In praise of Dave TrottShortly after I landed my first agency job, the big boss gave me a piece of advice that has stayed with me to this day: "In marketing, you're only going to meet two types of people - simplifier and complicators".
Dave Trott's piece in this week's Campaign - How to get your first job in advertising - is testament to that advice. It's a such a breath of fresh air. I mean proper, proper...
It's a fantastic read ostensibly aimed at teams looking to get their first agency job. But it will help anyone whose job it is to evaluate and appraise creative work, whether you're agency or client side.
It is a perfect example of how process liberates rather than stifles creativity. And Dave teaches you how advertising sells products, and how to sell your creative work "If you stop trying to be clever and just be logical, the product will end up selling itself".
The piece is introduced by Peter Souter of AMV who offers up this little gem: "I suspect Dave has never called himself a "creative". He's just a salesman, albeit one of the three best salesmen Britain has ever produced".
It's Dave's gift to all of us, client or agency; creative or suit. So if you only do one thing today grab a copy from someone's desk and head for trap two. Alternatively, you can download a PDF of the piece at
noisydecentgraphics.typepad.com/downloads/howtobydavetrott.pdf