How to Get Your First Job in Advertising
Thought leaders
How To adverTising Dave Trott
geT your firsT job in
Dave Trott How to get your first job in advertising
Introduction
Last year, Campaign and Marketing set out to publish a series of key pieces about our industry that are worth preserving and celebrating. Here’s our latest gem. It’s from the 70s, an era when the heady mixture of fresh advertising thinking that Colletts, BMP and Saatchis contributed along with a new wave of agencies was – with the help of the soon-to-expand media independents – to transform the face of British advertising. Dave Trott’s How to get your first job in advertising is part of the powerful advertising record of that decade. When he wrote it, Trott was a copywriter at BMP, though soon to immortalise his name at Gold Greenless Trott. As well as a blindingly simple, logical and timeless guide to how to bash a portfolio into shape, this is a definitive explanation of what our industry is here to do: sell stuff, and build the value of brands by proving the long-term efficacy of the product. This piece is topped by CST’s managing director, Nick Simons. Part of the Cagney Group, the agency is staying true to Trott’s authenticity. It is introduced by Peter Souter, the deputy chairman of Abbott Mead Vickers BBDO, who regards Trott as a brilliant, altruistic, munificent teacher. Caroline Marshall Consultant editor Haymarket Brand Media
How to get your first job in advertising Dave Trott
Dave Trott How to get your first job in advertising
Foreword
Thirty years ago, Grange Hill made its first appearance on the BBC, The Deer Hunter won Best Picture at the Oscars, Steve Ovett was the sporting man of the moment and the biggest single on the “hit parade” was The Bee Gees’ Stayin’ Alive. And Dave Trott wrote How to get your first job in advertising. Given the mind-boggling scale of change over the past 30 years, nobody would expect something written at the time to have relevance today. And yet some of the
How To adverTising Dave Trott
geT your firsT job in
Dave Trott How to get your first job in advertising
Introduction
Last year, Campaign and Marketing set out to publish a series of key pieces about our industry that are worth preserving and celebrating. Here’s our latest gem. It’s from the 70s, an era when the heady mixture of fresh advertising thinking that Colletts, BMP and Saatchis contributed along with a new wave of agencies was – with the help of the soon-to-expand media independents – to transform the face of British advertising. Dave Trott’s How to get your first job in advertising is part of the powerful advertising record of that decade. When he wrote it, Trott was a copywriter at BMP, though soon to immortalise his name at Gold Greenless Trott. As well as a blindingly simple, logical and timeless guide to how to bash a portfolio into shape, this is a definitive explanation of what our industry is here to do: sell stuff, and build the value of brands by proving the long-term efficacy of the product. This piece is topped by CST’s managing director, Nick Simons. Part of the Cagney Group, the agency is staying true to Trott’s authenticity. It is introduced by Peter Souter, the deputy chairman of Abbott Mead Vickers BBDO, who regards Trott as a brilliant, altruistic, munificent teacher. Caroline Marshall Consultant editor Haymarket Brand Media
How to get your first job in advertising Dave Trott
Dave Trott How to get your first job in advertising
Foreword
Thirty years ago, Grange Hill made its first appearance on the BBC, The Deer Hunter won Best Picture at the Oscars, Steve Ovett was the sporting man of the moment and the biggest single on the “hit parade” was The Bee Gees’ Stayin’ Alive. And Dave Trott wrote How to get your first job in advertising. Given the mind-boggling scale of change over the past 30 years, nobody would expect something written at the time to have relevance today. And yet some of the