TEST – Art & Commerce

TEST – Large Type: A Sight for Sore Eyes

I was amused by the irony of the short piece on Jerry Della Femina’s cause for making ads readable—especially for the visually impaired [Shoptalk, Nov. 25]. The irony was that the story was set in a condensed sans-serif type that had to be below his suggested 10-point minimum. I’m not saying Adweek is wrong; all of us in this business have had to get 10 pounds of flour into a five-pound bag because of costs, regulatory issues and design trends.

Since there are obviously some twenty- and thirtysomethings who do have the eyes of eagles, let them have their tiny type. But for those who have over-40 eyes—and there are legions of them—it might be advis able to design with the target audience in mind. What a concept.

Ed Bush


integrated marketing media

CountrySM Insurance & Financial Services

Bloomington, Ill.

Former Co-WorkersDefend Sullivan

H aving worked for Luke Sullivan at WestWayne for four years, I was saddened at the recent turn of events surrounding his departure. Even more so, I was shocked and disappointed in the article published about him in Adweek [Nov. 18].

Sullivan brought a national presence and creative reputation to West Wayne that it did not have before. Under his guidance, the agency’s work was featured in The One Show, Archive and Communication Arts. During the first six months of his employment, WestWayne won Russell Athletic and was invited to pitch Porsche. If he was “uncomfortable” leading a creative department, it isn’t evident in his accomplishments.

Elizabeth Scott

Former director of creative services



T o the Adweek source in the story on Luke Sullivan who suggested that Sullivan was not fit to lead a creative department and should retire: You apparently don’t know Luke Sullivan. I worked for Luke for the past four years and I can tell you from firsthand experience, you are completely wrong. When Luke started at WestWayne, our creative product was about a D. If you go to WestWayne’s Web site today, you’ll see, well, a strong B at least.

Come on, “source,” anyone who can arrive at an agency that had never been in the national shows and immediately direct work that gets in Communication Arts, The One Show and numerous appearances in Archive—yeah, he must be ready for retirement.

What a ridiculous—not to mention slanderous—thing for you to say. I have nothing but a huge amount of thanks and respect for Luke Sullivan, as he completely changed the way I think about advertising. If you, “source,” have nothing to thank him for, at least treat him with the respect a man of his achievement deserves. And if you’d like to apologize to him, just slip a note under one of the 21 One Show pencils on his window sill.

Mike Lear

Senior copywriter



No Thesaurus Needed for Great Ad Career

Lois Wyse [A&C, Nov. 11], please get over yourself. Not just you, this whole industry. Don’t you get it? Content is over, it’s all about context. Face it, “Sale! Now!” will do much more for a client’s bottom line than “diffident” will. To those wrapped up in the minutiae of ad copy, please awaken to the reality that it doesn’t matter so much. The proudest moments of my 10-year ad career did not involve clever use of a thesaurus, but rather clever use of my brain to develop fresh marketing solutions for a client.

Joe Kazmierski

Freelance copywriter