This Is Manchester(ism), we (should all) do things differently here
Meanwhile CSO, Simon Gregory, on how the advertising industry can share in Manchester’s values of creativity and community.
Hands up if you remember ‘Kit the Kool Kat’, the official mascot of the 2002 Commonwealth Games in Manchester?
Didn’t think so.
Maybe this will jog your memory: “He’s a bit of an ‘alley-cat’ in the most endearing way. He is also an anti-hero. He loves sports but doesn’t show it and doesn’t want to admit that he’s really a bit envious of sports heroes” (official games blurb).
Or as the rest of Manchester said, “Bobbins.”
And so ‘Mad Ferret’ (say it out loud) was born. A daft representation of swagger, energy, attitude, love for music and self-depreciation. He came from the city, and got love and LOLs from its natives.
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Now, far be it from me to compare our Andy B to a musteline; my point is more about the values they both represent, and their impact on the success of Manchester.
Everyone plays a role in creating a culture, but a strong and authentic one needs commitment and personal investment.
Simon Gregory, Chief Strategy Officer at Meanwhile
‘Manchesterism’, ‘Burnhamism’, ‘Progressive Communitarianism’ and all of the other political neologisms have, of course, been defined by policies, regulations and manifestos. However, since I started working in Manchester, I’ve come to think that the biggest learnings for our industry should come from a handful of unique values that sit alongside the politics.
Namely:
Proactive Investment in Creativity: not just as an industry, but part of the city’s DNA. In the current climate uncertainty trumps action. Manchester realised the role of creativity in both economy and culture and actively invested in it. MediaCity, targeted funds like the Greater Manchester Screen Production Fund, capturing of talent from the Universities, linking arts to economy and so on. All born from multi-body collaboration crossing industry and political lines, forged by one belief: less waiting, more doing.
Collective Responsibility: everyone plays a role in creating a culture, but a strong and authentic one needs commitment and personal investment. Or as Tony Walsh said after the 2017 Manchester Arena attack: “Because this is the place in our hearts, in our homes. Because this is the place that’s a part of our bones. ‘Cos Greater Manchester gives us such strength from the fact. That this is the place. We should give something back.” Civic pride builds confidence, community, identity and economy. But only if we all contribute to it.
Positivity: Someone once described Liverpool culture to me as “Always up for it” — any excuse to party, meet-up, go out, have a laugh, reconfirm that life is too short. Sorry Merseyside/hate to say it, but Manchester has that vibe too. Making stuff, collaborating, naive belief. It’s great fun. Let’s enjoy ourselves a little more and add some swagger back into our industry and roles.
There is much to learn from these “Manchesterisms”.
Too often our industry turns to negativity, threats to our existence, network point scoring, standardised views of success, and self-sycophantism. And, yup — you can tick the chip on the shoulder box now — I felt this so much more during my 20 years in London.
I might still describe where I live as “Beyond the wall”, but it’s no longer “Grim up North”. Hidden under the flat caps, the dourness and just left of the gravy jug, is a sense of collective fun, positivity and investment in creativity.
Even this scouser can admit to feeling a bit “Mad Ferret”.
