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 Why I'm Now Parking My Ideas in a Garage * Advertising Drove Me to Drink * From Unilever to the UN via a llama
A revised and expanded edition of the book described by Book Monthly as 'an absolute gem. A bible, in fact'.
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.