Methods of the Madmen

Mike Everett was born in Holloway, north London, but grew up in Tottenham. He went straight from his secondary school into advertising. After stints in the post room, production, traffic, media and account handling, he tried his hand as a copywriter in the creative department, where to everyone's amazement, not least his own, he flourished. For the next four years he continued to write copy before landing a job at Collett, Dickenson, Pearce & Partners, at that time (1973) widely acknowledged as Britain's most creative and innovative ad agency. After 14 years at CDP, he was recruited to join Allen, Brady & Marsh as joint executive creative director. Eventually, ABM merged with Lowe Howard-Spink and Mike took up a senior position in their creative department. After three years, Mike moved back into creative management at Grey London. Here, he gained experience in international advertising. It was this experience that led him to join Lowe International as a worldwide creative director, with responsibility for the agency's Nestle business. He is now one of the creative partners at Anatomised, a digital, display advertising and TV advertising consultancy. He is married and lives in London.

Introduction; A potted history of Collett Dickenson Pearce; One: Twenty-five years of Happiness; Two: The hunt for Hovis Hill; Three: 'Frank Lowe unleashes his disemboweling knife'; Four: The cartoon and the Dinky Toy army; Five: A real Turkish delight; Six: Bringing back lovely legs; Seven: The shoe commercial shot on a shoestring; Eight: 'Let's do some famous work.'; Nine: From Dudley Moore to Alan Whicker; Ten: Taking the Mickey out of David; Eleven: A success with many fathers; Twelve: Making a splash for Cinzano; Thirteen: How Mr. Spock was born; Fourteen: A tale of two Hamlets; Fifteen: A glorious, politically incorrect romp; Sixteen: A rather expensive factory visit; Seventeen: A silk purse from a sow's ear; Eighteen: The art of stealing a brief; Nineteen: Selling the brand as a band; Twenty: Killing time in Carefree; Afterword;