Hegarty on advertising : turning intelligence into magic
By: Hegarty, John
Publisher: London : Thames & Hudson Ltd, c2017.Edition: Revied & Expanded.Description: 232 p. : ill. ; 24 cm.ISBN: 9780500293638 Subject(s): Hegarty, John, 1944- | BBH London (Firm) -- History | Advertising executives -- Biography | Advertising agencies -- ManagementDDC classification: 659.1092 HE HE| Item type | Home library | Call number | Status | Notes | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 659.1092 HE HE (Browse shelf) | Available | Oct2019 | T0062916 |
• Part One
• 1. Ideas
• 2. Brands and Audiences
• 3. Agencies
• 4. The Creative Director
• 5. Clients, Briefs and the Power of Words
• 6. Pitches
• 7. Storytelling
• 8. Truth and Technology.
• Part Two
• 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 28 years, 7 months and 3 days
• 16. How Advertising Drove me to Drink.
A look into what lies behind great ideas and brilliant advertising, told by one of the industry's leading players. 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 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. The first part offers John Hegarty's 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. 50 colour illustrations. -- Book Description.
Here is a book that no creative professional should be without. Written by one of the worlds leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal Vorsprung durch Technik, amongst many, many other highly successful campaigns for major brands. Hegarty on Advertising represents the 21st centurys answer to David Ogilvys bestselling Confessions of an Advertising Man and provides both John Hegartys advice on the elements of advertising, from pitching to the effects of new technology, and the story of his career from his early days at Saatchi and Saatchi to the global force that Bartle, Bogle, Hegarty is today. What makes a great idea? How does one best pitch to a prospective client? What effect will new technology have on advertising?
Advertising.