The ability to produce a well-turned phrase for a strapline, or conceive punchy and thought-provoking headlines, is an important pre-requisite demanded from any agency.

However, the skills required to fully understand a client’s products, services and business philosophy is a far rarer attribute, yet one which is vital in order to produce advertising and printed material which is effective.

A number of DLJ personnel joined the marketing industry via a copywriting background and would have input into any promotional material at the outset, providing the lead for creative imagery to follow.

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