be a sponge!

"you are a bank account: the more you deposit in, the better return you get.


read everything.
listen to everything. see everything. films, books, magazines, newspapers, exhibitions,
galleries, concerts, radio 4, radio 1, awards annuals, archive magazine, graphis.


be a sponge.


it's amazing what you pick up and what helps you with concepts. insights into every area of life give inspiration. read ‘hey whipple’, ‘cutting edge advertising’, ‘the copy book’, ‘the art book’ (if you can get your hands on it), ‘the art of account planning’, ‘it's not how good you are, it's how good you want to be’ (paul arden), james webb young’s idea's book, even drayton bird's ‘common sense direct marketing’.

all required reading. know your stuff.

it helps so much"

(by Chris Catchpole )