Daren Kay, Executive Creative Director of TMW talks about his main take-outs from the IPA event, Pitching Legends: An evening with Robin Wight and Claire Beale.
Aside from the obvious affection held for him by colleagues young – and not so – in the audience, Robin talked unapologetically and candidly on the night’s subject; Pitching Legends. On the issue of pitch-winning tag-lines for example, Robin talked articulately about respecting brand archaeology and heritage. Or to put it another way, ‘If it ain’t broke, don’t fix it!’ Not even in a pitch. Something that led him to recommend BMW use the same line in the UK (The Ultimate Driving Machine) that the company already used in the US. He also praised Adam & Eve for keeping the WCRS line for Phones4U in their latest campaign. Also, he was positively thrilled with the re-vamped WCRS Churchill ad in which the dog is driven around town by Martin Clunes to the tune of Bonnie Tyler’s ‘I need a hero’. At the end, it is Martin not Churchill who has the famous ‘Oh yes’ line. Refreshing, funny, but heritage in tact.
To read the rest of Daren’s blog post, click here.