Hegarty on Advertising: Turning Intelligence into Magic
First published by Thames & Hudson in 2011, this is a book that no creative professional should be without. Written by one of the world’s 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’, among many, many other highly successful campaigns for major brands.
This revised and expanded edition discusses the changes that have taken place in the advertising industry and Hegarty’s own career since the original book was first published in 2011. One new section – ‘Why I’m now parking my ideas in a garage’ – discusses Hegarty’s new company, The Garage. In the other new section – ‘From Unilever to the UN via a llama’ – Hegarty talks predominantly about the ad he did for the UN’s ‘Global Goals for their Sustainable Development’ campaign.
Table of Contents
Introduction: Why Write a Book on Advertising Now? • Part 1: Ideas • Brands and
Audiences • Agencies • The Creative Director • Clients, Briefs and the Power of Words
Pitching • Storytelling • Truth and Technology • Part 2: The Right Place at the Right
Time • From Benton Bowles to 16 Goodge Street • Saatchi & Saatchi • TBWA • BBH:
The Agency in a Suitcase • First Levi 501s, Then the World • When the World Zigs, Zag
Why I’m Now Parking My Ideas in a Garage • Advertising Drove Me to Drink • From
Unilever to the UN via a llama