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Review
`A fascinating insight into the creative process' --The Evening Standard
`A wealth of anecdotes' --The Independent
`One of the most eagerly awaited books on the sector since the`father of advertising' David Ogilvy put pen to paper. John Hegarty does not disappoint...There's better content here than in a whole bookshelf of Dragons'Den biographies' --Director
`Amongst the most eagerly awaited stories in advertising' --adliterate.com
'Wallowing in Hegarty's superb, analogue and thoroughly enduring work and wisdom should serve as a reminder that sometimes the best things of yesterday are the best things of today'
--Campaign
`Filled with advice...Hegarty's writing style is to the point' --Creative Review
`Contains nuggets of brilliant insight that no one in the business can afford to be without ...the genius of John Hegarty shines throughout...entertaining and inspirational... This is an absolute gem.A bible, in fact'
--Books Monthly
'Really rather good ... knowledgeable, opinionated, easy to read and intelligible to even people who don't think they know about "creativity"' --Campaign
'If you are even slightly intrigued about the passions that drive the advertising world, and the insights of one of its most successful practitioners, this is a very readable and entertaining book' --Vulpeslibres.com
'Engaging, smart and enjoyably contentious'
--Time Out
'Peppered with buzzwords that seek to underpin his thinking: irreverence, fearlessness, subversion and persuasion'
--List
`A wealth of anecdotes' --The Independent
`One of the most eagerly awaited books on the sector since the`father of advertising' David Ogilvy put pen to paper. John Hegarty does not disappoint...There's better content here than in a whole bookshelf of Dragons'Den biographies' --Director
`Amongst the most eagerly awaited stories in advertising' --adliterate.com
'Wallowing in Hegarty's superb, analogue and thoroughly enduring work and wisdom should serve as a reminder that sometimes the best things of yesterday are the best things of today'
--Campaign
`Filled with advice...Hegarty's writing style is to the point' --Creative Review
`Contains nuggets of brilliant insight that no one in the business can afford to be without ...the genius of John Hegarty shines throughout...entertaining and inspirational... This is an absolute gem.A bible, in fact'
--Books Monthly
'Really rather good ... knowledgeable, opinionated, easy to read and intelligible to even people who don't think they know about "creativity"' --Campaign
'If you are even slightly intrigued about the passions that drive the advertising world, and the insights of one of its most successful practitioners, this is a very readable and entertaining book' --Vulpeslibres.com
'Engaging, smart and enjoyably contentious'
--Time Out
'Peppered with buzzwords that seek to underpin his thinking: irreverence, fearlessness, subversion and persuasion'
--List
Product Description
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.
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Customer Reviews
Most Helpful Customer Reviews
8 of 8 people found the following review helpful
Format:Hardcover
I truly admire John Hegarty and the vast portfolio his agency have produced during all these years, so I was looking forward to reading some tricks of the trade from the great one. Much to my surprise the guy who has given us so many brilliant campaigns comes out as rather conservative narrator. He's got "reservations" about Richard Branson dressing like a bride when launching Virgin brides and some of the examples are truly worn out. Bernbach's legendary VW-campaign for instance is frequent in almost any book about advertising and needs no further publication. But the stories and reasoning behind Hegarty's own campaigns (for example; rating the Catholic church as the most powerful brand in the world) are without exceptions interesting reading and forms the core of the book. And even if the title is slightly over promising it is an important piece of advertising history served by one of the finest of the trade. Note: if anyone wish to comment on this, please do not focus on language, my native language is Swedish. / ©
2 of 2 people found the following review helpful
Format:Hardcover
I want to take the time to recommend it to everyone. Now, as you know, John Hegarty is an icon of advertising, and one of the founders of BBH, one of the most famous agencies in the world. He is still running things from his office in London.
Now what this book gets you is knowledge from the man who founded an agency in the late half of the 80's and turned it into a global phenomenon, still keeping it independent. BBH is not owned by any huge group. So you will find out
-what is the good way to create and maintain a creative independent agency,
-how to win pitches,
-what a Creative Director means for an agency,
-how to manage creatives,
-how to achieve real success in the business
-many more pieces from the experience of John Hegarty.
Now what this book gets you is knowledge from the man who founded an agency in the late half of the 80's and turned it into a global phenomenon, still keeping it independent. BBH is not owned by any huge group. So you will find out
-what is the good way to create and maintain a creative independent agency,
-how to win pitches,
-what a Creative Director means for an agency,
-how to manage creatives,
-how to achieve real success in the business
-many more pieces from the experience of John Hegarty.
2 of 2 people found the following review helpful
Format:Hardcover
From the man who brought you "Vorsprung durch technik"
Already at the thick end of an illustrious career in our industry, John Hegarty 's latest book is an eargerly-anticipated manifesto for advertising. Co-founder of BBH and TBWA London, Hegarty's career is as storied as any, and this tome combines history with over 40 years of experience, insight and advertising wisdom - not to mention a ton of famous campaigns.
It's so good I missed my stop twice on the way home! A fantastic read (unless you like tissue meetings).
Already at the thick end of an illustrious career in our industry, John Hegarty 's latest book is an eargerly-anticipated manifesto for advertising. Co-founder of BBH and TBWA London, Hegarty's career is as storied as any, and this tome combines history with over 40 years of experience, insight and advertising wisdom - not to mention a ton of famous campaigns.
It's so good I missed my stop twice on the way home! A fantastic read (unless you like tissue meetings).
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Most Recent Customer Reviews
Hegarty on Advertising
I bought the book after listening to John Hegarty in a discussion about coping with the recession. I'm not in the advertising business and was concerned the book might be full of... Read more
Published 6 months ago by Fitz
Actually
If you strip away the hype this is actually a poorly written, poorly crafted book. Hegarty has a big reputation which has not been enhanced by this shoddy piece of work.
Published 7 months ago by Nigel
Learn from one of the greats
Page after page of anecdotes, wisdom and genuine magic from one of the greats of British advertising. Read more
Published 8 months ago by Stanley Johnson
Brilliant!
A fantastic read. A must for everybody working in advertising - and everybody who thinks about working in advertising.
Just get it!
Just get it!
Published 10 months ago by Soren Parup
Listmania!
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