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DAVE TROTT is a creative director, copywriter and author. He studied at the Pratt Institute in New York City, majoring in advertising before going on to found the advertising agencies Gold Greenlees Trott, Bainsfair Sharkey Trott and Walsh Trott Chick Smith. In 2004 he was given the D&AD President’s Award for lifetime achievement in advertising. He has also received lifetime achievement in advertising awards from The Creative Circle, The Marketing Society, and The Scottish Advertising Association. Dave is married with two children and lives in London. The Power of Ignorance is his fifth book.