CUTTING EDGE ADVERTISING

HOW TO CREATE THE WORLD'S BEST PRINT FOR BRANDS IN THE 21ST CENTURY

REPRINTED 16 TIMES TRANSLATED IN 7 LANGUAGES

Now revised and updated, this classic book is still the definitive step-by-step guide to creating cutting edge print ads. It covers everything from how advertising works, how brand-building methodologies are changing, how to get an idea, and how copy and art should be crafted.

It demystifies the advertising creative process, with page after page of practical, inspiring and often controversial advice from such masters as David Abbott, Bob Barrie, Tim Delaney, David Droga, Neil French, Neil Godfrey, Gary Goldsmith, Roy Grace, John Hegarty, Lionel Hunt, Bob Isherwood, Marcello Serpa, Indra Sinha, Mark Tutssel, Graham Warsop, and dozens more. No other book takes you on such a journey through the minds of advertising's creative leaders.

Over 200 print ads and case histories reveal the creative processes at work in Abbott Mead Vickers BBDO, AlmapBBDO, Bartle Bogle Hegarty, Fallon, Goodby Silverstein, Saatchi & Saatchi, The Jupiter Drawing Room, and other world-famous agencies in the US, UK, Asia and Australia.

"In all the years I've spent interviewing brilliant advertising men and women, never have I seen

so much collected wisdom, experience and insight as I have in this single volume. That it's seen through the eyes of a practicing adman makes it that much more valuable." ANTHONY VAGNONI, Former Editor at large, Advertising Age

"It's the book I refer to most. And it's also the one I recommend most. Cutting Edge Advertising has had a permanent spot on my desk since 1999. Even eight years after the first edition, no other book comes close to Jim's masterpiece."

KIM SHAW, Publisher, Campaign Brief Asia

"Aitchison's relaxed style of questioning somehow got a lot of major talent to reveal their every secret! Do not trust this man."

NICK COHEN, Founder, Mad Dogs & Englishmen, New York

"You can sign up for a course on print advertising at one of the world's best ad schools, or you can read this book... In these digital times, print advertising needs its champions. Arise, Sir Jim."

GRAHAM WARSOP, Chairman & Executive Creative Director, The Jupiter Drawing Room, South Africa

► Also available in this series: Cutting Edge Radio and Cutting Edge Commercials.

ISBN-13 978-981-06-7888-3

ISBN-10

CUTTING EDGE

1-6

INGADVERTISIN

PEARSON

Education

545.00