Peter J Thomson

How to get a job in advertising

It’s not an easy time for students wanting to figure out how to get a job in advertising. You need to fight hard to get your first job in the creative industries. I recently gave a speech to a group of students from Temple University about creativity in business. The most common questions afterwards were about careers, internships and jobs. It seems that finding a job in advertising is proving even more difficult than ever.

Owned Earned Paid Media — Advertising, Design and PR agencies have traditionally stayed out of each other’s territory. But digital, brand and social media are changing this.

I’ve picked up a few tips over the years on how the industry works and what the best ways to get started are. London has an amazing array of advertising, marketing, communications and public relations agencies. Continue reading How to get a job in advertising

Creativity lessons from Noma Restaurant

Noma is a world-famous restaurant in Copenhagen that is leading charge in creativity and innovation. The experience of eating at Noma really blew my mind. Every detail has been considered. The meal leads you on a journey throughout the Scandanavian wilderness. The idea is to use ‘found’ food that had been foraged from nature. There is a child-like wonder to the Noma restaurant that draws you into the story. The passion of the chefs is infectious and they really are on a mission to change the way that we look at creativity and food. Noma was awarded the best restaurant in the world for a couple of years running and there is a lot that we can learn from them about creativity, innovation and company culture.

Creativity in Business — The Noma laboratory and test kitchens create an impressive space for innovation.

We made a special trip to Copenhagen because a friend had managed to refresh the booking page on their website repeatedly until she got a table. A little like buying tickets to an almost sold-out concert. Just before leaving for Copenhagen, a client in the restaurant trade reminded me that that Autumn in Denmark might be a cold time to be foraging and that perhaps the meal would be a bit light. Luckily, the team at Noma are masters at improvising and the Autumn seasonal meal was a masterpiece.

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Gamestorming Workshop Techniques

Creativity in business matters more than ever before. Luckily, there is a new technique called gamestorming that uses games to encourage creativity in business. The old approaches like workshops, brainstorms, off-sites or hiring a consultant to think for you are no longer enough to create the new ideas that you need. Execution is still vital to bring products to market, but if you don’t have a good idea to start with, then you’re stuffed.

Gamestorming in action — You can use games and play to introduce people, create new ideas and even to prioritise, cull ideas and select the best ones.

I recently gave a presentation on Gamestorming to a group that are advocating for mobile working, digital nomads and creativity called Anywhere Working. The group is facilitated by the team at 33 Digital and David Clare was kind enough to invite me to get involved. I was presenting on behalf of one of the collectives that I’m involved in called Converge+UK. Converge+UK is all about creativity at the intersection of design, business and technology so it was great to share some ideas with the Anywhere Working crew. Rueben Milne had a great take on the ways that creativity can happen in unexpected places and at unexpected times.

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Converge event at the Innovation Warehouse

The second Converge+ event was held at the Innovation Warehouse in October 2012. We had over fifty people attend from a mix of design, business and technology backgrounds. The mash-up of backgrounds made for some great debates and discussions.

Peter Thomson at Converge+UK — Creative abrasion is one of the main themes of Converge+UK.

The Converge+ team are getting better at dressing the room to create a sense of occasion. Our branding is getting so good that we even had a few attendees try and grab the event posters at the end of the night. We’ll be making PDFs of the posters available on the Converge+ website.

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How to write a business book

I have wanted to write a business book ever since I first picked up Tom Peters’ obscure business classic ‘Liberation Management’ as a teenager. I’ve always loved the overlap between business and creativity. Maybe it’s the seductive idea that business (and life) might just be a little bit better if we could get our institutions to act just a little bit more like people.

Tips on writing a business book — It’s important to find a quiet spot to write.

I’ve been working in branding and social media for long enough now to have accumulated some good war stories. I’ve tried out most of the best social media marketing advice and seen what worked (and what didn’t). I’ve known for a while that I had something to say, but I haven’t been quite sure until now that I ‘had a book in me’.

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Pirates of East London

New ideas happen when old ideas collide. But if you’ve ever been to a networking event then you might have noticed that birds of a feather generally flock together.

Get shit done — At the convergence of design, business and technology is where sh+t gets done.

While sitting in an East London cafe, Biotech consultant Tim McCready, entrepreneur Klaus Bravenboer and I bemoaned that business culture in the UK had turned out to be no further ahead in terms of innovation, collaboration and access to capital than our native New Zealand. And in some areas such as Angel Capital and start-up incubators, New Zealand was actually ahead of the UK.

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Brand strategy for startups

Brand strategy is the foundation of all good marketing, advertising and PR. A good brand will help you win customers, raise capital and attract co-founders. You need a minimum viable level of clarity to move fast and adapt your brand as your startup evolves.

Recently I’ve been helping more startups and entrepreneurs with their initial brand creation. What I’ve found is that the challenges that you face starting your own brand are surprisingly similar to the work that I do rebranding multinational companies. A few years back, I put together a new framework for creating a brand strategy. It’s called the Brand Bowtie because it puts together an internal brand architecture pyramid with an external communications pyramid.

A fashion entrepreneur faces many of the same branding challenges as a multinational company.

The elements of a successful brand are a vision, values, attributes, tagline, stories and key messages. The internal brand architecture is your little secret, but it will inform everything that you do. The external communications framework is an external tool that you can pick and mix from to build websites, social media and marketing collateral.

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Searching for the new New Zealand Man with Murray Crane

Murray Crane has built several successful menswear brands and the Crane Brothers business that bears his name is going from strength to strength. I caught up with Murray for a coffee in London during one of his research and buying trips to Milan, Paris, London and New York.

I’ve been thinking a lot recently about how we curate our identities with brands. Menswear is a particularly interesting area of branding because so many men want to entirely avoid the issue of dressing, yet it conveys so much to others and to ourselves. The worst challenge for most modern men is Causal Fridays. As my dear friend Brian Richards says, men are left in limbo on Fridays, unsure of how to dress when deprived of both their jeans and their suit. Although personally, I’ve found that a smart velvet sports coat can cover a multitude of sins.

Murrary Crane Little Brother Social Media — Crane Brothers founder, Murray Crane at Notes Cafe in London.

There is a lot that we can learn from the designers and entrepreneurs who have managed to capture the zeitgeist of menswear while strongly conveying their own take on what is means to be a man. To build a menswear business requires an interesting blend of confidence and inquisitiveness.

Continue reading Searching for the new New Zealand Man with Murray Crane