Why You Must Co-Create Yourself: Mentally Friendly Director
In this opinion piece, Brian Dargan, strategy director at Mentally Friendly, recounts his journey from digital agency to advertising agency to digital product studio, and why he’s learnt to embrace creative change and “co-create” himself.
I have never really had a plan but I have always had a creed, “Myself I Must Remake” (thank you, WB Yeats) and here I am decades, careers and continents later as strategy director at Mentally Friendly.
Here are some of the reasons (more thoughts than reasons actually), as to why I believe life is actually better and just more more interesting, if you open yourself up to change and creativity, especially with other people.
We’re all gonna die!
As Lenny Bruce so aptly screamed, so you need to ensure you get the most out of your professional journey and change the scenery accordingly because it’s the only ride you are going to get. In fact, the ride itself is really more important than the destination because that terminus is terminal, and ultimately fatal, to both you and your career.
So before that happens, you could see the change in your career as a series of discarded misshapen jumbled objects scattered in the rear view mirror on your own highway of regret, or you could see them as the islands on the archipelago of your career destiny that you charter and conquer through experience and learning, acquiring more knowledge on people, technology, business and change along the way.
You are not alone
Trying to ‘do’ digital in an advertising or marketing agency is akin to joining AA, in the sense that you will only ever succeed in either environments if you agree to surrender yourself to a higher power. In AA’s case, God; in a communication agency’s case, the Creative Idea.
Digital is really only required to serve and flatter (binary jewels encrusted onto an analogue format); it is not necessarily required to innovate or transform. You are the lone engineer tinkering away on an electric car in the artisan factory where beautiful steam powered stallions are still being made.
The world of product design treads a different path and worships a different deity – the team. No one is encouraged to think or walk alone, ideas are best transformed into a product when all stakeholders are engaged as multi-disciplinary-hive-mind across the entire process – co-creating and co-designing their way out of the problem.
No alarms and no surprises
General George S. Patton once said, “If everyone is thinking alike, then somebody isn’t thinking”. He probably wasn’t directly critiquing how agencies structure their process but he might have been.
The idea that an idea needs to be compartmentally assembled and articulated before being shown (or worse, revealed) to the client whose business and customer it’s ultimately for, is a rather outdated, closed and restrictive practice.
There really is no need in the 21st Century for generals barking orders or magicians with “Ta-Da!” moments. Clients are the experts in their business and their customers, and product studios are the experts in working with the client to discover and develop the digital solutions they need.
And these solutions get developed together, clients and studios – upskilling and transferring knowledge via problem solving frameworks and processes, avoiding groupthink and giving voice to lesser heard clients. Because happy teams get results. The world may not be flat but your teams will benefit if they are.
Together alone
Essentially at its core, strategy is all about sacrifice, because for any organisation (or individual) to attain something of greater value, they must give up something of lesser value. And the role of strategy to ensure the reward is the greater of the variables selected.
I have learnt on my journey that strategy is the constant, digital is the variable. This is because it is always accelerating change and empowering connectivity. Embracing that curiosity and understanding can position you as a multi-tasking swiss army blade – useful in environments that are needing to adapt to change, quickly (of which there are ever increasing numbers).
Ultimately you chose, do you want to see your journey as the opportunity to re-develop yourself as part of new product ripe for disrupting the market, or as simply the occasional update to your personal operating system with some new features?
Please login with linkedin to comment
mentally friendlyLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.