Question

This hard sell, 'reason-why' copywriter wrote for Lord & Thomas. He was hired by Lucky Strike to win the competitive cigarette battle. He believed that the headline was 90% of the ad and is quoted as saying "You must write the headline first, and then having done that, the art must be the cartoon that illustrates the headline." Who was he?

Answer 1

The person described in the question is John E. Kennedy, a 'reason-why' copywriter known for his work with Lucky Strike. He believed that the headline was 90% of the ad and stressed the importance of writing a headline first.

Step-by-step explanation:

The person described in the question is John E. Kennedy. Kennedy was a 'reason-why' copywriter who wrote for Lord & Thomas and was hired by Lucky Strike to win the competitive cigarette battle. He believed that the headline was 90% of the ad and emphasized the importance of writing a compelling headline first. He also emphasized the use of illustrations, specifically cartoons, to complement the headline.