Magazine article Marketing

MARKETING MIX: Pen Portrait - Steve Richards, Swordfish

Magazine article Marketing

MARKETING MIX: Pen Portrait - Steve Richards, Swordfish

Article excerpt

Steve Richards is co-founder and managing director of Swordfish. He began his career at Midland Bank, then went agency-side in the early-90s and started Swordfish in 1998 with former colleague Mark Whitmore.

It is interesting and revealing to note the myriad different ways people set out to produce a sample for analysis. Some write two lines as fast as they can, but this writer takes it a bit more seriously.

He thought about what he was going to say and wrote more slowly than usual. Believe me, he controls what is happening around him.

Need to persuade him? Forget it. He will weigh up the options and make up his own mind.

His writing manages to combine legibility with simplification. He made up for writing slowly by not including a single line that he could omit.

His 'i' dots stray to the right of the letter. This is someone who endeavours to think ahead of what he is doing.

The three writing zones are all pretty well balanced; he can turn his hand to a lot of things. …

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