Hegarty on Advertising: Turning Intelligence into Magic

Enhanced descriptions from Syndetics:

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.

Reviews provided by Syndetics

CHOICE Review

Anyone interested in learning about advertising throughout the world will enjoy reading this book. Hegarty has worked for various large advertising agencies and is the founding partner of Barthe Bogle Hegerty, which has offices in several countries. He discusses Bill Bernbach's creativity, which has influenced numerous ad men and women over the years. Then he examines ideas, which "are the most incredible thing we possess," and brands, which exist "in the minds of consumers.. A discussion of advertising agencies follows. The author also looks at an agency's top creative person--the creative director--who, he believes, is the "person who defines and guides the agency's creative beliefs.. Other topics discussed include briefs, which are employed to guide, not dictate, the creative process; pitches, which must be made in order for an agency to remain in business or grow; and storytelling, which, he claims, is "probably the most powerful form of communication" an agency has. He believes that digital technology merely represents "speed and access.. The second half of the book covers Hegarty's professional experiences at Benton & Bowles, Saatchi & Saatchi, TBWA, and BBH. This content informs readers about what has occurred in advertising from the 1960s to the present. Summing Up: Recommended. Academic, professional, and general readers, all levels. E. Applegate formerly, Middle Tennessee State University