Sorry two people who unexpectedly suffered a fly-by. I thought the canyon at Mt. Baker was clear to ensure a smooth test of a hybrid Scorcese single shot with Paul Greengrass' Bourne shaky action cam filming style in an Matchstick Production inspired shot.
I'm not moving away from anything, it has been pretty great here in Vancouver, in particular at DDB. Plus the whole being born here and growing up thing. Some day we will return older, world weary and hopefully a little wiser.
I'm moving to shake things up and try something I've never done before. A big part of that is life itself with my wife Lynanne. We've loved our 6.5 years together in this Western slab of North America (only the last 7 months of that technically married) but want to see how we roll outside our comfort zones.
I start work January 4 at DDB Paris. I'm staying in the family. Doing the dame hybrid of account and strategic work I've enjoyed doing. I'm really pleased to carry on with DDB. I've had the chance to peek into some other amazing agencies. The most amazing in fact. We don't always get credit for it but the top DDB shops are just as amazing - though it's easy to overlook as they've been doing it for a while.
I've been handed a pretty awesome piece of business that wants to do stuff more awesome than they currently do. Apparently that's why they wanted me, they liked the awesome stuff I've been lucky to be a part of.
Everyone leaves saying how great people they work with are. The people I worked with at DDB Canada truly are great, not because I think so, but because of the work our teams put out that other people think so. In particular the hung over judges at all the award shows around the world that still recognize the ideas in the brands they have never heard of that we work on here in Vancouver.
If you are in Vancouver we'll be at the Red Card
on Seymour, new joint beside Uva Wine Bar, next Thursday December 17
from about 7pm onwards. (The Alibi Room was booked.) Come say hi/bye
if you care to. If you live in Paris, London, Amsterdam or Geneva drop
me a note and we'll grab a drink next year when I'm in town.
I am fascinated by our industry's pursuit and obsession with trends. The types who go into marketing tend to like to think they are always in the know and up on the latest trends. Inherent in the notion of being up on trends is the scarcity of access or knowledge to what the trends are. And depending on who you are your definition of what a trend is varies dramatically, but that's a whole other topic.
But is there any scarcity in "trend" hunting anymore? Even if you aren't on Twitter, Facebook and avoid blogs everyone seemingly subscribes to Tend Watching and the same trend reports - or are certain to have someone send a cut and paste at least a few times per year. Tublr itself is essentially tens or hundreds of thousands of individualized trend reports.
Now Google can update you on trends in a near real time basis through Google Trends.
As a parallel the financial markets used revel in arbitrage - knowing a little bit more on a company than someone else or seeing an inconsistency in price between two markets. Inconsistencies are discovered in milliseconds and special info is of great interest to the SEC and folks with handcuffs.
A trend itself is fools good. A lazy latch on. The real gold is in understanding why trends exist in the first place. Look at them as symptoms not the end/beginning.
At a meta level our tend obsession demonstrates our unchanging desire to express individuality - which as unchanging is done through rather conformists means. Even the non-conformists have a uniform.
The one certainty when looking at trends is the fragmentation of cool. Call it tribes, communities or whatever. Basically there are more ways to fit in than ever. This also means the barrier to creating a new way to fit in or participate in a movement has never been lower. Smart brands, as they have always known, can start a movement by doing something interesting or profound.