An appreciation of Tony Brignull

Late last year Tony Brignull published a book of poetry under the title The Watercolourist. On the back cover, together with a barcode and a picture of Tony photographed by Alan Brooking is an ‘about the author’ piece written in the third person but authored by Tony. It’s worth a read.

“After a successful career in advertising, Tony Brignull spent 10 years at Oxford University and KCL, studying English. Most of the poems in this collection were written during this period and subsequently. He has won poetry contests in The Transatlantic Review and the Chiltern Open. At Oxford he won the Graham Midgely prize for poetry.

“He was born in London where he also met his beloved Greek wife, Voula Tavoulari. They have been married for 54 years, have three children and six grandchildren to whom this book is dedicated. They now divide their time between their homes in the Chiltern Hills and the island of Skiathos.”

The opening phrase “after a successful career in advertising” belies the high level of success he actually achieved. Sir Frank Lowe has described him as one of the three greatest British print copywriters of the late twentieth century – the other two being David Abbott and John Salmon. Even after his death, he remains Britain’s most awarded copywriter. From D&AD alone, he was credited on over 50 pieces of Pencil-winning work. His work decorates the pages of over two decades of the organisation’s annuals. And no wonder.

His use of idiom was peerless. Two examples: ‘Can you afford to live to ripe old age’ for Albany Life and ‘Has the Sunday roast had its day’ for Bird’s Eye. His copy sparkled with wit and wisdom. And he had a forensic eye when it came to spotting the strategy a campaign should adopt. Dave Trott tells a story that attests to this. Dave asked one of London’s leading planners who he considered to be the best planner in British advertising. Without skipping a beat, the planner answered “Tony Brignull”.

His wit was apparent in everyday life as well as in his work. In the late seventies he took to travelling to work from his home in Great Missenden wearing a black Fedora with a broad rim, topped by a feather. This was paired with a voluminous back cape. The effect was to make him look every inch like the Sandeman Sherry logo. One day a member of the CDP creative department asked him what his fellow commuters made of him as he waited for the train into town at his local railway station. “Oh, they think I’m something in the West End” was Tony’s reply.

Another instance: David Horry, an art director, who was no Picasso when it came to drawing, showed a layout to Tony that was due to be presented to client. Tony was appalled by the scruffiness of Horry’s layout and ordered him to do it again. As Horry was leaving his office, Tony offered up an afterthought: “The only thing you can draw Horry is a salary”.

Yes, Tony was great to be around. Not only did he brighten our days with his bon mots, but he also provided constant inspiration to we lesser copywriters.  Without doubt many people’s quality of life, not to mention British advertising, would have been much the poorer without him. May he rest in peace.

Anthony John Brignull. Copywriter, poet and all-round good egg. August 10, 1937-December 8, 2024.