Blast from the past...

I was getting ready to go out with a group of my closest friends the other weekend. Amongst the fluster of clothes, make-up sprawled over every available surface of the room, fake tan smothered skin and heating straighteners, the air suddenly filled with the amazing smell of CK One. I was instantly transported back to 2002, to a family holiday on the Greek island of Kos. I could picture where I was, what I was wearing, I could feel the golden sunshine on my skin, hear the waves lapping along the shore and the laughter that filled the air. I felt once again the overwhelming feeling of happiness I had felt on that holiday, all those years ago.

I came back to reality just as quickly as I had left. In such a small fraction of time I had been transported to what I thought had been a distant memory, all because of a smell that I had unconsciously associated with that holiday. I was astonished at how this perfume had been so powerful at playing with and affecting my mind.

It emphasised for me how influenced we are by our surroundings; how our senses are able to interact with out conscious and unconscious minds on levels we cannot always anticipate. I could not help but link this to today's media industry, specifically the control that advertising can have on its audience. Whether by using a song, a picture, a celebrity or a colour (but to name a few examples) in a similar way to the perfume I smelt that day, these factors can deliberately become powerful tools of emotional stimulation, and when used really well, can make an advert one that can never be forgotten.

Just a media stat?

I love the fact that in our business so many of us are so preoccupied with the cement in our programming schedules – the ads, the buffers, the bits that break up our favourite programmes….but it would appear (to me anyway) there’s less talk surrounding the programmes themselves.

When a juicy TV brief goes into the creative department, I doubt very much they’ll be considering where and when it will appear, and how many channels they'll need to flick through to find it.

This of course, is the role of the media planner. But as I was sitting there a couple of nights ago (obviously having lost all mobility and sense of taste) watching the phenomena that is ‘Dating in the Dark’ with my more than fascinated better half, I recoiled in horror by how many brands would want to be associated with such utter trash, We know the role of media, and the basics of 'match the brand with your likely watching audience = success’, but it made me question what I consume, like or would even consider consuming. Or does the media planner know better than me?

With Lucy keenly awaiting the look of horror, delight or preferably nausea when the lights flicked on to reveal one half of the couple, I was waiting to see who would feature in the ad break. The new Toyota Hybrid, Nivea for men, Pimms, Panadol and clothing for size 12-32 women. Broadly speaking I’d consider all but 1 of these brands, but have always felt a bit uneasy about cars whose brakes fail all too frequently.

It is of course that the sheer proliferation of channels and the need to hit your ratings means you'll be seen as volume vs. silver bullet advertisers certainly on TV.

Maybe the planner does know best after all. Maybe I should take the latest TGI figures to bed and maybe if I do I’ll be able to actually buy something that L will really like for Christmas this year….

I love my manager

I was in a yoga relaxation class last night where we were instructed to empty our mind and then think of one person in our life who has made the difference.

If I asked you to guess who came to mind I would assume you’d answer, “your mum, boyfriend, best friend maybe?” You would be wrong. The person I thought of was my Creative Director. It made me think.

From day one I have felt inspired, motivated, supported and cared for, and most importantly I have been given the freedom to be myself, which has had a massive impact on the work I do. I feel I’m flourishing and I know it will continue because of his management style.

Don’t get me wrong; it’s not always a bed of roses. We debate, challenge each other and often throw the odd paper ball at each other when really annoyed, but I love it. I love the bad days as much as the good ones because there’s a mutual respect and understanding.

This relationship has educated me in so many ways that I hope to make a difference to someone’s life in my career.

Finding the right tone of voice!

Yes I am another one of Transport Police’s criminals that has been rightfully fined and ridiculed for not having bought a £1.70 ticket!

I know that if I do not have a ticket then I should be fined. I know…that embarrassing you in front of as many people as possible will make you think twice about doing the crime again! I know…that having several Transport Police standing around you as though you are Britain’s Most Wanted will achieve the objective of making you feel ashamed and guilty. Knowing and appreciating all this I still resent the tone of voice they use. I had already held my hands up and said, “I’m sorry I didn’t get a ticket as the train was on the platform when I arrived”. However they still have to use the tone of voice that makes you feel as though you should hold your hands out in front waiting for the cuffs!

I find it funny and fascinating how we, the public, rant and rave about getting fines but we are the ones to create the situation for the fine in the first place. We don’t like to be told we have done something wrong in a public manor, a name and shame tactic if you like. But the objectives are achieved and done so effectively. The tone of voice annoys me but it’s meant to! I can say that the embarrassment and annoyance means I will not be doing that again in a hurry!

This winning combination is so effective and shows how using the right tone of voice in the right environment will find your audience and make them listen. We wouldn’t look over our shoulder when you get a parking ticket if we didn’t care who saw!

Finding the right tone of voice and the right environment is a winning combination.

Risk brings reward or Mimi rides her bike without stabilisers

My husband is having a week off from the relentlessness of the city, opting instead for a week of relentlessness with our children. I am seeking solace in the office.

Written in the Daddy rule book is the need when your child reaches a certain age to get out your tool box, rediscover the spanner (my husband top Daddy and financier though he may be won’t be putting handy andy out of a job any time soon), remove the stabiliers from your offspring’s bike (garish slightly rusty from being left out in the rain Disney princess version for the record) and send your precious wobbly child on her way. It’s a rite of passage.

If you love something, let it go. If it comes back it’s yours if they don’t they’ve probably fallen off their bike around the big tree in the middle of the park into a pile of dog poo (You may think I jest but I have actually seen it happen)

When I came home from work both mimi and husb were delighted with the day's achievements prompting an exciting should-be-bathtime-but-what-the-hell impromptu trip down the park for a full demonstration of the new skill she had obtained during the day.

As she wibbled and wobbled her way proudly round the bike track, biting her lip in concentration as she went and turning and beaming at me each time she stopped. It made me think about how much pleasure she had got from the risk she has taken. She’d gone way outside her comfort zone, but the pleasure she was getting far outweighed the initial risk. In business too, it is often through risk, getting outside your comfort zone and doing something that scares you that the greatest achievements are felt.

I think we should all try harder to go stuff that scares us at work. Risk really does bring reward.

Car stickers media

Who are these mad sad people that are readily advertising and admitting to possessing inferior goods, and do they really think in their wildest dreams that passers-by are going to collapse with laughter when they read it?

Even more pathetic was that the car in the picture was a very decent 2-year-old Honda civic in a lovely metallic blue. So the joke is somewhat meaningless. If the car had been a clapped 1974 Vauxhall Viva’s with bald tyres and no bumpers, then I probably would have smiled wryly.

I just don’t know what possesses these people to ridicule themselves so openly to the public, and what gives them the right to assume that they know what sense of humour I have.

In fact, the whole car sticker syndrome leaves me feeling very confused.

Don’t get me wrong, when I see the odd ones that boast proudly that they’re members of the National Trust or the slightly peculiar MG Owners Club, then that’s fine, nothing wrong with that, nothing wrong with a bit of great national pride (but am I really interested?), but when I see ones that proclaim “Lewis Hamilton borrowed my McLaren and won’t give it back”, or ”My brakes are good, how’s your insurance?” my fists start to clench. Do they really think they’re being funny; they’re not even the authors of the joke! (and that reminds me, I don’t like people who tell jokes).

And what’s with the “baby on board’ warning sticker.? What are we supposed to do? Immediately stop our cars, get out and go for leisurely walk just in case we might endanger the baby’s life, (there’s a Tourette’s Syndrome part of me that mischievously wants to drive gently into the back of the stickered car).

I adore creative media, but this is just ridiculous.