Foreword / Jack Vaughan --
Introduction: Saatchi & Saatchi? They don't work here anymore --
Getting to Great --
Where do we begin? A little behind the 8-ball --
Nobody looks at advertising on purpose --
Many companies would rather know they're exactly wrong than approximately right --
Don't tell me about your manure, tell me about my flowers --
Achtung, baby! (Lesson 1: Simplicity) --
Sharp ideas don't stay that way for long --
Does that look like an ad to you? --
There are only two kinds of advertising--great and invisible --
USP? SMP? ESP? --
For original answers, ask original questions --
OW! (Lesson 2: One word) --
Oh, what a word --
The power of a 4 letter word --
How do your customers look? --
Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) --
The Attention Priority System --
Write visuals (Lesson 3: Write visuals) --
Emotional rescue --
A person buying ordinary products in a supermarket is in touch with his deepest emotions --
The charm stick --
Heart. Felt. Advice to clients --
The good oil on Olay --
The dreamtime society (Lesson 4: Sell stories, not spiels) --
Sell stories and you sell Landcruisers --
Last week's lecturer told us that long-copy ads were dead --
This ain't brain surgery, but it is the latest neuroscience --
It's hard to be warm in a cold-hearted business --
No culture that values order above all else will be creative --
Bad advertising costs the same as good advertising --
Ideas Machinery --
Aim to be famous (Lesson 5: Be an ideas evangelist) --
Fame can be a real bugger......

Exploring the transformational power of ideas, this book offers insights into the advertising campaigns of Saatchi & Saatchi. It shows the theories behind each campaign and the behind-the-scenes stories involved with each project.

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