Cutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century - Softcover

Aitchison, Jim; French, Neil

Softcover

ISBN 10: 013012897X ISBN 13: 9780130128973

Publisher: Prentice Hall PTR, 1999

Synopsis

Cutting Edge Advertising is the first and only book providing a step-by-step plan to create cutting edge print advertising for the twenty-first Century. Over 300 world famous print ads are discussed and analysed in depth by the people who created them - the Gods of advertising now, not forty years ago. Internationally respected names like David Abbott, Tim Delaney, John Hegarty, Gary Goldsmith, Bob Barrie, Neil French and Jeff Goodby - from the world's most admired advertising agencies - share their secrets in a carefully structured, inspirational journey through the contemporary truths of doing great ads.

The book serves as a reference text for creatives, clients and colleges. No other single title covers the subject so completely - from research and strategy, through to conceptualising and crafting. For creatives in every agency of the world, the book provides a step-by-step methodology which can be applied immediately in their daily work. It means they can stop copying and start creating their own cutting edge work. By learning how to think like the masters, they can become masters themselves. For advertisers with brands to build, the book offers hundreds of insights into how the most internationally renowned campaigns were crafted. As more clients take direct control of their own advertising, the book arms them with vital methodology and a new way to think. In the author's words, "This is the book I wished I'd had when I started in the business." Unique features in the book include: 1. A chapter which demolishes the myths and formulae of how advertising should be done. For the first time in one book, world creative leaders explain why methodologies and precepts developed in the 1950s and 60s are no longer valid - and why many are actually harmful in today's context.

2. A chapter which explains how brand building has changed. Exciting new brands have emerged, displacing old ones. The strategists share their secrets and explain why a different kind of advertising is needed. 3. A chapter which actually tells you how to get ideas. No other advertising book has ever done this. The creative process is demystified. 4. Two chapters devoted to the craft of art direction and copy, where experts tell what to do and what not, which rules to break, and which rules never to. 5. A chapter of inspiring advice for everyone in advertising: how a cutting edge career can be nurtured and accelerated. The leaders of the industry discuss their own fears of failure, and what it takes to succeed.

6. No other advertising reference work provides 300 contemporary ads from the best agencies in the USA, UK, Europe and Australia. Details of how the ads are created and crafted are explained, sharing the decisions which had to be made along the way. The advice of the masters are expressed in simple, frank and (sometimes) provocative terms. 7. No other book of this kind addresses such issues as consumer psychology, how to strategise, how brands are being built; how cutting edge thinking can be applied to global campaigns; how to build a world class career and reputation.

About this title

From the Back Cover:

This is the first step-by-step guide to creating cutting-edge print ads, covering 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, Nick Cohen, Tim Delaney, Neil French, Gary Goldsmith, John Hegarty, Lionel Hunt, Bob Isherwood, Bill Oberlander, Indra Sindha, and dozens more.

Over 200 print ads and case histories reveal the creative processes at work in Abbott Mead Vickers, Bartle Bogle Hegarty, Fallon McElligott, Goodby Silverstein, Howell Henry Chaldecott Lury, Leagas Delaney, Mad Dogs & Englishmen, Saatchi & Saatchi, and other world famous agencies in the US, UK, Asia, and Australia.

"This book is for the thousands and thousands of thirsty young Turks in our industry who are searching for directions and inspirations in the art of creating great ads. It's a winner!""—Ian Batey, Group Chairman, Batey Ads, Singapore

"Aitchison's relaxed style of questioning somehow got a lot of major talent to reveal their every secret! Do not trust this man."—Nick Cohen, Founder, Mad Dogs & Englishmen, New York

"This is destined to be essential reading for anyone in the business or thinking of getting into it. This book would be inestimably useful to any client who wondered how his money was spent and wanted to get more bang for his buck."—Neil French, Worldwide Creative Director, Ogilvy & Mather

"Great reliving the passion that consumed us all. After reading the book, I wanted to start the adventure all over again."—Roy Grace, Chairman, Grace & Rothschild, New York

"If you believe in advertising, here is your bible."—Guido Heffels, Springer & Jacoby, Hamburg

"In all the years I've spent interviewing advertising men and women, never have I seen so much collected wisdom, experience, and insight as I have in this single volume. That it's seen through the eyes of a pracicing adman makes it that much more valuable."—Anthony Vagnoni, Editor at large, Advertising Age

I think this may be the best book on advertising I've read - it's certainly the best book on print advertising. It made me want to start writing ads again - very dangerous. You've captured the essence - congratulations.—David Abbott, London

An absolutely excellent piece of work. Nowadays, young writers and art directors get precious little training once they've joined an agency, and books such as this do all of us in the industry a favour.—Adrian Holmes
Chief Creative Officer, Lowe and Partners Worldwide

There are three books about advertising I'd recommend. And I won't tell you what the other two are.—Bob Barrie
Fallon McElligott, Minneapolis

The multi-talented Aitchison, an Australian, is himself a former distinguished practitioner . . . The author enjoys the advantage of not thinking that all the most creative ideas come out of London and New York.—Philip Kleinman
Market Leader, UK

All you ever wanted to know, but never knew who to ask - a great read for anyone wanting more from their print advertising.—Andrew Thomas
International Herald Tribune

More creative inspiration than a ten-foot stack of One Show and D&AD annuals.—Bruce Bildsten
Fallon McElligott, Minneapolis

It's the best I've ever read . . . Unlike most books on advertising that are the thoughts of one person, these are the collective thoughts of so many great people. This is, in truth, the knowledge . . . No writer, art director, account man, planner or client should be without it.—Lionel Hunt
Chairman & Creative Director, Lowe Hunt & Partners, Australia

It succeeds with gusto . . . Aitchison avoids the dull, lifeless form of 'How to' tomes. Intelligently structured ... it is a rare book in its homage to great print ads and how they are made.Business Review Weekly, Australia

About the Author:

Jim Aitchison has won over 600 advertising awards. He was creative director of The Ball Partnership, Singapore, and executive creative director of Batey Ads, Singapore. He has judged The One Show, America's leading awards show, and the London International Advertising Awards.

About this edition

• Publisher: Prentice Hall PTR
• Publication date: 1999
• ISBN 10: 013012897X
• ISBN 13: 9780130128973
• Binding: Paperback
• Edition number: 1
• Number of pages: 337