As a trainee at Collett Dickenson Pearce, arguably London’s most lauded advertising agency, I learnt that idea-driven creativity conquers all. Switching from client management to copywriting, I gradually gained a reputation as a respected writer, picking up major awards in London, Cannes and New York.
Over the years, my varied advertising career taught me to accept that no one is obliged to read what I write. Using all the skills at my disposal, I need to grab people’s attention with impact and imagination, then keep them reading with wit, charm and craftsmanship. I must continually reward the reader.
Four decades on, I apply this principle to each new project.