Name: Hegarty on Advertising: Turning Intelligence into Magic
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Hegarty on Advertising: Turning Intelligence into Magic

English Language | Softcover | 2024 | 244 pages | 30×17 cm

Publisher　　　Thames and Hudson Ltd
Author　　　　 John Hegarty
ISBN　　　　　9780500296967

Until 2025-02-28T16:00:00.000+00:00 Sangood 2025 Taipei International Book Exhibition on order

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Anyone interested in learning about advertising throughout the world will enjoy reading this book. ―Choice

What makes a great idea? How do you make the 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, divided into two parts. The first offers John Hegarty’s personal insights and advice on the advertising business: Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second, 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. This essential addition to any advertising executive’s shelf is now fully revised and ready to inspire a new generation of marketers.

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