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Hegarty on Advertising: Turning Intelligence into Magic

Hegarty on Advertising: Turning Intelligence into Magic

by JohnHegarty (Author)

  • Used

    Hardcover 2011

    $4.72
Synopsis

Here is a book that no creative professional should be without. Written by one of the world's leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal `Vorsprung durch Technik', amongst many, many other highly successful campaigns for major brands. Hegarty on Advertising represents the 21st century's answer to David Ogilvy's bestselling Confessions of an Advertising Man and provides both John Hegarty's advice on the elements of advertising, from pitching to the effects of new technology, and the story of his career from his early days at Saatchi and Saatchi to the global force that Bartle, Bogle, Hegarty is today.

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More Information

Format: Hardcover
 Pages: 224
 Publisher: Thames & Hudson
Published: 06 Jun 2011
ISBN 10: 0500515565
ISBN 13: 9780500515563
Book Overview: '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

Media Reviews
'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
Author Bio
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.