And something rather special for the weekend. The wonderful Patrick Collister has taken the time to film interviews with many illustrious advertising people. This film was put together from interviews with the legendary John Webster just before he died. Patrick handed it over students at the School of Communication Arts (where I am mentoring) who editing a half hour film together. And here it is for your viewing pleasure.
John Webster is one of the most important figures in British advertising in the last 50 years. He was the most awarded copywriter for TV commercials - and his commercials still top polls of the UK's best loved ads of all time. That's with the public as well as the creative fraternity. More relevant to our story and the book John was creative director of Boase Massimi Pollitt through that agency's meteoric rise. We have credited John with being a godfather of planning. Without his support it is unlikely that Stanley's brainwave would have lasted the course. If you are testing every single creative idea before it is made then there are going to be many moments of disappointment. John found a way to cope with the qualitative pretesting process and to get better work out of it as a result.
Dave Trott told us how the walls of John's office were festooned not with trophies - though he had more than he knew what to do with -(he put them in cupboards). But with letters from people telling him how much they enjoyed particular ads. Here was a creative who knew how to engage people and persuade them to buy at the same time. Genius. Enjoy a whole half hour about the man and his work.
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