Hegarty on advertising turning intelligence into magic
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 man...
| Autor principal: | |
|---|---|
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
London :
Thames & Hudson Ltd
2011
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| Edición: | 1st ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991000250199708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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.
