Hegarty on Advertising
If the future is going to be creative, then Hegarty on Advertising points you in the right direction. Written by one of the world’s legendary advertising men, this best-selling book contains five decades’ worth of wisdom from the man behind hugely influential campaigns for brands such as Levi’s, Audi, Boddingtons and Lynx.
In this new and improved edition John Hegarty reveals what lies behind a great idea and effective advertising, the ingredients of a successful brand, the right way and the wrong way to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession. And if that isn’t enough, read the final chapters on winemaking and The Garage Soho, a startup incubator that he has co-founded, to find out what happens when an advertising man becomes the client and has ideas sold to him.
Both a credo for creativity and a brilliantly entertaining memoir, Hegarty on Advertising provides unparalleled industry insight through stories and anecdotes about the agencies in which Hegarty has played a vital role and the many characters with whom he has worked along the way. Packed with straight-down-the-line, generous, engaging and witty advice, it will be of immense appeal across the whole creative spectrum, from those who want to work in advertising to chief executives who understand the power and value of ideas that sell.
Thames & Hudson was founded in 1949 by Walter and Eva Neurath. Their passion and mission was to create a ‘museum without walls’ and to make accessible to a large reading public the world of art and the research of top scholars. To reflect its international outlook the name for the company linked the rivers flowing through London and New York, represented in its logo by two dolphins symbolizing friendship and intelligence, one facing east, one west, suggesting a transatlantic connection.
Today, still an independent, family-owned company, Thames & Hudson is one of the world’s leading publishers of illustrated books with over 2,000 titles in print. We publish high-quality books across all areas of visual creativity: the arts (fine, applied, decorative, performing), architecture, design, photography, fashion, film and music, and also archaeology, history and popular culture. Our children’s books list is also expanding. Headquartered in London, we have a sister company in New York (Thames & Hudson Inc.). Since 1970, Thames & Hudson Australia has operated from Melbourne as both an originating publisher and sales and distribution provider. We also have subsidiary sales and distribution companies in Hong Kong (Thames & Hudson Asia) and Paris (Interart).
Extent: 244 pp
Format: paperback
Publication date: 2024-02-15
Size: 22.9 x 16.6 cm
ISBN: 9780500296967
Orders ship within 1–2 business days.
Greece via ACS: Attica 1–2 days, mainland Greece 1–3 days, islands and remote areas up to 5 days.
International via UPS: EU 2–7 days with UPS Standard; other destinations 1–5 days with UPS Express Saver.
Shipping is calculated at checkout. Free standard shipping applies over €80 in Greece and over €150 in the EU. Non-EU import duties and taxes are payable by the recipient.
Free store pickup is ready within 1–2 business days. Please wait for your confirmation email before collection.