Hegarty on Advertising
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Krátky popis
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.
Výber kníh autorov
John Hegarty ,
Thames & Hudson
Zobraziť všetky knihy autora
John Hegarty,
Thames & Hudson
Výber kníh vydavateľa
Thames & Hudson
Zobraziť všetky knihy vydavateľa
Thames & Hudson
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