Words from...

...Tony Brignull, who came in to give a talk to our creative department the other day, and I snuck in the back to listen.

It was an interesting retrospective, looking back at some of the campaigns he worked on. Mostly because the role of copy was so different.

He said, "the copy should be as long as the product is important". Hmmm... 'langauge' today is much more visual so this isn't really true. He also talked about how everyone is doing 'verve and style' but few are competing with facts, and how you shouldn't go for copy that says nothing. He also asked people if they could remember lines for several different brands in the past, and then what their current lines were. Very low recall for brands today. He was passionate about the role of stories; and urged creatives to be as ferocious as journalists digging into a political story in Washington in the quest to uncover that key thing that matters to consumers and would give them a reason to buy.

And a couple of bits of advice for planners:
- What a planner should give - '1 words and 1000 facts'
- Never write a brief with the word 'yet'