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Trade Mark Leo Burnett
AF Business House, Nizami Str. 203B
Baku, AZ1010
+994 12 493 31 90

Abbas Fatullayev

Managing Director Trade Mark Leo Burnett

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Leo Q+A: David Schermer

Welcome back to Leo Q+A, where we chat with Leo Burnett's Most Interesting Men (and Women) In The World (at least, in this case). Next up is David Schermer... Wordsmith. Mink coat-donner. Man.

Name: David Schermer
Title: ACD/Writer

Describe your role in one word: Copywriter

Where do you go for inspiration? Some place I haven’t been before. Could be a restaurant. Could be a cable channel. Could be inside a mink coat.

What’s the first thing you do in the morning when you arrive? I take off my headphones. Read into that what you will.

Where do you do your best thinking? Usually in the shower in the morning as I’m struggling to wake up. Are you picturing me naked now?

If you could be a character in any commercial, who would it be? If? If? So you don’t think I’m The Most Interesting Man in the World?

What’s your greatest advertising-related fear? Presenting work to anyone and everyone.

What’s your current state of mind about the advertising industry? People hate ads as much today as they did yesterday.

What living creative person do you most admire? Bob Dylan

How would you like to end your career? With a bang but not the kind where someone gets hurt and I go to jail.

What do you consider your greatest creative achievement? Surviving in a womb for 9 months with my twin sister. Yep. It’s been all downhill creatively for me from there.

What do you like to do during your free time? All the anti-social spectating favorites like eating fried chicken, reading periodicals and novels, seeing plays, movies and concerts. Anything but work, sports, dancing and talking on the phone.

What’s your idea of advertising misery? Gradually compromising your idea into something that isn’t your idea.

What advertising lingo do you most overuse? I find myself ending every day saying “This offer not valid in all 50 states. Void where prohibited. Certain terms and conditions may apply.” as quickly as I can.

What’s your biggest advertising regret? I never worked with Spike Jonze or Grimace.

What trait do you value most of co-workers? Openness to trying new lunch places.

What’s the most overrated part of advertising? The 3pm orgies.

What do you think most people misunderstand about the business? The 3pm orgies.

If you could change one thing about the business, what would it be? The 2pm orgies.

What creative talent would you most like to have? I wish I could sing and play guitar and transform myself into a Muppet all without ever requiring sleep.

If you weren’t in advertising, what would you be doing? Fire me and let’s find out.

What is your personal motto? Am I supposed to have one? That’s not mine by the way.

What’s your most prized possession? My brain.

What’s on your to-do list this year? Visit Japan.

What’s the quality you most like in a creative director? The quality to like my work and make it better.

What’s your favorite Leo Quote? “I am one who believes that one of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.”

What’s your favorite campaign of all time? Jim Henson’s early work for Wilkins Coffee

Thanks, David!

For a look at past Leo Q+A's, click here.