You can count the number of Creatives who embrace research on one finger.
The rest of us desperately try to fight it with lines like ‘you can’t research original ideas’, ‘the group gets lead by its most vocal member’, ‘the public can only judge finished ads, not research material’, and on and on.
Good arguments.
But the argument against is better – John Webster.
Once delivered, it’s hard for us sceptics to know where to go.
He loves research.
He does the best work.
So why did he embrace it?
How did he use it?
And why doesn’t everyone who loves his work follow his lead?
I asked these and more to Sarah Carter, Adam&Eve/DDB Global Planning Partner, who worked with John as his planner for over fifteen years and who knows how many ads.
Hope you enjoy it.
1980 – 2000.
BOASE MASSIMI POLLITT.
John Smiths.
MAZOLA.
HALFORDS.
JOHN SMITH’S LAGER.
AMBRE SOLAIRE.
HOFMEISTER.
The first iteration of George; a posh bear.
The new George. Part Fonz, part Alexei Sayle, Part.
The first ad.
The campaign.
ST IVEL.
HARVEST CRUNCH.
JOHN SMITH’S.
Arkwright Campaign.
FISHER PRICE.
COSIFITS.
THE GUARDIAN.
Celebrities campaign.
Independence campaign.
Real Life campaign.
KIA ORA.
SONY.
THE ROYAL BANK OF SCOTLAND.
JOHN SMITH’S.
MILLER LITE.
DULUX.
VOLKSWAGEN.
FOSTERS.
STREPSILS.
BOASE MASSIMI POLLITT.
TEXAS HOMECARE.
WALKERS.
COMPAQ.
MEAT MARKETING BOARD.
UNISON.
PG TIPS.
HOVIS.
TROPICANA.
MORE WEBSTER.
1981.
1983.
1985.
1987.
1988.
1989.
2000.
Hi there, really enjoyed this interview and the one with Dave Trott. Made lots of notes from Sarah and Dave’s insights. I’ve been trying to get hold of Sarah’s book but I’m finding it hard to find it anyway. Does anyone have any advice?