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Hegarty on Advertising, by John Hegarty
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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 Sao Paulo. 50 color illustrations
- Sales Rank: #924761 in Books
- Published on: 2011-06-13
- Original language: English
- Number of items: 1
- Dimensions: 9.40" h x 1.20" w x 7.00" l, 1.80 pounds
- Binding: Hardcover
- 224 pages
Review
“Anyone interested in learning about advertising throughout the world will enjoy reading this book.” (Choice)
About the Author
John Hegarty is one of the world’s most famous advertising creatives and Founding Creative Partner of Bartle Bogle Hegarty (BBH). He has received the D&AD President’s Award for outstanding achievement, the International Clio Award, and is a member of The One Club of the New York Creative Hall of Fame.
Most helpful customer reviews
0 of 0 people found the following review helpful.
The Power of Suggestion
By L. King
Pleasant and engaging reminiscence on Hegarty's long and successful career as a creative director in advertising. Interest anecdotes regarding clients and campaigns such as the VW Beetle and Levi's button fly 501 jeans. I remember buying a pair because they were black and therefore cool, being annoyed a the buttons, but no memory of the campaign which can be found on youtube. His assessment of the Catholic Church as the world's #1 brand whose goal is to sell belief was both amusing and provocative as was his approach that customers should be regarded not as consumers of a product but as an audience to be engaged into a relationship with the brand. An interesting discussion as to why Americans like things to be “big”, but why that idea fails to appeal to Europeans.
The book contains quotable quips on media neutrality, and the futility of “tissue meetings” where clients and creatives brainstorm over half baked ideas, a process which he deeply mistrusts. Mediocrity is the enemy of the great. Say less – words get in the way. Let the audience fill in the story. Always convince your team that they are on the verge of greatness... they are looking to you for direction and affirmation, not shouting and bullying.
Integrity, heart, fit and message are all important. However if the goal of the book was to talk about the what makes advertising magic, Hegarty doesn't answer the question. Perhaps Hegarty is leaving it to the reader to fill in the details. He is charming though, which is what makes the book such an enjoyable read.
Recommended.
0 of 0 people found the following review helpful.
A casual stroll through decades of advertising
By Mike Cho
I enjoyed this book. Mr. Hegarty is someone I look up to and his book was able to lay bare something about advertising that is often not discussed enough: the human aspect. To be frank, I was expecting a book filled with more insightful factual knowledge, advertising jargon, rules of engagement, etiquette and the whole lot of do and don't do's, but his casual approach was a more than welcome and warm surprise. At times I felt like sitting across the table of Mr. Hegarty with a nice glass of wine and I would listen to his anecdotes and life experiences and sometimes he would lift his index finger and say: "Remember this. It will do you good to remember what I just said." And so I will. I am looking into starting my own career in the advertising industry and will keep his words in my mind and more importantly: In my heart. The place where, at the end, all good stories find their way to.
0 of 0 people found the following review helpful.
The real deal
By Matthew Taylor
Part memoir and part future vision, Hegarty knows what he's talking about but also has the humility and charm to welcome anyone into the wheelhouse of modern advertising
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