創造と環境

コピーライター西尾忠久の1960年代を中心としたアメリカ広告のアーカイブ

Interview with Mr. Howard Gossage(1)


"Socrates of San Francisco"
(Mr. Howard Gossage President, Freeman & Gossage inc. Advertising)


chuukyuu Would you please tell me the reason why you are saying in San Francisco?


Mr. Gossage The reason I'm staying in San Francisco in because I can't think of any reason to leave. In 1946 I came here after the War. I'd been in the pacific for three, four years and I liked San Francisco better than where I'd lived. It's a charming place. So I stayed here. And San Francisco is one of those misty places, though it's not always exciting place.


chuukyuu If you are in Los Angeles or in New York, is it possible to make your agency bigger?


Mr. Gossage I can make my agency bigger any where, but the whole trivk is to remain small and do what you can do. I don't want to make it any bigger. Also, one advantage to being in Sa Francisco, Which isn't a big advertising city, is that all of my client are somewhere else like New York or Europe (on in Japan). People are prepared to believe what I tell them more if I don't see them too often. It works out very well.


chuukyuu I believe small agencies are more lively than big agencies and they are not so automatical at all. But---


Mr. Gossage Yes, I think it's true enough. In a big advertising agency, if anything lively come out, It's because somebody in there has set up a little enclave of his own and he will create a lot of activity and people will leave him alone because they don't know where he's doing. And then gradually what will happen is the other clients notice the good work what this little kingdom is doing, and I think the whole agency does. But they will try to make a formula of what these people do and pretty soon, it's not magical any more. And so everything become ordinary.


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