Dave Trott on rebels and rejects
Pearls of wisdom from an advertising legend
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Introducing Dave Trott
Today, we're revisiting what creativity is, and how to express it and find it, with a legend of the advertising industry Dave Trott. Just as John Cleese wrote brilliant sitcom and sketches, Dave created brilliant advertising over a career in which he founded five agencies including Gold Greenlees Trott, Bainsfair Sharkey Trott and Chick Smith Trott.
What you're going to love about this conversation is Dave's to the point, sharp witted, no BS worldview. David Ogilvy’s greatest creation is David Ogilvy he says while his real heroes are Bill Bernbach, John Webster and Edward de Bono.
Conditions for creative outcomes & Edward de Bono
No creativity in art galleries
Dead art and waffle
Talent in the ad industry: putting perfume on a bad smell
Why people in advertising refuse to study the past
Mike Yershon’s genius putting football on TV
90% people are stupid, including the clients
Serendipity & how to build in mistakes
Learning from football managers
Rebels and rejects
You can learn talent but not attitude
Selling tampons to lorry drivers
Reversing a problem, getting upstream of a problem
Ads want to make you love the brand, not change purchasing habits
The nonsense of ad awards: once a metric becomes a target, it ceases to have any use as a metric
Best clients to work with are those in trouble: the clarity of desperation (George Washington)
Digital advertising: efficiency vs. effectiveness
David Ogilvy’s greatest creation is David Ogilvy
Bill Bernbach, Avis and making a virtue out of a weakness
You don’t have to like the advertising for it to work
Next time with Sir Martin Sorrell
On the next instalment of A Load of BS, I'm staying in ad land in conversation with Sir Martin Sorrell, founder and CEO of WPP and now the fast expanding S4 Capital. We'll be talking about his big influences, big deal making, big data and motivation for doing it all again.
Be well and till next time,