The Good Stuff jumps... "open"

Originally uploaded by shamshahrin

   
Introducing The Good Stuff, "a weblog about good stuff to spend time with from Craig Davis, JWT's Chief Creative Officer Worldwide".

Now, is this just another blog about advertising? No it isn't. I think there is something really interesting about this blog. As a matter of fact, the blog was launched a few months ago with restricted access to the JWT network members only. Today after a touching post from Craig Davis himself, the blog is now going public. I think this is a major POSITIVE move for an international agency like JWT. Here is Craig's announcement on his post "Jump" :

"When this blog began a couple of months ago, I was for some insane reason paranoid about security. What if the outside world could see what we’re up to on the inside? What if they knew our patent pending secrets, could see our work, our day old laundry, our people? What if they could listen in (even chip in) on our conversation?

Yes, exactly, what?

The good stuff is going public. No user-names, no passwords, no security - we’re jumping into the maelstrom of the blogosphere.

Another reason for this being, well - have a poke around - windows and doors, the end of monologue, the age of dialogue. The themes we’re exploring here seem incompatible with a site that has a virtual rottweiler patrolling the fences. This is a place for people to spend a little time everyday, to live JWT up close and personal.

Sounds a little risky to be the first agency to open up an internal blog to Joe Public. It is. But this is a small step taken with optimism, enthusiasm, a desire to explore this wild world further and, more than anything, to offer stimulation and spark conversations in and around the work we create. Feel free to overwhelm the server with your comments. Eavesdroppers are welcome too. That’s the risky part. Whatever’s said I hope it’s without anonymity and shares the positive spirit in which we go into this.

Off we go."

 

I can't agree more when it comes to "the age of dialogue", and I believe it is less risky than keeping the gates closed. Changing the core strategy of a huge structure is definitely not as easy as one could think. It takes more time to open the tank than it does for a small business. Just like changing the stereotyped ideas we (public opinion) may have on some brands. I'm thinking about Microsoft here... the name itself carries lots of "outdated" false ideas. Does it mean that people within Microsoft are not willing to change that? No! What if the intentions behind are good? What if the intentions of the teams (people actually working there) are good?

   
How can people contribute to change positively the structure/image/icon they belong to?
What's your take on this?

   

Comments

[Gavin Heaton]

This is a great move ... and something that many agencies should follow. I am looking forward to delving into The Good Stuff!

[Drew McLellan]

Luc,

This is very good indeed. It once again carves out new ground on what I am sure will one day become a well-worn path. But today, it's brave and scary and new.

Which is what makes it so cool. I'm looking forward to participating in the dialogue.

Drew

[Sean Howard]

This is an AMAZING step for any organization of this size or scope!!! Nice!

[Ryan Karpeles]

I think it's a very big step for JWT. The point about the "age of dialog" is right on. We can't be advocating conversational marketing without engaging in it ourselves.

And like you said, it's the intentions that usually matter most. It's easy to fix actions. It's hard to fix intentions. If you've got the latter sorted out, the road ahead will be a lot more promising.

For the record, Wieden + Kennedy London has a fantastic blog that provides a wonderful glimpse into a wonderful agency:

http://wklondon.typepad.com/

It's rarely about strategy and tactics. Instead, it's about the people, the work and the experiences. Coming from such an interesting place, it's a highly enjoyable read.

[DA]

Very cool. I know there are still a lot of internal agency blogs out there hiding in the shadows—but now there is one less!

[gianandrea facchini]

Luc, having worked for the wpp group for several years i can understand what a bold move is this. you know what i think about the big networks and i'm not changing my idea about their slowliness to embrace new challenge and the business model which try to reduce to the routine the most creative process. anyway i love this story and i'm sure that this is an interesting case for everybody. thanks for the news.

[mindblob]

Thank you all. I also believe this is a great move. I'm really looking forward to the conversation we'll find at "The Good Stuff".

Ryan,
Thanks for the link. Yes, WKLondon is a great blog indeed. You nailed it : "...it's about the people, the work and the experiences". Bingo!

Gianandrea,
Yes big structures have a lot of inertia and usually move slowly. They were built and organized on a model that obviously needs to be reviewed. That's what makes "jumps" like this worth all our attention. I'm wondering if there are cases of huge structures like this that took the challenge and made it already?

[Asi]

when I read your post I didn't quite understand what's the fuss...?

While I welcome every person and company into the blogosphere I can't get thrilled by the dinosaurs getting on board.

W+K are running their welcome to optimism for more than3 years now so there is no news here i guess.

The best thing about the sphere is it's lack of hierarchy and democratic paricipation - every person, brand or institution is welcome to the conversation as long as they have anything interesting to contribute - and thats the only criteria I'd judge The Good Stuff Blog.

best

A.

[dine]

learning to fly!!
Malheureusement je ne suis pas assez bonne en anglais pour dévelloper mon point de vue dans cette langue mais je pense que tu as tres bien résumé le sentiment d'ouverture nécessaire pour évoluer positivement et dans la créativité!

[mindblob]

Asi,
I see your point here. It is indeed not about "fuss" or pointing something incredibly new. I was more trying to figure out HOW "the dinosaurs" you refer to could move into the sphere in a smart way. What strategy would be recommendable? Then, I agree with you the rest is up to the conversation engaged over there.

Dine,
Thank you for your first comment (welcome to mindblob)! No problem... I'll translate the essence of your comment here for the readers: "... I think your overview sums up well that being open is necessary for a positive and creative evolution". My answer to you: yes... being open is the first very important step. - Oui, effectivement, l'ouverture d'esprit est le premier pas indispensable.
: )