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Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 1119164036
Size: 27.31 MB
Format: PDF, ePub
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The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.

Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 1119164001
Size: 32.41 MB
Format: PDF, Kindle
View: 3902
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Revised edition of the author's Hey Whipple squeeze this!, 2012.

Hey Whipple Squeeze This

Author: Luke Sullivan
Publisher: John Wiley & Sons
ISBN: 1118237188
Size: 50.21 MB
Format: PDF, ePub
View: 2382
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The classic (and irreverent) bestselling guide to creating great advertising Hey Whipple, Squeeze This has inspired a generation of ad students, copywriters, and young creatives to make their mark in the industry. But students need new guidance to ply their craft now in the digital world. This new fourth edition explains how to bring brand stories into interactive, dynamic places online, in addition to traditional television, radio, print, and outdoor ads. Creativity is still king, but this new edition contains: Important new chapters and updates that bring Whipple into the new digital world New content and examples for how to use social media and other emerging platforms Illustrate what's changing in the new world of advertising—and what isn't Hey Whipple, Squeeze This! will help sharpen your writing chops, unleash your creativity, and help raise the level of your work from hack to master craftsman.

Cutting Edge Advertising

Author: Jim Aitchison
Publisher: FT Press
ISBN: 0133412334
Size: 18.85 MB
Format: PDF, Docs
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Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers 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, Tim Delaney, David Droga, Neil French, Marcello Serpa, and dozens more. Over 200 print ads and case histories reveal the creative processes at work in world-famous agencies in the US, UK, Asia and Australia. This new edition also includes an exclusive section featuring winning ads from the World Press Awards. No other book takes you on such a journey through the minds of advertising¿s creative leaders.

Creative Strategy And The Business Of Design

Author: Douglas Davis
Publisher: Simon and Schuster
ISBN: 1440341613
Size: 41.75 MB
Format: PDF, Docs
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The Business Skills Every Creative Needs! Remaining relevant as a creative professional takes more than creativity--you need to understand the language of business. The problem is that design school doesn't teach the strategic language that is now essential to getting your job done. Creative Strategy and the Business of Design fills that void and teaches left-brain business skills to right-brain creative thinkers. Inside, you'll learn about the business objectives and marketing decisions that drive your creative work. The curtain's been pulled away as marketing-speak and business jargon are translated into tools to help you: Understand client requests from a business perspective Build a strategic framework to inspire visual concepts Increase your relevance in an evolving industry Redesign your portfolio to showcase strategic thinking Win new accounts and grow existing relationships You already have the creativity; now it's time to gain the business insight. Once you understand what the people across the table are thinking, you'll be able to think how they think to do what we do.

The Practical Pocket Guide To Account Planning

Author: Chris Kocek
Publisher: BookBaby
ISBN: 0989284921
Size: 46.75 MB
Format: PDF, ePub
View: 2190
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The Practical Pocket Guide to Account Planning provides a straightforward, no nonsense approach to understanding what Account Planners do on a daily basis and how they do it. Filled with real world examples, amusing anecdotes, and useful techniques for getting to better insights, The Practical Pocket Guide provides a clear path for how Account Planners can collaborate with Creatives to produce great work that is insightful, engaging, and culturally infectious. In this engaging 2-hour read, you'll learn: - The difference between most Account Planning job descriptions and day-to-day realities - Critical Planning skills, including: concept testing, copy testing, discussion guides, positioning, and the basics of good research - Techniques for writing better briefs and ideas for how to lead more engaging briefings - How to be an ally to Creatives so that together you can sell big, culturally infectious ideas to Clients Whether you're a Client, a Creative, an Account Manager, or an aspiring Account Planner, this book will help you understand how Planners think and what great Planning can really do.

The Advertising Concept Book First

Author: Pete Barry
Publisher: Thames & Hudson
ISBN: 9780500518984
Size: 65.75 MB
Format: PDF, ePub
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This is the third edition of the highly successful Advertising Concept Book. As well as substantially expanded chapters on interactive advertising and integrated advertising, an entirely new chapter on branded social media has been added. This new edition contains fifty specially drawn new illustrations of key campaigns. It covers every aspect of the business, from how to write copy and learn the creative process to how agencies work and the different strategies used for all types of media. Pete Barry outlines simple but fundamental rules about how to 'push' an ad to turn it into something exceptional, while exercises throughout will help readers assess their own work and that of others. Fifty years' worth of international, award-winning ad campaigns - in the form of over 500 'roughs' specially sketched by the author - also reinforce the book's core lesson: that a great idea will last forever. Pete Barry goes straight to the essence of how to write a great ad: work out what you want to say, who you are saying it to, and how you want to say it.

Thirty Rooms To Hide In Insanity Addiction And Rock N Roll In The Shadow Of The Mayo Clinic

Author: Luke Sullivan
Publisher: Luke Sullivan
ISBN: 0615481507
Size: 59.62 MB
Format: PDF
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"'The Shining' . . . but funnier." That's how the author describes his memoir Thirty Rooms To Hide In: Insanity, Addiction, and Rock 'n' Roll in the Shadow of the Mayo Clinic. It's the story of six boys growing up in a great dark house in Minnesota, as the father - a respected surgeon - goes slowly insane. With winters raging outside and the father raging within, it is their mother's protection that allows the boys to have a wildly fun, thoroughly dysfunctional time growing up. With dark humor as the coin of their realm, and the Beatles as true north on their compass of Cool, the band of brothers make movies, start a rock & roll group, and wise-crack their way though a grim landscape of their father's insanity, Eisenhower's Cold War, fallout shelters, and JFK's assassination.

Ogilvy On Advertising In The Digital Age

Author: Miles Young
Publisher: Bloomsbury Publishing USA
ISBN: 1635571472
Size: 77.92 MB
Format: PDF, ePub, Docs
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From Miles Young, worldwide non-executive chairman of Ogilvy & Mather, comes a sequel to David Ogilvy's bestselling advertising handbook featuring essential strategies for the digital age. In this must-have sequel to the bestselling Ogilvy On Advertising, Ogilvy chairman Miles Young provides top insider secrets and strategies for successful advertising in the Digital Revolution. As comprehensive as its predecessor was for print and TV, this indispensable handbook dives deep into the digital ecosystem, discusses how to best collect and utilize data-the currency of the digital age-to convert sales specifically on screen (phone, tablet, smart watch, computer, etc.), breaks down when and how to market to millennials, highlights the top five current industry giants, suggests best practices from brand response to social media, and offers 13 trend predictions for the future. This essential guide is for any professional in advertising, public relations, or marketing seeking to remain innovative and competitive in today's ever-expanding technological marketplace.