Hegarty on Advertising: Turning Intelligence into Magic. Hegarty on advertising : turning intelligence into magic (Book, 2017) [tinnitusarchive.org] 2019-01-11

Hegarty on Advertising: Turning Intelligence into Magic Rating: 6,6/10 602 reviews

Hegarty On Advertising — Turning intelligence into magic

Hegarty on Advertising: Turning Intelligence into Magic

His assessment of the Catholic Church as the world's 1 brand whose goal is to sell belief was both amusing and provocative as was his approach that customers should be regarded not as consumers of a product but as an audience to be engaged into a relationship with the brand. How do you make the best pitch to a prospective client? Hegarty is someone I look up to and his book was able to lay bare something about advertising that is often not discussed enough: the human aspect. You do get the impression that Hegarty is a lively figure in the flesh who knows what he's doing. For anyone working in this industry, there shouldn't be too many surprises there, nothing unheard of. Of course, Hegarty is also celebrating some of the work he and his colleagues produced over the last three decades. If you're not working in the industry it's worth reading because, despite occasions of insufferable smugness, Hegarty can obviously write yell. The agency swiftly became one of the most talked about and awarded advertising agencies in the world.

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Hegarty on Advertising: Turning Intelligence Into Magic

Hegarty on Advertising: Turning Intelligence into Magic

What effect will new technology have on advertising? This essential addition to any advertising executive's shelf is now fully revised and ready to inspire a new generation of marketers. Hegarty on Advertising represents the 21st centurys answer to David Ogilvys bestselling Confessions of an Advertising Man and provides both John Hegartys advice on the elements of advertising, from pitching to the effects of new technology, and the story of his career from his early days at Saatchi and Saatchi to the global force that Bartle, Bogle, Hegarty is today. 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. It's here he lapses into more readable prose and fairly clear descriptions. There's better content here than in a whole bookshelf of Dragon's Den biographies' - Director 'For the informed, dispassionate, general reader, interested in the conduct of this most ubiquitous of modern phenomena, and for the enthusiastic student of advertising, Hegarty's account proves entertaining and often illuminating' - Cassone 'Contains nuggets of brilliant insight that no one in the business can afford to be without.

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Hegarty on Advertising: Turning Intelligence Into Magic

Hegarty on Advertising: Turning Intelligence into Magic

However if the goal of the book was to talk about the what makes advertising magic, Hegarty doesn't answer the question. 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. I am sure, this is an insightful read for everyone working in the advertising industry. This title provides advice on the elements of advertising, from pitching to the effects of new technology. Advertising is not necessarily blessed with the greatest reputation and the biggest trust.

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BOOK REVIEW: Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

Hegarty on Advertising: Turning Intelligence into Magic

The first offers John Hegarty's personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. Hegarty on Adve Here is a book that no creative professional should be without. This was definitely new to me. 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. 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. Hegarty on Advertising represents the 21st century's answer to David Ogilvy's bestselling Confessions of an Advertising Man and provides both John Hegarty's advice on the elements of advertising, from pitching to the effects of new technology, and the story of his career from his early days at Saatchi and Saatchi to the global force that Bartle Bogle Hegarty is today.

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Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

Hegarty on Advertising: Turning Intelligence into Magic

How do you make the best pitch to a prospective client? Interesante libro que todo publicista en crecimiento debe leer. Diverting enough and, crucially, short ride through Hegarty's feelings about advertising and his career. If you're working in the industry, it's worth a read for an insight into Hegarty's experience. I know I am going to keep revisiting it frequently. Hegarty's story telling style and insights make reader feels like they're listening to a great master sharing his contemplative journey. However, that shouldn't deter readers from thoroughly enjoying this book. And full of case studies about great branding projects, the philosophy behind them and why they made an impact.

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Hegarty On Advertising — Turning intelligence into magic

Hegarty on Advertising: Turning Intelligence into Magic

The place where, at the end, all good stories find their way to. The Power of Suggestion Pleasant and engaging reminiscence on Hegarty's long and successful career as a creative director in advertising. Its a book every strategist, advertiser and marketer can read, reread, refer, gift, share. There are also some nice definitions to use for your next presentation. 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. Do interesting things and interesting things happen to you About the book Here is a book that no creative professional should be without.

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Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

Hegarty on Advertising: Turning Intelligence into Magic

We have no idea if this is going to work, but here goes — our first interview response without words. I have nodded at almost every other page in the book because what was described on the page, made perfect sense, in a simple yet significant way. En un breve libro, te cuenta cómo creó la filosofía de su agencia y qué decisiones tomó para impulsarla. I highly recommend this book, not only to those who work in advertising, but also to anyone who wants to get an understanding of this industry and it's challenges. The first part offers John Hegarty's personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. Hegarty has dotted throughout the book countless pithy nuggets of gold about ideas and storytelling.

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Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

Hegarty on Advertising: Turning Intelligence into Magic

I approached this book with a little trepidation for a couple of reasons: 1. He is charming though, which is what makes the book such an enjoyable read. Its a book every strategist, advertiser and marketer can read, reread, refer, gift, share. Quite enjoyed a dig he took at one of his former employees not that I have a clue who it is but the bitterness is only on show the one time. In 2006, he was awarded honorary doctorates from Buckinghamshire Chilterns University College and Middlesex University and sits on the Board of Trustees of the Design Museum. Perhaps Hegarty is leaving it to the reader to fill in the details.

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HEGARTY ON ADVERTISING: TURNING INTELLIGENCE INTO MAGIC:HEGARTY, JOHN

Hegarty on Advertising: Turning Intelligence into Magic

In summary, what I liked most about Hegarty on Advertising, is the fact, that the book is celebrating our industry. There are truisms that you can pick up from anywhere, b 'Not for younger people in the advertising industry'? It makes reading this a blast. The book is filled with stories, anecdotes, campaigns and wise words. The first offers John Hegarty's personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. I had the hero stripping down to a pair of Y-front underpants. The book is both an advertising credo and a brilliantly entertaining memoir, divided into two parts.

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Hegarty on Advertising: Turning Intelligence Into Magic

Hegarty on Advertising: Turning Intelligence into Magic

There are basically two parts in this book. And this very much makes me hope Bogle writes a book. But sadly they couldn't get away from the idea of instant film, instead of instant experiences. Where do you look for inspiration? The book is filled with stories, anecdotes, campaigns and wise words. So many quotes from the book are worth saving and revisiting time and again. Lastly, the From the first page onwards, the book had me nodding.

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