22 Irrefutable Laws of Advertising: And When to Violate Them - Softcover

Newman, Michael

Softcover

ISBN 10: 0470821868 ISBN 13: 9780470821862

Publisher: John Wiley & Sons, 2006

Synopsis

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.

About this title

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.

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 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.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2006
• Language: English
• ISBN 10: 0470821868
• ISBN 13: 9780470821862
• Binding: Paperback
• Number of pages: 350