Paul Feldwick
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Paul Feldwick

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More than forty-five years since I joined the ad business, at the legendary London agency Boase Massimi Pollitt, I still find advertising fascinating and frustrating in equal measure. How does it work? What is its place in society? Why does it seem so difficult to do it well? Throughout my career I've explored these questions in theory and practice, through writing and studying and arguing about them. I've studied organisational behaviour (Hult Ashridge), corporate responsibility (Bath), and psychology and communications theory, to try and find some answers. And my first degree (Oxford) was in English Literature. But I suspect that neither science nor art is enough - and perhaps the most useful way to think about advertising, or at least, the one we've most forgotten about, is that it's showbusiness.
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