Acknowledgments. Foreword. Introduction -- The Rules of Engagement. The Lawgivers. 1. The Law of Simplicity (Marcello Serpa). 2. The Law of Positioning (Al Ries). 3. The Law of Consistency (Ian Batey). 4. The Law of Selling (Dave Trott). 5. The Law of Emotion (John Shaw). 6. The Law of Love (Kevin Roberts). 7. The Law of Experience (Kash Sree). 8. The Law of Relevance (Anne Bologna). 9. The Law of Humor (James Lowther). 10. The Law of Disruption (Jean--Marie Dru). 11. The Law of Jump (Sebastian Turner). 12. The Law of Fascination (Reg Bryson). 13. The Law of Irreverence (Jim Aitchison). 14. The Law of Taste (Allen Rosenshine). 15. The Law of Topicality (Michael Newman). 16. The Law of the Silver Elephant (Graham Warsop). 17. The Law of the Chat (Neil French). 18. The Law of Nice (Jamie Barrett). 19. The Lore of Negativity (Jack Vaughan). 20. The Law of Execution (Mike O'Sullivan). 21. The Law of Evolution (David Lubars). 22. The Outlaw (MT Rainey). Appendix 1: The Law of Deadlines. Appendix 2: The 10 Irresponsible Crimes Against Advertising (That Always Violate Profits). Index.
Michael Newman studied law, but soon switched to advertising. As executive creative director at Saatchi & Saatchi in Australia, during the agency's years of prolific growth, he became the country's most awarded creative director, bringing home a pride to Cannes Lions, including Australiaa s only Gold for TV campaigns in 2001. He sat on the agency's worldwide creative board until 2001. He later became an executive creative director for rival group, M&C Saatchi, in South East Asia, before launching M&C Saatchi's second agency network, DNA, in Australia in early 2004. He's been a regular columnist for trade magazines across several countries and is a sought after judge for international advertising award juries. Michael heads the ideas company, brandnewman, and is also the author of the acclaimed advertising book, Creative Leaps.