How to write a killer director’s treatment – here’s the secret sauce
What does a director’s treatment writer do? I MAKE IDEAS SEXY. Advertising ideas are my stock in trade. I’ve created, written and sold hundreds of millions of dollars of advertising ideas. Ideas expressed in TVC’s, print and digital media. Ideas that build brands. Ideas that drive sales. After graduating in my home town of London, […]
Continue readingHIT AND MYTH – ART OF THE TREATMENT WRITER
“I make ideas sexy” Try that over drinks as see how far you get. Whilst that’s exactly what I do, it’s rarely how I explain it in person. As an ex-Mad Man working across Asia, I’ve always relished the international man of mystery aura. Being a ghostwriter to the advertising gentry does that reputation no […]
Continue readingAdvertising’s best kept secret…
That would be me. Like anyone who provides a clandestine service (escorts, hitmen, shrinks), I understand the need for discretion. And while advertising may not be the world’s oldest profession… it certainly comes close. Happily, I don’t feel old. But with 25+ years in advertising, I’ve certainly learnt a trick or two. That’s why I’ve […]
Continue readingBETTER TO TRAVEL WELL THAN ARRIVE
It’s official. Vogue informs me that transformative travel will be the travel trend for 2017. A nice snappy marketing moniker for what I’ve been doing for decades. As dear old Keith Reinhard quipped “live in the current idiom and one day you will create it”. As a creative director and treatment writer that’s become a way of life. I’ve spent my […]
Continue readingCANNES LIONS – THE ORGY OF EGOS
JEEEESUZ! They said Cannes was expensive and they’re fricking right. My Amex bill and it looks like Johnny Depp’s bar tab for Pirates. At least I’m in good company. My old boss the Dark Lord (aka Sir Martin Sorrell) said that the jury is out on whether WPP will attend next year following Publicis’ decision […]
Continue readingCANNES FILM FESTIVAL – A MASTERCLASS IN SEDUCTION
I’m so proud to be French… half French anyway. Ancient Mother hails from Bordeaux – the greatest wine region on the planet and famous for dessert, decadence and political treachery. My first holidays were on my uncle’s farm and seventies Côte d’Azur. That might have set the bar for all future travel: glamour, hedonism and alarmingly long lunches. Even […]
Continue readingLOSING THE ‘C’ WORD
CRAFT. Now that’s a word you don’t hear too often in agencies. (Unless you’re talking about craft beer.) While everyone’s getting artisanal about everything from ice cubes to vinyl to goat milk “bean to bar” chocolate, there seems to be a complete lack of it in advertising. Specifically, the lost craft of copywriting. We live in very […]
Continue readingLE SECRET DE COOL
How much cooler does that read in French. The business of cool is serious business but nobody ever says so. Because it’s just not cool to talk about cool. And yet… Please, please Mr Advertising Man, please make ME look cool! That’s the unspoken plea in virtually every creative brief since my first copywriting job for Leo Burnett in […]
Continue readingVIP TREATMENT IN VIRGIN FIRST
2017 has been a highly satisfactory year travelwise… thus far I’ve spent a glorious month in Thailand, 12 glam weeks in Cali for the LA Film Festival and I’m just back from Cannes and three weeks in the Riviera making business a pleasure. Such is the life of the treatment writer. For someone who’s lived […]
Continue readingWHORES, HITMEN + HYPE: combat leadership for the creative mercenary
Prostitutes claim the oldest profession. Maybe they are, but mercenaries can certainly argue a case. From the ravaging Hun tribes whose chieftains hired out murderous hordes to anyone with sufficient coin to expand their empire to the dapper gentleman adventurers of yesteryear to the corporate wet workers of Blackwater, Triple Canopy and dear old Executive Outcomes. I’ve always felt […]
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