Will Humphrey

@willhumphrey.bsky.social

Marketing Strategy bod in Consultancy. Ex Advertising/Comms person. APG tutor. Stoke fan/music lover/punner/husband/father. My views don't represent my employer's.

My God, the plastic media Citeh fans are out in force at the Guardian. I remember when the side was crap; we both went down to League 1/Div 2 together. Not sure proper fans will have any issue ‘knowing how to feel’. I know how I’d feel. Like it was all a strange fever dream.

Commuters! Laptop warriors! People who have to travel with a rucksack for more than 90m! My rucksack (Stubble, so so quality) is dying/would not buy again. What should I get to replace it? Points for good straps.

All primary school: 1) Our head teacher brandishing a toilet seat to encourage more hygenic toilet use. 2) Someone fainted (standard). 3) Our class being forced to perform a environmental 'dance' to 'Heal the World' by Michael Jackson. I made an excellent tree.

Andrew Male@andrewmale.bsky.social · 4d ago

Bizarre things that happened in your assembly: A neighbour of one of the teachers gave us a five-minute lecture about kwashiorkor which involved him reciting a list of his favourite words (yes, ‘kwashiorkor’ was one of them). Included the unforgettable phrase, “Diarrhoea, another beautiful word.”

I don't want to go on the jabs, I don't want to outsource my thinking to AI, I don't want AI recommendations, I don't want endless franchise reboots. Yes, I am having a grumpy middle aged man morning, why do you ask?

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So, i've had my wisdom teeth out. Fine at the time, ate quite a bit of icecream. What they didn't adequately warn about was the days with a dull, annoying ache in the jaw. Feels like someone's been punching me in the face overnight.

The internet’s ads are convinced I’m either trying to regrow hair (nul points), lose weight (nul points) or play golf (si). I’m a middle aged man based in Surrey. One out of three ain’t bad, as Meatloaf almost sang.

What this should read is 'We needed a paycheck, so we changed industry'. Also, as someone who did this, terrifyingly, 16 years ago, PR is not any less snooty than advertising. Just much less direct.

A screengrab from Campaign, the 'famous' advertising trade rag.

The headline reads 'Advertising was a bit snooty' - what's it like going from adland to PR?

<deep breath> WHAT BUSINESS LEADERS OR CELEBRITIES SAY TO THE MARKET OR JOURNALISTS IS SIGNALLING, PEOPLE. SIGNALLING DESIGNED TO BOOST THE SHARE PRICE / THEIR OWN POSITION. LOOK AT WHAT THEY STAND TO BENEFIT FROM. THIS STUFF ISN'T HARD; IT JUST NEEDS A MODICUM OF CRITICAL THINKING. <exhale>

I really need journalists to learn that every time OpenAI or Anthropic or xAI says that their model has broken containment and could destroy humanity that it’s a marketing pitch by companies running out of cash with high overheads and no profitable business model wanting more investment.

I sometimes think marketing is doomed to forever rediscover the same principles from the 1960s. Bright young people come in Discover principles Trumpet them Get disillusioned, don't pass them on Rinse and repeat.

'Fandoms' and 'tribes' are classic marketing hyperbole. For most people, whatever it is is a hobby. That better reflects how people interact with things. Yes, there's always some obsessive fans, but they are the 0.5%, not the mass. As a discipline, marketing loves to pander to the edge case.