Book description
The classic guide to creating great advertising now covers all media: Digital, Social, and TraditionalHey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.
Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer.
- Turn great ideas into successful campaigns
- Work effectively in all media channels
- Avoid the kill shots that will sink any campaign
- Protect your work
- Succeed without selling out
Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work.
Table of contents
- Cover
- Title Page
- Copyright
- Preface
- Introduction: On Being the Second-Smartest Person in the Room
- Chapter 1: A Brief History of Why Everybody Hates Advertising
- Chapter 2: The Creative Process
- Chapter 3: Ready Fire! Aim
- Chapter 4: The Sudden Cessation of Stupidity
- Chapter 5: Write When You Get Work
- Chapter 6: The Virtues of Simplicity
- Chapter 7: Stupid, Rong, Naughty, and Viral
- Chapter 8: Why Is the Bad Guy Always More Interesting?
- Chapter 9: Zen and the Art of Tastee-Puft
- Chapter 10: Digital Isn't a Medium, It's a Way of Life
-
Chapter 11: Change the Mindset, Change the Brief, Change the Team
- “We Have Met the Enemy and It is Us” (Actually, It's the Brief)
- The Post–Bill-Bernbach Creative Team
- Partner with Creative People Who aren't in the Advertising Business
- Combine Art, Copy, and Technology
- It's no Longer About “the Dude With the Idea”
- Unite Storytellers and Systems Thinkers
- “Keep the Team to Two Pizzas”
- Fewer Generals, More Soldiers
- Shut Up and Write
-
Chapter 12: Why Pay for Attention When You Can Earn It?
- Start with What People are Already Talking About
- Join an Ongoing Conversation or Jump-Start a New One
- Connect People to One Another
- Make Things That are Useful
- Design Your Ideas to Migrate
- Embrace the Warp Speed of the Internet
- Do > Invite > Document > Share
- Start with More Interesting Questions: Try “How Might We…?”
- “Instead of Coming Up with Advertising Ideas, Come Up with Ideas Worth Advertising”
- Parting Thoughts
- Chapter 13: Social Media Is the New Creative Playground
- Chapter 14: How Customers become Customers in the Digital Age
- Chapter 15: Surviving the Digital Tsunami
- Chapter 16: In the Future, Everyone Will Be Famous for 30 Seconds
- Chapter 17: Radio Is Hell, but It's a Dry Heat
-
Chapter 18: Only the Good Die Young
- The Sisyphus Account
- The Meat Puppet
- Pablum Park
- The Koncept Krusher 2000®
- The Bully
- Hallway Beast #1: The Hack
- Hallway Beast #2: The Prima Donna
- Hallway Beast #3: Mr. Important Pants
- Hallway Beast #4: The Whiner
- Hallway Beasts #5 and #6: Wack Jobs and Slash Weasels
- Hallway Beast #7: The Hour Gobbler
- Chapter 19: Pecked to Death by Ducks
- Chapter 20: A Good Book…or a Crowbar
- Chapter 21: Making Shoes versus Making Shoe Commercials
- Suggested Reading
- Bibliography
- Also by Luke Sullivan
- Acknowledgments
- About the Author
- Index
- End User License Agreement
Product information
- Title: Hey, Whipple, Squeeze This
- Author(s):
- Release date: February 2016
- Publisher(s): Wiley
- ISBN: 9781119164005
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