David’s appearance on Late Night with David Letterman in 1983 for the launch of Ogilvy on Advertising. But it would be childish to criticize him for that, especially since he had spent much time since his retirement working on his “first and last love”, direct marketing. When I started working in our Paris office, in 1994, to consolidate the IBM account in Europe, I discovered there were two offices: the “posh” advertising office just off the Avenue George V, and the “down and dirty” direct marketing office in the decidedly un-posh Rue Brunel. This was where my team was based, and also where David in retirement chose to have his office. It was a very deliberate gesture. He was cocking a snook at the self-indulgence, distaste for accountability and snobbishness of what was then seen to be the senior discipline. As a refugee from that discipline myself, I could feel some sympathy with the point. One of the last working meetings David attended was a summit of our direct marketing leaders in the Château d’Esclimont, a turreted pile outside Paris. David was there as a treasured icon rather than as an active contributor, and played a passive role for most of the meeting, apparently peacefully somnolent at the rear of the room. Then the head of the Austrian office started a presentation of unprecedented