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Hegarty on Advertising: Turning Intelligence into Magic [Hardcover]

John Hegarty
4.3 out of 5 stars  See all reviews (14 customer reviews)
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Book Description

6 Jun 2011
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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Product details

  • Hardcover: 224 pages
  • Publisher: Thames & Hudson (6 Jun 2011)
  • Language: English
  • ISBN-10: 0500515565
  • ISBN-13: 978-0500515563
  • Product Dimensions: 6.6 x 9.1 x 1.3 cm
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (14 customer reviews)
  • Amazon Bestsellers Rank: 15,171 in Books (See Top 100 in Books)

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Product Description


`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'

`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'

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Customer Reviews

Most Helpful Customer Reviews
8 of 8 people found the following review helpful
3.0 out of 5 stars Surprisingly bland 19 July 2011
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. /
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5 of 5 people found the following review helpful
3.0 out of 5 stars Shockingly bad, considering. 27 Mar 2013
Oh dear John, what the hell happened here? The nuggets of wisdom, your musings, advice and insight are, of course, an excellent read - inspiring even; but the book itself...

The content's OK but the execution? Oooh - ouch!

It's as if it's been thrown together without any thought at all? Aren't you an art director? Ads appear randomly on pages next to the text; jumping out of nowhere without explanation, without warning and without any relevance to what you've just read?

And I know you're not a copywriter, John, but you do have a agency full of them - surely you could have got one of them to proof read it for you; a junior writer at least! I have honestly never read a book littered with so many typos and spellers (not to mention completely missing words) as this before.

I'm truly shocked at the lack of quality control here. I used to think you were a god, John. Now I know you're no different to me... Can't really be bothered to put the effort in. Sigh.

It was still an interesting read though and, for a short while (until I realised how hastily the book had been thrown together) it did help reignite the passion for advertising that has all but been stamped out working for the 2-bit agency I'm currently at... but honestly.

Aspects of this book have been really, really poorly considered and, as a whole, it's a mess by any standard - let alone yours, Hegarty. Shocking. Let's hope your clients don't read it. Overall, an interesting, enlightening but embarrassing read.
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1 of 1 people found the following review helpful
4.0 out of 5 stars Learn from one of the greats 5 Oct 2011
Page after page of anecdotes, wisdom and genuine magic from one of the greats of British advertising. If you're interested in the adbiz, thinking about a career as a creative person, or working in marketing, this book is an absolute must read. Be sure and get the hardback if you can, as there is an unexpected surprise lurking beneath the dust jacket.
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3 of 4 people found the following review helpful
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.
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5.0 out of 5 stars Inspirational 21 Jan 2014
By Jem
Format:Kindle Edition|Verified Purchase
This book confirmed that throwing away a career as an account manager and applying to Ad School to eventually work in advertising was the right decision. I can't wait to get started, I'm just gutted I bought this as a Kindle Edition so if I ever meet John he won't be able to autograph it!
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5.0 out of 5 stars Fit for purpose 29 Nov 2013
Format:Hardcover|Verified Purchase
Actually bought it for my grandson who is just starting out in advertising. I wanted a whole new approach to marketing literature. Found this an excellent read for suggestions and adaptations. Well worth the money.
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5.0 out of 5 stars Great read 10 May 2013
Format:Hardcover|Verified Purchase
Really interesting book from the legend himself. Definitely recommend for inspiration and this has given me a better idea of what to expect in the industry.
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