Magazine article Marketing

Pen Portrait

Magazine article Marketing

Pen Portrait

Article excerpt

Robert Senior began his advertising career at Burkitt Weinreich Bryant. He spent five years at DMB&B working on Procter & Gamble, and in 1994 joined Simons Palmer. He was one of the five founding partners of Fallon London, which two years on has a client list including the BBC, Umbro, Starbucks and Skoda.

Here we have a rather unusual fellow. There are no less than three extremes in this writing sample. There is a very small middle zone (that is, letters such as a, o, u, n), wide spaces between words and simplification of letter formation.

The interpretation is as follows: small middle zone: this is someone who has a preference for dealing with unadorned facts--exaggerate or distort in any way when giving him information at your peril.

Wide spacing: this is 'the cat that walks by himself' -- he needs guaranteed space and freedom of action and decision, to give him the independence he requires.

Extreme simplification: he can scan a situation and identify the salient points with an astonishing immediacy. …

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