Timeless lessons for planners

Sarah Carter
adam&eveDDB

Whether it's the eternal appeal of a cute animal or the emotional pull of standout music, planners can still learn from John Webster as Sarah Carter, of adam&eveDDB, explains in the second part of her appreciation of the legendary adman.

A remarkable 10 of the British public's 'top 100 ads ever' were written by one man – John Webster.

Last year, I tracked down the directors, account teams and marketers who had worked alongside Webster on these ads that had touched the hearts of the nation, as well as powering the bottom lines of his grateful clients. I discovered a number of lessons that seemed valuable still to planners today – and I shared them in Admap ('A creative legend's lessons for planners'. February 2013.)