任何对广告有兴趣的人都会喜欢这本书。什么是好的创意？怎样做出**的宣传？新技术对广告的影响。曾服务李维斯，奥迪和联合利华等品牌的世界最具创意的广告人在书中分享了他超过40年的智慧和洞察力，值得新一代的营销人员来学习。

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 Sao Paulo. This essential addition to any advertising executive’s shelf is now fully revised and ready to inspire a new generation of marketers.

50 color illustrations