Incluye índice

PART ONE -- Ideas -- Brands and audiences -- Agencies -- The creative director -- Clients, briefs and the power of words -- Pitches -- Storytelling -- Truth and technology -- -- PART TWO -- From Benton & Bowles to 16 Goodge Street -- Saatchi & Saatchi -- TBWA: it's a bit of a mouthful -- BBH: the agency in a suitcase -- First Levi's 501s, the the world -- Going global and the birth of the micro network -- After 28 years, 7 months, and 3 days -- How advertising drove me to drink

Here is a book that no creative professional should be without. Written by one of the worlds leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal Vorsprung durch Technik, amongst many, many other highly successful campaigns for major brands. "Hegarty on Advertising" represents the 21st centurys answer to David Ogilvys bestselling "Confessions of an Advertising Man" and provides both John Hegartys advice on the elements of advertising, from pitching to the effects of new technology, and the story of his career from his early days at Saatchi and Saatchi to the global force that Bartle, Bogle, Hegarty is today