Great Is Rarely Subjective

by | Sep 8, 2004


In each issue of Communication Arts readers are treated to a profile of one of the nation’s most creative ad agencies. The current issue looks at Huey/Paprocki in Atlanta. Writing for Adweek in January 2003, Ron Huey, a brilliant copywriter and agency head said:

“Great work is most often readily apparent to the client. It takes precious little arm twisting. No plunging down the throat. No “Trust us on this one.” In fact, smart, insightful work usually sells itself. That’s because the client can find little room for rebuttal. The idea is clearly relevant. Strategically, it’s a bullet between the eyes. Creatively, it hammers on emotions like Professor Longhair banging on an upright piano.”