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Hegarty on Advertising
A look into what lies behind great ideas and brilliant advertising, told by one of the industry's leading players. What makes a great idea? How does one best pitch to a prospective client? What effect will new technology have on advertising? Written by one of the world’s leading advertising creatives, Hegarty on Advertising contains over four decades of wisdom and insight from the man behind hugely effective and influential campaigns for brands such as Levi Strauss, Audi, and Unilever.
The book is both an advertising credo and a brilliantly entertaining memoir. The first part offers John Hegarty’s personal insights and advice on the advertising Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second part, Hegarty talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of Bartle Bogle Hegarty (BBH) in 1982 and its rise to global renown with offices in London, New York, Singapore, Shanghai, Mumbai, and Sao Paulo. 50 color illustrations
The book is both an advertising credo and a brilliantly entertaining memoir. The first part offers John Hegarty’s personal insights and advice on the advertising Ideas, Brands, The Agency, Briefs, Pitching, Storytelling, and Technology. In the second part, Hegarty talks about his own career and experiences, from his early days working with Charles Saatchi to the founding of Bartle Bogle Hegarty (BBH) in 1982 and its rise to global renown with offices in London, New York, Singapore, Shanghai, Mumbai, and Sao Paulo. 50 color illustrations
224 pages, Hardcover
First published June 13, 2011
84 people are currently reading
1272 people want to read
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Displaying 1 - 30 of 55 reviews
June 23, 2020
One of the finest books I have read on advertising, and there are not many of them out there. Take my word for it, this book dives in and out in the basics and the prominent trends of advertising that exist today!
June 9, 2019
Так интересно, что терпел pdf-ку с телефона
June 13, 2020
Remarkable story of remarkable admen who greatly shaped todays advertising industry. Amazingly inspiring.
March 11, 2020
Kitabı okuyunca ülke olarak ne kadar da geri olduğumuzu bir kez daha fark ettim. En son Mindhunter’ı izlerken bu kadar geri olduğumuz gerçekliğiyle karşılaşmıştım. Bu kitapla beraber bunu daha yakından görebilme fırsatım oldu.
Hegarty, kendi reklamcılık serüveninden başlayarak yaşadığı ilginç deneyimlerle reklamcılığı çok güzel anlatıyor. Kreatif direktörlüğün acı ve gerçekçi yanlarını bir yönetici olarak güzel özetliyor.
Kitabı okurken yer yer sıkıldım. Belki de bu bilinçli yapılmış tipik bir reklamcı düşüncesi olabilir. Ama sonlara doğru çok güzel toparlamış. Reklamcılığın görünmeyen taraflarını, kan, ter ve gözyaşını bu kitapta bulabilirsiniz.
Kitabı okuduğunuzda biraz ansiklopedi kokusu alabilirsiniz ama içinde birkaç güzel nokta beni heyecanlandırdı. Levi's 501 macerası okumaya değer. Bu reklamcılar çok tehlikeli! :)
Dipnot: Hegarty’nin kurucu ortakları arasında yer aldığı BBH’nin Singapur, New York, Sao Paulo, Şanghay, Mumbai ve Londra’daki ofislerinde bugün yaklaşık olarak 1000 kişi çalışıyor. Şirket hisselerinin %51’i BBH’ye, kalan %49’u ortakları Publicis’e ait.
Hegarty, kendi reklamcılık serüveninden başlayarak yaşadığı ilginç deneyimlerle reklamcılığı çok güzel anlatıyor. Kreatif direktörlüğün acı ve gerçekçi yanlarını bir yönetici olarak güzel özetliyor.
Kitabı okurken yer yer sıkıldım. Belki de bu bilinçli yapılmış tipik bir reklamcı düşüncesi olabilir. Ama sonlara doğru çok güzel toparlamış. Reklamcılığın görünmeyen taraflarını, kan, ter ve gözyaşını bu kitapta bulabilirsiniz.
Kitabı okuduğunuzda biraz ansiklopedi kokusu alabilirsiniz ama içinde birkaç güzel nokta beni heyecanlandırdı. Levi's 501 macerası okumaya değer. Bu reklamcılar çok tehlikeli! :)
Dipnot: Hegarty’nin kurucu ortakları arasında yer aldığı BBH’nin Singapur, New York, Sao Paulo, Şanghay, Mumbai ve Londra’daki ofislerinde bugün yaklaşık olarak 1000 kişi çalışıyor. Şirket hisselerinin %51’i BBH’ye, kalan %49’u ortakları Publicis’e ait.
November 1, 2020
الكاتب يسرد تجربة الكاتب في عالم وكالات الإعلان والتسويق، كيف بدأ ووين وصل وايش خلاصة تجربته. كتاب ممتع، ومضحك إلى حد ما، أسلوب الكاتب يميل لأسلوب المحادثات اليومية، يجذبك في كلامه. ينتقد الإعلانات اللي ما يحبها والشركات المنتجه لها بلغة قاسية لكن مضحكة في الوقت نفسه. الكتاب مفيد جدًا ولكن فيه إسهاب في بعض المقاطع وتفاصيل مملة وأحيانًا ما يكون عندك أي إشارة مرجعية للشيء اللي يتكلم عنه.
September 13, 2013
excellent. an interesting perspective from someone in the industry. a must read for anyone wanting to know how the advertising world works..
November 11, 2019
Great insights of the advertising world. Truth to be told: A brand only exists in the minds of consumers.
Also a great piece for those who want to open their own agency or...a vine company.
Also a great piece for those who want to open their own agency or...a vine company.
May 26, 2022
A few cool anecdotes, written with brit humour. More of a memoir than anything else.
July 26, 2024
This was the new and improved version of this book. Though I enjoyed it a lot, the “new” bits I’m not sure “improved” the overall experience.
The first part covers the author’s experiences and views in different areas of creativity and advertising. These range from ideas to storytelling with specific sections on advertising such as the role of the creative director and how agencies (should) work. This section was by far the strongest, with eloquent and inspiring views on the value of creativity. It’s full of great examples and highly quotable lines. An excellent read for anyone who thinks the business and marketing world needs more and better creativity. Worth reading for this section alone.
The second half is more of a potted memoir of his different experiences, mainly in advertising. He goes from his first agency through to him and his partners selling up BBH to Publicis. This is still a good read, as you get some inside stories and thinking on some iconic advertising work e.g. Audi’s Vorsprung Durch Technik and the Levi 501s campaigns among others. Lots of gossip and inside stories.
The newer sections towards the end are OK but go more into his ownership of a vineyard and his current role as a start-up / entrepreneur adviser. These are less interesting, and the tone feels off - slightly smug and condescending boomer advice. Combined with the slight sneery arrogant tone that most ECDs seem to be born with, it meant I couldn’t quite see this as great overall, albeit it’s full of really interesting material.
A very good read for anyone interested in marketing, creativity or advertising. However, if you read an earlier version that skips the winemaking and entrepreneur stuff, you’ll still be getting most of the good stuff out of it. Worth a read.
The first part covers the author’s experiences and views in different areas of creativity and advertising. These range from ideas to storytelling with specific sections on advertising such as the role of the creative director and how agencies (should) work. This section was by far the strongest, with eloquent and inspiring views on the value of creativity. It’s full of great examples and highly quotable lines. An excellent read for anyone who thinks the business and marketing world needs more and better creativity. Worth reading for this section alone.
The second half is more of a potted memoir of his different experiences, mainly in advertising. He goes from his first agency through to him and his partners selling up BBH to Publicis. This is still a good read, as you get some inside stories and thinking on some iconic advertising work e.g. Audi’s Vorsprung Durch Technik and the Levi 501s campaigns among others. Lots of gossip and inside stories.
The newer sections towards the end are OK but go more into his ownership of a vineyard and his current role as a start-up / entrepreneur adviser. These are less interesting, and the tone feels off - slightly smug and condescending boomer advice. Combined with the slight sneery arrogant tone that most ECDs seem to be born with, it meant I couldn’t quite see this as great overall, albeit it’s full of really interesting material.
A very good read for anyone interested in marketing, creativity or advertising. However, if you read an earlier version that skips the winemaking and entrepreneur stuff, you’ll still be getting most of the good stuff out of it. Worth a read.
January 13, 2019
The Power of Suggestion
Pleasant and engaging reminiscence on Hegarty's long and successful career as a creative director in advertising. Interest anecdotes regarding clients and campaigns such as the VW Beetle and Levi's button fly 501 jeans. I remember buying a pair because they were black and therefore cool, being annoyed at the buttons, but no memory of the campaign which can be found on youtube. His assessment of the Catholic Church as the world's #1 brand whose goal is to sell belief was both amusing and provocative as was his approach that customers should be regarded not as consumers of a product but as an audience to be engaged into a relationship with the brand. An interesting discussion as to why Americans like things to be “big”, but why that idea fails to appeal to Europeans.
The book contains quotable quips on media neutrality, and the futility of “tissue meetings” where clients and creatives brainstorm over half baked ideas, a process which he deeply mistrusts. Mediocrity is the enemy of the great. Say less – words get in the way. Let the audience fill in the story. Always convince your team that they are on the verge of greatness... they are looking to you for direction and affirmation, not shouting and bullying.
Integrity, heart, fit and message are all important. However if the goal of the book was to talk about the what makes advertising magic, Hegarty doesn't answer the question. Perhaps Hegarty is leaving it to the reader to fill in the details. He is charming though, which is what makes the book such an enjoyable read.
Recommended.
Pleasant and engaging reminiscence on Hegarty's long and successful career as a creative director in advertising. Interest anecdotes regarding clients and campaigns such as the VW Beetle and Levi's button fly 501 jeans. I remember buying a pair because they were black and therefore cool, being annoyed at the buttons, but no memory of the campaign which can be found on youtube. His assessment of the Catholic Church as the world's #1 brand whose goal is to sell belief was both amusing and provocative as was his approach that customers should be regarded not as consumers of a product but as an audience to be engaged into a relationship with the brand. An interesting discussion as to why Americans like things to be “big”, but why that idea fails to appeal to Europeans.
The book contains quotable quips on media neutrality, and the futility of “tissue meetings” where clients and creatives brainstorm over half baked ideas, a process which he deeply mistrusts. Mediocrity is the enemy of the great. Say less – words get in the way. Let the audience fill in the story. Always convince your team that they are on the verge of greatness... they are looking to you for direction and affirmation, not shouting and bullying.
Integrity, heart, fit and message are all important. However if the goal of the book was to talk about the what makes advertising magic, Hegarty doesn't answer the question. Perhaps Hegarty is leaving it to the reader to fill in the details. He is charming though, which is what makes the book such an enjoyable read.
Recommended.
August 29, 2025
PG (Promotion Girl) và PB (Promotion Boy) là những nhân sự đào tạo chuyên nghiệp, hoạt động trong chiến dịch roadshow, đóng vai trò kết nối trực tiếp giữa thương hiệu và khách hàng. Với ngoại hình tươi tắn, kỹ năng giao tiếp tốt và phong cách chuyên nghiệp, họ là gương mặt nổi bật nhất trong các hoạt động quảng bá lưu động, giúp tăng nhận diện thương hiệu và tạo ấn tượng tích cực.
Tùy theo loại hình roadshow—xe đạp, xe máy, xe tải hay mui trần—PG/PB sẽ đảm nhận các nhiệm vụ linh hoạt như điều khiển phương tiện, phát tờ rơi, tặng quà, làm hoạt náo hoặc trình diễn, giúp thu hút sự chú ý và tương tác cao từ công chúng.
Để đạt hiệu quả tối ưu, đội ngũ PG/PB cần sở hữu sự chuyên nghiệp về ngoại hình, kiến thức sản phẩm, sức khỏe tốt và tinh thần trách nhiệm cao. Họ còn phải có khả năng xử lý tình huống linh hoạt khi gặp sự cố ngoài trời, đảm bảo chiến dịch được thực hiện suôn sẻ và để lại ấn tượng tích cực cho thương hiệu. Xem thêm tại đây: https://quangcaophoenix.com/pg-pb-roadshow-la-gi/
Hy vọng rằng, với bài viết này, bạn đã hiểu rõ hơn về PG/PB roadshow là gì và những giá trị mà nó mang lại. Nếu bạn đang tìm kiếm một đối tác tin cậy để tổ chức roadshow ngân hàng một cách hiệu quả và chuyên nghiệp, hãy liên hệ ngay với Phoenix Media Group qua hotline 0356229511. Chúng tôi cam kết mang đến những giải pháp tối ưu, giúp thương hiệu của bạn tỏa sáng!
#pg_pb_roadshow
#quang_cao_phoenix
#phoenix_media_group
Tùy theo loại hình roadshow—xe đạp, xe máy, xe tải hay mui trần—PG/PB sẽ đảm nhận các nhiệm vụ linh hoạt như điều khiển phương tiện, phát tờ rơi, tặng quà, làm hoạt náo hoặc trình diễn, giúp thu hút sự chú ý và tương tác cao từ công chúng.
Để đạt hiệu quả tối ưu, đội ngũ PG/PB cần sở hữu sự chuyên nghiệp về ngoại hình, kiến thức sản phẩm, sức khỏe tốt và tinh thần trách nhiệm cao. Họ còn phải có khả năng xử lý tình huống linh hoạt khi gặp sự cố ngoài trời, đảm bảo chiến dịch được thực hiện suôn sẻ và để lại ấn tượng tích cực cho thương hiệu. Xem thêm tại đây: https://quangcaophoenix.com/pg-pb-roadshow-la-gi/
Hy vọng rằng, với bài viết này, bạn đã hiểu rõ hơn về PG/PB roadshow là gì và những giá trị mà nó mang lại. Nếu bạn đang tìm kiếm một đối tác tin cậy để tổ chức roadshow ngân hàng một cách hiệu quả và chuyên nghiệp, hãy liên hệ ngay với Phoenix Media Group qua hotline 0356229511. Chúng tôi cam kết mang đến những giải pháp tối ưu, giúp thương hiệu của bạn tỏa sáng!
#pg_pb_roadshow
#quang_cao_phoenix
#phoenix_media_group
December 9, 2020
“Words are a barrier to communication.”
In the opening pages, Hegarty tells us his opinion on words, namely, that the less we have the better it is, for ads or anything you want to communicate. That’s why he likes to repeat that line. The less we say the better: Hegarty’s razor. Cut down your words, he reminds us many times in the book.
You’ll be surprised to discover, as I did, that Hegarty didn’t put that wisdom into action. The pages are stuffed with fillers - repetitions of points, common sense advice that literally everyone knows, conceited declarations that this guy is stupid, and awkward attempts at humour. Most of the “insights” are not in any way hard-won or esoteric, as you’d expect from an advertising maverick. They are banal, baseless, and not worth the unbearable read. He didn’t even give flesh to his arguments, he couldn’t even chart the destination from X to Y. He just said X is Y and we have to take his word for it. The only good part of the book is the chapters covering his work experience. That had inspiring moments, but only a little.
Verdict: Unless this is your first advertising book there’s no reason you should go to the trouble lf reading it.
In the opening pages, Hegarty tells us his opinion on words, namely, that the less we have the better it is, for ads or anything you want to communicate. That’s why he likes to repeat that line. The less we say the better: Hegarty’s razor. Cut down your words, he reminds us many times in the book.
You’ll be surprised to discover, as I did, that Hegarty didn’t put that wisdom into action. The pages are stuffed with fillers - repetitions of points, common sense advice that literally everyone knows, conceited declarations that this guy is stupid, and awkward attempts at humour. Most of the “insights” are not in any way hard-won or esoteric, as you’d expect from an advertising maverick. They are banal, baseless, and not worth the unbearable read. He didn’t even give flesh to his arguments, he couldn’t even chart the destination from X to Y. He just said X is Y and we have to take his word for it. The only good part of the book is the chapters covering his work experience. That had inspiring moments, but only a little.
Verdict: Unless this is your first advertising book there’s no reason you should go to the trouble lf reading it.
September 15, 2023
An welcoming surprise.
Most books by great advertisers tend to be a little too self aggrandising and vague in the nuts and bolts of creating great campaigns. This on the other hand does a good job on dodging those problems by being a tidy more humble in the 'why-this-is-successful' department and by showing some respect to successful work of other great agencies.
It’s not perfect, it’s still vague at some points-but i'm starting to believe that being hard to explain is a trait of creative work- but generally a it’s a very insightful read and i can honestly say it's one of the most educative advertising books i ever read, so i do recommend it to my fellow creative and ad people.
God bless.
Most books by great advertisers tend to be a little too self aggrandising and vague in the nuts and bolts of creating great campaigns. This on the other hand does a good job on dodging those problems by being a tidy more humble in the 'why-this-is-successful' department and by showing some respect to successful work of other great agencies.
It’s not perfect, it’s still vague at some points-but i'm starting to believe that being hard to explain is a trait of creative work- but generally a it’s a very insightful read and i can honestly say it's one of the most educative advertising books i ever read, so i do recommend it to my fellow creative and ad people.
God bless.
January 9, 2019
From the first page onwards, the book had me nodding. I have nodded at almost every other page in the book because what was described on the page, made perfect sense, in a simple yet significant way. The book is filled with stories, anecdotes, campaigns and wise words. So many quotes from the book are worth saving and revisiting time and again. Its a book every strategist, advertiser and marketer can read, reread, refer, gift, share. I know I am going to keep revisiting it frequently.
Lastly, the book and it's advice comes across as honest and modest. It is not a bragging contest or overconfident gibberish
Lastly, the book and it's advice comes across as honest and modest. It is not a bragging contest or overconfident gibberish
January 30, 2025
Many interesting insights from a maestro of the advertising world, from the 1960s to this century. The clients Hegarty and his colleagues did ads for range from big names like Levi Strauss and Audi to lesser ones like Island Records and a British public health authority. I would have expected a bit more about long, boozy lunches - Hegarty is after all a wine enthusiast - but maybe that would have breached client confidentiality? Also towards the end, a bit more about his thoughts on the rise of Google, Meta and the other tech ad platforms would have been valuable. But an enjoyable romp through the advertising industry in the past half-century nonetheless.
August 27, 2025
First of all, as the author said, “This is not a book about how to do it.” Also, book lovers know that when there is no trusted solution, too many books appear on the subject. Advertising and marketing might be at the top of that list. Especially after reading many books about advertising, beginners can easily lose their way.
Trusting only one approach or finding someone who is an expert are the best solutions, according to my experience. We can say that John Hegarty is a flagship representative of the British advertising approach. His impactful and spectacular print advertising examples, along with the stories behind them, will show you a lot.
Trusting only one approach or finding someone who is an expert are the best solutions, according to my experience. We can say that John Hegarty is a flagship representative of the British advertising approach. His impactful and spectacular print advertising examples, along with the stories behind them, will show you a lot.
February 8, 2018
Really cool book. Don't expect to tell you very practical things about advertising, though. It's a great window into how the advertising world developed in the UK and all the changes this guy's seen in his life regarding the field. A lot about entrepreneurship, taking risks, sticking with your beliefs and taking bold action. And full of case studies about great branding projects, the philosophy behind them and why they made an impact.
July 7, 2018
Interesante libro que todo publicista en crecimiento debe leer. Te cuenta un poco la historia de la publicidad y como esta evoluciona, y como toda industria, quien tiene la idea innovadora es quien brilla, este es el caso de BBH, la agencia del autor. En un breve libro, te cuenta cómo creó la filosofía de su agencia y qué decisiones tomó para impulsarla. Como publicista me sentí en los pies del autor, y me identifiqué con muchos puntos. Lo recomiendo y leeré el que sigue.
December 28, 2019
Great insights into the 'business' of advertising. It's a journey of a man intertwined with the journey of a legendary agency he created - BBH. And the journey is measured by milestones of some of the most iconic campaigns. Sir Hegarty talks about the challenges he had, changes he encountered and stresses on the timelessness of creativity and brand basics that will never go out of fashion, no matter how much the world changes.
April 8, 2018
Thoughts about advertising, past present and future by the acclaimed marketing guru. The great advertising that he created for Audi and Levi's amongst others makes the book insightful and interesting.
March 22, 2022
Brilliant read. New insights and ideas on every page. I’m telling his story and intertwining advertising lessons from his own experience, Hegarty has spun a great narrative - one that is insightful and awe-inspiring! Loved it.
June 24, 2019
An easy and inspiring read, a good reminder after 18 years in this business!
March 2, 2020
Algo inspirador.
May 21, 2020
I like him and I highlighted many things from this book.
September 8, 2020
Timeless, witty and eye opening. 2nd time through this classic handbook. What joy (even comes with lots of pictures and video clip references for procrastination)
April 1, 2023
The book that very much needed for a new comer in advertising industry
April 25, 2024
This book works best when you already sense, deeply, what it states directly,
August 16, 2024
A book having details of life and times of Hegarty in the world of advertising. A lovely read for advertising enthusiasts.
May 11, 2025
Цікавая кніга для тых, хто працуе ў індустрыі ці зацікаўлены рамантызаваным рэкламным светам, Хегарці апавядае пра розныя бакі агенцкай працы.
May 12, 2025
‘ When the world zigs, zag. ‘ - knowledgeable,easy to read, you learn A LOT about the industry.
Displaying 1 - 30 of 55 reviews