How to create excellent advertisements
How to advertise successfully only by talent?
1. Ted Bell
Title: President and Creative Director of Leo Boehner Advertising Company, USA
The road to success: growing up in two top advertising companies
Selected works: American Bank Card/Yukon Jack/Things)/Rabbit /Memorex/ McDonald's Summer Voice.
Important Suggestions: Advertising Purpose and Important Suggestions (2 1)
Ps: Two advertising giants in Ted Bell's eyes: Leo Boehner and bernbach.
2. Susan Gillette
Position: President of DDB· Needham Company in Chicago
The road to success: a double harvest of career and family
Selection of works: protection of women's rights and interests /kotex condoms/cancer prevention/frying first, paying later/Polaroid/McDonald's first kiss.
Important Suggestions: Basic Suggestions for Making Successful Advertisements (18)
Ps: Advertising and your future.
3. Mike Kirk
Position: Creative Director, FCB Advertising Company, USA
The road to success: a short story with a wonderful ending
Selected works: Early Levi's print ads /50 1 print ads /50 1 TV ads /50 1 women's wear/dockers wear Levi's.
Important Suggestions: Realistic Ways to Achieve Career (2 1)
Ps: integrated marketing communication
4. Don Easton
Responsibilities: Executive Vice President and Executive Creative Director of BSB
The road to success: ring the bell in a low voice for four seats
Selected Works: Unique Advertising Proposal
John hancock Insurance Company /Ace/ British finidi/Budweiser Beer
Important Suggestions: Some Suggestions on Creating Characteristic Advertisements (26)
Ps: The advertisement Easton hopes to create.
5. Roy Grace
Position: Chairman of Grace and Rothschild Company.
The Road to Success: 14 The greatest genius of the 4th century was in the 20th century.
Selection of works: early public advertisements/IBM/AT/Arkashultz spicy meatballs/J&; B/Mobil 1/ range
Important suggestion: 30 years' experience in advertising (14)
P.S. 1: How to distinguish a good idea from a bad one?
P.S. 2: More Thoughts on Graphic Creativity
6. Steve Hayden
Title: Chairman and Creative Director of BBDO West Company.
The road to success: from music to English, to industrial advertising, to consumer advertising.
Selected works: Bendiks Company/Baked Apple/Apple Welcome IBM/KFAC Classical Music Radio/1984/ Apple Advertising Lemmings.
Important suggestions: Chairman Hayden's suggestions and opinions (8 articles)
Attachment: Change the preconceived ideas about enterprise advertising department and industrial advertising.
7. Tom burrell
Position: Chairman of Burrell Communications Group
The road to success: the test of giving birth to industry leaders
Works selection: Very logical works.
McDonald's/Coca Cola/Tide
Important suggestion: Tom Burrell's explicit suggestion (article 17)
Page 1: The disappearance of mass communication
P.S. 2: Some definitions that can help you find the right direction.
8. Stan Richards
Position: Founder and leader of Richards Group.
The road to success: an amazing story
Selection of works: beautifully designed works
Mo Kent Bank /Memorex Tape/Motel No.6/Saimon David
Important advice: how to make future employers like you (article 14)
P.S. 1: What are you looking for from customers?
P.S. 2: Find your place in the field of advertising or design.
9. Amir gargano
Position: One of the founders of gargano Partnership Company.
The road to success: a meaningful story
Selection of works: comparative advertising
Volvo/Sherson Lehman Brothers/Hertz/Pan Am /MCI, etc.
Important Suggestions: Suggestions that will help you to look at advertisements in a new way (19).
Page 1: Defending Comparative Advertising
P.S. 2: Reflections on the Social Responsibility of Advertising
10. ed mccabe.
Title: Legend, founder of mccabe Company.
The road to success: the birth of advertising legend
Selected works: advertising works with lasting vitality
Purdy Chicken/Koman Natural Steak/Volvo/Gobar Beer/Wansheng
Important suggestion: mccabe's words of wisdom (article 14)
Ps: Advertising is dead, long live advertising.
1 1. Nancy Rice
Responsibilities: Senior Vice President and Creative Director of DDB Needham Company in Chicago.
The road to success: a career with a good attitude
Selected works: advertisements created with the attitude of pursuing Excellence.
Rolling Stone Magazine/Anglican Advertising/Chicken Tattoo Shop/Introduction to Rice's Brainstorming Method/Enlightenment from the establishment of the brokerage company "Successful Agriculture"
Important suggestion: Important ideas that Rice believes in (19)
Attachment: Summary of the speech.
12. lee clow.
Title: President and Chief Creative Officer of Chiat/Day
The Road to Success: From Surfboard to Sketchpad
Selection of works: an ever-developing collection of works
Yamaha/Apple/Nissan/Nike/Vitality Rabbit
Important suggestion: Suggestions on preparing the application works (18)
Ps: Let customers identify with creative works.
13. Tom Riegert.
Position: Founder and former creative director of FMR Company.
The road to success: driven by the desire to succeed.
Selected works: works full of elegance and passion
Minnesota Tourism Board/Wall Street Journal /AMF/ITT Life Insurance/Porsche
Important Suggestions: Suggestions for Creating a Successful Career (18)
Ps: Prepare for battle.
Postscript: Bill bernbach is dead.
How is this book written?
Some supplementary suggestions
What else should I read to learn more about advertising?
Postscript: Why did you choose this book?