Read any good books on advertising lately?
Dear Ad Gurus, Marketing Mavens, and Everyone Else:
I'm interested to see what books on advertising strategy and/or creative are being thumbed through by advertising professionals. More importantly, what books out there do you think should be read by young creatives? Which should be committed to memory? Which should be shredded and doused with gasoline and then... well... you get the idea.
I already have a couple in mind, like "Hey Whipple, Squeeze This," by Luke Sullivan and "Radical Careering" by Sally Hogshead, but with so many other titles out there, I'd love to know educated opinions. Feel free to write as much or as little as you like.
Thanks in advance for your thoughtful participation.
Clarification added November 16, 2007:
Just wanted to add, given a few emails I've received, that although I'll indeed be reading several of the suggestions, the books are actually for a recommended reading list I'm compiling for a portfolio-building workshop I'll be teaching next year. Thanks!
Good Answers (19)
I just finished an interesting book "Getting Real" by 37 Points. Interesting not in your sweet spot, but very interesting concepts. Hope this helps, John
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I really enjoyed Leap! A Revolution in Creative Business Strategy by Bob Schmetterer. I am not a marketing professional but I felt he had some original insight. (Entertaining read as well).
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Made to Stick - is the best book on Marketing, Branding and Advertising I've read. www.madetostick.com
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My favorite books are:
Where the Suckers Moon
Truth Lies and Advertising
The End of Advertising as we know it
A terrific -- and short and simple -- book is by Hank Seiden.
It's called Advertising Pure and Simple.
It was written about 20 years ago, but the concepts are timeless and rooted in human nature.
Strongly recommended, and I've read dozens of books on the subject. Ogilvy's books are golden too, but Seiden's is, well, pure and simple.
-- Ken
A good book is Ogilvy on Advertising. It was published in the sixties but is still relevant to developing advertisng creative
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My agency really likes works by Seth Godin. We've read the Purple Cow and The Dip. Light reading but very profound. Enjoy!
The focus is a little more on the branding side, but I would recommend "The Tipping Point" by Malcolm Gladwell. Great stories how little changes, make big differences.
A basic that should be in everyone's library is You, Inc. It was recommended to me by a colleauge and it really covers that basics in a great way. It was written by Harry Beckwith and Christine Clifford
Good luck!
Radical Careering is nice
Patrice D
iPhone & Apple Solutions Consultant at Opportun
Best Answers in: Enterprise Software (1), Computers and Software (1), Web Development (1)
Check out The Culture Code by Clotaire Rapaille. I saw an interview on TV (in Canada) and seems to be quite brilliant.
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I would also recommend "The Tipping Point" by Malcolm Gladwell. I have consistently referenced or used the core principles from this book in projects I have worked on in the past few years.
A more recent book would be "The Long Tail" by Chris Anderson. The trends outlined here are valuable to anyone in business.
Brad D
Manager, Brand Communications and Advertising
Best Answers in: Advertising (1), Graphic Design (1), Writing and Editing (1), Career Management (1)
I've always found books to be more valuable for strategy for some reason... mostly because of the depth to which they can take their reader. I love anything by Seth Godin. For anything creative, I typically turn to publications or online. These tend to be more current and inspirational. I picked up a magazine the other day called, "GOOD Magazine"... it was a GOOD read (I know, awful, but I couldn't resist).
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I agree on Ogilvy's book, and Seth Godin's Purple Cow. I had the pleasure of working for Hank Seiden author of Advertising, Pure and Simple and would recommend that as well. I also recommend Lester Wunderman's book - Being Direct.
I've taught several semesters at the Chicago Portfolio School, and I give every class the same reading list: the annuals (specifically Communication Arts and the One Show), and "Whipple" by Luke Sullivan. I'm considering adding Ernie Schenck's "The Houdini Solution" because Chapter 10 has some great concepting exercises.
I love Seth Godin's works and Sally Hogsheads book. But they're not going to help kids put their books together. Jon Steele's "Truth, Lies and Advertising" and "Perfect Pitch" especially are must reads. But not for kids trying to build their books.
I vehemently disagree with anyone who suggests aspiring creative read Ogilvy on Advertising. That's like trying to opperate a Prius by reading the owner's manual for a Model-T.
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Have read for the third time, the ClueTrain Manifesto. It is freely available as a download in PDF format at http://www.cluetrain.com
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Blake R
Multi-Family and Apartment Investment and Management
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Trump Real Estate by George Ross
Jorge J T
World travelled advertising and marketing expatriate.
Best Answers in: Advertising (2), Internationalization and Localization (1), Business Development (1)
Jacqui, Just finished reading "Ad Land, A global history of advertising" by Mark Tungate. An extremely readable book that takes you from the very early stages of the formation of advertising as a profession, birth of agencies and holding companies, background and motivation of advertising giants such as David Ogilvy, creation of networks, and how international advertising has become challenged by new media opportunities. It's amazing to learn new aspects and perspectives of your profession even after being in the business for 25 years.
One of my favorite "recent" books is WHAT STICKS by Briggs and Stuart. The book focuses on the amount of waste generated from advertising driven by gut instinct rather than on data and using measurement to drive ROMI (return on marketing investment). I've been a marketing/advertising professional for 15 years and have read most of the books listed here. WHAT STICKS is a must read for today's marketer needing to make fact-based decisions. Enjoy.
