Foreword xi

Preface xv

1 A Brief History of Why Everybody Hates Advertising

And why you should try to get a job there. 1

2 The Creative Process

Or, why it’s impossible to explain what we do to our parents. 17

3 Tell the Truth and Run

Saying the right thing the right way. 31

4 A Controlled Daydream

Concepting: coming up with ideas. 53

5 Brevity Is the Soul of Wit

The art of copywriting. 81

6 The Virtues of Simplicity

Or, why it’s hard to pound in a nail sideways. 115

7 Why Is the Bad Guy Always More Interesting?

Storytelling, conflict, and brand platforms. 129

8 Rewiring Your Brain

Chasing ideas and making big creative leaps. 147

9 Viral, Naughty, and Rong ®

Getting noticed, getting talked about. 161

10 Advertising 2.0

Moving from analog into digital. 179

11 Make the Idea Bigger, Not the Logo

Or, why branded content is more interesting than advertising. 193

12 Concepting for the Hive Mind

Creating buzz with social marketing. 211

13 Everything That Can Be Digital, Will Be

Creative techs, developers, and the mobile future. 229

14 Stopping People From Going to the Bathroom

Some advice on television and video. 249

15 Creative Mind Versus Monkey Mind

Or, managing time, energy, panic, and your creative mind. 265

16 Pecked to Death by Ducks

Presenting and protecting your work. 281

17 Just Start World War III

What it takes to get into the business. 303

18 Advertising: the Most Fun You Can Have with Your Clothes on

Is this a great business or what? 343