Items related to Well-Written and Red
Synopsis
The latest addition to Dakini Books titles is 'Well-written and red', the story about The Economist poster campaign that has won prizes and plaudits the world over..
Written by one of Britain's most respected advertising copywriters, Alfredo Marcantonio, it celebrates the 15th anniversary of the first appearance of these eye catching and mould breaking 'White out of Red' billboards.
As an ex-Director of AMV BBDO, the Agency responsible, he paints a remarkably insightful picture, not only of the conception and development of the award-winning creative work, but also of the Agency/Client relationship that has nurtured it.
Marcantonio weaves together the recollections of those actually involved, putting events into context or stressing their importance, by citing lessons he has learnt in his own distinguished career.
This is clearly a 'must-have publication' for advertising, marketing and media people. However, poster headlines like 'In real life the tortoise loses' mean that it will appeal to anyone who appreciates wit and style. Indeed, if you have ever wondered how advertising works this book describes the process in engaging detail.
Readers from outside the industry won't be fazed by the vagaries of the creative process described in this book. Instead, they may be surprised to discover the disciplined strategic thinking and tight advertising briefs that inspire it, and the way subtle shifts in emphasis have helped the campaign remain relevant in changing times.
This 224 page hardback and features 140 or more of the advertisements that have helped The Economist increase its UK circulation by 65% and its UK ad revenue by 250%. It is a testimony to the power of posters, confirmation that it can pay to advertise and proof that 'funny' need not be the enemy of 'money'.
"synopsis" may belong to another edition of this title.
About the Author
Born in England but of Italian parentage, Alfredo Marcantonio began his advertising career as a client. Initially at Colt and then at Volkswagen.
Inspired by the work of Doyle Dane Bernbach, VW's agency, he quit his job as Head of Advertising to become a copywriter.
In the mid 70's he joined Collett Dickenson Pearce, then regarded as one of the most creative agencies in the world, and in 1981 he helped CDP's Frank Lowe and Geoff Howard-Spink to found Lowe Howard-Spink.
He resigned as Creative Director and Deputy Chairman in 1987 to run Wight Collins Rutherford Scott, adding his long name to its already lengthy title. When the agency was taken over by Eurocom, Marc ran BBDO until its merger with Abbot Mead Vickers.
With the merger came the opportunity to return to his first love, writing ads.
He went on to become Vice Chairman of AMV BBDO in London and Creative Vice President of BBDO in Italy.
In 1999 he joined Interpublic as Executive Creative Director of all General Motors' advertising produced by Lowe and McCann in Europe. More recently, Marc was Creative Director of the Italian office of the Italian office of Leagas Delaney, the small but highly creative British-based advertising agency group.
As a writer and creative director, he has been involved in the development of some of Britain's most successful and most popular advertising campaigns including Hamlet, Heineken, BMW and Carling Black Label.
Marc is co-author of 'Remember Those Great VW Ads?' which is now in its third edition and he was invited to contribute to 'The Copy Book', a highly regarded compilation that showcases the work of the world's best copywriters.
"About this title" may belong to another edition of this title.
- PublisherTHAMES HUDSON
- Publication date2002
- ISBN 10 0953703231
- ISBN 13 9780953703234
- BindingHardcover
- LanguageEnglish
- Edition number1
- Number of pages225
- Rating
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