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Hegarty on Advertising


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Table of Contents

Introduction: Why Write a Book on Advertising Now? / PART 1: Ideas / Brands and Audiences / Agencies / The Creative Director / Clients, Briefs and the Power of Words / Pitching / Storytelling / Truth and Technology / PART 2: The Right Place at the Right Time / From Benton Bowles to 16 Goodge Street / Saatchi & Saatchi / TBWA / BBH: The Agency in a Suitcase / First Levi 501s, Then the World / When the World Zigs, Zag / Advertising Drove Me to Drink

Promotional Information

'Why is this the perfect time to write a book on advertising? Firstly, because I was asked. Secondly, I've spent 45 years in the business and thirdly, it's an industry in the midst of huge change. I reckon three reasons are good enough.' John Hegarty

About the Author

John Hegarty is one of the world's most famous advertising creatives. Founding Creative Partner of Bartle Bogle Hegarty (BBH), he has received, among other awards, the D&AD President's Award for outstanding achievement and the International Clio Award. He is a member of The One Club of the New York Creative Hall of Fame.


'Peppered with buzzwords that seek to underpin his thinking: irreverence, fearlessness, subversion and persuasion' - List
'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
'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
'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
'Knowledgeable, opinionated, easy to read and intelligible to even people who don't think they know about "creativity"' - Campaign
'Charming and persuasive - just like his famous ads' - The Stylist
'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
'A compact blend of inspiration, drama and biography with some incredibly useful advice on branding and business confidence' - Master Photography
'A mixture of manifesto and memoir' - Evening Standard
'Engaging, smart and enjoyably contentious' - Time Out

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