British advertising may have had more successful businessmen.More accomplished creative directors.Bigger award winners.But never a better Creative.No one has more ideas living in British people’s heads than John Webster.They didn’t gatecrash either – they were invited in.Singing and dancing their way past the barriers and into the national consciousness.One big, happy conga line; Smash Martians, Cresta Bear, Honey Monster, John Smith’s Arkwright, the Prize Guys, the Humphreys, and on and on.Born across four different decades.Created, unlike other ads at the time – alone and using research.Occasionally John and a writer are credited, but primarily John was both the art director and writer.At the time, Bernbach’s 1+1=3 was the law, so that was very rare.Rarer still, were Creatives who embraced research.Creatives viewed it as a killer of creativity and innovation.I thought I’d look into these aspects of John’s process.First, by talking about how John created ideas.Fortunately, Dave Trott broke his anti-podcast rule, which is great, because I couldn’t think of anyone better to talk to on the subject.Dave worked with John through the seventies and is obviously a brilliant Creative in his own right. (He’s not just a blogger kids.)Next, I’ll talk to planner Sarah Carter about how John used research to shape ideas, but first, here’s Dave…