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 worldâs 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 Hegartyâs 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.
Categories:
- Business & Money
- Accounting
Publisher : Thames & Hudson
Author : Hegarty, John
Language : English
Edition : 7309th
Published :2011-06-13
Number Of Pages : 224
Binding : hardcover
ISBN-10 : 0500515565
ISBN-13 : 9780500515563
Item weight : 1.85 lb
Dimensions : 1.3 in x 6.9 in x 9.2 in
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