At their Cannes session, ‘Hungry Dogs Run Faster,’ Liz Taylor, global CCO of Ogilvy and novelist and former advertising creative director, James Patterson, shared valuable insights and inspiration from his career, beginning with the talk’s very title.
“I’m here to prove that there is life after advertising and I’m pulling you all out.”
Patterson, famous for his thrillers like Along Came a Spider and Kiss the Girls, and iconic characters such as Alex Cross, began his career in advertising. Patterson was actually Liz Taylor’s first boss, who is now the global CCO of Ogilvy. The two shared their insights at Cannes Lions 2024, aiming to inspire copywriters and journalists to pursue their writing ambitions.
Patterson highlighted the crucial role of belief and motivation, attributing his drive to his grandmother’s saying, “hungry dogs run faster.” His unconventional journey from working at a mental hospital to entering the advertising world equipped him with unique skills for writing thrillers. “You need someone to believe in you. For me, it was my grandmother,” he said, noting that while she didn’t foresee an NBA future for him, she firmly believed in his potential. “Her motto was, hungry dogs run faster, and I still consider myself a hungry dog, even at my age.”
The storyteller told Taylor that he advocates for creating outlines before diving into writing, with his book outlines sometimes reaching 70-80 pages. He maintains a collection of ideas, demonstrating that creativity never stops. Advertising taught Patterson to keep his writing tight and engaging. He advised removing unnecessary content to maintain interest, a practice he applied rigorously to his work.
To connect with his audience, Patterson immerses himself in the scenes he writes. This approach ensures authenticity and emotional impact, whether writing novels or commercials. Contrary to the solitary image of writers, Patterson values collaboration, having co-written with Bill Clinton and Dolly Parton. Collaborators bring unique insights and enhance the creative process.
Patterson’s career is marked by disruption, from unconventional hiring practices at J. Walter Thompson New York to promoting diversity and challenging industry norms. This is where he met Taylor when she was a Junior Copywriter.
He believes disruption is essential for creativity and growth. Maintaining an open mind is crucial, especially in international collaborations. Patterson insists that one ideation session is not enough; multiple sessions help refine and improve ideas.
Beyond writing, Patterson is driven by a mission to improve literacy. He is actively involved in initiatives to boost reading levels among children, emphasizing the importance of moving beyond discussions to tangible actions.
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(Hero image courtesy of Cannes Lions)
