MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02218 a2200205 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
160713b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
978-0-500-51556-3 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
659.1 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Hegarty, John |
| 9 (RLIN) |
23071 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Hegarty on advertising : |
| Remainder of title |
turning intelligence into magic |
| Statement of responsibility, etc |
Hegarty, John |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc |
Thames & Hudson Ltd. |
| Date of publication, distribution, etc |
2011 |
| Place of publication, distribution, etc |
London |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
224 p |
| Other physical details |
Hard |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
PART ONE --<br/>Ideas --<br/>Brands and audiences --<br/>Agencies --<br/>The creative director --<br/>Clients, briefs and the power of words --<br/>Pitches --<br/>Storytelling --<br/>Truth and technology --<br/>--<br/>PART TWO --<br/>From Benton & Bowles to 16 Goodge Street --<br/>Saatchi & Saatchi --<br/>TBWA: it's a bit of a mouthful --<br/>BBH: the agency in a suitcase --<br/>First Levi's 501s, the the world --<br/>Going global and the birth of the micro network --<br/>After 28 years, 7 months, and 3 days --<br/>How advertising drove me to drink. |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc |
A look into what lies behind great ideas and brilliant advertising, told by one of the industry's leading players. 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 São Paulo. 50 color illustrations |
| 600 ## - SUBJECT ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hegarty, John |
| 9 (RLIN) |
23072 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Advertising executives -- Biography |
| 9 (RLIN) |
23073 |
|
|---|
| Topical term or geographic name as entry element |
Advertising agencies -- Management. |
| 9 (RLIN) |
23074 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Book |
