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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000004807792 | HF6181.S23 N48 2003 | Open Access Book | Advance Management | Searching... |
Searching... | 33000000015181 | HF6181.S23 N48 2003 | Open Access Book | Gift Book | Searching... |
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Summary
Summary
Important lessons in advertising from an industry leader
Saatchi & Saatchi is one of the best-known names in the advertising business. It's a cradle of creative ideas and a global industry leader. Filled with universal lessons for advertisers and unique methodologies, Creative Leaps explores the transformational power of ideas. It offers firsthand insights into the advertising campaigns of Saatchi & Saatchi, revealing the theories behind each campaign strategy, the process behind creativity, and the behind-the-scenes stories involved with each project. The book includes a CD-ROM filled with extra material and interviews with high-profile ad makers.
Michael Newman (Australia) is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. As a writer and creative director, he won numerous creative awards including Cannes, Caxton, D&AD, and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.
Author Notes
Michael Newman is one of Australia's leading creative figures. He was Executive Creative Director of Saatchi & Saatchi, from 1996 to 2001
Table of Contents
| ForewordJack Vaughan | |
| Acknowledgments | |
| Introduction: Saatchi & Saatchi? They don't work here anymore | p. 1 |
| Part 1 Getting to Great | |
| Chapter 1 p. 21 | |
| Where do we begin? A little behind the 8-ball | p. 24 |
| Nobody looks at advertising on purpose | p. 28 |
| Many companies would rather know they're exactly wrong than approximately right | p. 33 |
| Don't tell me about your manure, tell me about my flowers | p. 36 |
| Chapter 2 p. 43 | |
| Achtung, baby! (Lesson 1: Simplicity) | p. 44 |
| Sharp ideas don't stay that way for long | p. 52 |
| Does that look like an ad to you? | p. 57 |
| There are only two kinds of advertising--great and invisible | p. 65 |
| Chapter 3 p. 71 | |
| A brief word | p. 72 |
| USP? SMP? ESP? | p. 74 |
| For original answers, ask original questions | p. 79 |
| OW! (Lesson 2: One word) | p. 83 |
| Oh, what a word | p. 94 |
| The power of a 4 letter word | p. 103 |
| Chapter 4 p. 109 | |
| How do your customers look? | p. 110 |
| Reduce the elements or reduce the effectiveness (Lesson 3: Write visuals) | p. 114 |
| The Attention Priority System | p. 119 |
| Write visuals (Lesson 3: Write visuals) | p. 133 |
| Chapter 5 p. 141 | |
| Emotional rescue | p. 142 |
| A person buying ordinary products in a supermarket is in touch with his deepest emotions | p. 149 |
| The charm stick | p. 152 |
| Heart. Felt. Advice to clients | p. 159 |
| The good oil on Olay | p. 163 |
| Chapter 6 The dreamtime society (Lesson 4: Sell stories, not spiels) | p. 172 |
| Sell stories and you sell Landcruisers | p. 176 |
| Last week's lecturer told us that long-copy ads were dead | p. 186 |
| This ain't brain surgery, but it is the latest neuroscience | p. 192 |
| It's hard to be warm in a cold-hearted business | p. 194 |
| No culture that values order above all else will be creative | p. 198 |
| Bad advertising costs the same as good advertising | p. 200 |
| Part 2 Ideas Machinery | |
| Chapter 7 Aim to be famous (Lesson 5: Be an ideas evangelist) | p. 207 |
| Fame can be a real bugger | p. 215 |
| They've got it: infamy | p. 224 |
| A highland war cry | p. 231 |
| A quantum leap | p. 240 |
| Launching with a detonator | p. 246 |
| Topical and Tactical (T'n'T) (Lesson 6: Light a detonator; use T'n'T) | p. 249 |
| Chapter 8 p. 257 | |
| Laughing all the way to the bank | p. 258 |
| What's so funny? (Lesson 7: Wit invites participation) | p. 260 |
| Laugh and death | p. 269 |
| The funny thing about radio | p. 275 |
| Chapter 9 p. 279 | |
| Don't waste money on advertising; invest in property | p. 280 |
| The Camry story from scratch (Lesson 8: Property builds wealth) | p. 287 |
| Retail without product | p. 293 |
| Eating the competition for breakfast | p. 302 |
| Playing politics | p. 302 |
| Chapter 10 p. 315 | |
| Thinking outside the media square (Lesson 9: Ideas bigger than ads) | p. 316 |
| Is there still time for lunch? | p. 331 |
| Dream job | p. 336 |
| Ideas are like apples, easier to grow than to build | p. 343 |
| Cannes or can't | p. 364 |
| Kaizan (Lesson 10: Continual improvement) | p. 370 |
| Appendix 1 What does "CD" stand for, anyway? | p. 375 |
| Appendix 2 Hiring ideas people | p. 387 |
| Appendix 3 The new business bitch | p. 395 |
| Index | p. 399 |
