Cutting Edge Advertising: How to Create the World's Best for Brands in the 21st Century

by Jim Aitchison, Neil French

Cutting Edge Advertising is the first and only book providing a step-by-step plan to create cutting edge print advertising for the twenty-first Century. Over 300 world famous print ads are discussed and analysed in depth by the people who created them - the Gods of advertising now, not forty years ago. Internationally respected names like David Abbott, Tim Delaney, John Hegarty, Gary Goldsmith, Bob Barrie, Neil French and Jeff Goodby - from the world's most admired advertising agencies - share their secrets in a carefully structured, inspirational journey through the contemporary truths of doing great ads. The book serves as a reference text for creatives, clients and colleges. No other single title covers the subject so completely - from research and strategy, through to conceptualising and crafting. For creatives in every agency of the world, the book provides a step-by-step methodology which can be applied immediately in their daily work. It means they can stop copying and start creating their own cutting edge work. By learning how to think like the masters, they can become masters themselves. For advertisers with brands to build, the book offers hundreds of insights into how the most internationally renowned campaigns were crafted. As more clients take direct control of their own advertising, the book arms them with vital methodology and a new way to think. In the author's words, "This is the book I wished I'd had when I started in the business." Unique features in the book 1. A chapter which demolishes the myths and formulae of how advertising should be done. For the first time in one book, world creative leaders explain why methodologies and precepts developed in the 1950s and 60s are no longer valid - and why many are actually harmful in today's context. 2. A chapter which explains how brand building has changed. Exciting new brands have emerged, displacing old ones. The strategists share their secrets and explain why a different kind of advertising is needed. 3. A chapter which actually tells you how to get ideas. No other advertising book has ever done this. The creative process is demystified. 4. Two chapters devoted to the craft of art direction and copy, where experts tell what to do and what not, which rules to break, and which rules never to. 5. A chapter of inspiring advice for everyone in how a cutting edge career can be nurtured and accelerated. The leaders of the industry discuss their own fears of failure, and what it takes to succeed. 6. No other advertising reference work provides 300 contemporary ads from the best agencies in the USA, UK, Europe and Australia. Details of how the ads are created and crafted are explained, sharing the decisions which had to be made along the way. The advice of the masters are expressed in simple, frank and (sometimes) provocative terms. 7. No other book of this kind addresses such issues as consumer psychology, how to strategise, how brands are being built; how cutting edge thinking can be applied to global campaigns; how to build a world class career and reputation.

Genres: Business, Nonfiction, Design, Reference

337 pages, Paperback

First published January 1, 1999

Reviews

[Victor Volpe · Rating 3 out of 5]

The book underpins the foundations of advertising: strategy, idea and execution/craft. And it is very vivid in its examples - the author did a very good job in finding some excellent pieces of print ads to illustrate the concepts.

My 3 starts are mainly due to the writing style. I had a hard time to read the chapters. The idea of having verbatim sentences from industry veterans seemed interesting at first, but at the middle of the book it gets annoying to read the same thing over and over.
Something like: “ad man A said he doesn’t believe it. Ad man B said it doesn’t believe it too. Ad man C agrees and adds...”. This make some discussions unnecessarily long.

I recommend it to people that really like communications and advertising or work in the field. If you don’t, you’ll have a better time reading other books.

[Kat T. · Rating 4 out of 5]

Think outside the box (or rather, disregard the box completely), take risks, the simplest ideas are the best, bent pictures and straight headlines or vice versa, the eight greatest lies you’ll ever be told, post cards or letters, and there are no rules, these are just some of the things you can learn from the book. It is also discussed the global views of ads and the stories of the people who will eventually lead you to advertising success. Well written and very inspirational, this book by Aitchison is dubbed to be the best book on advertising. And from what I’ve read, it truly is.

[Isman · Rating 5 out of 5]

This book showed me a lot of thinking processes behind great ad campaigns. Aitchinson doesn't only write what he knows, but also what many of creative people in the industry know. This approach gives us a broad idea of what it takes to choose the road less travelled. In other words, to be the cutting edge.

[Jay Nair · Rating 5 out of 5]

Collector's item! Must have for every advertising professional as well as people interested in the art of advertising.

Very well written; a friendly style which make you read on. Very well illustrated with some of the advertising classics in print.

It could easily be a textbook on advertising written in a very engaging way.

[Pinkan Victorien]

rrr.. kenapa aku beli buku ini ya? oh iya, karena dulu I'm so into advertising. Tapi belum cukup terbaca, minatku pada advertising menurun drastis :P

[Si]

FANTASTIC!

[Marian Loren Ortiz · Rating 5 out of 5]

I learned so much from this book. It's really helpful with my course Advertising Management.
Now I'm still reading it and hopefully finish it soon.
So much to do this summer!:)

[Calyn · Rating 4 out of 5]

This is gem. Those who involved in advertising or branding must read this! Is creatively written and interesting to read.

[Catherine · Rating 5 out of 5]

I loved this book. Witty and insightful, it gives great advice on how to think "outside the box" in terms of advertising and design.

[Neil · Rating 5 out of 5]

The daddy of 'em all, in the sense that this How To book is crammed with advice from the great and the good in this business.

[Katrina · Rating 5 out of 5]

not bad... there was some useful information.. some inspiring things.. some things leading me to further discoveries.. :)

[Tyler Hakes · Rating 3 out of 5]

I would give it a 3.5. It's definitely full of cool advice and insights from ad legends. But, at this point it also shows its age in many regards. Still worth giving a read.

[Alexis Cheong · Rating 3 out of 5]

easy read, inspiring for old-time ad folks but new age ones might find it outdated.