A revised and expanded edition of the book described by Books
Monthly as 'an absolute gem. A bible, in fact'. If 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.
V januári 1965 Gabriel García Márquez cestoval s rodinou na
dovolenku do Acapulca, keď odrazu dostal nápad. Začul vravu
mestečka Macondo. Už vedel, ako napíše svoj nový román. Vrátil sa
domov, zatvoril sa do pracovne, a keď z nej po osemnástich
mesiacoch vyšiel, v ruke držal 1 300 strán rukopisu a bol šťastný.
Román Sto rokov samoty prvý raz vyšiel v roku 1967, Márquez mal
vtedy 39 rokov a svet si navždy zapamätal jeho meno. Dnes je román
považovaný za jedno z najvýznamnejších diel latinskoamerickej a
svetovej literatúry. Je komponovaný z množstva reálnych aj
fantazijných epizód a rozpráva o pôvabných i krutých príhodách
šiestich generácií rodiny Buendíovcov z fiktívneho mestečka
Macondo.
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