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David Abbott - 40 years climbed his words
Name David Abbott - the legend of the British advertising is in line with Lee Clow, John Hegarty, Jay Chiat.
When advertising circles pronounce the name of David Abbott, in most instantly pop up in the mind images of the ground beef, potatoes and other products is quite prosaic. No, the genius of the exterior advertising was not associated with a piece of meat and root vegetables, on the contrary - it's incredibly stylish and fit. But he created once the campaign for a supermarket Sainsbury, turning them into the largest retail chain in Britain, David Abbott is forever linked with the best customer range.
Advertisement Sainsbury one of the first in the category of boring and start to see women not as brainless creatures with a purse, but as a people about whom we must take care that are important to store owners.
Before David accents campaigns have always done in the prices. Why is that? Research says that only the price can cause a woman to "change" its supermarket to another. Yes, the study argued, but intuition Abbott told him otherwise.
Trusting it, he created a brilliant example, went down in the history of English and advertising "in the life" has become a real lesson for all industry professionals.
"Know your product and respect your audience, trust your instincts. See how people buy, listen to them, if possible. In every possible way try to better understand their motives, but not "strangling" them. Treat them as would like them to treat you ».
These words are often poured from the mouth of the so-called leaders of the advertising industry. In fact, very few of these giants really believe in them. Even fewer creatives live by these rules and build upon them successful work in their agencies.
But Abbott was one of the last.
Guinness - Hands
Guinness - noitulovE
But he was able to succeed in this business, where so many defeats? What qualities allowed him to ennoble so it's not always pleasant business?
First and foremost - David great copywriter. This is confirmed by the title of his stacks of advertising works that have been created over the 40 years of its activity, and left an indelible mark on the keen and sharp minds.
Of special note is his legendary campaign for Volkswagen, set up in the late '60s, when David began as a copywriter at DDB London. His later work for Volvo, «The Economist» and RSPCA - they sample the unique ability Abbott create advertising that is outside of time.
Read the review of advertising Economist, which was invented in AMV.No undoubtedly one of its largest and most brilliant creations were created in collaboration with Peter Mead and Adrian Vickers - this agency AMV. During the first bright and shiny and then, however, faded '80s, the advertising industry flattered myself with the thought that it is in the heart of the political and commercial life. Men and women working in the industry, sought in every way only to the high post and is only for experienced little to worry about what they contribute to their work.
Abbott Mead Vickers quietly and confidently walked the other way. Their road was correct and led them to the first position in the market, which is the third largest in the world. No knightly deeds. No empty PR.
AMV has become not just the largest agency. It was the only one who found themselves at the top due to the extremely creative people - David Abbott. And despite the fact that his partners and friends, of course, made a significant contribution to the construction company, AMV is still known as "agency David».
This is his most important legacy.
One of those, for which he was in the Hall of Fame of the American One Club.
Choice FM - Stop The Bullet
Focus 12 - No Such Things 85,730,246
Against Breast Cancer - Anyone
Volvo - Patter
Yellow Pages - Life
Sainsbury - Refresher Course
Guinness - Surfer
via social / 2007/02/09/15008 /
When advertising circles pronounce the name of David Abbott, in most instantly pop up in the mind images of the ground beef, potatoes and other products is quite prosaic. No, the genius of the exterior advertising was not associated with a piece of meat and root vegetables, on the contrary - it's incredibly stylish and fit. But he created once the campaign for a supermarket Sainsbury, turning them into the largest retail chain in Britain, David Abbott is forever linked with the best customer range.
Advertisement Sainsbury one of the first in the category of boring and start to see women not as brainless creatures with a purse, but as a people about whom we must take care that are important to store owners.
Before David accents campaigns have always done in the prices. Why is that? Research says that only the price can cause a woman to "change" its supermarket to another. Yes, the study argued, but intuition Abbott told him otherwise.
Trusting it, he created a brilliant example, went down in the history of English and advertising "in the life" has become a real lesson for all industry professionals.
"Know your product and respect your audience, trust your instincts. See how people buy, listen to them, if possible. In every possible way try to better understand their motives, but not "strangling" them. Treat them as would like them to treat you ».
These words are often poured from the mouth of the so-called leaders of the advertising industry. In fact, very few of these giants really believe in them. Even fewer creatives live by these rules and build upon them successful work in their agencies.
But Abbott was one of the last.
Guinness - Hands
Guinness - noitulovE
But he was able to succeed in this business, where so many defeats? What qualities allowed him to ennoble so it's not always pleasant business?
First and foremost - David great copywriter. This is confirmed by the title of his stacks of advertising works that have been created over the 40 years of its activity, and left an indelible mark on the keen and sharp minds.
Of special note is his legendary campaign for Volkswagen, set up in the late '60s, when David began as a copywriter at DDB London. His later work for Volvo, «The Economist» and RSPCA - they sample the unique ability Abbott create advertising that is outside of time.
Read the review of advertising Economist, which was invented in AMV.No undoubtedly one of its largest and most brilliant creations were created in collaboration with Peter Mead and Adrian Vickers - this agency AMV. During the first bright and shiny and then, however, faded '80s, the advertising industry flattered myself with the thought that it is in the heart of the political and commercial life. Men and women working in the industry, sought in every way only to the high post and is only for experienced little to worry about what they contribute to their work.
Abbott Mead Vickers quietly and confidently walked the other way. Their road was correct and led them to the first position in the market, which is the third largest in the world. No knightly deeds. No empty PR.
AMV has become not just the largest agency. It was the only one who found themselves at the top due to the extremely creative people - David Abbott. And despite the fact that his partners and friends, of course, made a significant contribution to the construction company, AMV is still known as "agency David».
This is his most important legacy.
One of those, for which he was in the Hall of Fame of the American One Club.
Choice FM - Stop The Bullet
Focus 12 - No Such Things 85,730,246
Against Breast Cancer - Anyone
Volvo - Patter
Yellow Pages - Life
Sainsbury - Refresher Course
Guinness - Surfer
via social / 2007/02/09/15008 /