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And the second most influential figures quoted by the people we spoke to? Their dads and moms. When we asked 12 Canadian creative directors about what influenced them, the two names that came up most often were Bill Bernbach and Allan Kazmer, both of whose careers were at their height before some of these CDs were born.
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What other occupation, with the possible exception of live theatre – puts so much effort into production artefacts that will only last for a few months? If history were water, the history of advertising would be water vapour.įor more seasoned practitioners, history is more often than not what inspired them to get into the business. What creative director would not want to repeat the success of the Bill Bernbach Volkswagen campaign? Or Lee Clow and Ridley Scott’s 1984 Apple SuperBowl spot? Or Nancy Vonk and Janet Kestin’s Dove campaign? And yet if you asked some of today’s younger practitioners that question, they may not know what you’re talking about.Ĭertainly no one outside the business is going to know these iconic moments from the history of advertising. Wonder what he would have said about advertising in this context?Īdvertising must be one of the few occupations where the opposite is just as often true. It was Winston Churchill who said, “Those who fail to learn from history are condemned to repeat it.” Churchill was of course referring to the repetition of history’s mistakes, not its better moments.