eTail Europe 2017

June 20-June 22, 2017

Queen Elizabeth II Conference Centre, London

44 20.7368.9465

Dave Trott

Creative Director and Author
Bestselling Author & Speaker

Dave Trott is a creative director, copywriter and author. Trott received a Rockefeller Scholarship to study advertising at the Pratt Institute in New York City and after completing his studies, went on to found the advertising agencies Gold Greenlees Trott, Bainsfair Sharkey Trott and Walsh Trott Chick Smith. Gold Greenlees Trott was voted ‘Agency of the Year’ by Campaign and ‘Most Creative Agency in the World’ by Ad Age in New York within two years of its founding.


In the 1970s, Trott started the ‘D&AD Advertising Concepts Workshop,’ which ran for thirty years. This program trained hundreds of young creatives, many of whom are now London’s top creative directors. In 2004, Trott received the D&AD President’s Award for lifetime achievement.


Trott is also the author of three books on creativity: Creative Mischief (2009), Predatory Thinking (2015), and One Plus One Equals Three (2016). He writes two weekly blogs, one for his own site and one for Campaign. Trott’s art school (creative) family includes his art director wife and daughter and his copywriter son.

Digital Transformation

13:00 PM GUEST SPEAKER KEYNOTE: Simple Is Smart, Complicated Is Stupid

Raised by a family of police sergeants in east London and trained at the top advertising agencies of New York’s Madison Avenue, Dave Trott is one of the world’s most successful ad men and creative thinkers. His deceptively simple, straight-talking wisdom is read by millions in his columns for Campaign, and in his best-selling books Creative Mischief and Predatory Thinking. Central to this unique talk is that stupid people think complicated is clever. But smart people know simple is clever, because you have to go beyond complicated to get to simple. For retailers, who is buying your product? And why should they buy it? Answering these simple questions with simple answers builds a more single-minded view of your customer. In turn, this will help you to create more targeted messaging, and make more sales.