In a recent tv programme - one of those tacky 'the best 100 ads ever' type deals - top Saatchi creative Jeremy Sinclair related how on one occasion, as he and Charles Saatchi slaved over a hard round of Scrabble, a young creative team popped in with the roughs of a proposed pitch for British Airways. Saatchi studied the layouts for a few seconds, then reached out to delete the words 'number one' from 'The world's number one airline', substituting 'favourite'. Thereby, as Sinclair said, transforming a bald statement of statistical fact into an engaging emotional proposition. 

What's in a word, eh? 

Kind regards


Alan Paterson
ampers&
020 7379 5869
www.wherewordswork.com
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