richard huntington - Upriser
@adliterate
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High octane brand strategist. Strategy is clarity. Author of Feral Thinking. strategy at Saatchi & Saatchi. details on Upriser at
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Joined December 2006
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Thames water about to collapse according to sky news. Struggling Under 14bn of debit. To be clear they were debt free at privatisation. Paid dividends rather than investing. Board should be personally liable.
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I kid you not, this Facebook living wall at Heathrow is made of fake plants. You couldn’t make shit like this up.
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I'm kicking off the year with a series of posts attempting to share a little of how I do brand strategy in case it helps you delvelop your practice. First up, I thought i'd commit to prose my strategy journey over the past 30 years.
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Just found this gem. Posting for anyone that has ever been rejected by an ad agency. Looks like I may have “confounded his judgement”
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Time for the annual reminder to never give up. And if someone craps on you go and prove them wrong.
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In other news we welcomed Idris Huntington to our lives yesterday morning 23.1.23
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Six years and a world away. How we pissed away the cohesion and joy of the best Olympic Games in history and let hatred and division stalk our nations will be an enduring source of shame for all of us.
Such an incredible opening ceremony. It was optimistic. It celebrated the whole country coming together, our NHS, Windrush, the suffragettes, our industrial heritage, our digital future, our internationalism, our diversity..... Makes me almost cry to think it was only 6 years ago
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The mark of a confident brand
Great KFC ad in today's Metro. Imitation is the sincerest form of flattery.
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This is bloody great. Every agency should have a list of banned ‘insights’ in every meeting room. Then they can be killed as soon as they emerge from the planners/client’s mouth
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@RestoreTrustNT
@Workwor49682633
@nationaltrust
You do not represent the
@nationaltrust
or it’s membership you are using us as a pawn in your silly little culture war
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Clarity not cleverness is the greatest attribute of any strategist
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Let us remember in all the whirlwind of opinion how innocuous, measured and truthful that original tweet was.
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New Post: The eternal pursuit of deep work and how I have tried to improve mine
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You're in central fucking London what's the point of uber when you can stick your arm out and hail the cab that's just passing you now!
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Monday marks World Mental Health day. So I thought I'd mark this by sharing my mental health journey, slightly inspired by
@Robertc1970
and a post he wrote about the 'black dog' in July.
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When did we start talking about 'insights'? Like they are ordered up by the metre or weighed by the kilo. As in we need some 'insights' or 'can you add some insights'? Insight is an action standard not a commodity and it certainly is not a synonym for data.
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What a great ad totally ruined by twitter’s shitty format and an agency missing the whole point of their work - the bloody headline!!!!! Even putting the headline in the body of the post would have been better than this.
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My wife and I decided not to find out what we are having, could be a planner or a creative
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Classic. Client & agency have line that works and is wearing in. So much so that people remember, recite and act on it. Client and agency get bored with line and insist on brand new line despite the efficacy of the existing line. People get totally confused and message fails.
Everyone has a role to play in helping to control the virus by staying alert and following the rules.
This is how we can continue to save lives as we start to recover from coronavirus.
#StayAlert
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Don’t let Accenture anywhere near marketing and brands. Oh wait....
‘Transcendental state we’ve called Brand Nirvana.’ This Accenture report is comedy gold
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Beginning to believe May is a political genius. She has effectively united the entire country behind the idea that we are better off staying in the EU. I have massively underestimated her.
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This is Idris. He is 5 months old. And he has packed so much into that 5 months it would make a productivity expert blush. Right now he is mainly trying to move, control his arms and cut teeth. And teach me that there can be pure unadulterated joy in every single moment of life.
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Having been a strong advocate of Britain’s membership of the EU all my life and of closer integration in our relationship, it feels disingenuous not to comment on the passing of this dark moment in our history. Feel free to ignore this thread, I just have to say something.
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Before we really get going I just want to say that this phenomenon and the national expectation that keeps you piling in pressure to do you very best for
@JohnLewisRetail
owes a debt to
@aandeddb
and the legacy they created. Some work benefits an agency, some work an industry.
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Still good. When did an agency last promise a measure of effectiveness like this - not efficency mind, effectiveness.
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Evening Standard insertion shows both the power of topicality and the multiplier created by media context
@saatchilondon
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Next week in Cannes we will all obsess about AI for a week, meanwhile in the real world our customers are being crucified. How do you find an ave of £2,900 more to pay your mortgage after 13 years of austerity? Don’t see that on the schedule at the Palais
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Credit where it’s due. The beautiful ad for
@RefugeCharity
I tweeted earlier was created by
@McCann_Bristol
powerful copy, superb typography and important message.
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No shit
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Sometimes things happen that make you unbelievably proud and a little bit emotional
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How good is this? Anomaly NY from the original DDB Chicago and totally legendary Whassup ad. Seemless new quaratine message. And a fuck you to all those people saying every lockdown ad is the same. via
@campaignmag
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I have to do LinkedIn. But I approach it a bit like taking the bins out. An absolute necessity the advantage of which is not having to do it again for a week.
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The long awaited and anticipated BA campaign. Positioning and line - a British original- very strong and you have to love that there are 500 executions as I bet the media agency argued for 3. Most seem properly insightful. But will anyone notice the work?
⚪️ Business.
⚪️ Leisure.
🔘 Warm gusts of wind that don't come from tube trains.
.
3/500
@British_Airways
. A British Original.
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I hate giving credit where it due. But surely this ranks as a top bit of writing for ITV’ get Britain talking initiative from
@uncommon_LDN
‘tune back into the story in your living room’. Art direction’s not bad either.
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Worth a moment today to call out the agencies we competed with
@WonderhoodHQ
and
@WPP
Knowing we were up against them and meeting them both in there briefing drove us harder. I know we were all in it to make a difference to the client’s business and purpose. Also, it goes without
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Say what you like about advertising but I still love working in a business where people going home after their work have a copy of your work in their hands.
@saatchilondon
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Art direction and design are different disciplines and we need to restore the craft skills of great art direction. Discuss
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Why is it anything called a ‘sprint’ always takes fucking ages. And anything called agile is anything but.
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Who made this? Tightest political film I’ve seen in ages. With an actual idea.
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Wonderful account and a reminder that it's clients that make a truly great ad because they often have to face down their own organisation to deliver something extraordinary.
Cadbury's ‘Gorilla’. EXPLAINED.
A thread explaining one of the most entertaining ads of all time.
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This Christmas Eve my love goes out to anyone that has struggled with their mental health this year. Even if you can’t talk about it, know that you are not alone (This post was brought to you courtesy of 60mg of Duloextine taken daily).
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That is an art director at work. Proportion of image to copy. Three elegant columns of copy. Simple type, no jaunty fonts from clip art. Angle of the photography. Position of logo - usually reproduced exactly the same size at the one on the VW key. Assume Helmut Krone’s work
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All of a sudden people, mainly account handlers, have started using the word revert in every email to clients. They are always promising to ‘revert’ . What the absolute fuck does ‘revert’ mean? And if it perhaps means ‘get back to you’ in actual English why not say that?
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Only been 50 for 2 days and I'm already on a fucking steam train in the Lake District wearing a berghaus waterproof
#shootmenow
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Just a thought. The referendum result is now over 3 years old. In substantiating strategy with data I'm fine with 2017 and 2018 data but right now I would never trust data from 2016. Its fundametally unsafe, representing a world that has long since passed.
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@adoseofjohn
No it’s because we know better than anyone that for the market to work we need everyone to have some money not a few people to have all the money.
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Mental health conversation. I’m thinking of holding a breakfast somewhere central in London on Thursday 7th December to kick off a bit of a support group for people in the industry with experience or concern about their own mental health. Calling it a Clarity Breafast. No
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A lot has been written and said about the
@uncommon_LDN
sale. But not that it’s majority female owned. I can’t think of a major agency sale of this nature in UK history.
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That thing when you are on streetview and you see an ad you did, 12 years ago
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The cost of childcare is out of control in this country. We need urgent action to support working families. This is a cry for help from
@PregnantScrewed
A cry for help. Making the cost of childcare as unignorable as the sound of a baby's cry. New and important work launching today with
@PregnantScrewed
to support new research into the childcare crisis.
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I have a great employer so I got 4 weeks paternity this year not two. But even that gives you hardly anytime with your newborn. Proper paternity matters. For men, for women for children. And In my book for employers too.
@PregnantScrewed
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Chart of the day from
@guardian
. Increase in cost of Christmas dinner 22 vs 21. In case you were wondering why people won’t settle for a 5% pay rise.
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Discovery number one of the Easter hols. Staying in a
@nationaltrust
holiday cottage means giving your cash to an awesome charity not a posh person with a second home plus wandering around an estate when the day trippers have gone pretending you own it!
#greenway
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Can’t believe that if I had statutory paternity (as I did with my first two) this would be my last day. I work for a more enlightened employer now and have 4 weeks. And even that is a frighteningly short time to get to know a new life.
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And just like that they sod off to university
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Our priminister has totally lost any moral compass. What a pathetic travesty. He’s backed his SPAD against our nation. What a moment of leadership abdicated.
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I appreciate this is probably revenge from calling people suits, for which I am truly sorry, but for the love of fuck don’t call me a ‘Strat’.
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Meanwhile in the parallel universe that the daily telegraph inhabits
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This is the only chart you need today. Use it to discipline clients and colleagues when setting objectives whether annual planning or campaign by campaign.
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There is a bloody great paywall but every word in Steve Martin’s
@masterclass
on comedy that is relevant to strategists and the performance of strategy. Utterly brilliant
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I was one of the first 40k people to adopt Twitter in 2006, I have been part of the content generation that has built this platform. I love this community who have supported me in immeasurable ways. Not going anywhere yet but morally I don’t know how long I can stay here.
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A bad night for Lynton Crosby and Facebook advertising. There is no value in targeting without a meaningful message.
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Another brilliant data round up from
@tomroach
on the value of brands and the case for brand investment. Thanks for being so goddam generous with your stuff Tom.
More back to basics from me: this time on the most valuable business tool ever invented.
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2010. A cheeky little post on how to write great client briefs if you are a client and how to help your clients write great briefs if you are a planner. Still hold with all of this.
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Just got my thrird analogue roll back from the lab. A million times better than the depressing second one. Think this is my favourite - Conniston Water in the Lakes this November. Taken on a Pentax 1000 with Fiji Superia 400 film.
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Not a fan of brew dog’s campaign at all but
@nickykc
is on the money here. As she says “The truth is that an ad for a non-alcoholic beer currently faces more accountability than any political party.”
In the midst of the reckless lack of regulation of political advertising, it is difficult to be outraged by BrewDog's ad ban
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@alexjmurrell
@G_Price
@shaneoleary1
@robistyping
@gmpworld
@faris
@Tivey01
@marcodel_valle
@tomfgoodwin
@tomroach
@garethk
@markpollard
@mweigel
@Robertc1970
@wiemersnijders
@rshotton
@davetrott
@rorysutherland
I am only interested in everything, offer strong opinions lightly held, never call people punters, always descbe the audience in ways that inspire love and respect for them, hire nice people with dangerous minds, never be shy with the showreel
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I decided to write a recap of the last year since I first talked about my mental health journey. A kind of what happened next. It’s full of embarrassing stuff about rashes and snoring. But it’s called “I’m stil ok” so it’s a happy recap. It’s here not because I am fascinating,
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Adtech is to brand building what asbestos was to actual building.
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So this happened,
@saatchiuk
We’re thrilled to see so many people connecting and re-connecting with So Here We Are,
@ee
turned the ad into an amazing new video for the song, watch it now:
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Best guess. Government collapses early next year. Minority labour gov’ elected In Spring, second referendum is price of support from Lib Dem’s and SNP. Held October. Britain stays.
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This clip is so worthwhile watching and thinking about. Focus means saying no and saying no properly means turning down things you passionately want to do. In order to focus.
You will not find a better definition of ‘focus’ than the one provided by Jony Ive
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I’ve spent the year marvelling at Teresa May’s stupidity but she’s not the one of us that decided to go to Oxford Circus at midday on the last shopping Saturday before Christmas.
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Nothing kills a shit product faster than shit advertising
When does it become a transparent misuse of public money to tell us to prepare for something to happen on a date which is politically and legally impossible?
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I’m not on Facebook, I don’t use instagram and I’ve no intention of doing more meta (I have to use WhatsApp for work but use signal for family). But above all I feel we built this platform through sheer graft, in my case over 17 years and I’m not going to let this idiot win and
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I’m sorry but it’s like the people interviewed for this have just woken up from a decade long sleep. The only interesting perspective is the move at Huge to productisation and value based pricing. The rest is “you think?”
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I have spent a career trying to ingratiate myself with
@Campaignmag
and my reward is to be called an "eccentric old ham" *flounces off*
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Tonight
@saatchilondon
are celebrating our 50th birthday in 20 socially distanced groups in different venues across London, not what we imagined at the beginning of the year but as we like to say
#nothingisimpossible
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I'm not fond of football or Leicester and I prefer Tyrell's when it come to crisps but
@GaryLineker
is becoming my all time hero right now
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This is naughty of me because it’s beyond the paywall but a taster of the latest Ruffian from
@mrianleslie
. Our greatest job as strategists is to invent a better future for our brands not give in to the settled will of the market. Love overfitting - using it tomorrow
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A stunning day on the heath with the third born and furry child. Nailing paternity leave
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As a rule of thumb, if your audience needs you to name your celebrity endorser, or influencer as we now call them, you have chosen the wrong celebrity. Like that Gandy bloke on the wellman ads.
Just so we’re sure you fully appreciate the recognisable celebrity endorsement we’ve luxuriously signed up to in the belief it will make you purchase, we have listed their name next to their body
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Some conservative governments are manifestly incompetent, some are mercilessly cruel. This is the first, to my knowledge, to be both.
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On McDonalds so many questions. What came first, the double eyebrow raise or the awesome Yello track? Was it looking at the arches and thinking that they look like eyebrows that kicked it off or was that an afterthought?
@LeoBurnettUK
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Anyone remember when the generational marketing crap started? It wasn’t a thing in the first part of my career and then it seemed to become ubiquitous overnight. Anyone going to confess to creating ‘genY’? Don’t worry I have a witness protection programme in place for you.
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That special moment when you catch your bald patch on the bus CCTV as you go down the stairs
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Mortgage rates in the UK are the now the highest since the banking crisis 15 years ago. But inflation is stuck at 8.6% Is it time to accept that interest rates don’t drive down inflation anymore and we need to use different levers.
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I’m convinced that wealth inequality is at the root of of our economic malaise. By hollowing out wealth from the middle class that drive the economy and consolidating it in a calcified mass with the super rich we are starving the economy of circulating wealth.
The inequality of wealth. Why it matters. And how to fix it.
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@CeliaRichards0n
I’ve been promoting you Christmas wreath making workshops. They seem pretty Christmassy to me
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Fighting back the tears tonight from the stories that every amazing human being has told me. Thank you everyone.
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Hats off to
@VCCP
for becoming the largest agency in the uk. And fair play they are way ahead. But I joined my agency to make
@saatchiuk
number 1 once more. This year for the first time in decades we are number 2 and I’m so proud of our crew and clients.
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