Description
Book SynopsisTable of ContentsForeword xi
Preface xv
1 A Brief History of Why Everybody Hates Advertising
And why you should try to get a job there. 1
2 The Creative Process
Or, why it’s impossible to explain what we do to our parents. 17
3 Tell the Truth and Run
Saying the right thing the right way. 31
4 A Controlled Daydream
Concepting: coming up with ideas. 53
5 Brevity Is the Soul of Wit
The art of copywriting. 81
6 The Virtues of Simplicity
Or, why it’s hard to pound in a nail sideways. 115
7 Why Is the Bad Guy Always More Interesting?
Storytelling, conflict, and brand platforms. 129
8 Rewiring Your Brain
Chasing ideas and making big creative leaps. 147
9 Viral, Naughty, and Rong ®
Getting noticed, getting talked about. 161
10 Advertising 2.0
Moving from analog into digital. 179
11 Make the Idea Bigger, Not the Logo
Or, why branded content is more interesting than advertising. 193
12 Concepting for the Hive Mind
Creating buzz with social marketing. 211
13 Everything That Can Be Digital, Will Be
Creative techs, developers, and the mobile future. 229
14 Stopping People From Going to the Bathroom
Some advice on television and video. 249
15 Creative Mind Versus Monkey Mind
Or, managing time, energy, panic, and your creative mind. 265
16 Pecked to Death by Ducks
Presenting and protecting your work. 281
17 Just Start World War III
What it takes to get into the business. 303
18 Advertising: the Most Fun You Can Have with Your Clothes on
Is this a great business or what? 343
Suggested Reading 349
Bibliography 353
Notes 359
Acknowledgments 371
About the Author 373
Also by Luke Sullivan 375
Index 377
