000			02955nam a22002297a 4500
008			240725b |||||||| |||| 00| 0 eng d
020			_a9780500296967
040			_cTBS
041			_aeng
050			_aHF5810.H44 _bA3 2024
100			_aHegarty, John _923991 _eauthor
245			_aHegarty on advertising _b: turning intelligence into magic _c/ John Hegarty.
250			_aSecond revised and expanded edition.
300			_a244 pages : _billustrations (chiefly color) ; _c23 cm.
505			_a1. Ideas — 2. Brands and audiences — 3. Agencies — 4. Creative director — 5. Clients, briefs and the power of words — 6. Pitches — 7. Storytelling — 8. Truth and technology : and can you name Gutenberg's second book? — 9. From Benton & Bowles to 16 Goodge street — 10. Saatchi & Saatchi — 11. TBWA : it's a bit of a mouthful — 12. BBH : the agency in a suitcase — 13. First Levi’s 501s, then the world — 14. Going global and the birth of the micro network — 15. After 35 years, 2 months and 16 days — 16. How advertising drove me to drink — 17. Why I'm now parking my ideas in a garage — 18. From a garage in Soho.
520			_aIf the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world’s legendary advertising men, this best-selling book contains five decades’ worth of wisdom from the man behind hugely influential campaigns for brands such as Levi’s, Audi, Boddingtons and Lynx. In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn’t enough, read the final chapters on winemaking and The Garage Soho, a startup incubator that he has co-founded, to find out what happens when an advertising man becomes the client and has ideas sold to him. Both a credo for creativity and a brilliantly entertaining memoir, Hegarty on Advertising provides unparalleled industry insight through stories and anecdotes about the agencies in which Hegarty has played a vital role and the many characters with whom he has worked along the way. Packed with straight-down-the-line, generous, engaging and witty advice, it will be of immense appeal across the whole creative spectrum, from those who want to work in advertising to chief executives who understand the power and value of ideas that sell.
526			_aMSc Brand Management & Creativity
610		0	_aBBH London (Firm) _xHistory _923994
650		0	_aAdvertising executives _vBiography _923992
650		0	_aAdvertising agencies _xManagement _923993
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999			_c4296 _d4296