The 22 Irrefutable Laws of Advertising (and When to Violate Them) - Hardcover

Newman, Michael

Hardcover

ISBN 10: 047082106X ISBN 13: 9780470821060

Publisher: John Wiley & Sons, 2004

Synopsis

A breakthrough guide to the universal principles underlying great advertising
Written by an all–star team of international advertising professionals, this guide offers readers a lively, in–depth exploration of advertising principles as they are understood and applied by many of the world′s most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills.
Michael Newman (Palm Beach, Australia) is a former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. While at Saatchi, he was Australia′s most awarded creative director.

About this title

About the Author

Michael Newman is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the giant agency′s Worldwide Toyota Board. During this time he was Australia′s most awarded Creative Director. He was at the forefront of the groundbreaking Saatchi creative work on giant accounts like Toyota. He led the agency to numerous wins at the Cannes Advertising Festival. He′s a sought after judge on award juries and is well known for his articles and speeches in various trade magazines and industry publications. As a writer and creative director, he has won numerous national and international creative awards including Cannes, Caxton, D&AD and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.

From the Back Cover

This is a guide through the uncertain future of advertising with a start 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.

From the Inside Flap

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 Trott (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&Rs 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 probably the most important of the decade.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2004
• Language: English
• ISBN 10: 047082106X
• ISBN 13: 9780470821060
• Binding: Hardcover
• Number of pages: 250