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A breakthrough guide to the universal principles underlying great advertising
Written by an all-star team of international advertising professionals, this guide offers readers a lively, in-depth exploration of advertising principles as they are understood and applied by many of the world's most respected advertising experts. Each chapter features numerous illustrations, case studies and vignettes, and reproductions of print ads and TV commercial stills.
Michael Newman (Palm Beach, Australia) is a former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. While at Saatchi, he was Australia's most awarded creative director.
- Sales Rank: #2683018 in Books
- Published on: 2004-05-20
- Original language: English
- Number of items: 1
- Dimensions: 9.37" h x 1.22" w x 6.30" l,
- Binding: Hardcover
- 350 pages
From the Inside Flap
How does great advertising work in the world’s new economy? Are there rules underlying the inspirations of the world’s greatest creative people?
The 22 Irrefutable Laws of Advertising (And When to Violate Them) has a simple objective: to codify the proven universal rules behind the world’s most successful campaigns: with each ‘Law” nominated by a different world-renowned advertising guru.
Global ad superstars like Brazilian Marcello Serpa (The Law of Simplicity): Singapore’s Neil French: multi-award winning Americans Jamie Barrett and David Lubars (The Law of Evolution): South Africa’s Graham Warsop and UK legend Dave Trott (The Law of Selling) are rubbing opinions with famous agency network CEOs like Saatchi’s Kevin Roberts: Fallon’s Anne Bologna (The Law of Relevance) and Y&Rs Mt Rainey (The Outlaw). Who are sitting beside landmark authors like Al Ries (The Law of Positioning): Jean-Marie Dru (The Law of Disruption). Plus Asia’s Jim Aitchison.
If you’re holding this book the future of advertising is in your hands.
“It’s like 22 books in one” said Saatchi & Saatchi’s worldwide creative director Bob Isherwood.
Easy to read. Beautifully argued. Wall-to-wall wisdom. Michael Newman’s (Creative Leaps) second advertising book is probably the most important of the decade.
From the Back Cover
This is a guide through the uncertain future of advertising with a start chart of luminaries to show the way. It examines the underlying principles and the living bones that shape the most successful body of work being done in the world of ideas today.
About the Author
Michael Newman is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the giant agency's Worldwide Toyota Board. During this time he was Australia's most awarded Creative Director. He was at the forefront of the groundbreaking Saatchi creative work on giant accounts like Toyota. He led the agency to numerous wins at the Cannes Advertising Festival. He's a sought after judge on award juries and is well known for his articles and speeches in various trade magazines and industry publications. As a writer and creative director, he has won numerous national and international creative awards including Cannes, Caxton, D&AD and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.
Most helpful customer reviews
2 of 2 people found the following review helpful.
Insightful!
By Rolf Dobelli
This book is a series of short essays about the elements that contribute to good advertising. The 22 "laws" are really not laws at all. Each one is an informative, inspirational article about a particular point in advertising's creative or management process. Separate contributors wrote each of the 22 "laws." Author Michael Newman identifies each writer as an accomplished ad industry pro. As a result, this book offers some good examples of ads from a worldwide perspective, which is especially important since the industry seems to be floundering globally. The essays are short, often interesting, but sometimes unevenly focused. Some contributors took their assignment more seriously than others did, and a few should never have even made it into the book. But we think most advertising professionals will find something inspirational here.
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