Park, a member of the CLIO Hall of Fame for advertising, is the creative director at Williams Whittle, an agency in Old Town Alexandria. How did you get into advertising? I went to the Maryland Institute College of Art. I answered an ad in the paper for a print production artist because there weren't any sculptor jobs listed. So this wasn't what I intended to do. It was a very exciting job as a young guy. It was very glamorous to get into.
How was advertising different in those days? There were a lot of characters around back then. With illustrators and admen, there was an outrageousness and humor that permeated all the advertising. You certainly got a lot of attention.
Which era do you prefer? It's changed a lot, and I wouldn't say for the better. They used to say that creative pulled the train. I don't think that's the case anymore. I remember 20 years ago that the agency I was working at changed the logo. The logo used to say advertising and public relations; they asked me to change it to marketing, public relations and advertising. At that point, I said "Uh-oh, something has changed." It's lost some of its humor. It's all so immediate and so fast, not as contemplative.
What is your favorite campaign you have done? I think probably what I'm doing for United Service Organizations. We do these national public service announcement campaigns. It's one of those things where you have a product that is 100 percent honorable, 100 percent true and 100 percent believable. In our industry, that's not always the case. They are a great client. I've been out on an aircraft carrier overnight, with the ship's crew manning the rail as we came into San Diego under the morning sunlight. It was quite moving. - Brian Hughes