I was working at Saatchi & Saatchi in the 1980s when the School Of Communication Arts was first set up, with Saatchi’s support. it was the first UK school like it. Now supported by around 100 agencies, the SCA’s a world leader in giving young creative people a vocational training for the real world of advertising. So I’m delighted to donate my awards and other advertising books to this great school!
The BBC version of John Le Carre’s gripping ‘The Little Drummer Girl’ is coming to a climax. But can film ever do complete justice to a book when it’s so brilliantly written?
Concepts and writing for the London social and technology agency, on a major financial project.
I recently finished a brand naming project. Here are a few thoughts and suggestions for anyone doing the same thing.
A great brand name is as important as ever. And it’s never been more of a minefield. Whatever word or common phrase you can think of, someone has already thought of it, registered it, and gobbled up the URL.
So what do you do?
You can make up words. Like Google.
Misspell words. Like Flickr.
You can invent imaginary partners. Like Abercrombie & Kent. (Kent existed, Abercrombie didn’t)
You can create both originality and intrigue with riddles. Like wealth manager eightfourtwo and agency 18 Feet And Rising.
You can throw in typographical oddities: ELFy.
Or use funky foreign accents: Über.
You can learn a lot from band names, too.
Try some pirate punctuation, like D’Ream.
Or mash-ups like Radiohead and Coldplay. (Or indeed Facebook and Microsoft).
So in our wonderful online world there are many traps to be dodged.
But with obstacles come opportunities.
Someone could have called their new chain of chocolate shops The Chocolate Shop or World Of Chocolate. Yawn.
But they chose Choccywoccydoodah instead.
Is it true that radio's making a comeback? Hope so: Just finished writing more radio scripts for Groupon!
Art director extraordinaire Paul Arden died 10 years ago. In April 2008 he was remembered in a collection of obituaries by people who knew him. This was my contribution: a tribute, and also an explanation of how an art director helped make me a better writer.
Writing a new mission statement/manifesto for the long-established Paris-based fashion-shapers and commentators. Launched 47 years ago, this is what they were observing back then ...
Recently finished mission statement/brand manifesto project for the extremely stylish and iconic owners of Vogue, Tatler, GQ, House & Garden, Wired ... and here is the extremely stylish and iconic Mr Nast himself:
Excited to be starting a new writing project with Ridley Scott Associates London ...