The Creative Edge. Inside the Ad Wars

Randy Scotland

ISBN 10: 0670850640 / ISBN 13: 9780670850648

Published by Viking, Canada, 1994

About this Item

Hardback. First Edition. The Creative Edge. Message to previous owner signed by the owner to inside cover. From commercial we love to slogans that stick and jingles that drive us crazy, advertising is all around us. But what do we really know about the way these powerful images are created? Welcome to the pressure-cooking world of advettising - an industry where the allure of success more than justifies the bitter disappointments and failures. With the author as our capable guide, this book introduces us to the key players at Vickers & Benson, one of Canada's preeminent ad agencies, as they participate in the excitement - and stress - of creating innovative campaigns. But this book is much more that a look inside one agency. it is an entertaining and informative journey into a world that effects each of us daily. How is advertising designed to infiltrate our subconscious and provoke us to buy a particular product? What commercials work best and why? What about the role of humour, of celebrity spokespeople, of sex? And what about controversial campaigns like Vickers & Benson's recent anti-smoking ads? With a client list that boasts such plum accounts as McDonald's, Ford, The Bank of Montreal, Quaker Oats, Molson's, The Ontario Jockey Club, Gatorade, and Cantel, Vickers & Benson enjoys a legendary status in Canadian advertising circles. But like many of its clients in the nineties, it too has faced new challenges. With the economic climate changing at lightning speed, businesses are asking fundamental questions about marketing and promotion, and agencies are scrambling for answers. In this book, we see how a new management team helps the agency adapt to the current business environment. We observe the evolution of the popular Heineken campaign. We witness how advertising contributed to the Liberal Party's 1993 federal election victory. And we watch the drama unfold as senior staff compete for the lucrative Shoppers Drug Mart account, eventually losing out to a rival agency. Illustrated. 226 pp. (We carry a wide selection of titles in The Arts, Theology, History, Politics, Social and Physical Sciences. academic and scholarly books and Modern First Editions, Reference books ,and all types of Academic Literature.).

Seller Inventory # 094713

Bibliographic Details

• Title: The Creative Edge. Inside the Ad Wars
• Publisher: Viking, Canada
• Publication Date: 1994
• Language: English
• ISBN 10: 0670850640
• ISBN 13: 9780670850648
• Binding: Cloth & Boards
• Edition: First Edition
• Condition: Very Good
• Dust Jacket Condition: Very Good
• Signed: Signed by Author(s)
• Seller catalogs:
  • Academic Education Learning Business

About this title

Synopsis

Book by Scotland, Randy