Hegarty on Advertising: Turning Intelligence Into Magic

First published by Thames & Hudson in 2011, this is a book that no creative professional should be without. Written by one of the world?€™s leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal ?€˜Vorsprung durch Technik?€™, among many, many other highly successful campaigns for major brands.

This revised and expanded edition discusses the changes that have taken place in the advertising industry and Hegarty?€™s own career since the original book was first published in

2011. One new section ?€“ ?€˜Why I?€™m now parking my ideas in a garage?€™ ?€“ discusses Hegarty?€™s new company, The Garage. In the other new section ?€“ ?€˜From Unilever to the UN via a llama?€™ ?€“ Hegarty talks predominantly about the ad he did for the UN?€™s ?€˜Global Goals for their Sustainable Development?€™ campaign.

Table of Contents

Introduction: Why Write a Book on Advertising Now? ?€? Part 1: Ideas ?€? Brands and
Audiences ?€? Agencies ?€? The Creative Director ?€? Clients, Briefs and the Power of Words
Pitching ?€? Storytelling ?€? Truth and Technology ?€? Part 2: The Right Place at the Right
Time ?€? From Benton Bowles to 16 Goodge Street ?€? Saatchi & Saatchi ?€? TBWA ?€? BBH:
The Agency in a Suitcase ?€? First Levi 501s, Then the World ?€? When the World Zigs, Zag
Why I?€™m Now Parking My Ideas in a Garage ?€? Advertising Drove Me to Drink ?€? From
Unilever to the UN via a llama