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PREFACE VII INTRODUCTION: ON BEING THE SECOND-SMARTEST PERSON IN THE ROOM. IX CHAPTER 1 A Brief History of Why Everybody Hates Advertising And why you should try to get a job there. 1 CHAPTER 2 The Creative Process Or, Why it's impossible to explain what we do to our parents. 17 CHAPTER 3 Ready Fire! Aim Or, What to say comes before how to say. 31 CHAPTER 4 The Sudden Cessation of Stupidity How to get ideas the broad strokes. 47 CHAPTER 5 Write When You Get Work Completing an idea some finer touches. 79 CHAPTER 6 The Virtues of Simplicity Or, Why it's hard to pound in a nail sideways. 105 CHAPTER 7 Stupid, Rong, Naughty, and Viral Getting noticed, getting talked about. 121 CHAPTER 8 Why Is the Bad Guy Always More Interesting? Storytelling, conflict, and platforms. 143 CHAPTER 9 Zen and the Art of Tastee-Puft Or, Managing time, energy, panic, and your creative mind. 155 CHAPTER 10 Digital Isn't a Medium, It's a Way of Life Ads, media, content, and customers they've all gone digital. 171 CHAPTER 11 Change the Mindset, Change the Brief, Change the Team Digital work means the end of "us and them." 183 CHAPTER 12 Why Pay for Attention When You Can Earn It? Or, Advertising so interesting, people go out of their way to see it. 197 CHAPTER 13 Social Media Is the New Creative Playground It seems like a free-for-all, but there are some basic guidelines. 219 CHAPTER 14 How Customers become Customers in the Digital Age Be findable, be present, be everywhere. 233 CHAPTER 15 Surviving the Digital Tsunami Or, How to be a one, not a zero. 247 CHAPTER 16 In the Future, Everyone Will Be Famous for 30 Seconds Some advice on telling stories visually. 259 CHAPTER 17 Radio Is Hell, but It's a Dry Heat Some advice on working in a tough medium. 271 CHAPTER 18 Only the Good Die Young The enemies of good ideas. 299 CHAPTER 19 Pecked to Death by Ducks Presenting and protecting your work. 327 CHAPTER 20 A Good Book . . . or a Crowbar What it takes to get into the business. 357 CHAPTER 21 Making Shoes versus Making Shoe Commercials Is this a great business, or what? 393 SUGGESTED READING 403 NOTES 407 BIBLIOGRAPHY 417 ALSO BY LUKE SULLIVAN 421 ACKNOWLEDGMENTS 423 ABOUT THE AUTHOR 425 INDEX 427
Luke Sullivan (Savannah, GA; heywhipple.com) is author of the advertising/copywriting bestseller, Hey Whipple, Squeeze This. After 32 years in the advertising business at elite agencies like Fallon, The Martin Agency, and GSD&M, he is now chair of the advertising department at the Savannah College of Art and Design. His clients have included United Airlines, AT&T, Miller Lite, and SunTrust. Edward Boches, (Boston, MA; edwardboches.com) is an advertising consultant and speaker, writes a popular advertising industry blog (Creativity Unbound) and is a Professor of Advertising at Boston University. He joined the faculty in 2012 after 30 years as a partner at Mullen. During his tenure at Mullen, the agency grew from a 12-person local shop to one of the most highly regarded agencies in America. Edward has created award-winning advertising and social media campaigns for brands that include General Motors, Google, Lending Tree, Monster.com, Smartfood, Timberland and dozens of others. "When I Grow Up," a commercial he helped create for Monster.com, remains among the all-time top 10 Super Bowl spots.
"The writing is very informal and easy to understand. The authors' wit and humor are also on display. Anyone interested in learning how to write copy for advertisements should read this book." (Choice Connect 2016)