Dan Hon, who used to run with the Mind Candy kids, is now a “Creative” at Wieden + Kennedy London. By the looks of his introductory blog post “A short rant about games, play and storytelling“ on WKL’s blog Welcome to Optimism, it appears that Dan has been brought in to be a bit of a truth-speaker to the huddled hipster masses of WKL.

You should probably just read the post yourself, but I wanted to save my favorite quote here:

Thing is, though, it’s more complicated than that. If a mediocre ad is a mediocre ad, then adding a mediocre game to it just means you’ve added a mediocre game. It doesn’t make what we do anything better than a cargo cult that’s slavishly copying what we think works: we need to really understand games, fun and play. Gameification is much more than adding points, badges and prizes.