Author Archives: Giles Keeble

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Giles Keeble started as a rep (account man) at JWT before moving to BMP. There Stanley Pollitt told him that JWT’s Stephen King had wanted him to become a planner. John Webster encouraged him to become a writer but after a number of years Giles moved to French Gold Abbott and, for a while, did become a planner of sorts. Returning to writing he went to David Abbott’s new agency AMV followed by WCRS and was then ECD of Leo Burnett for six years. He then returned to AMV before moving to Publicis and then Lowe in Hong Kong at the inception of the ‘World’s Local Bank’ campaign for HSBC. He now works as a writer and strategist as well as running advertising courses for senior clients.

Giles Keeble: a memory of working with the master

When I heard the news about David Abbott I seemed to remember for some reason he once used Mark Twain’s “the reports of my death have been greatly exaggerated” but perhaps I am imagining it. If only it were true ...

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Giles Keeble: whatever happened to advertising ideas?

I hope this does not come across as an old fart’s lamentation for a supposed golden age. I’ve been thinking about the ads I see these days and number of (admittedly older) people have said that they no longer know ...

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Giles Keeble: where would I work now?

Once upon a time, between agencies, I set up a consultancy I called ‘Idees sans Frontieres’. This followed on from my view, developed at Leo Burnett, that agencies should have the courage and conviction to recommend a solution that was ...

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Giles Keeble: unravelling the mystery of Guinness

Is ‘Made of More’ bollox? I may be slow but when the cloud was floating over NY I didn’t get the metaphor/analogy/fairy tale of the brave little cloud with the big heart/golden lining. Then I saw a few print ads ...

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Giles Keeble: why Dove’s Campaign For Real Beauty campaign qualifies as a Modern Classic

It seems there have always been difficult categories for creative advertising: over the years that would have included detergents, oral care, personal care – including hair products, and yellow fats (there are others) – the brands that creative departments would ...

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