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Creative Leaps : 10 Lessons in Effective Advertising Inspired at Saatchi and Saatchi by Michael Newman (2003, Hardcover)
ZBK Books (193085)
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About this product
Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-100470820837
ISBN-139780470820834
eBay Product ID (ePID)2423086
Product Key Features
Book TitleCreative Leaps : 10 Lessons in Effective Advertising Inspired at Saatchi and Saatchi
Number of Pages250 Pages
LanguageEnglish
TopicSales & Selling / General, Advertising & Promotion
Publication Year2003
IllustratorYes
GenreBusiness & Economics
AuthorMichael Newman
FormatHardcover
Dimensions
Item Height1.3 in
Item Weight28.9 Oz
Item Length9.5 in
Item Width6.4 in
Additional Product Features
Intended AudienceTrade
Reviews"...a book for anyone involved in marketing, advertising, or brand creation- indeed anyone interested in the power of ideas..." ( The star online , 12 August 2003)
Dewey Edition21
Dewey Decimal659.1
Table Of ContentForeword by Jack Vaughan Acknowledgments Introduction: Saatchi & Saatchi? They don't work here anymore PART ONE. GETTING TO GREAT Chapter 1 Where do we begin? A little behind the 8-ball Nobody looks at advertising on purpose Many companies would rather know they're exactly wrong than approximately right Don't tell me about your manure, tell me about my flowers Chapter 2 Achtung, baby! (Lesson I: Simplicity) Sharp ideas don't stay that way for long Does that look like an ad to you? There are only two kinds of advertising - great and invisible Chapter 3 A brief word USP? SMP? ESP? For original answers, ask original questions OW! (Lesson 2: One word) The power of a 4 letter word Chapter 4 How do your customers look? Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) The Attention Priority System Write visuals (Lesson 3: Write visuals) Chapter 5 Emotional rescue A person buying ordinary products in a supermarket is in touch with his deepest emotions The charm stick Heart. Felt. Advice to clients The good oil on Olay Chapter 6 The dreamtime society (Lesson 4: Sell stories, not spiels) Sell stories and you sell Landcruisers Last week's lecturer told us that long-copy ads were dead This ain't brain surgery, but it is the latest neuroscience It's hard to be warm in a cold-hearted business No culture that values order above all else will be creative Bad advertising costs the same as good advertising PART TWO: IDEAS MACHINERY Chapter 7 Aim to be famous (Lesson 5: Be an ideas evangelist) Fame can be a real bugger They've got it: infamy A highland war cry A quantum leap Launching with a detonator Topical and Tactical (T'n'T). (Lesson 6: Light a detonator; use T'n'T) Chapter 8 Laughing all the way to the bank What's so funny? (Lesson 7: Wit invites participation) Laugh and death The funny thing about radio Chapter 9 Don't waste money on advertising; invest in property The Camry story from scratch (Lesson 8: Property builds wealth) Retail without product Eating the competition for breakfast Playing politics Chapter 10 Thinking outside the media square (Lesson 9: Ideas bigger than ads Is there still time for lunch? Dream job Ideas are like apples, easier to grow than to build Cannes or can't Kaizan (Lesson 10: Continual improvement) Appendix 1. What does "CD" stand for, anyway? Appendix 2. Hiring ideas people Appendix 3. The new business bitch Index
SynopsisCreative Leaps is a first-hand insight into the workings of one of the world's hottest ideas companies, Saatchi & Saatchi; it reveals the strategies, the creative thinking and the stories behind some of their most successful advertising campaigns in Australasia.This is a book about the business of ideas, packed with brilliant suggestions and guidelines on how to find even better ones.It examines some of the campaigns that became showpieces for the network and explains the local thinking that inspired global action. Case histories and inside stories from 'Which bank?' to NRMA for H.E.L.P., to New Zealand's hilarious 'Bugger' commercial and many others are discussed.But, this is not a Saatchi & Saatchi book, as such. The lessons are universal. The methodologies are global. It's about the transformational power of ideas, wherever in the world they come from.Creative Leaps is a unique text for anyone involved in marketing and advertising or, indeed, anyone interested in the power of ideas and the practical magic they can conjure.Entertaining and anecdotal, Creative Leaps combines provocative opinions, fresh examples and prescriptive lessons for anyone interested in succeeding in the new brandscape., Important lessons in advertising from an industry leader Saatchi & Saatchi is one of the best-known names in the advertising business. It's a cradle of creative ideas and a global industry leader. Filled with universal lessons for advertisers and unique methodologies, Creative Leaps explores the transformational power of ideas. It offers firsthand insights into the advertising campaigns of Saatchi & Saatchi, revealing the theories behind each campaign strategy, the process behind creativity, and the behind-the-scenes stories involved with each project. The book includes a CD-ROM filled with extra material and interviews with high-profile ad makers. Michael Newman (Australia) is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. As a writer and creative director, he won numerous creative awards including Cannes, Caxton, D&AD, and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.
LC Classification NumberHF5823
