This morning I welcomed our new intern. And I immediately offered her to use first names. She looked a bit surprised, and I had the feeling it would be good to briefly explain why using first names is so natural in our industry.
Many people think it simply comes from English, because everyone says “you” there. But in fact, the tradition of using first names in advertising has deeper roots.
The early advertising world grew out of print shops, typesetting studios and publishing houses. People saw themselves as part of a working-class culture: camaraderie, unions, a workshop mindset.
In the 1960s and 1970s, anti-authoritarian movements met the working world. Flat hierarchies, creative freedom and the rejection of rigid authority became guiding principles, especially in creative professions. Using first names became a symbol of equality.
Yes, English-speaking teams, international clients, “you” instead of formal address – all of this accelerated the development.
Many years ago, I was in a meeting at Bosch with design icon Prof. Erik Spiekermann. He shook my hand and said, “I’m Erik.” I love that ;-).
