Dave Hieatt's guest appearances

Dave Hieatt

STUFF FROM THE LOFT - Dave Dye

The Marketing Society podcast

Bob Hoffman

Rick Sittig

Tim Delaney

Oli Beale

Steve Harrison

Rory Sutherland

Richard Shotton

Frank Lowe

Emma Scott

David Nott

Mona Ataya

Steve Taylor

Rachel Chapman

Dan Ariely

Amy Edmondson

OwlTail

Dave Dye

Dave Hieatt has influenced advertising more since he quit. First, with Howies.His mail order catalogues built up more than customer base, they built up a fan base. (They're still traded on Ebay.)Not for their clothing, for their vibe; that decent feel-good, smart, happy, morally decent, life is for living, do the right thing type voice. (Dave: Did I miss anything?)Their writing and ideas were ripped off mercilessly by ad agencies, as reference for a tone of voice or stimulus for manifestos, or just ripped off wholesale.One agency copied and pasted one of Dave’s pieces and used it as a manifesto for a pitch for another brand. They won.But were fired a few weeks later after their new client chanced upon his shiny, new manifesto in an old Howies catalogue. Innocent, whose brand vibe was copied continuously for a decade, were very influenced by an early trip to Howies, their random messages on their bottles being influenced by Howies random messages on clothing.Pick up a pair of jeans and you stumble across a message inside saying ‘I stink, wash me’ or on the washing instructions tag ‘Buy land, they’re not making it anymore’.Since he left Howies, Dave (&amp; his wife Claire) have continued to give ad agencies stimulus via the Do Lectures and the Hiut Denim brand.We had a great chat, hope you enjoy it. 

Dave Hieatt has influenced advertising more since he quit. First, with Howies.His mail order catalogues built up more than customer base, they built up a fan base. (They're still traded on Ebay.)Not for their clothing, for their vibe; that decent feel-good, smart, happy, morally decent, life is for living, do the right thing type voice. (Dave: Did I miss anything?)Their writing and ideas were ripped off mercilessly by ad agencies, as reference for a tone of voice or stimulus for manifestos, or just ripped off wholesale.One agency copied and pasted one of Dave’s pieces and used it as a manifesto for a pitch for another brand. They won.But were fired a few weeks later after their new client chanced upon his shiny, new manifesto in an old Howies catalogue. Innocent, whose brand vibe was copied continuously for a decade, were very influenced by an early trip to Howies, their random messages on their bottles being influenced by Howies random messages on clothing.Pick up a pair of jeans and you stumble across a message inside saying ‘I stink, wash me’ or on the washing instructions tag ‘Buy land, they’re not making it anymore’.Since he left Howies, Dave (&amp; his wife Claire) have continued to give ad agencies stimulus via the Do Lectures and the Hiut Denim brand.We had a great chat, hope you enjoy it.

Dave Hieatt talks to Dave Dye

Since he quit advertising, Dave has had a big effect on it.First, with Howies.His mail order catalogues built up more than customer base, they built up a fan base.They were, and still are, traded on Ebay.Not for their clothing, for their vibe; that decent feel-good, smart, happy, moral life is for living, do the right thing voice. (Dave: Did I miss anything?)Their writing and ideas were ripped them off mercilessly by ad agencies, constantly being used as reference for tone of voice or stimulus for manifestos… or just used.One agency I used to work for copied and pasted one of Dave’s pieces to use as a manifesto for a pitch.They won, but lost it a few weeks later when client found his shiny, new manifesto in an old Howies catalogue. Howies was admired by the guys from Innocent, they visited Dave (and his wife Claire), for advice on setting up a business and building a brand.To me, that whole Innocent vibe, which was also copied and ripped off, was totally ‘inspired’ by Howies.I’m guessing they were also ‘inspired’ by Howies practice of printing random messages on their clothing, inside a pair of jeans you may stumble across ‘I stink, wash me’ or underneath the washing instructions on your t-shirt might be ‘Buy land, they’re not making it anymore’.Since he left Howies, Dave &amp; Claire have continued to give ad agencies stimulus and reference material via the Do Lectures, Hiut Denim and Do Books.I had a great chat with Dave, hope you enjoy it.

Since he quit advertising, Dave has had a big effect on it. First, with Howies. His mail order catalogues built up more than customer base, they built up a fan base. They were, and still are, traded on Ebay. Not for their clothing, for their vibe; that decent feel-good, smart, happy, moral life is for living, do the right thing voice. (Dave: Did I miss anything?) Their writing and ideas were ripped them off mercilessly by ad agencies, constantly being used as reference for tone of voice or stimulus for manifestos… or just used. One agency I used to work for copied and pasted one of Dave’s pieces to use as a manifesto for a pitch. They won, but lost it a few weeks later when client found his shiny, new manifesto in an old Howies catalogue. Howies was admired by the guys from Innocent, they visited Dave (and his wife Claire), for advice on setting up a business and building a brand. To me, that whole Innocent vibe, which was also copied and ripped off, was totally ‘inspired’ by Howies. I’m guessing they were also ‘inspired’ by Howies practice of printing random messages on their clothing, inside a pair of jeans you may stumble across ‘I stink, wash me’ or underneath the washing instructions on your t-shirt might be ‘Buy land, they’re not making it anymore’. Since he left Howies, Dave &amp; Claire have continued to give ad agencies stimulus and reference material via the Do Lectures, Hiut Denim and Do Books. I had a great chat with Dave, hope you enjoy it.

Dave Hieatt.