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British advertiser Sir John Hegarty, one of the pioneers of the advertising industry, explains the behind-the-scenes of creating unforgettable works and big ideas in this book!

What makes an idea great? What are the characteristics of a good presentation? What will be the effects of new technology on advertising? One of the founders of BBH; The wisdom of Hegarty, who has made effective campaigns for world giants such as Levi Strauss, Audi and Unilever, comes to the reader from her forty years of experience in the sector.

Advertisement: Turning Intelligence into Magic is not only a credo of advertising, but also an extremely entertaining autobiography. In the first part, Hegarty offers his personal views and advice on the advertising business: ideas, brands, agencies, briefs, pitches, storytelling and technology. In the second part, he focuses more on his own journey: from working with Charles Saatchi in the early stages of his career to the founding of BBH in 1982 and the agency's worldwide expansion by opening offices in London, New York, Singapore, Shanghai, Mumbai and Sao Paolo. And this is an instructive journey.

"This is not a 'how to' book. There are many books of this type that we can benefit from. This is my life story, woven with the experiences, thoughts and examples I have had to get to the point I have reached today. It is the story of how all of these have shaped my attitudes, my behavior and my work. I hope you find it enlightening and entertaining "I do."
Sir John Hegarty-
(From the Promotional Bulletin)



Number of Pages: 240

Year of Printing: 2014


Language: Turkish
Publisher: Mediacat Publishing

First Print Year: 2014

Language: Turkish