Lois Holand Callaway Inc. Executive Vice-Peresident, Secretary
chuukyuu Some people observe that Mr. Lois has an artist's temperament. But isn't he rather a gregarious type? Do you have to have some knack get along with him in doing creative work?
Mr.Holland I think the only knack you need to get along with George is to do your best, do your homework, and be honest. As far as the artist's temperament, I don't know. He is generous and highly informal. He is almost (I know what your hear about him), but he's almost Edwardian in his politeness with people, with clients, with women, with his family, with his kids. The two people least frightened of George Lois in the whole world are his two young sons.
chuukyuu Mr. Lois is one of the the most talented art directors in America today. He is so talented that sometimes he may be capable of writjng copy or at least headlines. It may be a general trend in advertisingbusiness in America that the demarcation line between the jurisdictions of an art director and a copywriter is getting dim. As a copywriter how do you observe this?
Mr.Holland Well, it's a long question. Let's go bit by bit. No.1: I think George Lois is the most talented art director in America today. I think most art directors would answer "George Lois" if they were asked who the best art director was. He very often writes headlines and some of my headlines that I'm proudest of, I'm sure George Lois wrote. I think he can also w~rite body copy, which is the really surprising part because body copy gets down to the real discipline of writing sensibly, clearly, "thoughtfully and resourcefully. It ain't easy.
chuukyuu Do you think the demarcation line between the jurisdiction of an art director and a copywriter is getting dim?
Mr.Holland Oh, not really. I think George Lois is an anomaly. He is exceptional. He understands advertising and selling and getting down to the final job of advertising: positioning the product in the consumer's
'mind and offering him a reason to buy. I do think that art directors, and copywriters are working closer together and more effectively together. But I don't think that demarcation line is getting dim at all. I think writers make the best writers and art directors make the best art directors.
chuukyuu Among your work so far done, please name two that you like; best and tell us also why you like them and some episodes concerning those two ads.
Mr.Holland Well, I think the advertising that we've done that I like (naturally you like something about all the advertising you do), but I'm very fond of the Edwards & Hanly advertising we did. It was very effective and the it helped the client. But the reason that I'm fondest ofit, guess, is because it was our first account. It made Edwards ＆ Hanly famousstockbrokerage house,and made us famous,too. I'm sure pushed us ahead and made usa successful agency.
"Edwards ＆ Hanly-where were you when I needed you!”
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chuukyuu This the last question. How do you see or whatdo you bilieve will be the future trend of the circle of American advertising?
Mr.Holland I think advertising will remain where it was always been. A great copywriter named John Kennedy, in 1923 or sometimes like that, met Albert Lasker when he was trying to findout what advertising was.
Kennedy said, "It's simple,lt's salesmanship in prlnt." And it was. Now we know it's also salesmanship on televisio nan dradio. But that's all it is. I don't thlnk there is anything magical about it, anything special about it. I think that it's a discipllned craft and I'm positive there isn't a new type of advertising.
Everything is different and everything remains the same. Our job is to sell. It should be done tastefully, should be done effectively, should be done efficiently, and should be done economlcally.
I thlnk there are advertising agencies---l belive Lois Holland Callaway is one of them-- who believe that you don't have to insult people and you don't have to vulgarize your craft to be effective. If our kind of advertising didn't work, our clients wouldn't let us do it and if they didn't let us do our kind of advertising, we wouldn't be in the business.