Lessons in advertising from the largely ignored
Jeremy Bullmore
Jeremy Bullmore explains why for some brands, less is always more.
There's a school of advertising that, if more widely adopted, would put most creative agencies out of business. It's most apparent between mid-October and mid-December. Here are some of the names that favour the school – and have done so for decades, Chloé, Yves Saint Laurent, Gucci, Dior, Armani, Prada, Versace, D&G, Calvin Klein, Chanel, Givenchy, Lanvin, Boss, Estée Lauder.
Their advertisements are unlike most other advertisements in several respects. No copywriters have been troubled: there are no headlines, no...