Creative leaps : 10 lessons in effective advertising inspired at Saatchi & Saatchi / Michael Newman.

Format:

Book

Author/Creator:

Newman, Michael.

Language:

English

Subjects (All):

Saatchi & Saatchi Company.

Advertising.

Physical Description:

402 pages : illustrations ; 23 cm + 1 computer optical disc (sound, color ; 4 3/4 in.)

Place of Publication:

Chichester : Wiley, 2003.

System Details:

text file

Summary:

Creative 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.

Contents:

Introduction: Saatchi & Saatchi? They don't work here anymore 1

Part 1 Getting to Great

Where do we begin? A little behind the 8-ball 24

Nobody looks at advertising on purpose 28

Many companies would rather know they're exactly wrong than approximately right 33

Don't tell me about your manure, tell me about my flowers 36

Achtung, baby! (Lesson 1: Simplicity) 44

Sharp ideas don't stay that way for long 52

Does that look like an ad to you? 57

There are only two kinds of advertising

great and invisible 65

USP? SMP? ESP? 74

For original answers, ask original questions 79

OW! (Lesson 2: One word) 83

Oh, what a word 94

The power of a 4 letter word 103

How do your customers look? 110

Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) 114

The Attention Priority System 119

Write visuals (Lesson 3: Write visuals) 133

Emotional rescue 142

A person buying ordinary products in a supermarket is in touch with his deepest emotions 149

The charm stick 152

Heart. Felt. Advice to clients 159

The good oil on Olay 163

The dreamtime society (Lesson 4: Sell stories, not spiels) 172

Sell stories and you sell Landcruisers 176

Last week's lecturer told us that long-copy ads were dead 186

This ain't brain surgery, but it is the latest neuroscience 192

It's hard to be warm in a cold-hearted business 194

No culture that values order above all else will be creative 198

Bad advertising costs the same as good advertising 200

Part 2 Ideas Machinery

Aim to be famous (Lesson 5: Be an ideas evangelist) 207

Fame can be a real bugger 215

They've got it: infamy 224

A highland war cry 231

A quantum leap 240

Launching with a detonator 246

Topical and Tactical (T'n'T) (Lesson 6: Light a detonator; use T'n'T) 249

Laughing all the way to the bank 258

What's so funny? (Lesson 7: Wit invites participation) 260

Laugh and death 269

The funny thing about radio 275

Don't waste money on advertising; invest in property 280

The Camry story from scratch (Lesson 8: Property builds wealth) 287

Retail without product 293

Eating the competition for breakfast 302

Playing politics 302

Thinking outside the media square (Lesson 9: Ideas bigger than ads) 316

Is there still time for lunch? 331

Dream job 336

Ideas are like apples, easier to grow than to build 343

Cannes or can't 364

Kaizan (Lesson 10: Continual improvement) 370

Appendix 1 What does "CD" stand for, anyway? 375

Appendix 2 Hiring ideas people 387

Appendix 3 The new business bitch 395.

ISBN:

0470820837

OCLC:

51568226