Famous for many award-winning campaigns, including his surreal advertising work at Collett Dickenson Pearce for Gallaher’s Benson & Hedges Gold special filter cigarettes from the late 1970s, he was hugely influential on his generation. His bold 48 sheet posters that baffled and amused the public, were created from his reasoning that “the harder they were to understand, the longer the people would stand and look at them…which is the result you want from any ad.”  He was a judge on most advertising award juries, and won many of them; notably the Gold Award at D & AD.





The archive contains work from throughout Waldie’s career (pre and post CDP) and includes hand-drawn visuals, notebooks, awards and photographs. For the first time it will be possible to research the work of this late 20th century creative giant as well as to appreciate his working methods and amazing facility with pen and pencil.  

Barry Cox, HAT's Chief Executive, says: "I was lucky enough to have worked at CDP at the same time Waldie was working on the Gold Box campaign. The CDP creative department of those years was simply astonishing and Alan was instrumental in creating some of the agency's very best work."

HAT’s archive team is looking forward to undertaking preservation and cataloguing work on this important and prestigious archive. Look out for more news on their progress and findings in future bulletins.