• Firstly, please help the Dead Artist and endevour to raise the value of the The Mountain Rescue Painting by linking to him.

    Secondly, it’s a bit busy Up North, but there will be more recipes and planning basics shortly.

    By the way, I came accross this in the Guardian – unconventional household tips. Might come in handy for something or other.

  • A voice from the afterlife made me think about the drawbacks of youth very recently. Which brings me to another hero to go with Rutherford and Matt Biondi. It’s Andre Agassi, but not necessarily for reasons you may expect.

    I played team tennis as a teenager – nothing special, just good enough to enjoy playing. But I hated my club for reasons that probably handcuff the British game to it’s present day. Namely, you must wear white, children are to be seen and not heard and. most damning of all, it’s not about the game, it’s about meeting people and being social. I do think that sport is a great way to make friends, but in the end, people who love their sport just want to play.

    Now imagine what an impact Agassi would have on headstrong fourteen year old faced with all that. The rebel with that hair, awful clothes and loud mouthed, crass objections to any authority at all. Brilliant. Not to mention scintillating tennis. Problem was he never won anything.

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    French Open final twice, US Open final once, he kept on losing at the final hurdle. Redemption came at Wimbledon in 1992 when he beat Goran Ivanesivic in 5 sets. True redemption would come later, but this moment was pivotal in proving to the world, and himself that he wasn’t a choker.

    They’d played four hard sets, Goran had blown him away in the last one and everyone thought he was about to choke again. Except for the man himself. He talked afterwords about feeling it was different this time, being able to tap into his ability, overflowing with it. He could feel his own strength, he knew what he could do and what it was for. Suddenly he wasn’t afriad anymore.

    The best server in the game kept thundering these bombs down, powerful enough to obliterate the hated Serbian army. Agassi kept with him and then pounced. Goran had no answer and that was when Agassi became a man. All the ‘image is everything’ stuff was pushed to one side, he had gone right out to the edges and found he could not only live there, he could push further. He started to grow up.

    We all go through callow youth, thinking we can take on the world, knowing without a doubt that experience is nothing, we need to turn things upside down. Then comes the slow realisation that we’re only at the beginning, there’s so much we need to learn. It’s quite a shock to realise you’re not infallible, but in the end that only makes you stronger.

    Agassi went on to win all the big tournaments, but even better, he grew old gracefully, with dignity and became the game’s best loved player. He was still exciting, but working with Brad Gilbert in later years, and simply growing up, made him one of the most mature, human and kind people in sport. Agassi_2

    Now a happy husband and father, he enjoyed his last years as a much loved veteran. He learned that you can overcome lengthening years with ferociously hard work, dedication and pure experience.

    Few would have thought that loud mouthed lout would have become such a role model for all. For me that was his real victory. Maybe it’s something the young cannot be taught, maybe you have to learn the hard way. But Agassi showed that the true beginning of knowledge is understanding how little you know.

    He is also a famous, successful bald man – so double points for that.

  • Dead 

    Everyone I need your help. I’m helping out on a charity do for ChildLine this Autumn – it’s for kids, it matters – and part of of that will be an auction.

    By ghostly chance, The Dead Artist seems to have started some rather good paintings in a past life. Since the theme of the do is Pirates, this one seems especially appropriate.

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    I thought I’d ask him if he’d like to donate it, but it’s not easy to get in touch with the dead. The only way around this is to post, since he seems to haunt one or two blogs. Maybe if everyone concentrates hard enough, he’ll get the message through the ether or something. Hopefully there won’t be some sort of Faustian pact involved (and corporeality doesn’t preclude being able to hold a brush). You never know with apparitions……

  • Just to confirm, it’s in Arts Cafe in Leeds, this Thursday 7.30pm. That isn’t to say we won’t move on to somewhere else, but it seems to be down to me and I’m too lazy to think of anywhere else. Hope to see you there.

    I’ll be loitering around WH Smiths in Leeds train station at 7.20ish if anyone’s unsure of how to find it.

  • Lauren pointed out, and rightly so, that there are vegetarians out there. So number three in the recipe list is mushroom risotto.

    Comfort food doesn’t have to take hours to prepare. This is a culinary hug in less than 30 minutes. Summery too. Great outside with a glass of something cool and dry. This a filling, addictive meal. Mushrooms are packed with ‘unami’ the elusive flavour that adds incredible depth and flavour to stuff. Parmesan has it too (it’s those littlem grainy bits). Wonderful

    You will need:

    A litre of vegatable stock  – it’s fine from cubes but try organic ones.

    Big chunk of butter

    olive oil

    1 onion, finely chopped

    200g sliced mushrooms- open cup is best

    300g rice. Purists will say arborio, long grain is fine

    Wine glass of white wine or white vermouth

    125g grated parmesan

    2 teaspoons dried tarragon, or 2 handfuls fresh

    A big handful of frozen peas

    Bring the stock to a gentle simmer. In a pan, melt half the butter with 1 tblsp of olive oil. Add the garlic and onion and fry over a low heat for 3 minutes. Add the mushroom and cook for three more.

    Add the rice and stir well, coating each grain with the oil. Pour in the wine and simmer gently until it’s absorbed.

    Add enough stock to just cover the rice and simmer gently until the stock is absorbed.

    Continue stirring and adding the hot stock, waiting until until each batch is absorbed before adding the next. It’s done when all the stock is absorbed and the rice is tender. If you run out of stock before before the rice is cooked, it doesn’t take 2 minutes to make more from a cube – or just continue with boiling water instead.

    Now be quick – add the parmesan, herbs, frozen peas and quickly stir in. Turn the heat off and put a lid on the pan. It will all go outrageously creamy.

    While you waiting, you could chop up a fresh salad to go with it – or toast some pittas that are great stuffed with risotto.

    This meal just begs to be accompanied by really dry white wine. As you play with this one, you may prefer chives to tarragon, or even parsley. Works well throwing in mange toute or sugarsnap peas, or even asparagus instead of peas (or as well).

    Washing up is a doddle – two pans and a chopping board.

  • The last Northern Planning get together in Manchester was so good we needed an extra month to recover. So after the April blip we’re re-entering the fray this Thursday.100_1738

    We know it’s in Leeds, we know we’re meeting at 7.30pm. We’re in the midst of deciding where , but there may well be a guerilla gardening excursion. All welcome, planners, instalation artists, whatever. Maybe we could get someone to do some guerilla art. Be nice to see you.

  • So you slide into you’re battered vomit hued GNER seat, looking forward to closing your eyes for an hour or so. It’s 6.50am, the paper is slightly tempting but there’s a long day in front of you, it will be nice to give in to the urge to doze.

    Then there’s a commotion behind you. You turn to see harassed Mum, arms struggling with an improbable bundle of bags, her brood bouncing down the carriage in front. Her two boys jump into the seats across from you, she sorts out the paraphernalia before flopping opposite her adorable little darlings. Straight away, there’s a commotion over the bacon sandwiches she’s lovingly prepared for breakfast.

    You quietly seethe. You’re peaceful journey is ruined. It would be simple to get up and join another carriage, but you don’t want to offend the poor Mum who looks like she needs a nap more than you do. So the paper is opened instead.

    Amidst the comments section you realise something’s not quite right. It’s silent. You peer over the paper to see Mum in the land of nod while her 10 year old reads Harry Potter. The little one is 7-ish. He’s meticulously colouring in a street scene, and completely ignoring the colour guide. So the traffic warden has lost his customary black and lurks on the pathway, resplendent in shocking pink.

    Suddenly 5 year old hugs his older brother fiercely. 10 year old hugs him back and tells him he loves him. And all you can feel is shame at you’re earlier grumpiness. You wonder what they’re going to do in London, and silently hope they’re going to have a good day. You know what Londoners are like with tourists.

    Mum stirs, on eye opens and sees you staring at her flesh and blood. You quickly return to Polly Toynbee, hoping she’ll let you help her with the bags later.

  • I was at a free conference in the morning. All the while I was thinking that the Breakfast Club Coffee Morning was only about 500 yards away.

    I finally got there at 1.30 to meet Carol, not thinking some Coffee Morningers might still be around. We had a good hour or so plotting this and that and if the day had finished here, I would have gone back home happy as lark. But then…

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    An oddly familiar face appeared at our table and asked if I was Andrew (I was) and introduced himself. Next thing I know, Will’s (the best connected planner in London I’d wager) sitting next me bursting with the millions of things he has to say while Charles Frith eats his heroically proportioned brunch. Then another familiar face walks in too. Blogging’s ace.

  • Someone mentioned that I’ve some fight left in me, I responded flippantly but he’s got a point. I do go through life with a sort of quiet stoicism. That’s being Northern I guess, but some of it is down to a past life as competitive swimmer.

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    (this is me, the one on the right, and two mates on the way back from a swim trip to Chicago. We thought we looked cool. We didn’t)

    Come to think of it, I learned quite a lot from swimming. I think it’s worth sharing for two reasons;

    1. I think a dose of exercise is good for people in general (sorry if that sounds a bit like Mr Bronson from Grange Hill – who also played Admiral Ozzel, the first character to get ‘force choked’ by Darth Vader).

    2. What I’ve learned has been helpful for a struggling planner living Up North. Up here we have to work hard to justify our existence and prove our worth. Planning isn’t ingrained in agency cultures, you have to really make people want you in the room. Planning anywhere takes hard work, patience, humility, maturity, a thick skin and being able to take the knocks. Out here this is doubly so. You get nothing by right, you can enjoy the value of rarity – but you have to bloody earn it.

    So enough with the tenuous links. What I learned was:

    1. Working hard pays off. To get anywhere, you have to train for three hours before school and three hours after. And push it to the limit. That’s a lot for a twelve year old. But on the day of the race, all that work was worth it. Talent is fine, but slackness finds you out in the end.
    2. Discipline can equal fun. With all that training, and school, homework and eating the required 4,000 calories a day, there wasn’t much time for playing out and doing the things kids do. So you learned very quickly to do the dull stuff with no fuss, that way you could have more time for fun. That also meant that the organised kids had the best time.
    3. You need rivals. Quite simply, they keep you sharp. They force you to never relax.
    4. Love people better than you. When I was in the under 8’s, i trained with the under 10’s. It was hard, but they pulled you along. I also watched what faster swimmers did, and tried to copy them.
    5. Process and technique win over brute force. You had to be fit, you had to be strong. But there were these huge,strapping kids who just made lots of splashes. A bad stroke gets you nowhere fast. There were also kids who had great strokes but bad starts and turns. In a sport where success is measures in flakes of a second, little things matter.
    6. You need other people. I needed a coach, Mum and Dad to take me places and cheer me on (it mattered), I needed chaperones when I was abroad without them and I needed the people I trained with. When you go through that much together, you need it to be fun. We all got very close.
    7. There are times when you just have to get on with it. Traveling abroad without your parents at 10 is quite scary, so is ordering food, staying with strange families and meeting American girls who think you’re older than you are ;-0). You can quiver and not do things, or you can grab the experience with both hands. It’s no accident that my best friends in lower school were swimmers, so were my girlfriends. We were simply more grown up than the people at school.
    8. Losing is good. There’s no point having a tantrum or giving up. Understand why you lost, learn from it. Put it right. Sometimes people are simply better than you. That’s quite a shock for a young boy.
    9. Patience is a virtue. It takes time to get  good. Good technique, getting fit, those things take time. You’ll fail a lot, and badly, before you start to win. Also, the wait between heats and finals seemed forever. You got used to waiting.
    10. It’s good to be around people like you. There used to be a bunch of lads who were deadly enemies in the pool, but liked being around people out of it. We all knew what we’d done to get here, the sacrifices, the work. There was some sort of unwritten, mutual respect that’s hard to explain.
    11. You learn the value of transferable skills. Cross country is a doddle and bullies can’t keep up. Growing up quick also helps avoid the first term meltdown some university freshers go through.
    12. You learn humility and generosity. When you’re competing against your best friends, you don’t crow over beating them, and you try and help when they’re down.
    13. Focus on what you’re doing. If you’re always worrying about what people are doing, how good they are, you’re not focusing on what you can do. If you’ve done your best, and you always look to do even better, the rest will follow.

    So there you are. That should be helpful if you’re daft enough to take up swimming, I think it’s been helpful for survival as northern planner too. I suspect it could be useful for a planner elsewhere too.

  • The thing about promising to do stuff online means you have to do it. So here’s the first bit of commonsensical advice for people who are thinking of going into planning:

    Why have planners at all, and why they’re more important than ever?

    It was the first session in The APG Networking course, and as far as I’m concerned, something anyone in marketing should hear. George Bryant did the talk. Don’t expect anything ground breaking, but I still find it a good call to action. And don’t forget, this is a translation of HIS words.

    I’ll pick out a bit that has has lots of resonance with why I’m doing this is the first place. He told us all that it takes about 5-7 years to find your voice. Up until then you need to focus on doing the basics really, really well. After that you can begin to invent, but before you start to do planning you’re way, you need to know what rules you’re breaking. That doesn’t mean having the job title ‘planner’ as far as I’m concerned, but it does mean being involved in strategy at a client company, research company or agency.

    Most account handlers in agencies outside London are strategists by default, since they have to do the work of absent planners. To be honest though, that tends to involve giving a lifeless brief to some poor creative and getting them to arrive at the real brief themselves. If all this stuff does is make a few creative briefs more usable, that’ll do.

    Incidentally, as an account exec I learned more about strategy from creatives than ayone else. You know who you are and thanks for your patience.

    So………..

    1950

    Imagine it’s around 1950 in the UK. You can have any car as long as it’s black. The average supermarket stocks about 300 lines. There’s one television channel. You have to buy things before they sell out.

    Marketing was easy then, we lived in a world of undersupply. Basically, if you told someone what something did, and it was available, that was pretty much it. Even in the 1980’s you could get away with spendinga fair bit on TV and bludgeoning your message through.

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    Now fast forward to 2007. Not only can you have a car in any colour, there are hundreds to choose from. The average SMALL supermarket stocks 30,000 lines. There are hundreds of TV channels to choose from and, well, we’re making too much of stuff. Think of anything you might want to buy and you’re faced with a bewildering choice. 90% of new grocery products ultimately fail in the US. And all that goes for those carfeully crafted marketing campaigns too.

    Back in 1950, we got around 300 selling messages per day. Now it’s around 3,000.

    But our attention spans have not changed. They are still around 50 hours per week. There is just too much for us to take in. Human bandwidth is limited.

    And that means one thing – attention has to be earned, not bought. Buying space isn’t enough, you can’t buy people’s attention now. If you want people to take notice you have to earn it.

    We get 3,000 messages a day. We pay attention to about 50, we engage with 25 and we act on 3. That’s pretty long odds.

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    Thankfully our opportunities have never been greater. There’s still TV, press and posters of course, but now there’s the internet, social media, PR (which is oddly diverced from creative in most cases)phones, DM, sponsorhip, branded content, experiential media – the list is endless.

    And this is where planning comes in. Someone has to make sense of it all. Someone has to distill all that choice down into something that will will make people want to give you their time.

    Their are pioneers, and since this post is already getting long, here’s just one famous example:

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    Subservient Chicken from Burger King was based on the discovery that a significant proportion of Americans have the computer in the same room as the TV. So they ran a TV ad promoting something the audience could enjoy doing straight away. It was all based on THE FACTthat you could have a chicken burger you could ‘have your way’. The creative was great, but the idea was as much about finding something people would want to spend time with. It’s a fact of retail that the longer you spend instore, the more money you spend which means making instore as enjoyable as possible. It’s sort of the same with communications.

    So we need a new agenda. Marketing is getting tired. Strategy itself needs to be creative. That doesn’t mean leaving out the basics. We still need to understand who our audience is and what we need to tell them. We still need to delve right into the culture of the client company, it’s product, service and category.

    But finding the truth is not enough. You need to tell the truth and INVENT. Strategy needs to be creative. Process that leads to ideas. Science that leads to art. So we’ve never needed good planners more than we do now. Not planners who have ideas about advertising, planners who have IDEAS about everything – and can prove they’ll work. Attention is simply too precious these days.

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    New laws to live by:

    Be hard on  every idea you have
    If you can’t express it simply there is no point
    A good idea gets you out of a lot of trouble
    Don’t provide commodities, we provide ideas
    Don’t do creative work, win people’s attentionattention
    Don’t give presentations, present ideas

    And that was that. Before he started there was a room full of young-ish people sizing each other up and enjoying the free booze. At the end you could hear a pin drop.

    After that we got a series of lectures on other bits, some of which I’ll share (just wait until I recount Russell’s talk on working with creatives). We also did a course project on preventing teenage smoking. I’ll show off quickly – my team won, not least because we had David Bonney. Seems ages ago now.