The Best Copywriters of All Time

(So far)

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By studying the exploits of the experts we can all learn to improve our skills.

These aThese are the copywriters that were talented enough, diligent enough, and unconventional enough to see their names go down in history.

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Stan FrebergTo say that Stan Freberg was a man of many talents would be the grossest of understatements.

During his liDuring his life (he was born in 1926 and passed away this year) he was an author, recording artist, animation voice actor, comedian, radio personality, and puppeteer.

He was also an advertising creative director, and he revolutionised the industry with an infectious dose of comedy.

FFreberg produced many campaigns famous for their humorous, satirical approach, including a futuristic ad for Sunsweet Prunes entitled Brave New Prunes, which featured author and friend of Freberg, Ray Bradbury.

Leo BurnettBurnett is a legend in the world of advertising.

He undeHe understood the power of a shared public consciousness, and used the ‘soft sell’ approach to create myths and tell stories that resonated with people.

The characters he created include The Jolly Green Giant, Tony the Tiger, and the Marlborough Man.

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Bernice Bowles Fitz-GibbonBernice Bowles Fitz-Gibbon was a pioneer in retail advertising.

She began She began work at a newspaper before gaining a position at Marshall Field’s, where she penned the Macy’s tagline, “It’s smart to be thrifty”.

She She went on to start her own firm, win numerous awards, and was inducted into the Advertising Hall of Fame in 1982.

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David AbbottAfter David Abbott read a book about advertising he found on a market stall, he began his career as an in-house copywriter at Kodak.

He He would go on to become one of the most successful creatives in history, and was regarded by many as the greatest copywriter of his generation.

AAbbott was inducted into the One Club For Art and Copy’s Creative Hall of Fame in 2001.

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Fairfax M. ConeFairfax M. Cone is sometimes referred to as the father of modern advertising.

He said of Advertising:

Cone belieCone believed in clear, direct advertising, rather than “clever and cute” campaigns. He also spoke of how important it is to speak as if you are talking to just one person, rather than a million.

It’s what you do when you can’t see somebody. That’s all it is.“ ”

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Dave TrottTrott began his career as a trainee copywriter in 1971 at Boasse Massimi Pollitt.

In In 1980 he founded the agency GGT with Mike Gold and Mike Greenless, and is now a copywriter, author and blogger.

He is responsible for some of the most exciting adverts in recent times, including Toshiba’s campaign, ‘Hello Tosh, gotta Toshiba?’

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William BernbachWilliam Bernbach began his career running the Schenley Distillers mailroom in 1933.

When he When he took the initiative of writing an ad for Schenley’s American Cream Whiskey, he gained a promotion to the advertising department. He He went on to found his agency and made a lasting impact on the creative team approach in the industry. His work became a symbol for creativity and innovation.

Drayton BirdDrayton has earned his reputation over the years, as one of the foremost pioneers and teachers in direct marketing the industry has to offer.

He is a successful authoHe is a successful author, copywriter, has founded his own agency, and has worked with such brands as Mercedes, Virgin, and Visa. David Ogilvy said of Bird:

He knows more about direct marketing than anyone else in the world.“ ”

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Jo FoxworthJosephine Foxworth took a copywriting job at McCann Erickson in 1955, moved up to management by the end of the sixties, and in 1968 left to form Jo Foxworth Inc.

She made her name in She made her name in retail advertising, taking on D'Agostino Supermarkets, Inc. as her sole client in 1980. She was inducted into the Advertising Hall of Fame in 1997.

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David OgilvyDavid Ogilvy is famous for his creative talent as well as his business acumen, and his words and work are still a source of inspiration today.

His philosopHis philosophy focused on the importance of creative talent and clear-cut results for clients, as can be seen in his work Ogilvy on Advertising.

He founded Ogilvy & Mather and has been responsible for such campaigns the Dove tagline “Only Dove is one-quarter moisturizing cream,” as well as the advert for Rolls Royce featured below.

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The people discussed were pioneers in copywriting and in creativity in general. They challenged conventional wisdom.

WWe can only wonder about who will make up the next batch of great minds, ready to challenge the way we do things today.

Phone • 020 7118 0333 Email • copywriter@rule-of-three.co.uk

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