I just finished Sir Ken Robinson’s book “The Element” and because of the hard fact I had to leave a great company to go back to school only to start off again in a few months where I already was; I am in more of a mental war towards the educational systems worldwide, harder than ever before. I know that makes me a phony at this point. But a phony with a proud mom … yes yes.

How I strongly believe society is completely taking the wrong direction when it comes to education and degrees. In less than 30 years more people will graduate from college than ever before throughout the entire history! What will a degree be worth you think? [nothing] And you’re asking yourself why you can’t get a job? Because there’s no point of differentiation anymore. Only climbing up. A job that only required a BA in the past now asks for a MA, a job for a MA a Ph.d or a second MA … and so on. How far can we climb?

People could say to me “You have it easy, you already know what you want”. But I strongly believe everybody should be given more changes to figure out what they really want with their lives; even before choosing which education towards a career to pursue. And that is the fundamental problem society has brought itself into now (in primary and in high school). The problem is not that there’s so much to choose from, people can’t choose anymore. The problem is that there’s so much to choose from, but everybody has been educated since the beginning of kindergarten in the same system, with the same rules, the same priorities, the same focus and the same dogma’s. No wonder people have a hard time figuring out what to do with their lives after all having being conformed towards the same (now profoundly mistaken) direction.

This was a long introduction (I could write, speak and debate about this subject for hours – give me a call), only to share with you a short story that somehow reminded me of this whole school mess. I found it on an old planning agency’s website that is no-more but still likes to have their words floating around the world wide web. You may think it’s a little naive, but you’ll get the point.

The Irony Of The Rat Race

A boat docked in a tiny Mexican village. An American tourist complimented the Mexican fisherman on the quality of his fish and asked how long it took him to catch them.

“Not very long,” answered the Mexican.

“But then, why didn’t you stay out longer and catch more?” asked the American.

The Mexican explained that his small catch was sufficient to meet his needs and those of his family.

The American asked, “But what do you do with the rest of your time?”

“I sleep late, fish a little, play with my children and take a siesta with my wife. In the evenings, I go into the village to see my friends, have a few drinks, play the guitar, and sing a few songs…I have a full life.”

The American interrupted, “I have an MBA from Harvard and I can help you! You should start by fishing longer every day. You can then sell the extra fish you catch. With the extra revenue, you can buy a bigger boat. With the extra money the larger boat will bring, you can buy a second one and a third one and so on until you have an entire fleet of trawlers. Instead of selling your fish to a middle man, you can negotiate directly with the processing plants and maybe even open your own plant. You can then leave this little village and move to Mexico City, Los Angeles, or even New York City! From there you can direct your huge enterprise.”

“How long would that take?” asked the Mexican.

“Twenty, perhaps twenty-five years,” replied the American.

“And after that?”

“Afterwards? That’s when it gets really interesting,” answered the American, laughing. “When your business gets really big, you can start selling stocks and make millions!”

“Millions? Really? And after that?”

“After that you’ll be able to retire, live in a tiny village near the coast, sleep late, play with your children, catch a few fish, take a siesta, and spend your evenings drinking and enjoying your friends!”

Not only will you get my point that the latest technology (with Apple at the forefront) is making us more lazy, subordinated and unskilled to handle our own problems and questions; I wander if the planning department at Apple / TBWA is doing this on purpose or not? It’s clear that these latest commercials are not relevant anymore for the bigger (older) Apple story. At least not to me. I don’t think we’re talking about the same target audience anymore. I don’t see those people in the ad, relying on their smartphone for every simple, stupid question are the same creative, independent, “think different” people that suited the core idea of Apple already more than a decade ago.

I recently wanted to take a picture of a metro cabin in Shanghai full of people busy on their own iPhone. Then print out that picture with the copy “Think Different” and you would have gotten my point. Then I understood that would be a wrong idea because Apple’s story does not tell you “buy our product and you’ll be different” it actually says “with the benefits of our product you can develop different, creative material” (as in: Apple provides you a tool for you to differentiate yourself in). So I withdrew myself from taking that picture – I suddenly understood even better the bigger picture of Apple. But that bigger picture is NOT in line with Siri commercials like these I’m seeing everywhere nowadays.

Could it be Apple is getting himself into trouble because the gap between their product and communicative messaging is widening? They develop high quality products that are all here to make our life easier, more organized, more controlled. Yet their successful and effective communication strategy has always about “do it yourself – don’t rely on conforming to the status quo, it’s creative people like yourself that make this world a better place.” You see the gap? And software like Siri is only confirming this idea I think. I don’t like it.

LL is a born Chinese who emigrated to Canada in the early nineties. His work brings oriental and western contemporary elements together, often creating mystical settings with an everyday touch. His authentic oil painting technique combined with a modern twitch, invites the viewer into a world beyond rational and habitual.

I love them. Each work, you get sucked into a story you want to know more about. It looks like every character in the painting came to a certain point that made his/her live change and it is exactly that moment that was captured in the painting. You wish to know the past of the person and why it brought him (or more often ‘her’) to this point. And what will happen after.

Discover more about and from the artist on his personal website http://www.luiliu.com/

Oh Japan … the land of the most insane candid camera and reality shows, sushi (although I like sashimi better), Yamazaki whiskey, anime extravaganza, out of proportion whale-consumption, a wicked underground music scene, a work hierarchy I probably wouldn’t function in, an economy we can all learn from, one of the most expensive cities on earth and a heritage and history I am extremely excited to discover a little more about. And although I don’t feel myself being up for THIS, I know I will have a blast travelling there.

So no new fetish posts for a while. Could be a month, could be less – depends on my mood I suppose. I can also say to you, that as for a blog where posts are fully related to what comes up in my mind that day or the day before; most likely the coming months, posts will be again a bit more about music, art and world thoughts/ideas while the previous posts have been dealing more around the industry of advertising and planning. It’s inevitable that I write what I am busy the most with during the day and since I won’t bother you with my study- and thesis-related material (Thank-You donations can be transferred to my Paypal account), I will probably use my blog again as my personal portal for some mind-refreshing and -refueling content. I have been on a good roll here for the past half year and would like to continue that.

Until a week or three;

For those in China: Happy Chinese New Year.
For my student friends: finally rock some hell after your exams.
For all the rest: try to find me on porn websites and email me what you can find. Much appreciated.

I had a blast over here. Not only is this an agency I strongly believe in and is to be watched out for very carefully, this office and this team has welcomed me with open arms into the family and given me the opportunity to explore my own messed-up lunatic ideas. I am proud I got to contribute in bringing in new business, show what I am capable of and more importantly: do what I’ve always known of myself I wanted to do: advertising planning in the traditional meaning of what it luckily still is, even in a “digital” agency. Going from business objectives to relevant creative story-telling that has meaning. Getting paid to explore and dig into life around you. Is there any better job (except for being a rock or a porn star)?

I go back to school now for one last final semester, only to get back in 5 months where I am right now. Oh, the irony of doing (successful) internships in between your studies and before you actually graduate. It made me realize a few things I’ve already known for a long time about myself and the world – but this wonderful experience has confirmed it without any doubt: for doing what I’ve been doing here and what I’d love to continue doing, I don’t need a degree. Everything that has helped me getting from point A to point B in the projects for the past months, were things I did not learn in school. Sure, university has given me the time and the opportunity to explore other fields, arts, books and everything else that made me passing an exam with 10/20 instead of 15/20. I know my family is reading this as well, but I also know they’ve always supported me on this one – thank you so much.

I will miss this place. I will miss feeling like an appreciated employee that contributes to something bigger and better, rather than feeling like a tool of an education system again. I rather spend the rest of my days saying I’m “the f*cking intern” than saying I’m a student. The next 5 months will be hard for me – tremendously hard. I feel obligated towards my family that has been investing in my education for the past 5 years (!!) already and probably also towards myself: once you start something, you finish it. I am determined to bring this to a good end, but I already know lots of sweat, swearing and stress will come along the way.

A big thanks goes out to my boss Gavin who did not only approved for having me over without knowing how I would drag him into breakcore music, hangover days, email spamming and lots of swearing; but also for creating this freedom and environment for me here where I hang out with my own thoughts and ideas and developed my thinking towards liberating clients and businesses. Also, for giving me many responsibilities I hope I didn’t screw up. Thank you so much man.

The biggest thing that keeps me positive today is the fact I know this story has not come to an end yet. This story is to be continued.

AKQA Shanghai, thank you so much for the opportunity, the experience, and the free Heineken.

We often tend to believe (here in the industry) that companies and brands are all jumping on the train of successful online communication and messaging. Successful communication in the knowledge that it is effective, entertaining, word spreading and reveals something of what the brands stands for. It’s a naive idea. Too many people are still rusting away in their old marketing (and advertising) models.

Look what happened last week when I blogged about the brilliant cover version of I Follow Rivers by Belgian rock band Triggerfinger (click here). I included the YouTube clip which had been around on the web that day. Few hours later when I came back I saw the video had been removed due copyright claims by VARA (the Dutch media company by which the radio station is owned). But the brilliance of the web of course is that once content has been posted, it’s like an unstoppable bullet you can never get entirely back. Obviously another user had put the video online again. So I edit my post with the new relevant video in it. Again; few hours later I had to witness that video had been removed as well. This even happened a third time. An easy Google Search brought me to the official VARA channel where the video was being hosted and apparently supposed to be hosted only. So I included that link. Don’t I love you guys?

Look how willing I was to share that video. I can assure you I’m one of the few that would put so much effort in sharing content that I’ve already seen, and tried to spread. And willing to repeat that process over and over. And content that has actually nothing of value for me to share (unless I would masturbate on the numbers of posts I publish here).

Doesn’t VARA get that?

You have to ask yourself (or better: THEY have to ask themselves) what their priority is in putting this video on the web: By driving more users towards their own brand channel to increase the visit number; or by spreading the name of their brand and activity in an appealing way? It’s clear VARA puts their priority on the first option. And that’s what is wrong with them and many other brands today.

Don’t they realize that by sharing that clip on Youtube, it will be spread a lot more (I saw several Facebook friends posting the clip)? And by spreading that clip (for free and really easy for users) it creates positive awareness for the activity they’re bringing (unless you don’t like Triggerfinger or that song but those people should be hanged)? It creates not only awareness for the band but more importantly: for the radio show Giel which I didn’t know before (among lots of other Belgians) and am curious to check it out a bit more. And shouldn’t that be the entire purpose of putting your brand’s content online AND for free AND in an easy way to share without your narcissism to have in ‘only’ on your own portal which will generate a lot less content sharing? Get your shit together! ORRRR … call me … I can help you (and make myself rich)!

PS. Just when I’m busy writing this post I notice they put the video on YouTube again, now by the official GIEL account itself. I don’t think it breaks down the point I’m trying to make here and actually it proves it somehow: they only want the video to get shared by themselves – in their own name (claiming a superior position) in order to drive more traffic to their website instead of providing entertaining free branded content people are willing to share. And for what reason would the brand prevent that from happening? Brands have established the most effective positions within online communication by acting as a peer towards their audience instead of a god or a king on its throne, serving his slaves with sacred, royal branded content he hopes they’ll all absorb as easy as water.

Last Thursday we had our office (Chinese) New Year party where my boss Gavin handed me over some kind of goodbye gift. Remember my previous post in September with a picture of the name cards I have been going out and meeting other people here with? – CLICK HERE –  I finally got the official company ones. Sort of.

God damn, I will miss this place.

This video deserves some sharing and attention. I’m not a fan of Lykke Li, but this ‘I Follow Rivers’ cover by Belgian rock band Triggerfinger, done live on the Dutch radio recently, blew me completely away today.

Belgians always brag how many good (rock) bands we have. We do have some, but it’s overrated once in a while. Triggerfinger is among them though. If not, the best. If you’re into Queens of the Stone Age, definitely check out their album ‘What Grabs Ya?’ for some serious stoner / hard rock. This clip shows their more subtle side, nevertheless true artists at work here. Respect.

EDIT: They keep on deleting the video from Youtube due copyright claims, you can watch the video here as well: http://omroep.vara.nl/media/84673

A good share for a Friday 13^th if I may say so.

Two months ago I went to see ALCEST here in Shanghai. Chances are pretty big you’ve never heard of them and that is exactly the reason why it should surprise you as much as it did me that they came all the way from France to do a China tour. And with success.

When I read on a Shanghainese event website a band Alcest was soon doing a show at Mao Livehouse I first said to myself “if it only was the Alcest I know” thinking some other (local?) band had taken the same name to spread their broken dreams all over an audience. But it was actually the band I’ve known for years and the one of which I am the proud owner of an original copy from their first limited MCD ‘Le Secret’ (brag, brag …). Knowing they actually were seriously coming over and even doing a lot other gigs in Chinese cities (with almost no expats living) as well, I was afraid this could be a serious financial disaster for them. And a pathetic public performance, none the less.

I thought they almost would have no local audience here. And most of the expats that are living here are not really the kind of types to go to an experimental rock / black metal concert. Funny thing is; I was only right for the latter. The venue was not ‘packed’ (since it’s a big fucking hall), but I guess there were at least +250 people. That’s more than 200 of what I was expecting. And so, this was one of the first times here I went out and where locals were present in significantly higher numbers than expats (think I saw less than 15 white people). I even saw a Chinese guy with a Burzum t-shirt (only the BM-wankers know what I mean here)!

I was blown away by the experience. And although the audience may not have been such big “fans”, just like the ‘posers’ got beaten up during the old days in the ‘true underground scene’ in Europe; they were enthusiastic as hell. It made me realize that music wise (and beyond) there are massive opportunities here (didn’t we know that already?). Seriously, if a European band of which 95% (or more) of their own country doesn’t know, can do a successful tour here – everybody can. Especially a black metal band coming to a city driven by finance, economics and censored internet. The conclusion is actually really easy: There are so many people here. So many. For every niche (music) scene, there will always be enough to make an event successful and a financial winner. Alternative has a different meaning over here.

Where are the other (foreign) artists, bands and djs? The past two years we saw very few. The ones we saw (Armin Van Buuren, Above and Beyond, Steve Aoki, Boys Noize, Mogwai, Mono …) were always sold out if I can recall. And I can assure you, expats are dying over here to have the music from back home. The nightlife and clubs here are definitely not to complain about, but we miss really good music, good names, things we actually listen to on our iPod during the day; and not the same crap coming from the speakers night after night in the clubs.

Promoters, grab your chances, now that the club owners have long established themselves here.

I recently had a short talk with an account from (luckily) another agency, she asking me why I never considered a job like hers. Before I even could answer she already answered that with another question: “Is it because you’re afraid you would lose a client?” … WTF!? … I never even considered that being an option among the idea that a career as an account manager simply does not serve my interests or even qualifications. I was stunned that this was considered an option, perhaps even THE option and goal for her and I think it showed what’s wrong nowadays how a lot of agencies are being run and operated. We’re going backwards.

One of the many reasons why advertising became so booming in the sixties and following decades is because you had a shift in leadership and client relations. Creatives were sick and done with the fact accounts would take all the credit for winning over a new client “Because they both play golf on Sunday”, while the creative masterminds were left behind in the shadows with their ideas and accomplished work that proved to be effective. In those days, lots of brilliant creatives also left that ‘business oriented’ environment to start their own agency, where they could pull the strings themselves and prove good work sells. And it’s most of those agencies that proved their success by still being the leading ones today.

But I think we’re slowly growing away from those brilliant days again. Because campaigns are simply not one print advertisement or TVC anymore; 360 campaigns require a lot of different and varied angles, talent and people to make everything work and fit together. Because everybody is so busy contributing his part to the big puzzle, client relations suffer. And so, bigger responsibility comes into the hands of accounts (again). Don’t understand me wrong: I have nothing against accounts or their job. I think I would terribly suck at it myself. But I do feel we need more people in the industry that know how advertising and creativity work precisely. Who are not driven by a fear losing a client or a relation, but driven by the same passion the Creative Director has for the work the entire team has worked on. And out of that passion, good and persuasive selling skills can grow and develop. We need more accounts that don’t think individually their job depends on how the client thinks of the agency or even their own position; but think in a team spirit how the agency thinks of the client. And how we can help them grow and become better.

I do am optimistic. In those Mad Men days, an ad agency was more than simply producing advertisements for them; they were the entire communication consultancy for a company. One company: one agency – and everything that had to deal with the tone of voice of an industrial HQ, the ad men were there to help you to bring something human inside and outside. I think we can go back to those days. While the online world and communication is taking over and changing our entire way of interacting with each other at such a rapid speed; companies will need again one strong leader and opinion maker who consults them and is highly engaged with the knowledge of how to communicate at your best today and tomorrow. Since the world is becoming globally so connected and a lot more complicated; companies will need highly effective agencies to keep up with the world, the communication, the people and everything that comes along with that, as they will be too busy looking over the markets that are intriguing and challenging the status quo anywhere possible.

Time for agencies to prove themselves worth again …