What the Greats knew and we’ve forgotten – Bob Levenson

Dear Charlie,

Have you heard of Bob Levenson? Even if you haven’t, you’re probably familiar with his work.

Do This Or Die


He was a copywriter at Doyle Dane Bernbach during the creative revolution. He probably contributed as much to the agency’s voice as Bernbach himself.

His writing is recognisable at 1000 yards: charming, disarming, and direct, with an epistolary style that carries you to the end before you realise you’re hooked.

When asked how he wrote, Levenson said:

I always started by writing ‘Dear Charlie,’ like I was writing to a friend. And then I would say what I had to say, and at the end I would cross out Dear Charlie, and I was all right. 

Great trick, isn’t it?