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This is a guide through the uncertain future of advertising, with a star chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today.
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How does great advertising work in the world’s new economy? Are there rules underlying the inspirations of the world’s greatest creative people?
The 22 Irrefutable Laws of Advertising (And When to Violate Them) has a simple objective: to codify the proven universal rules behind the world’s most successful campaigns; with each ‘Law’ nominated by a different world-renowned advertising guru.
Global ad superstars like Brazilian Marcello Serpa (The Law of Simplicity), Singapore’s Neil French, multi-award winning Americans Jamie Barrett and David Lubars (The Law of Evolution), South Africa’s Graham Warsop and UK legend Dave Trut (The Law of Selling) are rubbing opinions with famous agency network CEOs like Saatchi’s Kevin Roberts, Fallon’s Anne Bologna (The Law of Relevance) and Y&R’s MT Rainey (The Outlaw), who are sitting beside landmark authors like Al Ries (The Law of Positioning), Jean-Marie Dru (The Law of Disruption), plus Asia’s Jim Aitchison.
If you’re holding this book, the future of advertising is in your hands.
“It’s like 22 books in one,” said Saatchi & Saatchi’s worldwide creative director, Bob Isherwood.
Easy to read, beautifully argued, wall-to-wall wisdom. Michael Newman’s (Creative Leaps) second advertising book is mandatory reading for any marketer hungry for success.About the Author:
Michael Newman studied law, but soon switched to advertising. As executive creative director at Saatchi & Saatchi in Australia, during the agency’s years of prolific growth, he became the country’s most awarded creative director, bringing home a pride to Cannes Lions, including Australia's only Gold for TV campaigns in 2001. He sat on the agency’s worldwide creative board until 2001.
He later became an executive creative director for rival group, M&C Saatchi, in South East Asia, before launching M&C Saatchi’s second agency network, DNA, in Australia in early 2004.
He’s been a regular columnist for trade magazines across several countries and is a sought after judge for international advertising award juries.
Michael heads the ideas company, brandnewman, and is also the author of the acclaimed advertising book, Creative Leaps.
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Book Description John Wiley & Sons (Asia) Pte Ltd., 2006. Soft Cover. Condition: New. No Jacket. First Paperback Edition. Illustrated soft cover - New. 259pp. Content - New. (455g) Photo on request. All proceeds from the sale of this book go to Help for Heroes and Alzheimer's Research UK. Seller Inventory # 003718
Book Description Condition: New. This is Brand NEW. Seller Inventory # Asian-15092018-2224
Book Description Wiley, 2006. Paperback. Condition: New. 1. Seller Inventory # DADAX0470821868
Book Description Wiley, 2006. Condition: New. book. Seller Inventory # M0470821868