I recently gave a speech at the
Watford Graduation for the classes of 2016 and 2017. The graduates are all in agencies like BBH,
VCCP, Blink, AMV, BBC, Channel 4,
Y&R and WK. Here is a precis of the talk:
Adland. Population: Worried. Capital: Average.
Currency: The Dull.
Adland is a complicated land of false trails, mirages and fruitless treks.
So, you are all going to need a guide.
You all need your very own Eagle Owl.
Eagle Owls have the physical skills of an Eagle.
They are focused, precise, powerful and energetic.
And can soar to great heights over the landscapes of Adland.
They are also blessed with the sensory and intuitive skills of an Owl.
In Native American culture, the Eagle is a symbol of truth, the Owl is emblematic with wisdom and intuitive knowledge.
Eagle Owls are often disguised.
They're likely to be experienced.
Although their feathers might be grey they will still be creatively ambitious, have a young heart and a mischievous soul.
They could be a creative director, a strategist or in television production.
They might not even be in Adland.
They could be perched high on a mountain in another creative terrain.
Eagle Owls are becoming increasingly difficult to find.
In Adland, their numbers are declining.
Their habitat is under threat.
Technology hunters, rapacious data harvesting and the open plan fields have created visual blight and noise pollution.
Icy winds of dull blown in from the Eastern coast of political correctness have forced many Eagle Owls to take flight to more interesting lands.
When you do find your Eagle Owl let them guide you.
For they can spot a herd of charlatans grazing in the undergrowth of complex briefs.
They sense the twitch of a nervous client eyebrow and the feint whiff of bullshit.
The Eagle Owl will foretell the distant thunder of angry consumers who will skip your ads.
They can spot the Golden Four Legged Rabbits of Opportunity which live in the undergrowth of confused briefs.
Your Eagle Owl will navigate you past the tempting watering holes like The Losers Arms and The Frog and Failed Creative.
The ground in Adland can be less than firm.
There are hidden quicksands everywhere where great ideas are sucked out of sight never to be seen again.
Your Eagle Owl will make sure every bold step you take is made with confidence.
It will be hard. I can't promise you it will be easy.
Your Eagle Owl will lead you to a steep edifice called Push It Mountain.
And you will look up at Push It Mountain and you'll say, 'Oh Fuck. Do I have to?
It's nearly 9.00pm and I want to get home to watch Love Island.
Eventually, your Eagle Owl will lead your creative spirit to a rarefied atmosphere and whatever you produce won't feel like
advertising.
And you'll say, 'This is fun.'
And your Eagle Owl will say , 'It is fun. And it just happens to be advertising'.
And from the top of Push It Mountain you'll look down on at the geography of Adland and everything will be crystal clear.
And you'll say. 'Thank you.'
And your Eagle Owl will say, 'No worries'.
You're going to have to do it all again tomorrow'.
