Category: ideas | 想法 | 생각 | 考える

Ideas were at the at the heart of why I started this blog. One of the first posts that I wrote there being a sweet spot in the complexity of products based on the ideas of Dan Greer. I wrote about the first online election fought by Howard Dean, which now looks like a precursor to the Obama and Trump presidential bids.

I articulated a belief I still have in the benefits of USB thumb drives as the Thumb Drive Gospel. The odd rant about IT, a reflection on the power of loose social networks, thoughts on internet freedom – an idea that that I have come back to touch on numerous times over the years as the online environment has changed.

Many of the ideas that I discussed came from books like Kim and Mauborgne’s Blue Ocean Strategy.

I was able to provide an insider perspective on Brad Garlinghouse’s infamous Peanut Butter-gate debacle. It says a lot about the lack of leadership that Garlinghouse didn’t get fired for what was a power play. Garlinghouse has gone on to become CEO of Ripple.

I built on initial thoughts by Stephen Davies on the intersection between online and public relations with a particular focus on definition to try and come up with unifying ideas.

Or why thought leadership is a less useful idea than demonstrating authority of a particular subject.

I touched on various retailing ideas including the massive expansion in private label products with grades of ‘premiumness’.

I’ve also spent a good deal of time thinking about the role of technology to separate us from the hoi polloi. But this was about active choice rather than an algorithmic filter bubble.

 

  • 2025 NSS (national security strategy)

    I read the 2025 US National Security Strategy (NSS) so you don’t have to when it came out at the end of November 2025. What’s interesting about these NSS documents is that they set a tone that will be difficult to turn around over the next five to ten years.

    2025-National-Security-Strategy

    I have taken the document at face value as it mirrors many of the talking points of US politicians. I have looked at the document through three lens:

    • Ireland
    • European Union
    • UK

    (I live in the UK, I am an Irish citizen and Ireland is part of the European Union).

    Some of its key European diagnostics are accurate (but could be also said of the US):

    • Declining birth rates
    • Uncontrolled migration (the authors consider African and muslim migrants to Europe particularly problematic)
    • Economic stagnation (the US is in a similar place outside of the top performers of the NASDAQ)
    • Deindustrialisation (again a problem that is repeated in the US)

    The recently released NSS from the Trump administration represents a an end to an American-led west. It replaces “collective security” with ‘transactional realism’ and targets the European Union’s current political trajectory as a ‘civilisational realignment’. By comparison Russia makes little to no appearance in the document and China is considered mostly in terms of economic power rivalry. 

    While the US has declared victory in major conflicts via aggressive unilateralism, it now seeks to  dismantle “globalist” structures. For Ireland, the UK, and the EU, all are now facing challenges from the US as well as Russia, China and Iran.

    European impact

    The NSS outlines four pillars that directly impact transatlantic relationships:

    • The US views NATO as a burden-sharing network, not a permanent umbrella, and explicitly threatens to withhold support from “free-riders”.
    • “Reindustrialization” is the highest priority. The US will use tariffs to force supply chains home. it considers net zero efforts as an economic suicide act.
    • The US will bypass EU institutions to cultivate relationships with rightwing populist parties. It views Western Europe’s current migration and social policies as “civilizational erasure”.
    • A re-assertion of the Monroe Doctrine. The US claims total dominance over the Western Hemisphere and warns European powers against interfering there.

    Impact & Mitigation Strategies

    🇮🇪 For Ireland

    • The NSS explicitly mentions a “sentimental attachment” to Ireland. Dublin must ruthlessly exploit this cultural link to secure exemptions from new tariffs, bypassing Brussels where necessary.
    • Reframe Ireland not as an offshore tax hub, but as a ‘secure node’ in the American supply chain. Emphasise that Irish pharma is safer than Asian alternatives and relies on highly-skilled professionals.
    • Ireland’s military neutrality is a liability in this document. it isn’t in a defence agreement with the US and he country can’t meet the 5% spending target that the US expects of ‘allies’. Instead, it must heavily invest in cybersecurity and transatlantic cable protection, framing this as its contribution to “collective security” without violating neutrality.
    • Ireland needs to plan, which would take longer to execute; to have a version of Singapore’s poison pill or pufferfish defence strategy. But this would be adapted for Ireland’s own context and needs in order to maintain its neutrality and sovereignty. 

    🇬🇧 For the United Kingdom

    The US questions whether demographic changes in the UK will make it an ally in the future. However, the UK is better positioned than the EU to pivot.

    • The NSS seeks “fair, reciprocal trade deals”. The UK should prioritise a bilateral Free Trade Agreement, offering alignment on US export controls (especially regarding China) in exchange for market access.
    • The UK cannot afford 5% GDP on defence immediately, but it can get closer than the EU. An option would be to position itself as the “unsinkable aircraft carrier” and the primary partner for the US “Golden Dome” missile defence project, solidifying the special relationship through technology transfer rather than just troop numbers.
    • The US Administration hates “regulatory suffocation”. The UK can aggressively deregulate its financial and tech sectors to mirror the US model, making it the preferred “docking station” for US capital in Europe.
    • Longer term the UK needs to de-risk critical parts of its economy from the US, and work with other European nations to think about what it would do to have a successful a non-US NATO if the NSS document goes to its natural conclusion.

    🇪🇺 For the European Union

    The Threat: The document is openly hostile to the EU project, viewing it as a mechanism that “undermines political liberty”. It seeks to encourage internal dissent by supporting right wing populist “patriotic parties”. The 5% defense target is designed to break the current European social contract model.

    • The 5% demand is likely a negotiating tactic to force 3% or 3.5%. The EU must immediately announce a massive, coordinated purchase of American military hardware at least in the short term, (while investing in European, friend-shored (Australian, Canadian, Korean, Japanese, Singaporean and Turkish) substitutive systems in the longer term.) The short term move buys tactical goodwill and addresses the immediate capability gap.
    • The US priority is winning the economic war with China. The EU has some leverage if it aligns 100% with US export controls and sanctions on Beijing. Brussels must trade access to the Chinese market for security guarantees from Washington in the short term.
    • The NSS attacks Europe’s “radical gender ideology” and “Net Zero” focus. (The origins of these beliefs are actually American in nature, a nuance the NSS authors fail to appreciate). To maintain relations, the EU Commission may need to de-politicise trade talks in the short-term, with a view to de-risking in the longer term. The short term trade focus purely on transactional economics and dropping social/climate conditionality in dealings with the US.

    Summary

    The 2025 NSS is a US roadmap for a post-European world.

    • Don’t appeal to “shared values” or “international law.” The NSS explicitly rejects “idealistic” foreign policy.
    • Offer concrete, transactional benefits: secure supply chains, purchase orders for US weapons, and alignment against China.
    • Move towards a European and friend-shored defence procurement and sustainment over the longer term, as the US may no longer be the arsenal of democracy in the future, if you take the NSS at face value. 
    • Plan to replace specialist US systems over time as access and replenishment may diminish and have processes to takeover NATO governance in the absence of American leadership.

    You can find the US National Security Strategy here.

  • Mico + more things

    Mico – A vibrant new way to talk with Copilot | Product Hunt – Strategy wise I have mixed feelings about it. People are already anthropomorphising LLMs and the full impact of that is still yet to be understood – I don’t think its universally good. However, we’ve already got there with Mico as a character. I imagine that fluent objects like Mico does make services stickier.

    In this respect Mico looks like the kind of moral trap Meta, Bytedance have fallen into on their social media platforms.

    Then there is the Clippy trauma now encapsulated as a drop of fleum – but that’s age bracketed so likely means nothing to younger cohorts.

    On the other hand from a marketing effectiveness perspective, if Microsoft use Mico in brand advertising it might work well as a fluent object and boost their brand building performance. Reminded me a lot of British Gas’ Willo the Wisp character.

    Business

    The Pulse: Amazon layoffs – AI or economy to blame? – The Pragmatic Engineer

    China

    A Proud Superpower Answers to No One – by Ryan Fedasiuk – interesting mix of inward-looking and hubris.

    The Loop: How American Profits Built Chinese Power

    Consumer behaviour

    Everyone is totally just winging it, all the time | Psychology | The Guardian

    The Lonely New Vices of American Life – The Atlantic – Booze is down and weed is up, and that’s doing something to Americans as a nation.

    Culture

    Keep the Faith: Inside the modern northern soul revival | Farout magazine – I remember going to Northern Soul nights at the 100 Club on Oxford Street several years ago. Like house, it never disappeared it just went underground.

    Finance

    Sam Altman says OpenAI is not ‘trying to become too big to fail’ | FT and Sam Altman’s pants are totally on fire – by Gary Marcus

    FMCG

    Huggies maker Kimberly-Clark to buy Tylenol maker Kenvue for $40 billion | Axios

    Gadgets

    Moflin | CASIO – an LLM-powered answer to the Furby of the dot com era

    Hong Kong

    Hong Kong’s slumping commercial property market lures savvy tycoon-linked buyer | South China Morning Post – Savvy investors, including a buyer of a floor at Opus in Mid-Levels who is connected to the family of a Cambodian Chinese tycoon, are pouncing on Hong Kong’s slumping commercial property market to snap up bargains.

    The 12th floor of 18 On Lan Street, a Ginza-style commercial building in Central, was handed over to Surplus Inc for HK$34 million (US$4.4 million) on Friday, according to Land Registry records. That represented a 65 per cent loss for the previous owner, Zhou Shubo, who bought the floor for HK$96 million in 2013.

    Kanika Sam Ang was a director at Surplus, according to Companies Registry data. Sam Ang has been associated with the family of tycoon Tony Tandijono, who owns Cambodia-based President Airlines, Phnom Penh casino Holiday Palace and a travel agency in Hong Kong.

    Ideas

    Dubai Chocolate Gives the UAE a Taste of Genuine Soft Power | TIME

    The Prophet of the Stateless Age: What Ian Angell Saw Coming

    Innovation

    New drivetrain technology for off-road vehicles moves safely in difficult terrain | TechXplore

    Sweden, Ukraine to develop new weapons together | Spacewar

    Japan

    Japan Public Markets Under Attack – by Jesper Koll

    Sony launches cheaper Japan-only PlayStation 5 console

    Luxury

    Inside Burberry’s lost year — and the battle to bring back its magic | Dark Luxury

    Materials

    Good vibrations: Ceramic material harvests electricity from waste energy | TechXplore

    Media

    Major Porn Studios Join Forces to Establish Industry ‘Code of Conduct’ | 404 Media – Adult Studio Alliance is founded by major porn companies including Aylo, Dorcel, ERIKALUST, Gamma Entertainment, Mile High Media and Ricky’s Room, and establishes a code of conduct for studios.

    ReelShort and More: The Microdrama TV Series Gold Rush Is Here | Hollywood Reporter – following the Chinese media industry

    Online

    Gen Z Men So Scared of Getting Filmed They’ve Stopped Dating | Rolling StoneIt ends up fueling mistrust in many young men and can turn interactions into battlegrounds where boys feel they must protect their egos. Over time, empathy can go away and suspicion takes its place. Instead of feeling comfortable being genuine, sometimes they second-guess every word or message, wondering how it might be judged, shared, or mocked. But then it takes a turn and that’s why young men may retreat into online spaces that confirm the suspicions they have and help to reinforce negative stereotypes about girls. This causes a Cold War among genders where each side is suspicious of each other and doesn’t have empathy. In these divided spaces, interactions become games of defensive accusation and people grow untrustworthy of one another. – Failing is part of success and of life

    Perplexity strikes multi-year licensing deal with Getty Images  | TechCrunch

    Ritson: Despite Snoop and Katy, Menulog’s collapse was inevitable – Mumbrella

    Security

    Theft Bisect – via Matt MuirThis exists because, seemingly, the Met Police are too dumb to make this themselves’ – you can read an explanation as to the ‘why’ and the ‘how’ behind its existence here, but generally this is just a smart idea, simply-executed.

    Iridium develops compact chip for robust global GPS protection | Space Daily

    CCP Wartime Decisionmaking | ChinaTalk

    Australian spy chief accuses China of IP theft and meddling; experts say remarks reflect certain Australian officials’ attempt to mislead public – Global Times – An Australian spy chief on Tuesday accused Chinese security services of large scale IP theft and political meddling and said China failed to understand how their Western counterparts operate. The remarks came on the heels of comments by Australia’s Defense Minister Richard Marles, who hyped up China’s “military build-up.”

    Chinese experts criticised the series of statements, saying they reflect some Australia politicians’ anxiety and bias toward China’s technological and military progress. Moreover, they said the spy chief’s remarks reveal an arrogance rooted in the belief that Western political system is superior – Global Times is a Chinese government published newspaper.

    Software

    ChatEurope – slow and would have been ok a few years ago

    Nvidia faces Washington heat over alleged Huawei ties | DigiTimes – US lawmakers are ramping up scrutiny of China’s AI and semiconductor sectors, tightening oversight from corporate ties to capital flows to reinforce Washington’s edge in the global AI competition.

    Mozilla announces an AI ‘window’ for Firefox | The Verge

    $) Kimi Kimi on the Wall – by Kevin Xu – Interconnected

    Taiwan

    Mainland Chinese police offer cash rewards for tips on Taiwan’s ‘terrible’ influencers | South China Morning Post – trying to influence Taiwan influencer discussions

    Technology

    Microsoft CEO says the company doesn’t have enough electricity to install all the AI GPUs in its inventory – ‘you may actually have a bunch of chips sitting in inventory that I can’t plug in’ | Tom’s Hardware and Investors need to look beyond the ‘bragawatts’ in AI infrastructure boom | FT

    Why Value Outlasts Valuation – On my Om

    Web-of-no-web

    Waymo In The Fast Lane | The future party – Waymo now allowed on select freeways in the US

  • Tahoe + more things

    Tahoe

    Another year, another macOS. Tahoe is sensibly unambitious but it has raised some ire amongst Mac users. You can tell how unambitious Tahoe was, when CNET had to do an article showing you how common app icons have changed because you otherwise probably didn’t notice. I know I didn’t.

    Tahoe is neither here nor there as a release for me. I haven’t found features that are ‘can’t live without”. The app interface changes feel different for the sake of being different, but I quickly got used to them.

    In terms of quality it still feels a bit ‘beta’-ish but I hope that the bugs get ironed out over time.

    • The pop-up window to select my accent over the ‘o’ in my given name gets blanked out for some reason.
    • When performing certain actions, the browser chrome all turns white.

    Otherwise things have been fine so far. My anti-virus of choice launched an update soon after Tahoe came out. As has my VPN client and numerous utilities and apps that I use for work, or just keeping my Mac tuned up.

    I have a Brother mono laser printer to connect up, (as my long-suffering HP unit finally gave up the ghost after a decade of service,) which might be a bit of a trial if Reddit is anything to judge by.

    Last Week on My Mac: Tahoe’s elephant – The Eclectic Light Company – this critique points out the kind of issues with Tahoe that implies it isn’t the Macintosh operating system of Steve Jobs with its historic focus on art principles and typography right from the beginning.

    China

    From ‘guochao’ to ‘zìxìn’: China’s new era of cultural confidence | Jing Daily

    Why anti-involution feels anti-Chinese? | Following the Yuan

    Dutch seizure of chipmaker followed US ultimatum over Chinese chief | FT – the judgement paints a bit more of a nuanced picture with two independent actions. It also explicitly states that the government order is not final yet (and at that point would still be open to appeals). The actual matter involved is a (significant) breach of fiduciary duty by Zhang Xuezheng and the holding company (Yuching). Cited issues were:

    • Placing of orders to another Wingtech subsidiary in China (that is in financial trouble) far exceeding demand (such that the expectation is that a significant share of the stock would need to be scrapped as it would not be able to be used in time)
    • Replacing 3 people with banking authority (including the CFO) with 3 other people, without financial background, one not an employee of Nexperia at all. All in the context where urgent US sanctions mean that independence from China is important for continued operations of the company. The court called this “Voor een onderneming van de orde van grootte van Nexperia grenst een dergelijke handelswijze aan roekeloosheid” (“For a company in the order of size of Nexerperia these actions border on being reckless”).
    • For the replacement no motivation was provided, prompting the chief financial officer and the chief legal officer from their own fiduciary duties as directors to object (and also to ask the court to investigate/intervene)
    • Stated intent to dismiss existing directors (without motivation) or asking for mandatory consultation from the workers council.

    As to the decisions:

    • Suspension of Xuezheng as director/CEO
    • Temporary appointment of a new non-executive director (with power to make final decisions)
    • Place all (except 1) share under management/safekeeping with a lawyer
    • This all motivated by (very) signifcant breach of the fiduciary duty, not based upon an Dutch government action. The application of the Entity list on Nexperia as subsidiary was a significant contextual driver though (as in the duty to minimize corporate risks).

    Consumer behaviour

    Piper Sandler Completes 50th Semi-Annual Teen Survey | Piper Sandler – teen spending down 6 percent compared to last year. Another point was that Dr Pepper was their favourite drink ahead of Coca-Cola, which makes this activist investor’s interest even more salient: tarboard builds stake in Keurig Dr Pepper after unpopular Peet’s deal | FT

    Economics

    UK risks higher inflation becoming entrenched, IMF warns | FT

    Health

    Mirador fundraising raises hopes of revival in US biotech market | FT

    Ideas

    Everything Is Television – Derek Thompson

    Japan

    Anime activism – Matt Alt’s Pure Invention – I didn’t realise that in 1978 the president Marcos of the Philippines had banned a whole genre of anime (giant robots or mecha) due to the influence of Voltes V on Filipino student activists.

    Marketing

    Post | LinkedIn – The Future of Brand Building Begins Where Commerce Meets Creativity. – or P&G applying the radio soap opera format to the 21st century

    Stopping agency burnout: the fight against ‘insidious’ work cultures and ‘inaccurate’ timesheets – Campaign found a long-hours culture continues to exist in adland, with pitching, client demands and poor role-modelling by managers part of the equation. 

    In the current climate of staff cuts, lingering threats of AI replacing the workforce and agencies dealing with economic constraints, late working – and the chance of burnout – continues to be a risk.

    Shrinking teams can potentially lead to more demands being placed on remaining employees. WPP and Interpublic each cut thousands of staff from their global workforces in the first half of 2025, on top of headcount reductions in 2024. Last year, the collective global headcount across the “big six” holding companies declined by 1.6%, the first fall since the post-pandemic rebuild. 

    WPP boosts AI marketing with $400mn Google deal | FT – I would be concerned if they weren’t using video generators like Veo and Google Gemini – which does make me wonder what Mark Read was up to?

    On the importance of good strategic writing in using AI: AI interfaces and the role of good writing | by Nick DiLallo | Oct, 2025 | UX Collective

    Media

    Apple sued over use of copyrighted books to train Apple Intelligence | Yahoo! News

    Google designated with “strategic market status” by UK Competition and Markets Authority – The Media Leader

    Exclusive | Advertisers Push Big Tech to Adopt Standards for Transparency in Ad Sales – WSJ

    How We Automated Content Marketing to Acquire Users at Scale | Spotify Engineering – Insightful blog post from Spotify’s ML team: they implemented their own pre-ranking algorithm to select the best ad variants to deploy to their advertising channels in their user acquisition campaigns. 

    Spotify’s marketing team developed a creative production pipeline that could generate and deploy ad creatives to marketing channels based on listening habits in a geographic region. The problem they encountered was that they were generating creatives from a high-cardinality dataset, and the number of variations they were uploading to their channels was overwhelming those channels’ ability to optimize ads effectively. 

    Spotify’s solution was to build a pre-ranking algorithm using XGBoost that would determine which creatives to upload to the channels. Their ML pre-ranking model outperformed a simple heuristic model, with 4%-14% lower CPRs and 11%-12% higher CTRs. The ML model utilized a rich set of features to predict sub_percentage (the percentage of contributed subscriptions from the artist) and relative_cps_ratio (the share of the artist’s cost per subscription in the marketing campaign) for premium subscriptions, whereas the heuristic model used three fixed features. The model is retrained daily based on a defined lookback window.

    Moreover, although this was deployed before ATT, the team found that ATT didn’t impact its performance, as training relied on aggregated data.

    This obviously remains a relevant issue as advertisers scale the volume of their creative production through generative tools. While this pre-dates Meta’s Andromeda initiative for pre-ranking, it’s still likely relevant for most other channels (and, depending on the volume of creative uploaded, Meta).

    Perplexity Pauses New Advertising Deals to Reassess Ambitions | AdWeek – brands are rethinking how to spend their budgets. Chan said many advertisers are moving away from performance-focused, traditional search and towards top-of-funnel brand awareness—an area Perplexity may pursue down the line.

    Online

    US Amazon Prime Membership Finally Hits 200 Million | CIRP – Amazon Prime finally hit the 200-million-member mark in the US, after several quarters of slow, but steady growth toward that milestone.

    Note: CIRP estimates the number of individual Amazon shoppers who use Amazon Prime. That includes multiple family members for many subscribers, so this estimate is higher than the number of US households that pay for an Amazon Prime membership.

    Amazon knows the difference between Prime shoppers and paid Prime member households, so as US Prime membership approaches its limit, there may be a growing focus on bringing those numbers closer together. Amazon does not want to reduce the number of Amazon Prime membership users, but it certainly would not mind having more paid memberships associated with them. We expect Amazon to continue its efforts to attract members by emphasizing the benefits of Prime, rather than policing shopping and limiting Prime membership sharing.

    CIRP estimates 200 million US Amazon customers had a Prime membership as of the September 2025 quarter. That is an increase of about 6% from 189 million US Amazon Prime members in the September 2024 quarter and up very slightly from our 198 million member estimate last quarter.

    Retailing

    Why Did Walmart Just Buy a Shopping Mall? – The New York Times – reminds me of the local mini-shops that used to be inside Kwik Saves in many towns

    Technology

    China’s ‘Darwin Monkey’ is the world’s largest brain-inspired supercomputer | Live Science

    I had been having lunch in the Google canteen with colleagues, and then came back to my desk, checked an email newsletter and this arrived: Smartphone-powered AI predicts avocado ripeness | Newsroom | Oregon State University

    Web of no web

    Palmer Luckey’s Anduril launches EagleEye military helmet with help from buddy Zuck | The Verge

    Amazon launches Echo devices designed for Alexa+ | Amazon

  • September 2025 newsletter

    September 2025 introduction – (26) pick-and-mix edition

    Where has the year gone? I am just thankful that we got a little bit of sun, given how fast and hard the autumn wind and rain came in this year. I am now at issue 26, or as a bingo caller would put it ‘pick and mix’.

    Pick'n'Mix

    When I was a child ‘pick-and-mix’ sweets were a way of getting maximum variety for the lowest amount of pocket money that I earned from chores. Woolworths were famous at the time for their pick and mix section, alongside selling vinyl records and cassettes. Woolworths disappeared from the UK high street during the 2008 financial crisis.

    For Mandarin Chinese speakers 26 is considered ‘lucky’ given that it sounds similar to ‘easy flow’ implying easy wealth.

    This month’s soundtrack has been a banging digital compilation put together by Paradisco and Disco Isn’t Dead featuring The Reflex, PBR Streetgang, Prins Thomas, J Kriv, Sergio Mendes & Brasil 66.

    Right, let’s get into it.

    New reader?

    If this is the first newsletter, welcome! You can find my regular writings here and more about me here

    SO

    Things I’ve written.

    Books that I have read.

    • I finished Moscow X by David McCloskey. (No plot spoilers). This is the second book my McCloskey after Damascus Station, which I read and enjoyed back in May last year. The book is like a more action-orientated American version of a LeCarré novel. The plot reminded me of LeCarré’s Single & Single and Our Kind of Traitor. McCloskey isn’t afraid to have strong female lead characters in his book.
    • Your Life is Manufactured by Tim Minshall. Minshall is a professor at Cambridge and heads up the engineering department’s manufacturing research centre. Because of his mastery of the subject area, he manages to provide an exceptionally accessible primer in terms of what manufacturing is, how it happens and what it means. More about it here.

    Things I have been inspired by.

    Election-winning opacity in influencer relations 

    I have been following Taylor Lorenz‘ work since she became the beat reporter for online culture and technology at the Business Insider. Her article for Wired magazine on how the Democratic Party in the US is working with paid influencers makes for an interesting read.

    What would be the norm in the commercial world about influencer transparency where there is a paid relationship – isn’t happening in politics.

    Ok, why does this matter? The reason why I think this matters is that people who do their time in the trenches of a presidential election campaign have a clear path into a number of American agencies.

    ‘I’ve have won a victory for X candidate and can do the same for your brand’ has been a popular refrain for decades in agencies.

    I have been in the room when senior American agency people have tried to convince Chinese companies to buy their services based on their success in marketing a candidate in an election using western social media channels. There was no sense of irony when this was awkwardly delivered as a possible solution for domestic market campaigns to marketing teams in Guangzhou, Shenzhen and Shanghai.

    Bad habits will be brought into agencies and sold on to clients.

    Chart of the month. 

    Kim Malcolm shared a great report done by Zappi and VaynerMedia looking at The State of Creative Effectiveness 2025. Two charts piqued my interest. The change in distinctiveness of advertising by age cohort.

    distinctiveness

    The overall emotion that an advert evokes by age cohort.

    emotion

    Causality of these effects aren’t clear. Empirically, I know that great adverts still put a smile on the faces of people of all ages and can change brand choice, even in the oldest consumers.

    I had more questions than answers. VaynerMedia thought that the answer should be cohort-specific campaigns. I am less sure, since brands tend to better within culture as a common point of truth for everyone. Also, I don’t believe in leaping to a solution until I understand the underlying ‘problem’.

    I could understand a decline in novelty as people gain decades of life experience and will have seen similar creative executions before.

    Are the adverts lacking a foundation in strong cultural insights and cues that would resonate with these older audience cohorts?

    What I did notice is a correlation with the age profile in advertising agency staff compared to the general public and the point at which the drop-off to occurs. But correlation doesn’t necessarily imply causation.

    It’s concerning that advertising effectiveness declines in older audience cohorts as economic power skews older within the general population. This is likely to continue as millennials inherit wealth from their baby boomer relatives as they enter their 50s and 60s. Which makes the old marketer line about half of a consumers economic value is over by 35 seem hollow.

    Things I have watched. 

    Ghost In The Shell Arise: Border 1 and Border 2. In the GITS storyline this is a prequel to the original film. It follows how the eventual team comes together. The technology looks less fantastical and more prophetic each time I watch it. The animation is still spectacular.

    Ghost In The Shell Arise: Border 3 and Border 4. Following on from Border 1 and Border 2, this has Togusa and the Section 9 team following the same case from different ends – which eventually has Togusa joining Section 9 as its only unaugmented team member.

    I bought up as many of the films I could in Johnnie To’s filmography after he criticised Hong Kong’s national security regulation in an interview, which was likely to be the kiss of death to his film career. I finally got around to watching one of his best known films PTU and the series of Tactical Unit films that came from the same universe.

    PTU: One of the paradoxes of Hong Kong is the prevalence of triad and corruption dramas, compared to the real life which whilst not crime and corruption free is much more staid. Hong Kong is as different from its cinematic counterpart, as the UK is to Richard Curtis’ films. PTU like Akira Kurosawa’s Stray Dog is based around the search for a missing police pistol. PTU (police tactical unit) officers look to help out a detective from the OCTB (organised crime and triad bureau). While the film occurs over one night, it was actually shot over three years and is one of Johnnie To’s best known films. Shooting only at night, To provided the audience with a familiar, yet different, cinematic experience. The washed out colours of day time Hong Kong is replaced by vibrant signage and the sharp shadows defined by the street lighting. Officers walking with a street lamp lit Tom Lee music instrument store behind them, look like its from a John Ford scene in composition. Some of his tracking shots, due to the framing of photography and the distortions of the night give an almost Inception like feeling to the geography of Hong Kong streets, warping the horizon between buildings the night sky. PTU was successful internationally and then spawned, five further films from the same universe made in 2008 and 2009.

    Tactical Unit: The Code was a one of a series of Tactical Unit sequels to Johnnie To’s PTU. In The Code several plot lines come together. The investigation of CCTV footage of officers beating up a triad , a police officer heavily in debt due to negative equity on his mortgage and a drug deal gone wrong. All this plays out in the Kowloon area of Hong Kong. When this film was made back in 2008, it would have been considered well done, but largely unremarkable. Nowadays it couldn’t be made as it would in breach of the National Security Law. The irony is that this film is available on the iQiyi streaming service from mainland China.

    Tactical Unit: Human Nature loses some of the cinematic feel of PTU. It’s not as masterful a film , BUT, the convoluted threads of the plot and the great cast who are now completely comfortable in their characters make it work well.

    Tactical Unit: No Way Out. No Way Out starts with an impressive screne shot in Temple Street market. The film explores the Temple Street area of Kowloon and organised crime links to everything from cigarette smuggling to drugs.

    Tactical Unit: Comrade in Arms is the penultimate in the series from the PTU universe of films. You still have the main cast of Hong Kong veterans Lam Suet, Simon Yam and Maggie Shiu. Plain clothes officer Lo Sa has been demoted to wearing a uniform and both Mike Ho and Sergeant Kat’s squads are still patrolling the Kowloon side of Victoria harbour. This sees the stars leave their usual urban beat and go into the hills of the New Territories after bank robbers. Much of it occurs in daylight, which sets it apart from the night time beat of PTU. Nowadays it couldn’t be made as it would in breach of the National Security Law. The irony is that this film is available on the iQiyi streaming service from mainland China.

    Tactical Unit: Partners. Partners is unusual in that it revolves around the challenges of the ethnic minorities that make up Hong Kong from romance fraud ensnaring filipina workers to discrimination against Indians and Nepalis. While some of the show happens during late on in the day, it still captures much of the night time feeling of the universe

    2001 Nights is a 3D anime. While I admire the ambition and the technical expertise that went into the models, the characters as CGI fall down and distract from the storytelling. Also it felt weirdly like Space 1999 – and not in a good way.

    Her Vengeance is a Hong Kong category III revenge movie filmed in 1988 that 88 Films recently release on Blu Ray. It borrows from another Hong Kong film in the early 1970s and I Spit On Your Grave. Despite being an low budget exploitation film it features a number of notable Hong Kong actors, probably because it was a Golden Harvest Production.

    Casino Lisboa

    I found the film interesting because its opening was shot at Stanley Ho’s iconic Casino Lisboa in Macau. This was unusual because Hong Kong had lots of nightclubs that would have been fine for the protagonists management role without the hassle of the additional travel and government permissions. So we get a rare late 1980s snapshot of the then Portuguese colony.

    When The Last Sword Is Drawn is a classic chambara (samurai sword-play) movie. It tells the complex story of a samurai, who unable to support his family on his meagre income as a school teacher and fencing master, turns his back on his clan and leaves to find work in Kyoto. Once in Kyoto he becomes embroiled in the battle between the declining Takagawa Shogunate and the Imperial Royal Family during the 19th century. Whilst the film does contain a lot of violence, it is used as a backdrop to the humanity of the main character and battles he faces between providing for his family and doing the honourable thing.

    The plot is told through the recollections of others and finishes with the samurai’s youngest daughter getting ready to leave Japan with her husband and set up a doctor’s surgery in Manchuria (China).

    Useful tools.

    Playing Blu-Ray discs on a Mac

    I have a Blu Ray player in my home theatre that enjoy using in lieu of subscribing to Netflix, which allows to me to explore more art house content than I can stream. Macgo Mac Blu Ray Player Pro gives your Mac the software capability that Steve Jobs wouldn’t.

    One final thing, if you prefer to use Substack, you can now subscribe to this newsletter there.

    The sales pitch.

    I am currently working on a brand and creative strategy engagement at Google’s internal creative agency. I am now taking bookings for strategic engagements from the start of 2026 – keep me in mind; or get in touch for discussions on permanent roles. Contact me here.

    now taking bookings

    More on what I have done here.

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    The End.

    Ok this is the end of my September 2025 newsletter, I hope to see you all back here again in a month. Be excellent to each other and get planning for Hallowe’en.

    Don’t forget to share if you found it useful, interesting or insightful.

    Get in touch 

  • PHNX 2025 favourites

    Now that the awards have been announced I can share my PHNX 2025 favourites from the categories that I had a the good fortune to judge. It took me a little time to sit down and collect my thoughts. You can find the details of the Grand Prix winners here.

    Proud to be a juror again this year for Adforms PHNX awards

    My PHNX 2025 favourites come from around the world. The categories are truly global in nature and you get work from a wide range of agency sizes. Partly because of my time in Hong Kong campaigns from Cathay Pacific and HSBC stood out for me when looking at PHNX 2025. This wasn’t out of a sense of mawkish nostalgia, but because I understand the cultural context and legislative issues lurking beneath the surface looking to sink a campaign for fear of ‘soft resistance’.

    Cathay Pacific paraolympics

    While Hong Kong has historically had a strong showing at the paraolympics , its para-olympians achievements hadn’t been seen in the past. Cathay Pacific used the new opportunities that generative AI tools allowed these moments to be recreated.

    Cathay Pacific had the permission to do this advert because of its position in Hong Kong life. Cathay Pacific aka ‘CX’ is the nervous system that connects Hong Kong and Hong Kongers to the wider world. As importantly, CX also connects the Hong Kong diaspora to the home city. The airline’s loyalty card is the second most common card for Hong Kongers after the Hong Kong ID card.

    HSBC – Hong Kong move forward

    Hong Kong as a city has been through a lot:

    • The protests
    • The National Security Law and the social changes that came after it
    • COVID-19 lockdown
    • A battered economy

    All of this piled on top of the co-opetition between the city and nearby cities from Guangzhou and Shenzhen to Macau and Singapore.

    Move Forward tries to capture the Hong Kong commercial spirit, even as ‘Underneath the Lion Rock’ common identity dimmed and spread around the world.

    HSBC took this concept further by using Tony Leung Chiu-wai ‘aka Little Tony’ as a brand spokesperson. Leung as a star is universally liked by Hong Kongers, from Marvel fans to Wong Kar-wai devotees like me. Leung embodies the ‘Lion Rock spirit’. He left school at 15 due to family hardship. Worked in everyman jobs like a salesman in an electrical goods store and built his career thanks the apprenticeship / talent development system that local TV station TVB ran at the time.

    Midea white goods

    In the 1980s and early 1990s this ad wouldn’t have been notable. It would have been considered a good advert, but not great. But it’s now 2025, Gym Shark clothing and Suri dental health adverts are soul-rotting. So the joy of seeing any craft and conceptual creativity in an advert makes this Midea spot notable.

    https://youtu.be/ujpb1o-vlBU

    If Diageo made white goods, this is what their campaigns would look like.

    Limin’ with Gram

    Of my PHNX 2025 favourites, Limin with Gram was my sole pick from the UK based on the categories that I was a jury member for. It warmed the strategist in me for the way cultural insights were applied to a health-related public service announcement style campaign.

    More related content here.