How Now Creative’s Post

My priorities at The Fluid Project Melbourne in order: 1. The team is happy. It’s important that it’s a place my staff want to work and find joy. It’s also a place they can develop and grow. 2. Customers are happy. Why wouldn’t they be though? But seriously, we focus on creating a first class experience. 3. Business strategy. 4. Building my personal brand. 5. Keeping stakeholders happy. 6. Paint cool stuff. 7. Obliterate the competition.

🌍Starting next January, the streets of The Hague will be free from ads promoting plane tickets, cruises, or gas-powered cars. After two years of debate—and plenty of setbacks—the city has implemented a groundbreaking law: a legally binding ban on advertising products that rely on fossil fuels or have a high carbon footprint. Think billboards, bus shelters, and street ads—gone! Why this move? 🌱 Ads promoting fossil fuel industries are said to create *"supposed needs"* in consumers, as highlighted by Uwe Krüger in the *Financial Times*. These aren’t just simple suggestions—they drive up the consumption of high-carbon products. And according to environmental psychology expert Thijs Bouman, this leads to costly public investments to offset the negative impacts of such ads. In other words, we’re paying twice—once for the flights, and again to fix the damage. Imagine trying to promote biking to work, only to have it sandwiched between flashy ads for €120 flights to Puerto Rico. The Hague said enough! They pulled the plane tickets, and honestly, the bike ads are way cooler anyway. 🚴♀️ This decision could be a blueprint for other cities, with Toronto, Sydney, and Liverpool already considering similar moves. It’s a reminder that reshaping our future isn’t just about *what* we promote but *what* we eliminate from our daily visuals. **What would Plato say?** Maybe he’d argue this is The Hague’s way of steering its citizens away from the cave of consumer illusions, helping them see the light of a sustainable future. 🌞 A little radical? Sure. But sometimes, changing the world starts with changing what we see. What do you think of this decision? #BanFossilAds #Climate #Philosophy #Plato #TheHague

Finally making the time to write this; (writing about myself, especially in a professional capacity, is pretty far down the list of things I like to do with my time) It’s been a thrilling flight but my time with Flair Airlines has landed safely at home here in Vancouver. As a Brand Director for an airline I'm incredibly proud of the work we have done. We truly disrupted a very antiquated sector. For a guy who has flown millions of miles around the world it was fascinating to get inside the engine room of the industry and see how complex it is. That said at the end of the day it should be so simple; get people to where they want to go, to do more of what they love, for a price that's affordable to them, and profitable to the business. The #ULCC,(airlines are all acronym everything FYI;) Ultra Low Cast Carrier, model is certainly needed here in Canada and I really hope flair can be the one to prove the pundits wrong. With flair in Canada travelling our vast nation is so much more attainable for everyone. Brand Marketing is such a convoluted space, but again it to should be so simple. Do things that matter to your audience. Working with athletes, artists, and anyone with a dream who needs help chasing it will always be my kind of work. Doing it with a smile on our faces, warmth in our hearts, hugs IRL, and hilarity URL, makes work easy. Shouts to Canada Basketball, Canadian Elite Basketball League, Live Nation Entertainment, Rifflandia Festival, Osheaga, Escapade Music Festival, ÎlESONIQ, Rolling Loud Festival, FVDED In The Park,This Is Blueprint, Makeway, Kaiser & Partners, Inc, Crestview Strategy, UPLAY Canada, North Pole Hoops, Royal Crown School, Fort Erie International Academy, Green Sports Management, 777 Partners, HOOPQUEENS, Split Second Basketball, and all the others who made this flight a great one!

As many of you know, I relocated my corporate role from London to Milan. This weekend I was at home visiting family and as I was on the jubilee line from London Bridge I spotted this advert that I loved. So let’s explore marketing lessons from London’s tube — keeping it simple and smart. 1. Simplicity Sells ↳ Rather than overwhelming the audience with details, Bassetts cuts to the chase, offering a clear solution for health-conscious but time-strapped adults. 2. Relatability Works ↳ Many commuters can relate to feeling overloaded with information. Bassetts’ ad leverages this shared experience to make their product feel essential but effortless. 3. Humour Connects ↳ This advert represents British humour making even the most ordinary products stand out, not every ad needs to be serious to make a serious point. In today’s fast-paced world, brands that can condense their message without losing impact are the ones that stand out. Less is more. Bassetts Vitamins #Marketing #Advertising #BrandStrategy #HealthAndWellness #LondonTube #BassettsVitamins #CommuterLife #SimplicitySells #VitaminSupplements #ConsumerEngagement

I believe creative agencies are awesome, but here's the deal: they work even better when you've got a killer in-house creative team first. You know, the team that gets your brand inside out, knows the clients, and keeps evolving your vibe. Now, here's where some companies miss the plot. They skip building that internal powerhouse and dive straight into agencies. Imagine taking your car for a performance boost, and a month later, it's got a grill instead of a passenger's seat. Why? They found a receipt with two hot dogs, assumed you're a hot dog enthusiast, and built the whole concept around it. Long story short, build up your internal creative crew first, like fine-tuning your car, and then let external agencies spice things up.

It is good to think about the big picture. Whilst travelling in Norway recently, I saw this “sign” on the side of a building in the Bergen Fish Market (Fisketorget). It dates back to a time when literacy rates were much lower than they are today, and merchants used images and effigies in their signage to let people know what they had to sell. As I looked at this effigy, I couldn’t help but to be struck by the simplicity of its message. “We have some fish for you”. There is a risk, in our modern society, that we make our brand promises (if we make them at all) overly complex and too “self-focused” for our customers to understand how we can help them. It shouldn’t be that hard! Make a clear brand promise and keep it. In our work at Literally Brilliant Pty Ltd, we spend a lot of time listening to our clients and their stakeholders. We understand what it is that makes the client’s offering so compelling for their customers and differentiates them from their competition. Then, in the process of articulating that as a brand promise, we simplify. Make your brand promise easy for your customers to understand and make it easy for your team to understand what it is they have to deliver. Visit Bergen Official MeetInNorway - Visit Norway #brandstrategy #branding #strategy #brandpromise #differentiate #literallybrilliant

One industry shapes global public opinion, entertains us and educates every person on Earth with an internet connection. Opportunity in this industry for creatives and investors alike are boundless. Are you in the Know? #media #entertainment #innovation #investing #networking #management https://lnkd.in/er4HCgQb

We're in the news! 🗞️ Arke is making headlines with our latest campaign in partnership with London Gatwick. 🚀 Read about how we're setting the skies abuzz here. 👉 #ArkeAgency #LondonGatwick #MarketingNews #Partnership #NewCampaign #SorryForTheConvenience

At a time when so much media news has been gloomy, it’s great to see the upstart/innovative Parks Channel getting some well-deserved attention in the trade press.  Although the Parks Channel calls itself a channel, it’s far more than that…it’s essentially a single destination for National Park enthusiasts and potential visitors, a place where you can watch videos about different parks, plan your trip, shop for necessary gear, and then launch out on your own adventures. And it’s a destination where people can share their stories, photographs and videos about the parks and related experiences. https://lnkd.in/eAUmhMSF If you’re wondering whether there’s enough interest in a single topic/niche channel, you might feel differently after considering a few numbers: Over 300 million people visit America’s National Parks every year $887 billion is spent on outdoor recreation $40 billion is spent on just economic activity around the parks And if that’s not enough indication of the interest in National Parks, consider this number: 1,400,000,000. That’s the number of hours spent at National Park Service sites in 2023. This month The Parks Channel launched on ROKU – be sure to upload the free APP - and there’s likely to be more rollouts in the coming months. Although the FAST world is cluttered, I’ve long believed that there’s always a place for quality channels…and that, more than anything, consumers want destinations that feature well-curated programs and information they can trust. The Channel has been founded by my former Smithsonian Channel colleagues Chris Hoezl and Charles Poe and the one thing I know for sure is that it will be a quality viewing experience. Let’s hope that it will continue to grow and become a beacon in the non-fiction landscape – it deserves our support.