Hegarty on Advertising: Turning Intelligence into Magic

John Hegarty on Advertising is a revised and expanded edition of the book that contains five decades of wisdom from the legendary advertising man behind influential campaigns for brands such as Levis, Audi, Boddingtons, and Lynx. It provides unparalleled industry insight through stories and anecdotes about the agencies in which Hegarty has played a vital role and the many characters with whom he has worked.

Format: Paperback / softback
Length: 244 pages
Publication date: 15 February 2024
Publisher: Thames & Hudson Ltd

A revised and expanded edition of the book, described by Books Monthly as an "absolute gem" and a "bible," is now available. Written by one of the world's legendary advertising men, this best-selling book contains five decades of wisdom from the man behind hugely influential campaigns for brands such as Levis, Audi, Boddingtons, and Lynx.

In this new and improved edition, John Hegarty reveals the secrets behind great ideas and effective advertising, the ingredients of a successful brand, the right and wrong ways to run and launch an advertising agency, why you should always question the brief, the art of pitching to a potential client, the central role of storytelling in advertising, the impact of new technology in a rapidly evolving industry, and the importance of dealing with succession.

But that's not all! The final chapters on winemaking and The Garage Soho, a startup incubator that he has co-founded, offer a unique perspective as he becomes the client and has ideas sold to him.

Hegarty on Advertising is not just a credo for creativity; it is also a brilliantly entertaining memoir that provides unparalleled industry insight through stories and anecdotes about the agencies in which Hegarty has played a vital role and the many characters with whom he has worked along the way. Packed with straight-down-the-line, generous, engaging, and witty advice, this book will appeal to a wide range of creative professionals, from those who want to work in advertising to chief executives who understand the power and value of ideas that sell.

So, whether you are a creative professional looking to expand your knowledge and skills or a business leader seeking to drive innovation and growth, Hegarty on Advertising is a must-read. Don't miss out on this invaluable resource that will help you achieve your goals and succeed in the ever-changing world of advertising.

Weight: 682g
Dimension: 166 x 230 x 23 (mm)
ISBN-13: 9780500296967
Edition number: Revised and expanded edition