- Copertina flessibile: 213 pagine
- Editore: Palgrave Macmillan; 2010 edizione (14 dicembre 2010)
- Collana: Advertising Age
- Lingua: Inglese
- ISBN-10: 0230613888
- ISBN-13: 978-0230613881
- Peso di spedizione: 249 g
- Posizione nella classifica Bestseller di Amazon: n. 113.584 in Libri in altre lingue (Visualizza i Top 100 nella categoria Libri in altre lingue)
- Visualizza indice completo
The Idea Writers: Copywriting in a New Media and Marketing Era (Inglese) Copertina flessibile – 14 dic 2010
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"The Idea Writers offers an in-depth look at the state of copywriting and brand creativity in today's marketplace. With insight on creative process and campaign development from the industry's leading creative's, the book provides solid advice for copywriters at all levels. It also provides a detailed examination of the changes that have completely remade the advertising industry, and is a useful guide for anyone looking to understand brand creativity today." - Advertising Age
"Teresa Iezzi aims to appeal to professional ad writers and those aspiring to their ranks. Both groups might profit from a look at The Idea Writers. Behind the cheeky tone and insider references is a useful guide to navigating in the digital wilds of online marketing and promotion." - The Wall Street Journal"Recommended" - Choice
The experts on copywriting:
"There is no point making advertising that is better than other advertising; that is not your competitor for people's time. You are up against all of the things they want to watch and read, the content they are seeking out." - Dave Bedwood, creative director and co-founder of U.K. digital agency Lean Mean Fighting Machine.
"It's one of the things that hasn't changed - finding that magic moment when you've come up with the insight that will make people think, I've thought of that a hundred times but I never thought of saying it like that. It's that moment of connection where people think there's a kindred spirit out there." - Bill Wright, ECD, Crispin Porter + Bogusky
"Unlike traditional storytelling where you complete the thing and you put it out there, it's a living thing that requires ongoing curation and involvement, on the part of storytellers and participants." - Ty Montague, former chief creative officer, JWT, founder of Co"I highly recommend it. It's the first book I've seen that thinks through what passes for 'rules' in the new digital world." - Luke Sullivan, author of Hey Whipple, Squeeze This: A Guide to Creating Great Advertising
Descrizione del libro
The first book in the Advertising Age series shows copywriters how to create multimedia ads that sellVisualizza tutta la Descrizione prodotto
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Teresa combines classic principles with new ideology that applies to the advertising space in 2016. You get a good summation of advertising history, a list of the greats, some of their best quotes and contributions, as well as how copywriting has changed (and yet, fundamentally remains the same). Highly recommend for aspiring copywriters, as well as seasoned writers who want to brush up on their industry's changes.
The book examines some of the important and innovative campaigns of the 2000s, starting with BMW Films - a campaign I remember as a 14-year-old kid, thinking it was the coolest thing ever. Then she moves to more contemporary examples, such as Old Spice's "The Man Your Man Could Smell Like" - which started out as a TV spot but evolved into a multimedia, digitally immersive campaign. Each time Iezzi examines a campaign, she uncovers the shift in where advertising and creative brand thinking have gone - which is more integrated and consumer-focused. In fact, one of the most important changes is that the brand no longer tells the consumer what benefits they can bring, but rather brands should seek to solve problems the consumer may have. A shining example is AKQA's work with Nike and the creation of Nike+ and the Nike FuelBand.
AKQA has been one of the agencies leading the way when it comes to the next generation of how brand creatives should work, embodying a statement Benjamin of Palmer of The Barbarian Group told AdAge, "The big change that needs to happen is that we need, as an industry, to be innovators in making ourselves useful... For the same budget and energy as we expend on current forms of advertising, we could be making something more tangible, useful and reusable that plays a more integral part in the consumer's life," he said.
Good stuff - and that's really one of the key things I took away from reading this book, the amount of money brands shovel into traditional media buying is being reallocated to other, cheaper forms of brand communication - namely, content development. Rather than spending a billion dollars on TV/Radio/Print, brands are looking for more effective ways to reach consumers and digging up those ideas is your job. Are you ready for the changes coming our way?
I read the book more as a manifesto and after finishing it up, my brain was stewing with ideas. Which is exactly what a book on creativity should do. I highly recommend this book to anyone who works in business. While focused primarily on what a copywriter does, I'd say the siloed job titles of old school advertising are quickly losing relevance, anyone can offer insights into how a brand should communicate today, whether you're an Art Director, Account Planner or client-side marketing manager - don't get left behind.
Hope this review was helpful!
Find me on Instagram or Twitter to connect @guybarnhart
"When you sit down to do an ad, you're competing with every brand out there." Luke Sullivan
"I think, in general, people don't buy products, they buy stories." Ty Montague
"We are an industry built on assumptions that no longer exist today." David Droga
Layered on top of these missives are some interesting case studies including the Pepsi Refresh Challenge (the company diverted its Superbowl budget to this effort), DDB's Fun Theory for Volkswagen, BMW Films, and Subservient Chicken (which is kept alive by the ad industry not consumer recollection). The book also covers the thinking of the greats including Bernbach, Reeves, and Burnett. But it is David Ogilvy who is most interesting here for his views on copywriting and creativity.
I enjoyed parts of the book as it is a collection of quotes, cases and thoughts strung together under the central theme that advertising must have a differentiating insight. The insight (or hope) I took away from The Idea Writers is summed in this passage, "When DDB started creating ads like "Lemon", it was called the creative revolution. But that description is an overstatement. The real revolution is happening now."
As for the book itself, it's well-written (I liked some of the CW tips too) and enjoyed the validation I felt while reading it (the author describes the role of the "new CW" which I found to be quite on point).
Overall, I would recommend the book if you want to brush up on the history of digital / feel inspired, but (and this may depend on how old you are / how long you've been CWing) if you're trying to improve your craft or "discover something you didn't know before," I'm not sure I would recommend.