Hegarty on Advertising

Hegarty on Advertising What makes a great idea How does one best pitch to a prospective client What effect will new technology have on advertising Written by one of the world s leading advertising creatives Hegarty on Adve

  • Title: Hegarty on Advertising
  • Author: John Hegarty
  • ISBN: 9780500515563
  • Page: 250
  • Format: Hardcover
  • What makes a great idea How does one best pitch to a prospective client What effect will new technology have on advertising Written by one of the world s leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as Levi Strauss, Audi, and Unilever.What makes a great idea How does one best pitch to a prospective client What effect will new technology have on advertising Written by one of the world s leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as Levi Strauss, Audi, and Unilever.The book is both an advertising credo and a brilliantly entertaining memoir The first part offers John Hegarty s personal insights and advice on the advertising business Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology In the second part, Hegarty talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of Bartle Bogle Hegarty BBH in 1982 and its rise to global renown with offices in London, New York, Singapore, Shanghai, Mumbai, and Sao Paulo.

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      Published :2019-06-02T16:29:49+00:00

    About "John Hegarty"

    1. John Hegarty

      John Hegarty Is a well-known author, some of his books are a fascination for readers like in the Hegarty on Advertising book, this is one of the most wanted John Hegarty author readers around the world.

    673 thoughts on “Hegarty on Advertising”

    1. Really cool book. Don't expect to tell you very practical things about advertising, though. It's a great window into how the advertising world developed in the UK and all the changes this guy's seen in his life regarding the field. A lot about entrepreneurship, taking risks, sticking with your beliefs and taking bold action. And full of case studies about great branding projects, the philosophy behind them and why they made an impact.


    2. 'You'll find exciting, funny, knowledgeable and stimulating people. It's an industry made of entrepreneurs. It's also an industry that will prepare you for almost any other business: it's fast moving, challenging, smart and inquisitive, built on the need for competitive advantage.' Hegarty on Advertising is a book about our industry, that is englightening, insightful and fun to read. John Hegarty, one of the three founders of BBH, describes his view on the advertising industry and tells his pers [...]


    3. Diverting enough and, crucially, short ride through Hegarty's feelings about advertising and his career. Hegarty might produce magic visually but this is a parade of truisms and that isn't helped by the formatting. Large bold paragraphs really only flag how middle of the road some of it is. You do get the impression that Hegarty is a lively figure in the flesh who knows what he's doing. In print, he gives advice like "read the economist and recite bits back to your client so they think you're sm [...]


    4. 'Not for younger people in the advertising industry'? Tosh. If you're looking for a book to tell you exactly how to run a brilliant campaign right now, then this isn't for you. Go somewhere else. This is a short, autobiographical account of Hegarty's time in advertising dotted all over the place with anecdotes about the people he's worked with, the pitches he's attended and the work that's succeeded and failed *and why*. And it is valuable. There are truisms that you can pick up from anywhere, b [...]


    5. This book gives a learning experience for people who want to make their career into advertising and specially account planning and creative department. My only disappointment is that this book is divided into two parts, the first part consists of mostly theory knowledge, of course examples are also given to support it but this makes the first part a bit boring to read. The second part is filled with stories, examples and his experiences and his growth into advertising industry which is inspirati [...]


    6. The book doesn't actually offer much in terms of the technical skills necessary in being a successful advertiser. However, that shouldn't deter readers from thoroughly enjoying this book. Hegarty gives a god detail of his life in the advertising industry, starting from the very start to being the legendary advertising figure that he is. Hegarty's story telling style and insights make reader feels like they're listening to a great master sharing his contemplative journey.


    7. Enjoyed this book very much! Wasn't able to put it down after I started reading it. Gives you a great insight of how a bunch of British Mad Men built up BBH from a scratch. Contains many interesting and funny anecdotes as well as life lessons. It's not a book that explains how advertising works, but what it's like to work in advertising. Has many words of wisdom - especially on ideas - that can help you on your career, whether you work in advertising or elsewhere.


    8. I like two things out of books like these - juicy tidbits of trivia you didn't know, or actual, useful information that will improve my career. It delivered moderately on the former and minimally on the latter. But, then, while I do consider myself mildly creative, I've never gotten much use from creative tips from other people. BBH is a great shop, though, and it was fun to read its history. I loved that part. And this very much makes me hope Bogle writes a book.


    9. A lot of the case studies provided by John Hegarty bears fruit to that particular period in the Advertising industry. Most of the practices would not be relevant to the current times. Nevertheless, the practices of Saatchi and BBH sheds a shining light to what newcomers in the industry can learn from. Relaxing read, something you can finish on your tube ride back home.


    10. This book is not about creativity. This is about philosophy in advertising and how to treat with people you work with. Interesting part is about why to be a creative director and about pitching. For people who are starting a career in advertising is required reading. ;)


    11. A quick, enjoyable read about the advertising industry from one of it's most distinguished practitioners. It isn't an especially excellent book but it is easy and diverting. I read it because I have become more interested in advertising since getting into Mad Men.


    12. What is the most inspiring in this book are the examples of the author's work - you can literally trace the evolution of advertising and enjoy the best campaigns in action and what results they achieved.P.S. Keep YouTube close while reading ;)


    13. Not your typical advertising book and that's a good thing. Hegarty's experience and pockets of wisdom transcend to anyone with even the slightest interest in advertising and its relationship with culture and society, and he manages to give us one important lesson: it's all about the ideas.


    14. Interesting for its autobiographical content but lacking on useful insights for the younger advertisers amongst us. Worth adding to your collection if only to hear how 'BBH' got started from the 'H'.



    15. excellent. an interesting perspective from someone in the industry. a must read for anyone wanting to know how the advertising world works





    16. Fun, if a bit slow, coverage of the advertising industry's history complete with many funny/interesting anecdotes.




    17. Very quotable. Very boring. I expected a whole lot more from one of the very few (if not the only one) still active great men of advertising. Nicely written for an art director.



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