hitting.

To deprived people and actually people in general, words can be very hurtful, so in a flash it dawned on me that the whole politically correct movement, while sometimes tedious, is based on the power of words. Particularly how hurtful they can be and I although I have already apologised fully to that lovely little agency in Soho called Baby Creative, particularly Lawrence Sassoon, who is a really top bloke, I want to do it publicly and draw attention to their client who now go by the name of Action For Children, which is a much more appropriate name for a children’s charity that does huge amounts with a less advertising budget than the Barnardo’s. I believe Barnardo's fund raising model is to spend more to raise more.

I should also apologise to my sister for being so thick.

Uniqlo Beijing

I blogged about the Uniqlock digital idea back in June last year (click the speaker icon in the bottom right corner for full effect - it still rocks as it's regularly updated) and frankly I'm a big fan of the marketing communications of Uniqlo. They are hip, refreshing and quirky.


I only occasionally shop there as most of the stuff is too straight forward for my liking but if I was into that plain and simple, done-well thing that Gap had going a few years back I'd much prefer Uniqlo over Gap because of the way they communicate. In short I love their personality.


I anticipate that Uniqlo are going to be massive in China after seeing their latest shop open in Beijing at Joy Shopping Centre. I was ascending the subway escalators a few days back and caught site of Chloë Sevigny on some Uniqlo wall posters announcing a store opening. I was immediately hooked. Now I know this will look kind of dull to people in other parts of the world but locally this is about as standout as it gets in China/Beijing so I do feel the need to blog about it. These executions are cutting edge for this neck of the woods, and would normally be stamped all over with the "well in China we do things differently" creative meddling that results in most communications as lamentable marketing mediocrity if not downright spammy once it is fiddled with.


I heard Neil Christie of W&K in 'this podcast' refer to some parts of the world looking for the differences instead of commonalities of an idea, and I couldn't agree more. Once the dull marketing folk who should really be in product development get their mitts on a bit of communication that is handed to them by an agency without the balls to stand for anything other than spreadsheet profit and loss, it becomes evident that the cardinal rule of advertising gets lost in the communication theory quagmire of venn diagrams, brand visions, engagement planning and link testing.

The first rule of advertising is to be NOTICED and that by its very nature means putting a few noses out of joint - It means having the courage to stand for something. Time and again I see an approach to Chinese advertising that is so timid it begs the question why aren't the suits in charge working in banks or actuarial cubicles instead of the (cough) creative industries?

Anyway in short the Uniqlo stuff is a breath of fresh air and hasn't been watered down. It's not Chinese, it's not Japanese, it's not American but it will be successful. The point of focus groups was never to let the 'consumer' (ugh) tell us what the creative direction should be it was about creative development and disaster checking. Those who hang on the focus groups' every word are destined to be followers not leaders. It takes leadership to be a brand, not the correctional marketing, and insipid rear view mirror copycat mimicry that is endemic in what should be the most exciting and new emerging market on the planet. There's a reason why China doesn't have a real global brand yet and I've talked about it more extensively in the comments over here. There's deeper socio-historical reasons too but I will go into that more fully when I write the post that suggests if you're over 25 and in advertising in China - You are part of the problem and not part of the solution.

Uniqlo - We salute you for being the nail that sticks out, for having a personality and being interesting. Rant over.

Twitter Explained with Schweppervescence

I was in some old fashioned groups last week for Beijing University students and I learnt some pretty neat stuff. Best of all, again was really how nice the folk in Beijing are in general - innocent almost, if that doesn't sound patronizing (that excludes advertising folk and clients btw). I was describing this to a colleague and concluded that it's not the worst place in the world for the balance of power to shift from D.C. to Beijing.

As I believe it already has from a global psychological power-perspective.

Even more so in a few months when more people will be looking at China than at any time in the entire history of the country. But more practically I can share how most of the youngish respondents were pretty conversant with Lost, 24, Desperate housewives and Heroes through P2P file sharing.

I thought it was a brave and edgy way for the curious and young to find out a little more about the frankly amazing media culture of the U.S. but after a little bit of probing it seems that in China, content like this is seen as being from the outside world more so than the U.S. specifically. Which raises an interesting view that I haven't really thought of since I first learned German in the early 90's and discovered that foreigners are called 'Auslander'.

Anyway, completely unrelated to any of this is the Twitter explained video which is useful for those still scratching their heads over the whole thing. Unfortunately it doesn't even come close to explaining the Twitter Karate that Sam and I invented over the weekend (with a little subsequent Twitter Wrestling from Angus

Lastly I want to post about this Schweppes ad which is easily the best thing since Gorrilla although I'm loving Singing Dog and Moonwalking Gorrilla. It highlights what for me is a growing problem and one that can only deteriorate as clever brands move closer to achieving feelings and move further away from 20th century messaging model, which has it's place, but more in an Adsense/Google way than the last-years-of-TV as we know it should.

Incidentally I think this could be a Golden age for advertising because the clever brands will mark out territory for feelings while the clock ticks for interrupted attention media. It's just a matter of time. The difference between describing an ad using storyboards (or even using them in research) to seeing the final piece is too wide for me because it doesn't come anywhere near close to conveying the emotion that I feel when I see a fantastic piece of work like this. I did read about some of this brand talked about over at Rob's but I had no idea if the Cynic gang were involved with this piece while writing this post. Either way it stands for itself. Bravo!

From The Heart Not The Head - Research In Asia

Cybretron

Not so long back I was doing a depth research interview with an Asian pharmaceutical salesman at a hotel in the Hilton at Gatwick Airport. It was like pulling teeth. The ethnicity is relevant in this instance because of an opinion I’ve held for some years that I believe Western research methodology imposed on Oriental cultures is deeply flawed.

It made me remember a topic I've been meaning to post about and which might be of interest to international planners, and also I'd like to open up the debate on research methodology.

I first began to think about this some years ago because I was having a chat with the MD of a research company in Asia who said something that stopped me in my tracks. When I raised that the respondents in the focus group were very reluctant to speak, and could he think of ways to stimulate discussion he responded without hesitation, ‘use a cattle prod'.

At the time I thought this was quite a cynical view coming from a research professional that we had commissioned, but over the years I've regretted not changing the company immediately. The recruitment was bad, the research was bad and the reporting was bad. I guess I’d been warned from that off the cuff comment but wasn’t listening properly.

‘Any road’, as they say in Coronation Street. I got thinking about the whole methodology of qualitative research in Asia because of this interview with the pharmaceutical salesman. Early into the process the respondent’s behavior was guarded at best and more often not, just plain evasive in a garrulous way. I sensed that all the answers being giving were measured and unforthcoming for a strong reason. He refused to say anything negative about the organizational structure as if the discussion were a test, or a job interview.

Not content to go though the motions I tried to think of another way, because there is a propensity in Indian culture to use talking as a means of stalling for time to to think about the answer that is wanted. Often it’s an over compensatory willingness to be helpful on their part, although it achieves the opposite effect.

I tried an alternative approach, which was Socratic in so much that I waited for a clear contradiction of an earlier statement, and then asked questions that made this self evident to the respondent. Not normal interviewing technique but I’m glad I persisted.

People are contradictory by nature, Buddhism teaches us that nothing is permanent and that I'm afraid also applies to truth in a temporal sense. I hit jackpot when like a sudden tropical downpour the real stuff began to pour out of his mouth. I grabbed my pen and began madly scribbling down verbatim as much as I could get. It was priceless feedback. The respondent addressed the imbalance by being extra truthful and I realised from that point onwards he was talking from the heart and not from the head.

Getting to this point in Occidental cultures is no easy task but with a stranger in Oriental cultures, even within a validated research environment is not working with Western research methodologies. The hierarchical nature of their society, the desire not to stand out or be the exception to the rule, the value place on guarded responses that is instilled from birth all contribute to much research in Asia as little more than worthless. All the more frustrating because many research professionals in those countries, by their own cultural values are conditioned not to question the validity of the methodology. The evidence for this assertion, is the non existence of indigenous research methods in this part of the world.

Of course there are exceptions to the rule, but they are few and far between.

So what is the solution?

We now know that location based and user research, such as ethnography, is much more revealing than the sterile environment of a research agency or conference/meeting facilities or a hotel.

Here are some more suggestions that I’d urge the research industry to consider urgently in this amazing part of the planet.

Focus groups – Set up respondents to CONNECT with each other before hand, either through a moderated media like instant messaging or a more laissez faire approach like a Facebook group, allowing them to develop bonds about who they are, what they do while letting them reveal a little of their personality.

1. Depth interviews – Let the respondents get to know their interviewer through a Blog or an updated page on the website. Encourage them to join the interviewers twitter circle, an easy thing to set up for a work profile that fosters a sense of intimacy.
2. Use the low cost of doing business in Asia as a powerful follow up tool. Do focus groups that use stimulus material such as visual boards and if the first round is inconclusive, then get the creative team to work on them further and dispatch them to the respondents by COURIER for further discussion over the phone.
3. Take hard to find high income business leaders to a high end restaurant and use the occasion as a forum for them to network before moving onto the topics that the research has been commissioned for. Give and you shall receive.

I could go on. In this age of ubiquitous internet the ability for people to develop the trust that is needed to speak from the emotional heart, rather than from the rational head which is culturally conditioned to be reserved opens up opportunities that research companies need to embrace. I’ve spent far too many research debriefs observing the interested parties (anxious clients and ‘wannabe creative’ researchers) using qualitative research as mini quantitative tests. Its time to listen to planners again and be a little more creative about how we problem solve.

Long Play

ChinadoII

Late in the afternoon last week for no apparent reason the phone started ringing off the hook with work things. So I dragged my sorry rear into the West End mainly to get off my well honed reclining-position as earlier I'd been sucked into responding to Robs post to cover my partially exposed butt on brand values. Frankly I was close to bailing out Stateside for an overdue meetup, but a combination of a delayed reply that I've been waiting on, filed in 'the dog ate my emails' folder, and a sudden offer to get stuck into some charity rebranding tipped me over to taking on a gig on that meant a 4am start the next day up in Glasgow doing groups. These included in the afternoon, some young men who don't necessarily think too much about being electronically tagged while keeping a curfew - yeah Punk Planning my friends.

So far its been an exhausting but eyeopening experience and since the kickoff I've also covered Cardiff, a small mining village in the county borough of Caerphilly as well as Sutton Coldfield near Birmingham and Gloucester today. I should wrap up in a few days time but until then I've started to ask myself if the idea of an open source C.I development methodology might be an effective way to meet the objectives of keeping a very disparate bunch of people that range from local government, charity workers and young folk in need of a helping hand onboard and 'buying into' a process which one guy memorably articulated as 'reeking of insincerity' when referring to the the way 'brand' talks.

Here's the deal; most of the people that I've spoken to are really sceptical of anything that relates to marketing and the reason for that is they actually do stuff rather than waffle on about it like a lot of us ad tossers do. Its also increasingly evident that as with any change management a shiny new badge can be a reasonably useful point to coalesce around for a new direction. The reality is that unlike that rare and mythical beast called a proper brand (people getting mugged for Levis in 80's Moscow and ditto for iPods in the 3rd millennium) they probably will never be more famous than say top of mind prompted-recall within a specific charity segment, even if as I have discovered time and again since last Thursday they are off-the-richter-scale for complexity in stakeholders and financial solutions. Not to mention diversity of projects and doing a lot of hands on work.

I'm probing some architecture, platform and proposition dimensions that are not far removed from interrogation of (deep breath) third party projection of the meaning-of-meaning for say deprived young'uns with low attention spans - you get my drift? OK I'm exaggerating a tad, but that whole brand personality malarkey isn't moving mountains for me if people have to think about it. I mean personality is surely something people can spontaneously remark on and unwittingly have, acquire and possibly nurture. Surely its not something that can be scored from the nearest council estate corner gathering, and falls neatly between say a "chav" brand and one that "tells you what to do" as one group earlier today outlined when discussing those "Just do it" people. I guess I'm taking shots at some of the FMCG navel-gazing research gigs I've had to oversea in my time. But there is some overlap with whats going on here.

So in the interests of suggesting a kick-ass methodology for a participatory media process that embraces uncertainty and welcomes the digitalocracy of the web I thought I'd run the idea past you folk in case anyone else has thought about the idea of opening up the development of identity architecture real-time on the web. The immediate pluses for this method are that everyone gets a say and feels that they have been part of the consultation process, one or two egos/agendas don't hijack the process as invariably happens when settling on a least contentious communication platforms. Any thoughts? Is this taking 2.0 a bit far? Could it all go peaches up or as I really suspect, the P.R from the process could be worth considerably more than a years communication budget, given that nobody has ever done it before and that somebody will surely be extremely upset about the loss of control - which is a good thing in my book.

Other than that there are a quite a few other things kicking off and I'll leave you with the best post for ages. If any of you wannabes want to know what planning is about then check out this slice of action that absorbs people of our stargazing ilk who can't ever help stop thinking - albeit in my case pretty uselessly. It also gives me a chance to use that picture of ChinaD0II that has been lurking on my desktop before I dig out some of the great podcasts I'm still gagging to tip y'all off about.