Live, Skill-Building Workshop by David Burn
Illustrations by Jason Walton
We all want to make better work. The question is how?
Great teams know and practice the fundamentals. This is true in sports, as it is in business. That’s why Signal Theory hired me to present two half-day workshops at their new Kansas City headquarters, and again the next day in Wichita. To gain credibility as an industry and make better work—work that performs for our clients—we need to adopt stronger creative standards. To recognize and then consistently rely on these timeless standards, we need to know our industry’s history, where we’ve been and how we got here.
During the workshop, I provide a detailed overview of the rise of the ad agency business with a focus on some of the legendary people who created timeless campaigns, fundamental concepts, and structures that we continue to rely on today. If your team isn’t sure what “1984” means, or why it matters in an advertising context, let’s fix that. The workshop is an interactive walkthrough where we deconstruct famous ads from the legends. From Ogilvy’s “Hathaway Man” to Burnett’s “Jolly Green Giant,” to Mary Wells’ “End of the Plain Plane,” the workshop covers a lot of important ground.