On Creative Direction
IN MY APPRENTICE DAYS, I worked for Marvin Honig, a Hall of Fame copywriter who created indelible commercials for Alka-Seltzer, Cracker Jack, and Volkswagen during the 1960s and 1970s, and who assumed creative leadership of Doyle Dane Bernbach upon legendary founder Bill Bernbach’s death. It was not one of those bloody successions that stain the pages of history and advertising. Bill chose Marvin to carry on in his place.
By the time I met Marvin, he and I were toiling at Campbell-Mithun-Esty. He had been brought in to radically upgrade the financially successful but talent-challenged agency’s creative product. I was there because it was the first job I could get in New York.
Marvin was gentle. He never told you how stale your ideas were or how disappointed he was in you for not working harder. He made you believe you were the future, not only of the place, but of the profession.
Besides his warmth, what I remember most is a piece of advice he gave me: “If you’re not a creative director by the time you’re 40, get out of the business.”
Continue reading But What I Really Want to Do is Direct at Cognition, the blog of Happy Cog.
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