I got to admit, my International Creativity teacher made an impression on me. Filippo Dell’Osso has the typical I-am-a-creative-working-in-a-big-agency look, which is obviously shaved head, glasses and dark shirt. Well, he is not an art director, but can tell a lot about it.
His first class was about people who made advertising history. It turned out to be how we conceived advertising over time. And notice that all of the following are still being used.
1. Unique information
Rosser Reeves (1910-1984)
2. Unique character
Leo Burnett (1891-1971)
3. Unique attitude
Bill Bernbach (1911-1982)
4. Unique surprise
David Ogilvy (1911-1999)
5. Unique insight
Stanley Pollitt (BMP-DDB) and Stephen King (JWT)
What’s next?
Sir John Hegarty came with mind+heart; Dan Wieden sees advertising as creation of popular culture; David Droga motto is don’t say, do.
Advertising is changing. Look up for the next way we'll define it.
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