Anthony Shore

United States

When Anthony Shore was six years old, his parents gave him an American Heritage Dictionary. “I didn’t have to ask,” he says. “They just knew.” To date, copywriter Anthony, Chief Operative of his own company Operative Words, has written more than 200 product and company names. That’s 200 names that you and I might use on the daily, written by Anthony. After stints at ad agencies and software firms, he arrived at Landor in 1996 where he stayed for 12 years. After launching Operative Words in 2009, he was able to focus on exactly what he’s good at: Six words or fewer. “There was no bull***t, I was only doing the marrow.”

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You need to see the potential of a name, you need to envision what its future is going to be.