Graham Fink - Everything you'd expect, and then some.

On Wednesday Phil and I hopped over to see Graham Fink at M&C Saatchi. Now I wouldn't go into such detail usually but this is a critique that was in some ways different to what we'd previously experienced so it deserved a longer post. 

Okay, so we've heard the rumours, stories and acts of outright lunacy that he often plays on Juniors, the old snake on the bridge for one, but as much as these stories put a lot of people off from going to see him, through fear if anything - it intrigued us to go see him. At the very least our aim was to find out what he was looking for. If it wasn't us then we knew what we could do about it. Coming out with anything other than "...so what do you want to be when you grow up? or have you thought about getting a crazy haircut?" would be a small victory.

After waiting in M&C's lobby for just over an hour (which we accurately predicted, in fact I believe we placed bets on how long he would keep us - or what random act of creativity he would place upon us) - we got the call up to his office. Where we had another fun 15 minute wait outside his office, we accepted this was all part of the process from the outset, and well, if Graham was willing to take the time to see us then we'd have waited as long as we had to. 

Waiting times are great, contrary to what some other people might say, it gives you time to chill out, relax, brush up on the days tabloids and broadsheets - all of which are a luxury compared to the wonders of the London Lite & The London Paper (of which I read both) and get rid of those arrival nerves.

So anyway, the office was kind of how we imagined his office would be, a wall full of books, annuals, all kinds of literature which in comparison made my mini collection feel quite small. A custom fitted door, with all the antique frills. A relatively small desk - I guess he likes to work on the floor? ...And a quite pretentious, although probably extremely comfortable, ergonomic office chair (ripped of course - for that well used trendy chic look). (No pictures though - this is all in my head).

After a short chat about who we are and what we've been up to - as you do, we were down to the book (on the floor - by far the easiest way of viewing a portfolio, or any work for that matter). Our 3-D portfolio concept, a little stunt that we've recently taken to doing with our 'folio was positive (see next post). I believe the words were, "Well this is different... haven't seen this before", which we took to be an underhanded compliment. But more about the logistics of that later. 

He flicked through the book, stopping for the odd initial bit of advice. Before jumping back to the front. After offering feedback respectively on our first few campaigns, he shared some pearls of wisdom. 1. Do you read Dave Trott's blog? Now, Phil and I check it every now and again, and knowing that Graham Fink is a child prodigy of Dave Trott. It's easy to see what he likes. Cold Hard Facts. A long old chat on the Binary brief - (this again, can all be found in the link above), shed some light on a few things. The bare essentials of it was that you have to be more than just creative.

2. Getting a 'good' job in advertising is tough - Fink mentioned he attended 127 interviews before he landed his first job (which, correct me if I'm wrong, was CDP) that's a hell of a record, but it obviously paid off, so his standards are astronomical, the benefit of it is though if he likes your work it has got to be pretty good. He didn't say the last bit in so many words, but I think he implied it. 

On the whole our ideas, and ads were 'fun' - another word we didn't think Fink would use - but the initial truths, the core strategies should have been better. Binary Binary Binary. Therefore the ads sucked in relation to their potential. Research Research Research. Basically only when you are the market leader can you do brand growth (Coca-cola - Cadbury's etc).

We were promised that if Graham could sell our one off for the TFL/ London Aquarium he'd at least credit us. Thanks. ha ha. Here's a shot. (Whether he actually intends to mention to the TFL or not it is still appealing to our curious minds).

The old 'USP' is a big favourite of his, pick products not brands, they are easier to find a USP. Now this contradictory to what we've heard elsewhere as you'd expect if you've been to more than one crit, the advice is usually Brands - lacking a obvious USP, find something to say that you can make your own - this happens a lot with confectionary brands. 

An hour and 15 minutes after taking all this in and a well informed critique of our work, I had to say, he lived up to his reputation. (An hour and 15 minutes from anyone at that level is a lesson well worth the wait). We'll be heading back shortly with a revamp and hopefully we'll make an impression.

Mike.