"I like words too much."
Interview with Neil French, Creative Director of WPP
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If I had to go and get them on cold call I would starve. In fact, in the WPP Annual there is only one copy-only ad... and that is because the client called up and said he wanted one. It was great fun, because when they asked me I said he doesn't need a long copy ad.What he sold was sold totally on the basis of price. His product is cheaper than any competitor's and as good as them all.We have had the client for a long time. It is a hugely successful, nofrills airline in Asia. How difficult is it to say "Everybody else 500 dollars, us 50 dollars"? It doesn't take creativity to say that. Anyway the client said,"No, you misunderstand me,Neil. I want a long copy ad." And I said,"No, you don't need one." And he said,"Let me put it another way. Write me a long copy ad.""Ah. I see. Right. OK." It was a tough job. I sat there forever throwing bits of paper into the bin. Bad idea. Bad idea. Bad idea. And then I found a way in. I am not sure if it is a great way in, but it an amusing way in. And I wrote it, and he liked it, and it ran. I personally doubt that it put another bum on a seat, but I think the point was made and I think he just wanted to prove that you can make a long copy for a cut-price product. And he enjoyed bullying me!
T: So if you have a good idea you keep the client.
NF: If you can get the client enthusiastic about his own advertising that is fantastic. You know, clients are not always stupid. They frequently come up with good ideas themselves and I am happy to go along with that. If a client has a good idea I will say,"Oh, yes!", and steal it, and get an award, and keep the award, and give the client no credit whatsoever!
T: You write things for all kinds of clients. Do you think it is better to do a worldwide campaign?
NF: No, not really. I wish it were, because wouldn't it be wonderful to deal with the people who approved the new Honda ad, for example? I guess it is worldwide now and I would have loved to have done that. But I am not that good, I could never have done it. Everyone would love to see their advertising worldwide. I think there is only one campaign I have ever done which went worldwide and that was for the United Bank of Switzerland. Generally speaking, I tend to do everything on a local level. I have done campaigns in Brazil for Brazilians, in Mexico for Mexicans, in Spain for the Spanish and in Singapore for the Singaporeans. All over, but very rarely does it go more than regional.
Page [1] [2] [3] [4]
Page [1] [2] [3] [4]
If I had to go and get them on cold call I would starve. In fact, in the WPP Annual there is only one copy-only ad... and that is because the client called up and said he wanted one. It was great fun, because when they asked me I said he doesn't need a long copy ad.What he sold was sold totally on the basis of price. His product is cheaper than any competitor's and as good as them all.We have had the client for a long time. It is a hugely successful, nofrills airline in Asia. How difficult is it to say "Everybody else 500 dollars, us 50 dollars"? It doesn't take creativity to say that. Anyway the client said,"No, you misunderstand me,Neil. I want a long copy ad." And I said,"No, you don't need one." And he said,"Let me put it another way. Write me a long copy ad.""Ah. I see. Right. OK." It was a tough job. I sat there forever throwing bits of paper into the bin. Bad idea. Bad idea. Bad idea. And then I found a way in. I am not sure if it is a great way in, but it an amusing way in. And I wrote it, and he liked it, and it ran. I personally doubt that it put another bum on a seat, but I think the point was made and I think he just wanted to prove that you can make a long copy for a cut-price product. And he enjoyed bullying me!
T: So if you have a good idea you keep the client.
NF: If you can get the client enthusiastic about his own advertising that is fantastic. You know, clients are not always stupid. They frequently come up with good ideas themselves and I am happy to go along with that. If a client has a good idea I will say,"Oh, yes!", and steal it, and get an award, and keep the award, and give the client no credit whatsoever!
T: You write things for all kinds of clients. Do you think it is better to do a worldwide campaign?
NF: No, not really. I wish it were, because wouldn't it be wonderful to deal with the people who approved the new Honda ad, for example? I guess it is worldwide now and I would have loved to have done that. But I am not that good, I could never have done it. Everyone would love to see their advertising worldwide. I think there is only one campaign I have ever done which went worldwide and that was for the United Bank of Switzerland. Generally speaking, I tend to do everything on a local level. I have done campaigns in Brazil for Brazilians, in Mexico for Mexicans, in Spain for the Spanish and in Singapore for the Singaporeans. All over, but very rarely does it go more than regional.
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The art of selling: today's most effective and original ads
DDB London for VW Polo, 2005. Cannes Silver Lion. Illustrator: Paul Slater