Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 9781119164036
Release Date: 2016-01-19
Genre: Business & Economics

The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 9781119164005
Release Date: 2016-02-01
Genre: Business & Economics

Revised edition of the author's Hey Whipple squeeze this!, 2012.

Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 9781118237182
Release Date: 2012-02-13
Genre: Business & Economics

The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. Creativity is still king, but this new edition contains: Important new chapters and updates that bring Whipple into the new digital world New content and examples for how to use social media and other emerging platforms Illustrate what's changing in the new world of advertising—and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 0471281395
Release Date: 2003
Genre: Business & Economics

In this second edition of the irreverent, celebrated Hey Whipple, Squeeze This, master copywriter Luke Sullivan looks at the history of advertising, from the good to the bad to the ugly. Updated to include two extended final chapters with in–depth prescriptions for building a career in advertising, this edition also features a real–world look at the day–to–day operations of today′s ad agencies. Among the most disparaged campaigns in advertising history, the Mr. Whipple ads for Charmin toilet paper were also wildly successful. Sullivan explores the Whipple phenomenon, examining why bad ads sometimes work, why great ads sometimes fail, and how advertisers can learn to balance creative work with the mandate to sell products.

Thirty Rooms to Hide in

Author: Luke Sullivan
Publisher: U of Minnesota Press
ISBN: 9780816679553
Release Date: 2012
Genre: Biography & Autobiography

Author Luke Longstreet Sullivan has a simple way of describing his new memoir: “It's like The Shining . . . only funnier.” And as this astonishing account reveals, the comment is accurate. Thirty Rooms to Hide In tells the story of Sullivan's father and his descent from being one of the world's top orthopedic surgeons at the Mayo Clinic to a man who is increasingly abusive, alcoholic, and insane, ultimately dying alone on the floor of a Georgia motel. For his wife and six sons, the years prior to his death were years of turmoil, anger, and family dysfunction; but somehow, they were also a time of real happiness for Sullivan and his five brothers, full of dark humor and much laughter. Through the 1950s and 1960s, the six brothers had a wildly fun and thoroughly dysfunctional childhood living in a forbidding thirty-room mansion, known as the Millstone, on the outskirts of Rochester, Minnesota. The many rooms of the immense home, as well as their mother's loving protection, allowed the Sullivan brothers to grow up as normal, mischievous boys. Against a backdrop of the times—the Cold War, the Cuban Missile Crisis, fallout shelters, JFK's assassination, and the Beatles—the cracks in their home life and their father's psyche continue to widen. When their mother decides to leave the Millstone and move the family across town, the Sullivan boys are able to find solace in each other and in rock 'n' roll. As Thirty Rooms to Hide In follows the story of the Sullivan family—at times grim, at others poignant—there is a wonderful, dark humor that lifts the narrative. Tragic, funny, and powerfully evocative of the 1950s and 1960s, Thirty Rooms to Hide In is a tale of public success and private dysfunction, personal and familial resilience, and the strange power of humor to give refuge when it is needed most, even if it can't always provide the answers.

Cutting Edge Advertising

Author: Jim Aitchison
Publisher: FT Press
ISBN: 9780133412338
Release Date: 2012-12-11
Genre: Business & Economics

Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted. It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Tim Delaney, David Droga, Neil French, Marcello Serpa, and dozens more. Over 200 print ads and case histories reveal the creative processes at work in world-famous agencies in the US, UK, Asia and Australia. This new edition also includes an exclusive section featuring winning ads from the World Press Awards. No other book takes you on such a journey through the minds of advertising¿s creative leaders.

The Advertising Concept Book First

Author: Pete Barry
Publisher: Thames & Hudson
ISBN: 050051898X
Release Date: 2016-08-01
Genre:

This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially sketched by the author - also reinforce the book's core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.

The Practical Pocket Guide to Account Planning

Author: Chris Kocek
Publisher: BookBaby
ISBN: 9780989284929
Release Date: 2013-08-15
Genre: Business & Economics

The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: - The difference between most Account Planning job descriptions and day-to-day realities - Critical Planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research - Techniques for writing better briefs and ideas for how to lead more engaging briefings - How to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.

Creative Strategy and the Business of Design

Author: Douglas Davis
Publisher: Simon and Schuster
ISBN: 9781440341618
Release Date: 2016-06-14
Genre: Design

The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you: Understand client requests from a business perspective Build a strategic framework to inspire visual concepts Increase your relevance in an evolving industry Redesign your portfolio to showcase strategic thinking Win new accounts and grow existing relationships You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.

Hegarty on Advertising

Author: John Hegarty
Publisher: Thames & Hudson
ISBN: 9780500770733
Release Date: 2011-06-13
Genre: Business & Economics

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.

Ogilvy on Advertising in the Digital Age

Author: Miles Young
Publisher: Bloomsbury Publishing USA
ISBN: 9781635571479
Release Date: 2018-01-16
Genre: Design

From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.

The Idea Writers

Author: T. Iezzi
Publisher: Springer
ISBN: 9781137510440
Release Date: 2016-09-27
Genre: Business & Economics

The Idea Writers guides both new and experienced copywriters through the process of creating compelling messages that sell. It shows readers what it's like to work in the fast-paced world of an agency while providing practical adviceplusdetails oncreatingaward-winning multimedia ad campaigns.

Truth Lies and Advertising

Author: Steel
Publisher: Academic Internet Pub Incorporated
ISBN: 1428809996
Release Date: 2006-10
Genre: Business & Economics

Never HIGHLIGHT a Book Again! Virtually all of the testable terms, concepts, persons, places, and events from the textbook are included. Cram101 Just the FACTS101 studyguides give all of the outlines, highlights, notes, and quizzes for your textbook with optional online comprehensive practice tests. Only Cram101 is Textbook Specific. Accompanys: 9780471189626 .