In
this groundbreaking book, an award-winning Madison Avenue copywriter, creative
director, and creative consultant reveals the secrets of successful creative
advertising – the most effective style of advertising ever devised. And he provides a unique method for
maximizing its power – The Creative Exploratory.
After
reading just the first few pages, the reader will understand more about the
advertising creative process and how to create and select successful creative
advertising than most people have ever known. And after reading the entire book, the reader
will know enough to be one of the most effective, award-winning creative people
in advertising or a marketing person with the ability to recognize and select
creative work that is likely to be remarkably successful.
The
author demonstrates the secrets of creative advertising with examples that
range from the beginning of the advertising creative revolution in the 1950s to
the latest Internet advertising.
MUST
READING TO MASTER THE MOST CONSISTENTLY SUCCESSFUL
STYLE OF ADVERTISING
EVER DEVISED
Creative
advertising, when done correctly, is the most consistently successful style of
advertising ever devised. Why? It makes use of all the applicable
resources of verbal and visual art to magnify the selling proposition, while
other styles of advertising rely on comparatively ordinary means of
magnification, such as excessive repetition, shouting, and commonplace visuals.
If you’re a copywriter or an art director, you’ll discover the secrets of
successful creative advertising in all media, including TV, radio, print, and
the Internet.
If you’re an account executive, you’ll learn how to recognize creative
advertising that’s poised for success, so you’ll be able to interact with
creative people in a more productive way.
If you’re a client, you’ll learn how to select advertising that is most likely
to achieve extraordinary success.
And if you’re a consumer who’s curious about how intelligently innovative
advertising is created, you’ll discover the answers.
ABOUT THE AUTHOR
Tom Attea has
held executive creative positions at some of New York’s finest advertising
agencies, including Young & Rubicam and agencies of the Interpublic Group.
He has written
extraordinarily successful creative advertising for many major brands, such as
Dr Pepper, Jell-O, Gray Poupon, Time magazine, The Village Voice, Lifetime
television, Citibank and many others.
Tom has won
all the major advertising creative awards, including four Clios in one night,
Gold and Silver Lions from The International Advertising Film Festival in
Cannes, The Gold Mobius, The Gold Telly, The Andy, The Effie, and awards from
The Copy Club of New York, The Art Directors Club of New York, The One Show,
and International Broadcast Awards. Three commercials he wrote for Dr Pepper
are in the permanent collection of the Museum of Television and Radio in New
York.
At Young &
Rubicam, while creating successful, award-winning advertising, he conducted the
copywriting training program. During his tenure, he developed ways to explain
the craft of copywriting that he shares with the reader. He was also the head
writer for Concepts, the agency’s new-product unit, and he includes a chapter
on the secrets of successful new product development.
Today, he is
the President & Creative Director of his own consulting firm, Heavy Creative,
Inc. (www.HeavyCreative.com). The company specializes in confidential creative
problem-solving for advertisers and agencies.
QUOTES ABOUT THE AUTHOR
"With no
fanfare or publicity, these ad sleuths [the author and the media planner he
retains as needed] are assigned projects to solve and then they slip away –
sometimes without even the knowledge of the primary agency .... their work is
virtually always kept from the public.” –
Advertising Age
"A wizard
of a copywriter!" – Doug Hall, author of Jump Start Your Brain; founder of the Eureka! Ranch International
for training in innovative marketing and a former marketing executive at
Procter & Gamble.
The book can be purchased at BarnesandNoble.com,
Amazon.com, and other online booksellers. It can also be purchased at the special Website set up for the book at www.SuccessfulCreativeAdvertising.com.