Optimism

It happened....! Barack Obama is now the most powerful man in the world. (According to the Americans!) What a change overnight from Bush. I did a lot of the advertising for the African National Congress when Mandela was voted in. The euphoria and sense of optimism that prevailed then is very similar to the Obama effect. I do believe he has a lot of the characteristics of Mandela...and not just because he's black. I believe he is the glue that society needs in tough times. He's not judgemental and is seen to be very compassionate. He sees all people as being equal. I really hope he can bring about the change that society needs...

I think as a brand Youi is trying to embrace these new principles by putting the consumer first in all of our thinking. And we're very optimistic at the moment...we believe our approach is right for the times...

The commercialisation of a president.

As the inauguration day draws nearer American companies are jumping on the band wagon. I have just been looking at the new Pepsi site. refresheverything  It's just great to see optimism at this really tough time. Perhaps brands can make a positive contribution to society. And I'll keep banging my drum...let's make this financial crisis mean something. Obama has shifted things, let's keep the momentum going. As my wife says (and Gandhi!) ...Be the change you want to see in the world. And she's always right! Our brand is all about you and respecting you by not making massive assumptions about you...so I'm hoping to make a small contribution to the change. have a look at us...youi
I loved this video in the campaign: youtube

What will global financial crisis mean for car insurance?

Happy New Year! I was asked by a guy (whilst trying to buy a kayak paddle) what I did. I said I was a 'strategic/creative consultant' for a car insurance company called Youi. After asking me what that meant he asked me how we were feeling about the coming year and what the impact of the financial crisis would be. I assured him that people will always need car insurance and that because we had a very real competitive advantage we would be okay. I also told him that luckily we were new and weren't sitting with massive overheads and huge staff numbers.

But maybe it's more than that...

Yes, we're part of a massive financial group but I do feel that we're the little hungry guys doing it differently to benefit consumers. We're not fat cats and do everything possible to do it all ourselves. (for instance, we don't have a huge fat cat ad agency...I do it...from strategy through to creative ideas and then I go off and direct the commercials myself.) I do have to catch myself when our Chairman arrives late and because our limited parking is first come first serve he ends up parking around the corner on the street. Can't see that happening in the big car insurance companies. Perhaps survival of this crisis is about being humble again and not thinking you're important. Let's just work smarter and respect one another....