As I please No.1

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“Announcing that the board of trade is about to remove the ban on turned-up trouser ends, a tailor’s advertisement hails this as ‘a first installment of the freedom for which we are fighting’. If we are really fighting for turned up trouser-ends, I should be inclined to be pro-Axis. Turn-ups have no function except to gather dust and no virtue except that when you clean them you occasionally find a six-pence there.” Geroge Orwell discussing the war aims in some detail in ‘As I please’ 4th February 1944.

‘As I please’ was the title George Orwell used for many of his articles whilst a contributor to the left-wing publication Tribune during the 1940s.

These articles covered a vast variety of topics from the defeat of fascism to the makings of a really good cup of tea, such was the eclecticism of Orwell’s writing.

At best they demonstrate Orwell’s supremacy in radical thought – by which he would have meant the facing of uncomfortable truths.

One of the best examples of this , if now rather shocking,is his defence of the bombing of German civilians. For Orwell, in meeting one’s war aims, it is better to kill a broad cross section of society – the old and the young, men and women – rather than to desimate the entire population of one group such as fighting age men. His arguement was that a society will recover more quickly form the former course of action than the latter. An unpalatable thought but probably true.

And I have decided to appropriate the title ‘As I please’ for a number of occasional trips off topic I intend to make this year. A kind of homage to Orwell.

The only rule will be that they attempt to offer a radical piece of thinking in an Orwellian tradition.

First up is a thought that the death penalty is the surest form of escape from punishment.

We are all doomed

A while ago I stole a chart from the planning chief at Grey, John Lowery, and posted it. Well John can’t have been too miffed as he has updated it for the 2006 data and sent it over. If you work in advertising (like me) the message is blatantly clear.

I should probably say that this is data from the very wonderful TGI and they will probably ask me to take it down. But maybe if they realise that this is as blatant an attribution as I can create and you are all potentially extremely valuable clients for them they will be nice and give me an opensource break.

The adliterate address 2007

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Scream if you want to go faster.

Normal service has been resumed here at adliterate towers after an exhilarating yet restorative christmas break.

I for one have been itching to get back to the business of figuring out what to do with this business and throwing it at you bones and all.

What I can promise you this year is a quicker pace, more radical thinking, some big issues brought to heel and crankyness galore.

Along with the Advocate (suggestions for January if you please) there will be two new ‘features’, a monthly brand focus that points up an interesting and newish brand worth mentioning in despatches and an off topic thread called ‘As I please’ in honour of George Orwell. But more of those later.

And of course this year its an APG Creative Thinking Awards year with some big changes we have been working on including a more internationalist approach, a Strategy Agency of the Year award and big prizes. And in true Advocate stylee I’m not going to sit around waiting for you to enter your genius thinking I am going to come and hunt you down with a big stick and wrestle the entries off you.

And to top it all I will turn 40 in June and will have absolute freedom to be as surley and cranky as I like.

Ladies and gentlemen, hold on to your hats and scream if you want to go faster.

Photo coutesy of From Afghanistan With Love

Building better brand ideas

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Thankyou to everyone that contributed to the post on brand ideas and their seeming rarity value.

I had wanted to create a definitive set of criteria for judging whether you had a proper brand idea or not. But this exercise wasn’t particularly fruitful – or at least I think its tough to try an legislate for strategic genius. And indeed as decent a list as any was included in the post I wrote about Jon Steel’s Perfect Pitch – truth, beauty, excitement, significance and persuasion if you remember.

But I really like this chart – it sort of fell out of the conversations.