Dave Trott

I usually have a page in my decks that's called One Minute of Theory.

And it's literally Dave Trott's upside-down pyramid divided into three, impact, communication, persuasion.

And I say, you know, today we're really talking about impact.

Because if I don't stop you, everything else is moot.

Steve Harrison spent decades defending the art of great advertising and warning about what happens when the industry forgets how persuasion actually works.

Dave Trott helped create some of the most influential advertising Britain has ever produced and built an entire philosophy around the importance of being noticed.

From his early days at Gold Green as Trott to his work at countless major ad agencies around the world, Paul Grubb is a global creative director in constant demand.

Simon de Rungs lived through advertising's golden era from Saatchi and Saatchi to GGT and watched the business transform from storytelling into what he calls asset production.

We needed to agree some metrics and then do the work to deliver on those metrics.

In the 1980s and 90s, to be an outcast, to be different, meant you might have a long career in advertising.

Here's Dave Trott.

All of the guys that work for me, all of the little rebels and rejects, mainly from up north, they'd come down to London desperate to do it and couldn't get a job.