SOCIAL CHATTER [Campaign Middle East]
(Campaign Middle East Via Acquire Media NewsEdge) What Leahy teaches us about creativity
When Sir Terry Leahy was 23, he joined Tesco as a junior marketing executive. By age 36, he was on the board. At age 39, he was made the chief executive.
By the time he retired, aged 54, Tesco was the third-largest retailer in the world. This is the advice Leahy recently chose to pass along: "Be more tolerant of the difficult people.
They're the creative ones. They're not happy with the status quo." So one of the most successful businessmen we've had recommends that we learn to value troublemakers.
Of course he does. People who are satisfied will never change things. Helmut Krone was one of the greatest art directors ever. He did two of the most important campaigns in ad history: Volkswagen and Avis. The Avis campaign has no logo. All these years, I've admired it and I never noticed.
Krone said: "I said to the copywriter, put the name Avis in every headline. That way, we don't need a logo." That's a man who isn't satisfied with the way things are.
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