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Hegarty On Advertising (2011)

by John Hegarty(Favorite Author)

3.96 of 5 Votes: 3

ISBN

0500515565 (ISBN13: 9780500515563)

languge

English

genre

Nonfiction

publisher

Thames & Hudson

review 1: 'Not for younger people in the advertising industry'? Tosh. If you're looking for a book to tell you exactly how to run a brilliant campaign right now, then this isn't for you. Go somewhere else. This is a short, autobiographical account of Hegarty's time in advertising dotted all over the place with anecdotes about the people he's worked with, the pitches he's attended and the work that's succeeded and failed *and why*. And it is valuable. There are truisms that you can pick up from anywhere, but it's his insight into the nature of creativity and client psychology that are really valuable. If you're working in the industry, it's worth a read for an insight into Hegarty's experience. If you're not working in the industry it's worth reading because, despite occasions of in... moresufferable smugness, Hegarty can obviously write yell. It makes reading this a blast. Take from it what you will.My favourite insight is on Polaroid post-BBH work. 'Polaroid could have been at the heart of [social networking]. But sadly they couldn't get away from the idea of instant film, instead of instant experiences.' He's hitting at the heart of the problem with most social-related marketing right there.
review 2: I like two things out of books like these - juicy tidbits of trivia you didn't know, or actual, useful information that will improve my career. It delivered moderately on the former and minimally on the latter. But, then, while I do consider myself mildly creative, I've never gotten much use from creative tips from other people. BBH is a great shop, though, and it was fun to read its history. I loved that part. And this very much makes me hope Bogle writes a book. less

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