Daniel Shepherd is the Co-Managing Director for PHD MENA. His favourite movie is Willy Wonka & The Chocolate Factory, a timeless love letter to the power of imagination.
A wise agency head shared a great anecdote with me the other day about The Economist account. I’m sure many other versions of this story exist, continuously shared by probably thousands of copywriters the world over.
And that’s fitting because, the story goes, for every tagline that was chosen to be used in The Economist’s famous ad campaign, the copywriter must (having first been handpicked anyway) write at least one thousand different lines.
Knowing that only one of these, max, would end up being
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