"Socrates of San Francisco"
（Mr. Howard Gossage President, Freeman & Gossage inc. Advertising)
chuukyuu Would you please explain to me the main reason why you determined to become a copywriter?
Mr. Gossage I didn't determine to become a copywriter. I quit my job−−−I'd been promotion manager of a broadcasting station and I went to Europe for year and a half and did graduate work at the University of Paris when I was 35,36 years old.
When I came back I needed a job and I went into advertising agency whose job was only open for a copywriter, so I said "OK". That was the only job I could get.
chuukyuu Have you any advices to young copywriters?
Mr. Gossage What I tell to young copywriters is this: If they go to work in an agency, what they ought to do is to look around for some account place which nobody cares about and will allow them to do anything they want to, And they will have surely learned great deal, because nobody tell them no.
chuukyuu Please tell the most important quality for a copywriter. How can we train it?
Mr. Gossage I don't have any idea. I supose it is this: 'They see something that other people don't see.'---If man comes in from outside he see things that other people don't see at all---I describe creativity as it is used in advertising as the ability to see a hundred horses run by and you say that one there is a ZEBRA. And then you say what do we do with ZEBRA or what do we do with 99 NON-ZEBRAS? It's seeing something that other people don't see. That's creativity, that's what I think. I don't know how you can train it.
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