In Cutting Edge Advertising, one of the world's leading creatives offers a step-by-step plan for creating outstanding 21st century print advertising. Along the way, he presents more than 300 of the world's best ads -- each discussed, analyzed and critiqued, frankly and provocatively, by the brilliant creatives responsible for them. Globally-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 process of creating truly great advertising. No other book covers the subject so completely -from research and strategy, through concept and crafting, and beyond. This book demolishes worn-out advertising myths that may have been true in the '50s and '60s -- replacing them with 21st century techniques that work now! You'll find a full chapter on how to come up with great ideas, specific guidance on the craft of art direction and copy, and great advice for nurturing your own career in advertising. This book is a goldmine for every advertising agency copywriter, art director, and account supervisor; in-house agency; and for every newcomer to the field.
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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 AgeI 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, LondonAn 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
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.
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