Hegarty on Advertising: Turning Intelligence into Magic

A revised and expanded edition of the book described by Book Monthly as ‘an absolute gem. A bible, in fact’

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.

Contents List

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

About the Author

John Hegarty is one of the world’s most famous advertising creatives. Founding Creative Partner of Bartle Bogle Hegarty (BBH), he has received, among other awards, the D&AD President’s Award for outstanding achievement and the International Clio Award. He is a member of The One Club of the New York Creative Hall of Fame.