Question for web 2.0.

Instead of thinking online activations for brands, can we use two point ouh to enhance the brand experience? Instead of working separately on what is online and what is off, or using it to drive traffic either way, how can we use the internet as a platform to improve lives, re-create and fulfill desires that traditional media cannot? (Or even traditional usage of innovative media cannot?)

Hmm... RE-creating user experience...

Sign of caution.

What does this 'P' driving sticker truly mean? Yes, we all know it means 'Probational Driver' in Malaysia which you need to stick it on the front and back of your windscreen so that it projects high visibility to other road users. But really, what does it mean?


Is this merely a sign to signal other 'unfriendly' road users to be patient and give way? Or is it to tell other drivers that there is a newbie on the road. And the newbie, sometimes becomes the unruly one for various incomprehensible show off factors, which we need to beware of? You won't believe how much power men (or women) wield when they get behind the wheels. Which reminds me of an insight we discovered a couple of years ago when pitching for the Ministry of Transport. When people get behind wheels, they morph into different beings. Cold, impatient, rude, spiteful and they can even speak French when provoked (a different kind of French that is). Can't imagine that being your girl-next-door colleague, or your kids-hugging-wife-kissing dad, right? Yea, we all morph into horrible beings when behind wheels. You and I.

Someone told me that her mom puts the P sticker on even when she doesn't need to because she thinks it's 'safer'. What other meanings can we find in this sticker which is unintended but significant? Is it really safer when we see a P driver? Safer to whom? Or is the letter P another lame excuse for lame driving skills? Speaking of having stickers to signal caution to other drivers, Japan has a special one for elderly drivers who are 70 and above (70, if I'm not mistaken). Can we adopt something similar here? Can we have different stickers to signal different sort of drivers behind wheels such as the elderly, the handicapped, the pregnant, etc? Sharing more specific information like this, would it help people to change their expectations, attitude and behavior when they see different sort of stickers? Well, I think helping people to be more aware of the surroundings simply helps them to react better. No?

Robert Solomon on how to be more than an account servicing person.

I think Client Servicing teams in agencies are the most underated bunch. But of course, occasionally you'd find one or two not-so-bright ones with an ego of 25,000 Watts, big enough to run a car engine.

Anyway, let there be light for others then. This book is highly recommended to anyone who's got the guts to truly stick his or her neck out but needs just a little extra nudge. If you've been in client servicing for some time now and wonder why no one listens to you or treats you with respect, then READ.

On the other hand, I think it has helped me immensely too. At least I know now it ain't easy being in account management and for those who do manage to come out of it unscathed, truly deserve a badge of honour. I think one of them, has to be Robert Solomon. I don't think this book is only meant for the accounts team. If by working in an agency, we are all expected to be creative, then we should all be expected to know how to manage the client (and each other) as well. Especially those who fantasize about being Creative Directors.

I think what truly inspired me was how Robert Solomon painted an almost perfect human being. Anymore perfect, than he had to be Jesus. For those who have all the guts in the world but need something extra:

1) Blame no one but yourself (I think this should be applicable to everyone. As long as you're breathing in the same sphere, remember these three words: Blame No One).

2) There's only one scapegoat in the company. And that's you. Be the bigger person and take the heat because that will (hopefully) melt the toughest creative guys.

3) Do what the client wants (which is most often than not, what all account servicing people are doing now). Then do what you think is right (this is the second part of the epic which we, so often, fail to see).

4) Romance the client (good job). And the creative, and the planners, and the suppliers (great job).

And the list goes on (anymore, and I'll be sued for plagiarism). So go on, enlighten yourself.

Paul Arden's words of art.

I truly enjoyed this book because it was quick, short, simple and takes you right to the essence of what Paul Arden wants to say. Perfect for busy people. Which by the time busy people finish the book, they wonder why they were so busy in the first place. Yes, this book is a complete paradox, which makes it all the more insightful.

Paul Arden reigned as the Executive Creative Director of Saatchi and Saatchi for 14 years, certainly managed to strategically kept to the agency's 'one word equity' policy. Although in this case, it's not about one word but it's about getting to the very essence of the message. It's almost like a career bible. A dummy's guide to survive in the creative business and at the same time, achieve greatness in a way many lack the courage to do so. Yes, even for veterans.

This book inspires and makes you want to share the golden nuggets of truth, not just about achieving work excellence but the basic truths of being human who above the lesser creatures, is blessed with an unlimited resource of imagination, the question is what have we been doing about it?