As a budding copywriting student in the Watford College of Advertising, I used to wonder how I too could create ads like Stella Artois’ “Reassuringly expensive” campaign.
No matter how hard I tried to be witty, original and persuasive, few of my concepts ever seemed to quite resemble those magnificent campaigns that graced our screens and magazines. Bruised but not (totally) beaten, I limped off to become an account planner, where from close distance I watched my colleagues in the creative department bash out their wares week in, week out. What was their secret? What was I missing?
Continue reading ‘In praise of formulas, damn those formulas!’
