Creative Leaps: 10 Lessons in Effective Advertising Inspired at Saatchi & Saatchi

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9780470820834: Creative Leaps: 10 Lessons in Effective Advertising Inspired at Saatchi & Saatchi

Important lessons in advertising from an industry leader
Saatchi & Saatchi is one of the best-known names in the advertising business. It's a cradle of creative ideas and a global industry leader. Filled with universal lessons for advertisers and unique methodologies, Creative Leaps explores the transformational power of ideas. It offers firsthand insights into the advertising campaigns of Saatchi & Saatchi, revealing the theories behind each campaign strategy, the process behind creativity, and the behind-the-scenes stories involved with each project. The book includes a CD-ROM filled with extra material and interviews with high-profile ad makers.
Michael Newman (Australia) is the former Executive Creative Director of Saatchi & Saatchi Australia and Director of the Worldwide Toyota Board. As a writer and creative director, he won numerous creative awards including Cannes, Caxton, D&AD, and AFA Golden Pinnacle for Effectiveness. He is now Principal Director at brandnewman, an ideas resource for advertisers and agencies.

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From the Back Cover:

Creative Leaps is a first-hand insight into the workings of one of the world?s hottest ideas companies, Saatchi & Saatchi; it reveals the strategies, the creative thinking and the stories behind some of their most successful advertising campaigns in Australasia.

This is a book about the business of ideas, packed with brilliant suggestions and guidelines on how to find even better ones.

It examines some of the campaigns that became showpieces for the network and explains the local thinking that inspired global action. Case histories and inside stories from ?Which bank?? to NRMA for H.E.L.P., to New Zealand?s hilarious ?Bugger? commercial and many others are discussed.

But, this is not a Saatchi & Saatchi book, as such. The lessons are universal. The methodologies are global. It's about the transformational power of ideas, wherever in the world they come from.

Creative Leaps is a unique text for anyone involved in marketing and advertising or, indeed, anyone interested in the power of ideas and the practical magic they can conjure.

Entertaining and anecdotal, Creative Leaps combines provocative opinions, fresh examples and prescriptive lessons for anyone interested in succeeding in the new brandscape.

About the Author:

Michael Newman is one of Australia's leading creative figures. As executive Creative Director of Saatchi & Saatchi, from 1996 to 2001, he led the agency back to the top of the country's award tallied, and initiated its strongest period of growth and financial success.
He was born in Melbourne and is a graduate of Monash University, Michael now lives and writes in a small cliff-top cottage on Sydney's northern beaches, where he overlooks the Pacific Ocean, his credit card bills and numerous deadlines.

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