To look across the span of work produced over the past 30 years is to take a brief history lesson, not only in the development of some of our most famous brands but also in the changing craft of creating for the press medium. In his Essay on page 44, Robin Wight, the chairman of our 2003 jury, argues that we have lost the art of writing long-copy ads.
"Would David Abbott get a job in advertising today?" Well, any retrospective could not fail to throw up the bend of press and poster creativity towards a common central, wordless, ground: the proster as Trevor Beattie calls it on page 42. On page 46, though, some of today's creatives debate whether we should really mourn the passing of long copy or celebrate the shifting vibrancy of the dictating culture.
What remains true, despite such debate, is the overall standard of the best work and its vital role in maintaining the health of the print medium.
Great creativity in press advertising can only enhance the environment in which it appears and add to the reader's enjoyment. Campaign is proud to have been associated with this process for the past 30 years.