Bob Isherwood is responsible for many creative advertising ideas associated with several companies we are familiar with such as Stella Artois, Procter & Gamble, and Toyota. He was most prominent for his role as the Worldwide Creative Director for Saatchi & Saatchi. He has a distinct way of advertising and getting people to notice what he is trying to get the viewer to notice, making his work more effective and cost-efficient. Why would any creative designer want to do the same thing over and over again? We see a lot of ads that are predictable and just like any other ad of the same kind of product. He has created originality in advertising. Isherwood is the co-author of the book ‘World Changing Ideas’, based on 41 innovations that have either won or been shortlisted for the Saatchi & Saatchi Award for World Changing Ideas.
During his interview in Robin Landa's book, Advertising by Design, he states that the way he convinces his client to take a chance on a daring concept is to help them understand the context of which their ad will appear. Your ad must having striking ideas to cut through and grab the attention of the viewers. Like he said, risk is reduced by research. I think that's the best way to understand your client, the product, and the target audience, making your idea a great idea. For Isherwood, simplicity in concept and design is the key think for him, because it reduces advertising clutter. It should be for most. His concepts on the way he designs in very intricate. He understand the way designs and why.
"At Saatchi & Saatchi, we've taken advertising out of our name; our focus is on building an ideas company. We see our role as transforming our clients' brands business, or reputation through highly valued ideas, and those may not be traditional in advertising." -Bob Isherwood
()http://www.abeopartners.com/bob_isherwood/
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