Hegarty on Advertising Turning Intelligence into Magic

Auteur: John Hegarty
Taal: Engels
Hegarty on Advertising
Auteur: John Hegarty
  • Engels
  • Hardcover
  • 9780500293638
  • Druk: Revised and expanded edition
  • november 2017
  • 232 pagina's
Alle productspecificaties

Samenvatting

What makes a great idea? How do you make the best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the world’s 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, divided into two parts. The first offers John Hegarty’s personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second, 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 Sao Paulo. This essential addition to any advertising executive’s shelf is now fully revised and ready to inspire a new generation of marketers.

Recensie(s)

'Engaging, smart and enjoyably contentious' - Time Out 'A mixture of manifesto and memoir' - Evening Standard 'A compact blend of inspiration, drama and biography with some incredibly useful advice on branding and business confidence' - Master Photography 'Liberally sprinkled with much of the very best of BBH's work from the last 30 years ... a visual feast, beautifully laid out and presenting Hegarty's arguments with dynamism and artistry' - Adobo 'Charming and persuasive - just like his famous ads' - The Stylist 'Knowledgeable, opinionated, easy to read and intelligible to even people who don't think they know about creativity ' - Campaign 'Hegarty doesn't disappoint ... The balance of personal story and business text is well measured. There's better content here than in a whole bookshelf of Dragon's Den biographies' - Director 'For the informed, dispassionate, general reader, interested in the conduct of this most ubiquitous of modern phenomena, and for the enthusiastic student of advertising, Hegarty's account proves entertaining and often illuminating' - Cassone 'Contains nuggets of brilliant insight that no one in the business can afford to be without ... the genius of John Hegarty shines throughout ... entertaining and inspirational ... This is an absolute gem. A bible, in fact' - Books Monthly 'Peppered with buzzwords that seek to underpin his thinking: irreverence, fearlessness, subversion and persuasion' - List

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Productspecificaties

Inhoud

Taal
Engels
Bindwijze
Hardcover
Druk
Revised and expanded edition
Verschijningsdatum
november 2017
Afmetingen
23 x 17 cm
Aantal pagina's
232 pagina's
Illustraties
Nee

Betrokkenen

Auteur
John Hegarty
Uitgever
Thames & Hudson Ltd

EAN

EAN
9780500293638

Overige kenmerken

Extra groot lettertype
Nee
NUR code
780
Subtitel
Turning Intelligence into Magic
Thema Subject Code
AKL

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