HEGARTY ON ADVERTISING : TURNING INTELLIGENCE INTO MAGIC

659.1/H35

John Hegarty

Londres: Thames & Hudson, 2011

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Disponible en:

Chacarilla Javier Prado

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CONTENIDO: p.7 Preface -- p.13 Introduction -- p.23 Ideas -- p.39 Brands and audiences -- p.57 Agencies -- p.69 The creative director -- p.77 Clients, briefs and the power of words -- p.85 Pitches -- p.95 Storytelling -- p.103 Truth and technology -- p.115 From benton & Bowles to 16 Goodge Street -- p.129 Saatchi & Saatchi -- p.139 TBWA: it´s a bit of a mouthful -- p.147 BBH: The Agency in a suitcase -- p.169 First Levi´s 501s then the world -- p.185 Going global and the birth of the Micro Network -- p.203 After 28 years, 7 months and 3 days -- p.213 How advertising drove me to drink.