In 1962, a bright, shiny new agency Collett Dickerson Pearce was offered a big account, the DuMaurier cigarette brand. This good news was particularly timely, as many at the fledgling agency were starting to worry their jobs. The agency turned the offer down. Founder John Pearce told the potential client the brand was a ‘dead duck’, and he didn’t want his agency to work with ‘no-hope brands’ or brands that they didn’t truly believe would respond to advertising. But being a decent sort of chap, MrRead more
Month: January 2015
Alan David-Tu.
Whenever briefing photographers at Harper’s Bazaar, Art Director Alexey Brodovitch would send them off with the same brief – ‘Astonish me!’. With a lot of photography today, it feels like the brief is ‘Can you do it like that?’. It’s understandable, it’s easier to get a client to approve your vision if you show them an example of exactly what it looks like. But the most difficult job in advertising is stopping people to engage with your idea, and one thingRead more