FOREWORD BY ANSELMO RAMOS
PREFACE
1 A Brief History of Why Everybody Hates Advertising
And why you should try to get a job there.
2 The Creative Process
Or, why it's impossible to explain what we do to our parents.
3 Tell the Truth and Run
Saying the right thing the right way.
4 A Controlled Daydream
Concepting: Coming up with ideas.
5 Brevity Is the Soul of Wit
The art of copywriting.
6 The Virtues of Simplicity
Or, why it's hard to pound in a nail sideways.
7 Why Is the Bad Guy Always More Interesting?
Storytelling, conflict, and brand platforms.
8 Rewiring Your Brain
Chasing ideas and making big creative leaps.
9 Viral, Naughty, and Rong (R)
Getting noticed, getting talked about.
10 Advertising 2.0
Moving from analog into digital.
11 Make the Idea Bigger, Not the Logo
Or, why branded content is more interesting than advertising.
12 Concepting for the Hive Mind
Creating buzz with social media.
13 Everything Than Can Be Digital, Will Be
Creative techs, developers, and the mobile future.
14 Stopping People from Going to the Bathroom
Some advice on television and video.
15 Creative Mind Versus Monkey Mind
Or, managing time, energy, panic, and your creative mind.
16 Pecked to Death by Ducks
Presenting and protecting your work.
17 A Good Portfolio, or a Crowbar
What it takes to get into the business.
18 Advertising: The Most Fun You Can Have with Your Clothes On
Is this a great business, or what?
SUGGESTED READING
BIBLIOGRAPHY
NOTES
ACKNOWLEDGMENTS
ABOUT THE AUTHOR
ALSO BY LUKE SULLIVAN
INDEX
