Showing posts with label CarlsonCreative. Show all posts
Showing posts with label CarlsonCreative. Show all posts

Sunday, November 22, 2009

Take what you can get? Or get what you can take? I'll take the latter.

Seth Godin, David Everitt-Carlson, CarlsonCreative, Armstrong Floors, KOBACO, bat, British American Tobacco, Fortune 500, business, Survival, Management Consulting, Korea, I'm going to do something I rarely do, and reprint nearly an entire post from Seth Godin, because this one really hit me where I was living at the time I read it. Now with Seth issuing a post to his blog every single day, the need for an editor comes seriously into question because 60% of what even the most talented writer can do is rubbish, but if you're willing to wade through that rubbish, many of his posts have real longstanding value. This is one of them.

Read Seth's post in the coloured print first, and then go back and see my own notations in the regular font. I think you'll see why it resonated with me.

Take what you can get (?)


When I started my agency in Korea, CarlsonCreative, things were fairly bleak for the first six months. My staff told me that we were not getting pitches because we would not do them for free. I had also set a bar that clients needed to be of a blue-chip and pressworthy variety, ie: I wanted big logos so that when we finally won something, no matter how small, we could publicize it and get the street-cred of being an upstart David (no pun really) who had won against the Goliaths.

We scored our first pitch with the Armstrong flooring company from the US and followed that up with the Korean Broadcasting Corporation (KOBACO) and eventually, British American Tobacco - all paid presentations with the latter two turning into well paying clients and significant press generation vehicles. Within 18 months, we had become a 'hot' shop and the big agencies were truly scared of us.


We took this to heart and I am still a believer in this today.


This has been redefined for me in the last few months with the pressure to get my feet planted in a new market representing the most basic of needs like eating and paying the rent. These things are of course primary, but certainly not the ultimate goal in the longer term. Why the hell, in a million years, would I want to teach business English in an already overcrowded market of teachers and schools who are busy undercutting each other on an almost daily basis, when I've got a quiver full of marketing and advertising arrows that have flown true for my entire career?

Because it's what I 'could' get initially, but it's not what I 'want' to get, eventually. What I'm after eventually is what I have been able to do my entire life - to balance business and creativity in a way which benefits my clients and provides me and my family a superior level of income and professional satisfaction.


So I'm surviving. But that's not my definition of success. And I'm doing the work and not dying on the vine waiting for perfect in an imperfect world - but I'm spending more and more time defining what makes me unique in the market and striving to build a practice off that. This last week I renegotiated a contract which now pays me 30% more and broadens my responsibilities to consult on marketing with a client who had previously only needed language instruction.

Later in the week, I'm having coffee with a blue-chip sort of guy who works soley in the marketing business and in the evenings I busy myself with promoting this blog and writing copy for various businesses from software to arts and achitecture. All of this is still a far cry from having my own company in Korea, but at least I can remember what that was like, before we landed the big-fish client, and retrench my current life experience to more closely chase the dream of 'getting' what I can take, instead of just 'taking' what I can get.
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Many thanks to Seth Godin for helping me articulate this more clearly.






Sunday, December 28, 2008

Has Been - What Have I Done For You Lately IV

9/11, CarlsonCreative, Frank Stella, Has-been, Leo Burnett, Our Town, SARS, Thornton Wilder, William ShatnerChristmas began quietly with a fine Special K breakfast and one or more of my more than loved homemade drip coffees, I forget. I lingered, languished and played the holiday boy until boredom set in - besides, it was time to finish the Christmas blog post I had begun the day before - so it was off to the cafe to finish, just in time to hit America aping Santa at his chores. I could have my post in their stockings without making a sound before sunrise. My phone chortled with sprinklets of sound that told me I had text messages in hand: one from Australia, another from a friend and finally one that was rather hard to place. It was a from a guy I would have previously called a friend but hadn't seen in a month. He sent a flurry of cryptic texts to me a month ago and moved from his apartment quickly enough that the owner had asked me later if I knew where he had gone. She wanted to know why he had left so many shirts and other items still in the house. There was no mention of money owed so it's safe to say he paid the rent, but by his rather stealthy escape, was clear he didn't much want to let anybody know where he was going. But the Christmas text message was about as curious as his texts a month ago. Broken words and snippets of clarity revealed that he was not happy with my description in this blog of a person we know who carts around a thousand pills in his cargo pants from a previous post. The text signed off by calling me a "has-been" and that was it. It was quickly followed by another text that said "Merry Christmas cockroach" - and honestly, since I haven't seen the guy in over a month, don't know what the intent of the slurs was. We had no issues before. Between friends these things can roll off one's back pretty easily and even be considered terms of endearment. How many times have guys called other guys dickhead or scumbag just to slap the other on the back and be off to the next topic of locker room discourse. Plenty. But this didn't strike me in that way - a friendly way. Honestly, I'm not sure how it struck me - on Christmas day. Maybe odd would be the best description. I've included a William Shatner song called "Has-Been" in the podcast. It's odd too, but in a good way.

It did, however, dovetail with something the guy with all the pills used to say to me, and he said it more than once. "My how the mighty have fallen", he was fond of saying in reference to my former six-figure corporate life, compared to what some would call simple and others might say pauperly life today. After a few times hearing it, I confronted him, "Why do you say that to me?", I asked him. "Do you think it makes me feel good? Is it a compliment? Or does it just make you feel good to say it?" - My intent here was not to get an answer but to get him to stop it. It was patently rude and maybe conciously insensitive. I had seen him insult his girfriend repeatedly, to her face by calling her fat and criticizing her English, and wanted no part of this part of this person. I knew he had this in him, but I considered myself his friend and outside of his wrath - but apparantly not - so this was no kind of friendship I needed. Maybe he and the text message guy have become friends now.

I've noticed, maybe particularly here in Vietnam, or maybe particularly at this stage in my life, that there are a great number of people who derive some sort of pleasure from the misfortunes of others. And they make a point of pointing it out in social situations. The water-cooler people. They do it because it makes them feel better about themselves, I suppose - or it makes them feel as if the things they haven't accomplished weren't that important anyway - a kind of cognitive dissonance, "See, that guy failed, so it's better that I didn't even try to do what he did in the first place". - This kind of attitude would truly drive me loony, or suicidal, or both, because the one thing I can say about my time on this planet is that I've made goals, accomplished them, and then made more, repeatedly - always on the same cycle - like surfing. If anything I can could be considered by many to be feloniously guilty of trying to do too many things and putting more on my plate at any one time than would be considered do-able by many - many, maybe more intelligent people. But I do it anyway, maybe a little less than I used to, but I still do it. This desire to chase after things that are not whithin my immediate daily grasp has become a pattern over the years - and a pattern I have become accustomed to - like an addiction, but an oddly healthy and profitable one - like surfing. By continually creating and accomplishing new objectives makes one a serial has-been in almost all ways. To succeed you must leave the past life behind - realize it, learn from it, and then put it on the mantle where it belongs, but leave it behind to get over the next wave. Surf safely. Another wave is always on it's way, if you're ready.

Has-Been #1: Actor - Probably the first time I became a has-been was my exit from the world of theatre. At the age of thirteen I had become an unintentional child-star of our local community theatre by accompanying a friend to auditions and then landing the role he was seeking. The Moss/Hart production was trashed but the reviewers had been kind to me and complimented my spirited performance. My role was depicted by a newspaper photo of another actor hitting me over the head with a stick. My character was to be a dickhead and I had apparently executed that quite nicely. I continued with that theatre for a number of years before a role for a coming-of-age young man came up, the role of George in Thornton Wilder's "Our Town". After a good number of auditions I was informed by the director that I should stick with teenage roles as I did not possess the physical attributes to take this character from the ages of 18 to 28 as called for in the script. I became a has-been actor immediately and took the position of assistant director on that production, a position that would serve me well later, in the advertising business - in that job I learned how to organize a cast, crew and put on a show. A has-been actor moves on.
Has-Been #2: Painter - "David, you have no taste." These were the words of my High School painting teacher Mrs. Partridge on viewing my latest Frank Stella imitation. But later at the gallery exhibition I heard people interpreting all sorts of things in my paintings that I certainly had not intended. Good things. The lesson here is that everyone sees something different, so just keep on painting and wait for the people who like your stuff to buy it. Truth was, I was a terrible painter, in the classical sense, but knew my sensibilities would be perfect for the burgeoning field of graphic design. The has-been painter moves along.
Has-Been #3: Student - My first project for the graphic design program at Southern Illinois University drew the attention of Mr. Mahieu, our notoriously persnickety typography teacher, in the comment, "For the first time in my career one student has scored 100% on his first assignment. Mr. Carlson, would you please stand up." That pretty much ended my career there. Everyone immediately hated me and wanted nothing more than for me to fall off the face of the earth and die. I was later nominated for the department award, did not recieve it, and went on to be the only student ever from the program to work for two top ten agencies. The has-been student goes to work.
Has-Been #4: Employee - Over the next 17 years I would work for 6 different advertising agencies with a birth and death and rebirth cycle to each transition. With one, I declined a 30% raise to pursue something that offered more freedom. At another I declined a similar raise and a VP title to pursue the same. I was fired from two and got unbelievably better positions after each. And at the last, I just flat quit. "Dave, you've been with us for eight years and you don't seem to be fitting into the family", said Bud Ujhelyi at the Leo Burnett company in Chicago. I'm quite sure he meant that I had missed some important ass to kiss but honestly, the place was churning senior management so quickly that by the time you kissed any ass it was no sooner being booted out the door. Fucking pointless, so I did very little of that. My last day came on July 4th, 1996 with a more than rude fax in Korea from the home office calling me home because of financial reasons. Independence day. And the has-been employee becomes the President.
Has-Been #5: President/CEO - The formation of CarlsonCreative in Seoul was a whole lot more emotion than logic, but in the end was supported by sensible finance, good business sense and superior work. We chased the big agencies in town like rats to the sewer and managed to place work in international award shows along with making our bucks. At our apex, people were just fucking scared of us. Learning that international events like SARS and 9/11 along with the resulting finacial contractions were well beyond my grasp was not an easy lesson for me. I fought it until I had spent every last dime we had. Would getting out earlier had been a better idea? I remember at the time that we had thirty grand left and saying "Who wants to go back to the US with 30 grand in his pocket? You'll just be a dog people can kick around". To this day, I'm glad I stayed and fought. At least I got to spend the money at my own company. The has-been President/CEO moves into the unemployment line.
Has-Been #6: Teacher - For all of the teachers who set that out as their goal and love to teach, I salute you. For all those doing it because you can't find work or success in your chosen field I say, get the fuck out of the education business and pursue your dreams - I certainly have pursued mine and it's been a mix of catching those dreams along with the emotional and financial viruses that accompany them. Currently I'm teaching and taking in the odd marketing consulting job when it comes along, but I'm much better suited to something other than teaching and it's just not where I plan to spend the rest of my working life. I need to be a has-been teacher and move on, once again.

I can't imagine ever saying to anyone that they are a has-been. Should I meet an actor, an artist, a musician, a pop-star, a mathemetitian, a business person or anyone (and I've met quite a few of the above) who has enjoyed any modicum of success at any time in their carreer, I would say, "good for you". I would respect them and know that they played at the top of their game for as long as their game would have them. I can't see that calling someone a has-been serves much more purpose than maybe making a never-been feel better. Can you imagine two has-beens in a bar insulting each other? That's a damn funny movie scene.

I'm going to stick with the writing for now. Then, when I finish with that, I can be a has-been human, cause I has-been a lot of things in my life but never dead!



Saturday, November 8, 2008

The Language Barrier : The Asian Business Conundrum - Your best speakers are not always your best employees


I first heard this from David Miller, outgoing managing director of Leo Burnett Korea as I was coming in to the country as a managing partner with our office there.

"Your best speakers are not always your best employees", he said and went on to explain that as a new foreign manager that I would have an immediate withdrawal
reflex and lean immediately on those who could speak English, bypassing a whole building full of people who could possibly solve my problem. And he could not have been more right. Foreign companies are absolutely classic at populating meetings full of elegant orientals who can certainly talk a good game, but are miserably inept at managing anything when the job gets back to the shop. And this can happen in two ways:

1) They are Asian of national descent but were raised overseas. In Korea they are "Kyopo". In Vietnam they are "Viet Kieu". And while western managers are just fabulously happy to have people like this on the ground, the locals can many times resent them because they didn't grow up in country, don't really know the culture, and talk funny. Additionally, can be perceived by the locals that the imports are
getting a better deal than those who have fought for their country and don't deserve it - so they often have great difficulty getting anything done inside their native culture.

2) They are miserable managers. And therein lies a huge problem in Asian education, western hiring practices and any sort of management whatsoever here. The preference for excellent English over excellent thinking. Has anyone noticed that Putin never speaks English at a summit? Or that any other number of foreign leaders from everywhere from France to Argentina don't either, yet run perfectly solid countries with minimal crap over time - yet many African leaders with Indian and Pakistani ones thrown in, speak perfect English but have box-of-rocks countries that are rife with problems.

Back in the US you see it in a way that is almost comical, but common. At Leo Burnett we had an ac
count manager named Bob Chen, who was of Chinese American descent, and had been put in charge of the Nintendo account, a one hundred year old Japanese company. No one seemed to be worried that the histories of Japan and China at war over thousands of years could be an issue but the decision was much more simple than that. In a 50 storey building with 2300 employees, we didn't have any Japanese. Rumour was that management was running around the office looking for "yellow people" before the pitch and Bob was what they could find. Close enough, right? Bob worked hard but he didn't really understand the business and certainly didn't know fuck all about Japanese management. There was another instance, in which Sony had expressed a preference for German design in it's ads - you know, real clean, spare, cold stuff, so a German designer was shipped in. What a nice guy, but the entire account staff just regarded him as an alien. America has just been fabulously insular forever whilst claiming to be a "melting pot" but that's been largely crap. Happenings this week are the first hope I've seen. Ever.

But the problem has now reversed itself for me. It's the local companies who plant good English speakers in front positions and then direct with old men and an opium pipe from the back room. Whenever I walk into a meeting and meet a room full of perfect English speakers, I am immediately suspicious. Not a one of them is a decision maker. They're props. Actors, TV talents. And the sooner indigenous and foreign companies alike realize this, the further they will come towards getting a great group of different people working together. Not myself or a one of us is going to be able to erase this prejudice, but as managers we can recognize it and take real big extra care to include everyone in the projects. I leave you with two examples from my initial assignment in Korea.

From Wild Wild East:

Jinook Kim was our motorbike delivery man at Leo Burnett. He was also a TV producer, but as the low cub on the totem pole, was stuck with delivering tapes, first to the censors, then to the TV stations at god-awful hours in the morning. But Jinook's boss was such a complete bum, that had acquired such an earned disdain from me that I came to rely on Jinook for anything of importance. His boss, a Mr. Park, had been trained at Columbia College in Chicago, arguably the top broadcast school in the city, and it was obvious that during his time in Chicago, he had done nothing but take the train from Korea-town, attend class, and go back to Korea-town and drink beer with his buddies at the end of the day. He could speak English but was creatively worthless, had never been to the Art Institute, a Sox or Cubs game and didn't even know who Al Capone was (I'm serious).

Jinook, conversely, couldn't speak a lick of English but spent his entire day in the office, while waiting to do his evening editing and deliveries watching videos. Hundreds of videos. I called him Tarantino, (he had no idea what that meant) because Quentin Tarantino taught himself to write and direct films by working in a video shop. Jinook had gone to a crappy trade school and was treated like dirt by the other Koreans. He was also paid less than even a secretary and was my lowest paid staff.

Over time I came to realize than Jinook's talents lie not just in his technical and creative ability, but in his negotiating skills in getting persnickety censors to approve stuff at 4am.

One day we had a huge issue with a Reebok commercial. The censors had rejected it because it featured Shaquille O'Neal having his head shaved to reveal a Reebok logo on the back of his head at the end. Harmless. But the censors had called head shaving "degregating to the human spirit" and refused to put it on air. We, of course, had just received the film from the US and put a Korean voice over on it.

Arriving the next morning, I was apprised of the situation and informed by Jinook that he had already created a solution. Remember, Jinook could speak no English to me aside from things, like video, movie and Speilberg.

He showed me the revised cut and my jaw dropped. It was fucking brilliant. "How, how, how", I said, "did you think of that?", I asked him. "Because, I know your mind", he said, "I know your mind".

Jinook had simply re-cut the commercial, using the same voice over to run the entire film in reverse, beginning with Shaq and a Reebok logo on his head, and ending with a happy Shaq and a full head of hair. Crisis averted. Censors appeased.

My second story comes from the same company and a different employee, a writer.

Ms. Lim, was regarded as our top writer and had a well earned reputation for churning out mildly humourous and engaging radio commercials for BMG music on artists as scintillating as Whitney Houston and Bobby Brown, and we know where they are now don't we.

All writers and artists had their copy and ideas approved through me and it was usually done with Mrs. Woo, our department mom and creative director, providing the translation.

I reviewed the script and made a comment about changing the joke at the end and what I got what an obviously incensed Ms. Lim. "You no speak Korean", she belted, "You no read Korean. You no!", and she stormed out. As was sometimes the case, I just suspected that this issue world be referred to the president and he would over ride me, so I didn't loose much sleep over these cultural flairups.

The next morning I arrived in my office to find a wide ribbon of beautiful rice paper rolled and tied with a bow on my desk. I grabbed my coffee and sat down to open it. As I stretched it out, it was written with a simple black pen but in a penmanship that was elegantly Ms. Lim.

I am paraphrasing here and imitating her dialect but this is the general gist:

Dear David;

When you come here, I no have confidence for you.
You not Korean. You no speak Korean.
How know you Korean writing?
I mad to managers about give us you.
But last night, I thought about your idea,
and it is good one.

Thank you,

Ms. Lim

Ms. Lim and Jinook ended up on a film trip to Chicago later that year to make a television commercial for Kelloggs. We ate at at all sorts of restaurants, they visited my house, met my wife and generally had the time of their lives. They were the first Korean staff to have ever worked outside Korea. On the shoot, we had big, 10" plastic cornflakes so that we could shoot high speed film and get proper definition on the "milk spash" shot. Jinook wanted to take one home but we had to say no. Trade secret stuff. Koreans can copy anything, even plastic cornflakes. Jinook's salary was appropriately raised from $12,000 a year to $18,000 by the end of my tenure.

Jinook ended up being one of the city's top commercial directors, working for the best production company in Korea and may even have his own company now. Ms. Lim became the principal freelance writer for my company, CarlsonCreative, and enjoyed a stellar career as an advertising writer. Both of them learned to speak impeccable English.


And there is the moral in this story: Infuse your employees with passion for their discipline, reward them and let the benefits come back to you. The English will come as they want it to come, if you inspire and support them.


For more on Creativity, Education and the like, check below:

"Do Our Schools Kill Creativity?" - Sir Ken Robinson
Brand Marketing and Staff Training in Vietnam
2009 Marketing Predictions
The Language Barrier - An Asian Business Conundrum





The Wild Wild East Dailies


D a v i d E v e r i t t - C a r l s o n
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