“Frank Lowe single-handedly cajoled a whole generation of writers, art directors and film directors into revolutionising British and world advertising.”

– Sir Alan Parker.

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It seemed a bit over the top.

I know he was very good and had a big impact on the business, but ‘single-handedly’?

I guess Alan was his mate, so probably bigged him up a bit.

Having just spent three hours nose to nose with Frank, I got a taste of what Alan was talking about.

I can’t think I’ve met anyone who’s as sure of their own opinion.

That may read like a back-handed compliment, it’s not meant to be.

Just that he totally believes in the power of advertising, he’s so unwavering that it was striking.

Especially today, when nobody seems be very sure of what advertising even is.

It’s easy to see (and hopefully hear) how generations of clients and agencies would’ve been persuaded, cajoled or battered into aiming higher.

Higher to Frank meant “not just achieving sales success, but ensuring any advertiser entering people’s lives uninvited, left them a little better or richer for their visit”.

Enjoy being cajoled.

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This pod first appeared on Dave Dye's series, Stuff from the Loft.