Copy for Dummys
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Fax from Wieden & Kennedy to S&J, 8/13/1995:
Guido, Bob suggested using this fax as dummy copy.
Best, Michael.
Fax from S&J to Wieden & Kennedy, 8/14/1995:
Michael & Bob, nice idea and thanks for your fax. What do you think of adding this fax to yours? It makes your dummy copy a bit longer, so it will fit into long copy ads as well.
Very best. Guido.
Fax from Wieden & Kennedy to S&J, 8/14/1995:
Guido, Bob here. A nice idea adding your copy to ours, and we agree that the copy needs to be a bit longer. To that end, how about adding something from Oscar Wilde? How about "I always travel with my diary. It'‘s important to have something sensational to read on the train."
Yours truly, Bob.
Fax from S&J to Wieden & Kennedy, 8/15/1995:
Bob'n'Michael, I had a bad, bad night. I was in doubt about making the dummy copy longer. Those art directors creating ads with short copys will probably never read the end of the new dummy copy. This could create the desire to switch to
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