000			02218 a2200205 4500
008			160713b xxu||||| |||| 00| 0 eng d
020			_a978-0-500-51556-3
082			_a659.1
100			_aHegarty, John _923071
245			_aHegarty on advertising : _b turning intelligence into magic _cHegarty, John
260			_bThames & Hudson Ltd. _c2011 _aLondon
300			_a224 p _bHard
505			_aPART ONE -- Ideas -- Brands and audiences -- Agencies -- The creative director -- Clients, briefs and the power of words -- Pitches -- Storytelling -- Truth and technology -- -- PART TWO -- From Benton & Bowles to 16 Goodge Street -- Saatchi & Saatchi -- TBWA: it's a bit of a mouthful -- BBH: the agency in a suitcase -- First Levi's 501s, the the world -- Going global and the birth of the micro network -- After 28 years, 7 months, and 3 days -- How advertising drove me to drink.
520			_aA 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			_aHegarty, John _923072
650			_aAdvertising executives -- Biography _923073
650			_aAdvertising agencies -- Management. _923074
942			_2ddc _cBK
999			_c43208 _d43208