{"product_id":"hegarty-on-advertising-turning-intelligence-into-magic","title":"Hegarty on Advertising","description":"\u003cb\u003eA revised and expanded edition of the book described by \u003ci\u003eBooks Monthly\u003c\/i\u003e as ‘an absolute gem. A bible, in fact’.\u003c\/b\u003e\u003cbr\u003e \u003cbr\u003e If the future is going to be creative, then \u003ci\u003eHegarty on Advertising\u003c\/i\u003e 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.\u003cbr\u003e \u003cbr\u003e 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.\u003cbr\u003e \u003cbr\u003e Both a credo for creativity and a brilliantly entertaining memoir, \u003ci\u003eHegarty on Advertising\u003c\/i\u003e 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.","brand":"Thames \u0026 Hudson Ltd","offers":[{"title":"Default Title","offer_id":54206979113304,"sku":null,"price":21.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9780500296967_c6d3b29a-3ca8-45b2-8caa-59364f62a243.jpg?v=1764679543","url":"https:\/\/agendabookshop.com\/products\/hegarty-on-advertising-turning-intelligence-into-magic","provider":"Agenda Bookshop","version":"1.0","type":"link"}