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 [BLOG HOMEPAGE]  [BLOG INFO] 
Russel Howcroft's Pursuit of Happiness   (10/03/2010)
By Guest Blogger
GPY&R national CEO Russel Howcroft was on the panel of the Intelligence 2 Debate hosted by the SMH in Sydney recently. The panel of six, which also included the Footy Show’s Paul Vautin and psychiatrist Tanveer Ahmed, tackled the proposition “The pursuit of happiness is making us all miserable”. Here’s how Howcroft helped change the minds of many in the audience…..

This is a great chance to debate the very essence of my stock in trade. A chance to ponder what it is one does for a living. To answer a question often asked by my children – does the business daddy is in sell happiness? Indeed does this business make as all sad?

Does advertising, by trying to engage the public with our expensively crafted messages, in fact do the direct opposite. Do we bore people to the point of misery?

Are we making them miserable because they want that 4 Burner BBQ from BBQ’s galore with the warming oven and built-in stubby fridge, but they just can’t fit it into the family budget?

Do we create a happy dream, but a sad reality?

Do we advertisers engage the public with powerful, happy dreams to only bring them crashing back to reality when the remote presses the red button and they take themselves off to bed?

Not at all. I maintain that when they tuck themselves into their Freedom Furniture futon with matching Sleepmaker bedware and turn off their bedside clock with iPod docking station, they are not miserable about having to wait for the 4 burner BBQ, they are in-fact determined. They are energised by the challenge and are looking forward to their next instalment of happiness.

There are of course degrees of Happiness one might pursue. And it is important for this debate that I define the sort of Happiness we want. It’s the very essence of human nature to want to be happy. And I firmly believe the pursuit of it will not make us miserable.

There is the all-out shock and awe quest for Happiness typified by “he who dies with the most toys wins.” This usually results in collateral damage. An American-style– crash through or crash - pursuit for Happiness which will leave some in therapy and does perhaps explain the desire for some in the US to carry semi – automatic weapons.

I am not in favour of this must-have-at-any-cost Happiness. I’m arguing for an Aussie definition.

A she’ll be right, everyone deserves a go, lucky country sort of happiness. A balanced perspective that enables us to enjoy the growth of our Happiness Economy - and the freedom it brings – without having to turn to Dr Phil for mass therapy.

In the adgame we like to personalise brands. We ask really clever questions like ‘if Lexus was a dog, what sort of dog would it be? Or if Wiskas was an actress who would it be?”

So, I used this method to give us all a hand to define the sort of Happiness we are seeking.

I am for a Bob Hawke sort of Happiness. The perfect balance of ‘She’ll be right’ and ‘avago.’

A Happiness that can achieve great things. A generous spirited Happiness, a heart on the sleeve and an eye-on-the-need-for-the-individual-to-steer-their-own-tiller type of Happiness.

A Happiness that allows and encourages material success, and lets you proudly have a piccie taken with a famous new bride and a stubby, in a terry towling robe.

A Bob Hawke economy is of course grouse, a bewty, its bonza, its ace. It’s there for the taking - but only if you want to - because a lifetime in Nimbin, if you’d prefer, is alright too.

We admen are instruments of happiness. Cogs in the happiness machine. The spark and even sometimes the ignition for lots of little doses of happiness.

We admen can bring you 30 seconds of cheer, a DPS of desire, and even these days a website to interact with happiness.

I suspect that if I do this . . . .whistle Maccas . . . it makes none of you instantly miserable.

If I refrain the recent Cadbury endframe from their TV commercials “Cadburyness is Happiness” you might intellectually mock the silliness of it all – but it would not make you unhappy to read such a thing.

The fact that one of the most popular and hugely awarded commercials of recent times – that of a Gorilla playing playing a Phil Collins drum solo – made people laugh out loud happy - And not a square of chocolate in sight – speaks volumes for the power of what we can do. What a wonderful calling to have: to be an instrument of happiness.

To be in an industry that can let millions of coloured balls roll down San Francisco streets with a stunning sound track by Jose Gonzalez is a joyful 60 second watching experience.

This advertisement makes the new buyer of the Sony Bravia happy for sure –with all that wonderful spectrum of colour.

And it makes the shareholders of Sony happy because they are experiencing a return on the ingenuity of some very happy Sony workers because they are rewarded with a sale of their product and they get to work at a wonderfully creative and ingenious workplace. I am struggling to see the misery in all that.

Or when hundreds of men running across a field in orange smocks sing about their beer - every one wins.

Or when butchers are dancing because they are full of vitality – how does that make anyone miserable? And the extra Million sales for Australia Day that Sam Kekovich ignites for lamb certainly keeps the farmers and the butchers anything but miserable (yes, I am aware the mothers of the lambs are the costs associated with this success).

Target tell us to be 100% Happy. “Just be Happy la la la la”. And fair enough too. They have a 100% money back guarantee.

But the ad business is not just about the pursuit of economic happiness. We can create demand for whatever product, service, cause, social issue, social activity, sport, political party, war, peace. Whatever you like. Just brief us, pay us, and you’ll be amazed at what we can do.

We can even create a campaign for misery. Now that’ll sell. 100 Miserable. . . . . . Ka-Ching.

But back to the Four Burner BBQ.

The Happiness Machine, the Happiness Economy relies on aspiration and desire. Aspiration and Desire are key drivers of demand.

And in our economy, demand is everything. Without demand, everything stops. Why did Mr Rudd and Co give us a cheque in the Summer of 2008/9? Because they very wisely knew that if the Happiness economy stops – that’s bound to make us all very miserable indeed.

Russel Howcroft is CEO of George Patterson Y&R and panel captain on ABC's The Gruen Transfer



Permalink | Comments (2)
Russel Howcroft's Pursuit of Happiness   (10/03/2010)
By Guest Blogger
GPY&R national CEO Russel Howcroft was on the panel of the Intelligence 2 Debate hosted by the SMH in Sydney recently. The panel of six, which also included the Footy Show’s Paul Vautin and psychiatrist Tanveer Ahmed, tackled the proposition “The pursuit of happiness is making us all miserable”. Here’s how Howcroft helped change the minds of many in the audience…..

This is a great chance to debate the very essence of my stock in trade. A chance to ponder what it is one does for a living. To answer a question often asked by my children – does the business daddy is in sell happiness? Indeed does this business make as all sad?

Does advertising, by trying to engage the public with our expensively crafted messages, in fact do the direct opposite. Do we bore people to the point of misery?

Are we making them miserable because they want that 4 Burner BBQ from BBQ’s galore with the warming oven and built-in stubby fridge, but they just can’t fit it into the family budget?

Do we create a happy dream, but a sad reality?

Do we advertisers engage the public with powerful, happy dreams to only bring them crashing back to reality when the remote presses the red button and they take themselves off to bed?

Not at all. I maintain that when they tuck themselves into their Freedom Furniture futon with matching Sleepmaker bedware and turn off their bedside clock with iPod docking station, they are not miserable about having to wait for the 4 burner BBQ, they are in-fact determined. They are energised by the challenge and are looking forward to their next instalment of happiness.

There are of course degrees of Happiness one might pursue. And it is important for this debate that I define the sort of Happiness we want. It’s the very essence of human nature to want to be happy. And I firmly believe the pursuit of it will not make us miserable.

There is the all-out shock and awe quest for Happiness typified by “he who dies with the most toys wins.” This usually results in collateral damage. An American-style– crash through or crash - pursuit for Happiness which will leave some in therapy and does perhaps explain the desire for some in the US to carry semi – automatic weapons.

I am not in favour of this must-have-at-any-cost Happiness.

I’m arguing for an Aussie definition.

A she’ll be right, everyone deserves a go, lucky country sort of happiness. A balanced perspective that enables us to enjoy the growth of our Happiness Economy - and the freedom it brings – without having to turn to Dr Phil for mass therapy.

In the adgame we like to personalise brands. We ask really clever questions like ‘if Lexus was a dog, what sort of dog would it be? Or if Wiskas was an actress who would it be?”

So, I used this method to give us all a hand to define the sort of Happiness we are seeking.

I am for a Bob Hawke sort of Happiness. The perfect balance of ‘She’ll be right’ and ‘avago.’

A Happiness that can achieve great things. A generous spirited Happiness, a heart on the sleeve and an eye-on-the-need-for-the-individual-to-steer-their-own-tiller type of Happiness.

A Happiness that allows and encourages material success, and lets you proudly have a piccie taken with a famous new bride and a stubby, in a terry towling robe.

A Bob Hawke economy is of course grouse, a bewty, its bonza, its ace. It’s there for the taking - but only if you want to - because a lifetime in Nimbin, if you’d prefer, is alright too.

We admen are instruments of happiness. Cogs in the happiness machine. The spark and even sometimes the ignition for lots of little doses of happiness.

We admen can bring you 30 seconds of cheer, a DPS of desire, and even these days a website to interact with happiness.

I suspect that if I do this . . . .whistle Maccas . . . it makes none of you instantly miserable.

If I refrain the recent Cadbury endframe from their TV commercials “Cadburyness is Happiness” you might intellectually mock the silliness of it all – but it would not make you unhappy to read such a thing.

The fact that one of the most popular and hugely awarded commercials of recent times – that of a Gorilla playing playing a Phil Collins drum solo – made people laugh out loud happy - And not a square of chocolate in sight – speaks volumes for the power of what we can do. What a wonderful calling to have: to be an instrument of happiness.

To be in an industry that can let millions of coloured balls roll down San Francisco streets with a stunning sound track by Jose Gonzalez is a joyful 60 second watching experience.

This advertisement makes the new buyer of the Sony Bravia happy for sure –with all that wonderful spectrum of colour.

And it makes the shareholders of Sony happy because they are experiencing a return on the ingenuity of some very happy Sony workers because they are rewarded with a sale of their product and they get to work at a wonderfully creative and ingenious workplace. I am struggling to see the misery in all that.

Or when hundreds of men running across a field in orange smocks sing about their beer - every one wins.

Or when butchers are dancing because they are full of vitality – how does that make anyone miserable? And the extra Million sales for Australia Day that Sam Kekovich ignites for lamb certainly keeps the farmers and the butchers anything but miserable (yes, I am aware the mothers of the lambs are the costs associated with this success).

Target tell us to be 100% Happy. “Just be Happy la la la la”

And fair enough too. They have a 100% money back guarantee.

But the ad business is not just about the pursuit of economic happiness. We can create demand for whatever product, service, cause, social issue, social activity, sport, political party, war, peace. Whatever you like. Just brief us, pay us, and you’ll be amazed at what we can do.

We can even create a campaign for misery.

Now that’ll sell. 100% Miserable. . . . . . Ka-Ching.

But back to the Four Burner BBQ.

The Happiness Machine, the Happiness Economy relies on aspiration and desire.

Aspiration and Desire are key drivers of demand.

And in our economy, demand is everything. Without demand, everything stops.

Why did Mr Rudd and Co give us a cheque in the Summer of 2008/9? Because they very wisely knew that if the Happiness economy stops – that’s bound to make us all very miserable indeed.

Russel Howcroft is CEO of George Patterson Y&R and pannel captain on ABC's The Gruen Transfer



Permalink | Comments (0)
B&T FANTASY AGENCIES 2010   (17/02/2010)
By Guest Blogger
Fantasy Agencies: Melbourne V Sydney.

As sports fans gear up for the start of the AFL and NRL seasons, in this week's print edition of B&T we've assembled our own dream (agency) teams. With our heads firmly in the sand over how to pay for this lot, below we've laid out our squads for an agency face-off between Sydney and Melbourne. Who gets the final nod in each position to create the victorious agency? You decide... Just leave us a comment outlining your first-choice team from our squads, or suggest your own fantasy agency based on B&T's full-service structure.

A few disclaimers before you read on. We had fun putting together our Fantasy Agency teams for both Sydney and Melbourne, but it's so tough to call that we were simply unable to accommodate many other brilliant agency folk out there – even when we nominated three prospects for each available space in the line up. The three potential choices per shirt, we hasten to add, are listed in no particular order. And as this is very much a fantasy line up, we’ve also placed a few agency folk in positions that we know they have long left behind. But, like everyone, we’re entitled to dream.

To see the dream teams and to have your say Click here

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By Kevin Johns
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By Tim Burrowes
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By Tim Burrowes
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By Tim Burrowes
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By Tim Burrowes
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By Tim Addington
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By Tim Addington
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By Tim Burrowes
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By Tim Addington
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By Tim Addington
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By Sally Robertson
Permalink | Comments (5)
For the love of books...   (13/04/2006)
By Heather Jacobs
Permalink | Comments (4)
5 Nights in San Fran...thanks to Qantas   (7/04/2006 )
By Camille Alarcon
Permalink | Comments (6)
Life's a pitch   (31/03/2006)
By Heather Jacobs
Permalink | Comments (16)
Bloody ad sparks bloody good spoofs   (24/03/2006)
By Heather Jacobs
Permalink | Comments (4)
A few days at the games   (22/03/2006)
By Tara Hayes
Permalink | Comments (21)
Get a real pastime   (17/03/2006)
By Heather Jacobs
Permalink | Comments (6)
What's yours is mine   (23/02/2006)
By Tony Kelly
Permalink | Comments (95)
A funny thing happened on the way to China   (16/02/2006)
By Tony Kelly
Permalink | Comments (3)
New blogger: Damn I'm getting old   (13/02/2006)
By Heather Jacobs
Permalink | Comments (7)
Because they're different   (9/02/2006 )
By Tony Kelly
Permalink | Comments (5)
Pimp my media habits   (3/02/2006 )
By Tony Kelly
Permalink | Comments (9)
Stop me if you think that you’ve heard this one before   (31/01/2006)
By Tony Kelly
Permalink | Comments (9)
McCarthy would have loved the Internet   (25/01/2006)
By Tony Kelly
Permalink | Comments (10)
Zero plus zero is still zero   (23/01/2006)
By Tony Kelly
Permalink | Comments (105)
Not the apple of my eye   (18/01/2006)
By Tony Kelly
Permalink | Comments (114)
The return of that PriceRitePhoto story   (17/01/2006)
By Tony Kelly
Permalink | Comments (16)
POSTING NUMBER 1 for 2006 - Beware the 2.0 vandals   (16/01/2006)
By Tony Kelly
Permalink | Comments (6)
Predictions, that old chestnut   (21/12/2005)
By Tony Kelly
Permalink | Comments (11)
TV is dead long live broadcast   (15/12/2005)
By Tony Kelly
Permalink | Comments (3)
Would you like fries with that scene?   (7/12/2005 )
By Tony Kelly
Permalink | Comments (55)
If you're not on a donkey it's not a journey   (6/12/2005 )
By Tony Kelly
Permalink | Comments (9)
Another bloody best of show…only better   (5/12/2005 )
By Tony Kelly
Permalink | Comments (3)
Paint me yellow and call me a chicken   (1/12/2005 )
By Tony Kelly
Permalink | Comments (3)
Clean up your own back yard   (29/11/2005)
By Tony Kelly
Permalink | Comments (367)
Getting ads off the cutting room floor   (23/11/2005)
By Tony Kelly
Permalink | Comments (3)
Allow me a little nostalgia for a fond retail experience   (21/11/2005)
By Tony Kelly
Permalink | Comments (1)
Push me but not too far   (18/11/2005)
By Tony Kelly
Permalink | Comments (3)
No punch ups but plenty of biffo   (14/11/2005)
By Tony Kelly
Permalink | Comments (5)
Nip, tuck too much f***   (11/11/2005)
By Tony Kelly
Permalink | Comments (19)
Good morning blandsville   (9/11/2005 )
By Tony Kelly
Permalink | Comments (2)
Going, going, gone   (7/11/2005 )
By Tony Kelly
Permalink | Comments (8)
Creatives get back in your box   (4/11/2005 )
By Tony Kelly
Permalink | Comments (18)
Just a cool down not a turn off   (3/11/2005 )
By Tony Kelly
Permalink | Comments (21)
Farewell Web 2.0 it’s time for Web 0.0   (1/11/2005 )
By Tony Kelly
Permalink | Comments (81)
THWACK, SPLASH, POW!, holy sh*t batman it’s a Euro day out!   (31/10/2005)
By Tony Kelly
Permalink | Comments (7)
If you are reading this I have probably been murdered   (27/10/2005)
By Tony Kelly
Permalink | Comments (9)
iTunes therefore I am   (26/10/2005)
By Tony Kelly
Permalink | Comments (7)
Who’s the biggest loser now?   (25/10/2005)
By Tony Kelly
Permalink | Comments (11)
Don’t be prudish this is the real money shot   (24/10/2005)
By Tony Kelly
Permalink | Comments (880)
You do realize a tunnel can’t be evil…well maybe the one that killed Di   (21/10/2005)
By Tony Kelly
Permalink | Comments (9)
Having the balls to just let go   (20/10/2005)
By Tony Kelly
Permalink | Comments (13)
Get this boy wonder in the R&D department then fire everyone else   (19/10/2005)
By Tony Kelly
Permalink | Comments (13)
Who, what, where, when... and why the hell are we interested in this?   (18/10/2005)
By Tony Kelly
Permalink | Comments (12)
Dig radio it doesn't turn me on   (17/10/2005)
By Tony Kelly
Permalink | Comments (82)
Better cities with bigger ads   (14/10/2005)
By Tony Kelly
Permalink | Comments (17)
Converged or submerged?   (13/10/2005)
By Tony Kelly
Permalink | Comments (88)
What the X? Shoot me if this is for me   (12/10/2005)
By Tony Kelly
Permalink | Comments (2)
A do it yourself life   (11/10/2005)
By Tony Kelly
Permalink | Comments (2)
Garage publishers and why they’re worth millions   (10/10/2005)
By Tony Kelly
Permalink | Comments (166)
Not fraud, a jolly good yarn   (9/10/2005 )
By Tony Kelly
Permalink | Comments (49)
Will scribes kill the TV stars?   (6/10/2005 )
By Tony Kelly
Permalink | Comments (29)
Hey I'm over here stupid!   (5/10/2005 )
By Tony Kelly
Permalink | Comments (2)
What, Graydon worry?   (4/10/2005 )
By Tony Kelly
Permalink | Comments (4)
Friday’s fast and furious ideas   (30/09/2005)
By Tony Kelly
Permalink | Comments (7)
Free wireless, free cars, free iPods, free mags   (29/09/2005)
By Tony Kelly
Permalink | Comments (9)
Doin’ hard Labor   (28/09/2005)
By Tony Kelly
Permalink | Comments (3)
A backlash in my back pocket   (27/09/2005)
By Tony Kelly
Permalink | Comments (5)
50 years too much   (26/09/2005)
By Tony Kelly
Permalink | Comments (5)
Five fast and furious ideas for the real world   (23/09/2005)
By Tony Kelly
Permalink | Comments (18)
Six degrees of separation from a decent idea   (22/09/2005)
By Tony Kelly
Permalink | Comments (11)
An ad that’s already a car crash saves me a job   (21/09/2005)
By Tony Kelly
Permalink | Comments (6)
7 coulda been a contender...   (20/09/2005)
By Tony Kelly
Permalink | Comments (1)
Aisle-ways to hell   (19/09/2005)
By Tony Kelly
Permalink | Comments (9)
Why kids kill and how they'll make a killing tomorrow   (16/09/2005)
By Tony Kelly
Permalink | Comments (3)
Very buy-curious: number 1   (15/09/2005)
By Tony Kelly
Permalink | Comments (79)
Debbie does Fairfax   (14/09/2005)
By Tony Kelly
Permalink | Comments (108)
Innovate? Us? Are you mad?   (13/09/2005)
By Tony Kelly
Permalink | Comments (37)
Fear and loathing on Lantau Island   (12/09/2005)
By Tony Kelly
Permalink | Comments (5)
Podcasting? Is that still around?   (9/09/2005 )
By Tony Kelly
Permalink | Comments (2)
Killing Kazaa, yep that'll save the music industry   (8/09/2005 )
By Tony Kelly
Permalink | Comments (55)
Optus opt-out? You’d be lucky   (7/09/2005 )
By Tony Kelly
Permalink | Comments (11)
Monkey boy kills Google, details at 6   (6/09/2005 )
By Tony Kelly
Permalink | Comments (2)
Lock up your journos here come the Sussex St farmers   (2/09/2005 )
By Tony Kelly
Permalink | Comments (3)
Coke Becks to differ   (1/09/2005 )
By Tony Kelly
Permalink | Comments (3)
Not much bang for your buck in Bangers’ Patpong   (31/08/2005)
By Tony Kelly
Permalink | Comments (85)
A frown in the land of smiles   (29/08/2005)
By Tony Kelly
Permalink | Comments (21)
FCUK you dictionary   (29/08/2005)
By Tony Kelly
Permalink | Comments (3)
Beer, banana chips and the other BB   (26/08/2005)
By Tony Kelly
Permalink | Comments (9)
Google’s talking it up so what’s your plan telcos?   (25/08/2005)
By Tony Kelly
Permalink | Comments (11)
If you want my love you’ve got it   (24/08/2005)
By Tony Kelly
Permalink | Comments (33)
Bid, buy, sell, bitch, get hired, get fired – the new world of classies   (23/08/2005)
By Tony Kelly
Permalink | Comments (442)
There’s life on this Mars   (19/08/2005)
By Tony Kelly
Permalink | Comments (117)
So do you believe me now?   (18/08/2005)
By Tony Kelly
Permalink | Comments (7)
Does big media get new media?   (17/08/2005)
By Tony Kelly
Permalink | Comments (42)
Farewell for another year BB it's been real   (16/08/2005)
By Tony Kelly
Permalink | Comments (10)
When viral becomes a virus   (15/08/2005)
By Tony Kelly
Permalink | Comments (90)
Monster media, cat fish and rivers of cocaine   (11/08/2005)
By Tony Kelly
Permalink | Comments (13)

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