Hegarty On Advertising

Turning Intelligence into Magic

Auteur John Hegarty

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Hegarty On Advertising

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ISBN

9780500515563

Bindwijze

Paperback

Taal

Engels

Auteur

John Hegarty

Uitgeverij

Thames & Hudson Ltd

Jaar van uitgifte

2011

Aantal pagina’s

224

Waar gaat het over?

What makes a great idea? How does one best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the worlds leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as Levi Strauss, Audi, and Unilever. The book is both an advertising credo and a brilliantly entertaining memoir. The first part offers John Hegartys personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second part, Hegarty talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of Bartle Bogle Hegarty (BBH) in 1982 and its rise to global renown with offices in London, New York, Singapore, Shanghai, Mumbai, and São Paulo.

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