Dave Trottis an exceptional person. Born in east London, found his trade in New York, and built his reputation as an advertising master back in England.
An interview this month on www.fold.lv delves into his acheivements and approach to work and life. Here are some highlights.
I can teach talent, but I cannot teach the willingness to work hard. Being surrounded by people who desperately want to become good — that’s the part I enjoy. I get energy and a lot of excitement out of that.
When I came to New York, I saw that all the good advertising there was done by people like me, not by the rich or posh people. Creatives there laughed more, joked more and were more excited. Their origin, be it Italian, Jewish, Polish, gave them more character.
As a copywriter, you have to know that no matter what idea you have come up with, you have to think about impact, communication and persuasion. People think that they can impress by complicated things, but actually, you have to go beyond complicated — towards the simple. Our work is to simplify and exaggerate. Every great artist does that.
You have to learn everything complicated and then simplify, simplify, simplify. You take all the information from the research, from factory visits
Read the whole thing at www.fold.lv/en/2018/12/to-be-an-underdog-interview-with-dave-trott/