Predatory Thinking

Dave Trott is the author of Creative Mischief and Chairman of The Gate London, part of The Gate Worldwide. Born in east London, he went to art school in New York on a Rockerfeller Scholarship. From there he began an illustrious career in advertising, as part of the creative team behind 'Hello Tosh Gotta Toshiba', 'Aristonandonandon', 'Lipsmackinthirstquenchin . . . Pepsi', the Cadbury Flake ads and many, many more.Dave's agency Gold Greenlees Trott was voted Agency of the Year by Campaign Magazine, and Most Creative Agency in the World by Ad Age in New York. In 2004 he was given the D&AD President's Award for lifetime achievement in advertising.

Praise for Dave Trott's career and first book, Creative Mischief: 'Dave Trott is not only a brilliant advertising copywriter, but a great team leader. He now shares his thoughts about how you do advertising and run departments. His ideas are equally applicable to writing a novel, making a film, launching a product, managing a football team, instituting life changes and any activity you can imagine. Genius.' The Sunday Times 'Among the best-known names in creative advertising, Trott is responsible for some of the most memorable endlines from a golden era of television commercials. He kicked off his career with Pepsi's Lipsmackin' thirst-quenchin'... campaign, introduced pub singers Chas & Dave to the nation in the Courage Bitter ads Gertcha, and persuaded rock singer Ian Dury to voiceover ello Tosh, gotta Toshiba? for an ad promoting televisions. His Ariston... and on... and on washing machine ads were so effective they were mimicked in a speech by Margaret Thatcher.' The Independent 'If only Dave had written this book thirty years ago it would have made my career a lot easier.' Sir John Hegarty 'Dave Trott is not just a great copywriter, he is a great teacher. If you can't learn something useful from this bundle of wisdoms, go to the bottom of the class.' Robin Wight (Founder of Engine)