Funny, opinionated, follows own rules
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Occasionally, I've fallen into the low self-esteem trap of buying one of those 'how to' books (Rethink: How to Think Differently and The Ultimate Marketing Plan: Find Your Hook, Communicate Your Message, Make Your Mark are two particularly nasty examples) and regretted it.
Plus I ended up feeling like a sucker.
This is funny, it's useful and even if all you take away is fairly obvious (be creative, be different - this all takes a lot of time and perspiration) you'll enjoy it.
A 'how to' book that's both witty and modest.
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informed, honest, entertaining and will make you better at your job
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I was recommended this book by one of the UK's top Creative Director's. Having attended a creative briefing and evaluation workshop for two days this book was one on the reading list. It's been updated i believe from earlier editions to include more reference to digital channels which seems to sit well alongside the older example of classic VW ads. The basic premise there are some well established timeless rules that still apply. Know your audience, keep it simple, dare to be different and make it interesting. Even selling the most boring product on earth, if its serves a purpose for the consumer, the advertising doesn't have to suck!
A great read for anyone new to advertising, anyone who's been doing it for years and anyone keen to learn. To hear Luke Sullivan talk in person search for American Copywriter blog. He did an interview with the two guys that run that podcast each week in April 08. Worth a listen
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United States | 
United Kingdom | 
Canada