INDEX
- Absolutes, usage, 45
- Abstraction, example, 61f
- Account executives, role, 38
- Adams, Jeff, 184
- Adams, Scott, 76
- Adjectives
- Advertising
- agencies, competition, 305–306
- battles, selection (care), 287–289
- business, 329
- changes, 188–189
- competitor advertising, examination, 46
- deadlines, attention, 269–270
- death, 281–282
- digital advertising, 179
- direction/future, 180–190
- enjoyment, 343
- examples, usage, 297–298
- five-word course, example, 52f
- flat statements, usage, 56
- graduate school, 12
- images, inauthenticity, 34
- impact, 9
- job
- judges, behavior, 313–314
- masters, studying, 307
- message, determination, 275
- negative effects, control, 341
- occurrence, 20
- out-of-home advertising (OOH), 121–123
- paradigm shift, 180f
- presentation, 308–309
- problems, solving, 47
- research, science (contrast), 289–290
- schools, 303–305
- skepticism/confidence, balance, 25
- strategy, 8, 48
- testing, impact, 292
- this-versus-that structure, 225f
- vandalism, comparison, 162–163
- Advertising by Design (Landa), 126
- Advertising: Concept and Copy (Felton), 85, 100
- Advertising Concept Book, The (Barry), 20, 45, 78, 252, 290
- Advertising Week, 327
- AeroMexico ad, example, 170f, 308
- Agency
- “Agency Search” (AAAA), 324
- Airline headlines, improvement, 92–93
- Aitchison, Jim, 70
- Åkestam Holst, 163
- AKQA, app creation, 207–208
- Alcohol, avoidance, 270
- Alka-Seltzer account, 6
- Allied Breweries, 20
- Ally, Carl, 19
- American Floral Marketing Council ad, 40, 41f
- “Amping the Tension” (Sjoenelle), 131
- Anacin commercials, 5
- Anderson, Ron, 11
- Angry Butterfly, 94
- Anselmo, Frank, 303, 326, 332
- Apple, “1984” commercial, 24, 347
- Arauz, Mike, 169
- Arby's, TikTok usage, 222–223, 223f
- Archetypes, 135
- Art and Science of Creativity, The (Kneller), 270
- ArtCenter
- ArtCenter College of Design, 303
- Art directors, moral, 44
- Artificial intelligence (AI), 239
- Art of Branded Content, The (Pascoa), 194, 197
- Art of Immersion, The (Rose), 34, 142
- Assets, creation, 220
- Associate creative director (ACD), relationship, 327
- Asterisks, usage, 33–36
- Attention bankruptcy, 179
- Auckland University of Technology, 304
- Audio/video tension, 259
- Augmented reality (AR), 231, 238, 243
- Authenticity, 34, 38
- Authority
- “AutoAds” (CarSales.com), 235
- Avis account
- Avnet, Mark, 212
- “Avoid Humans” app, 316
- AWARD School, 304
- Bacardi, social campaign, 223–224, 224f
- Bacher, Jason, 274
- Bad guy, interest, 129
- Baked In (Bogusky/Winsor), 132, 164
- Band Sports Ogilvy Brasil ads, 96, 97f
- Barnett, Guy, 82
- Barren Wasteland, 64–65
- Barrie, Bob, 12
- Barry, Pete, 20, 45, 62, 78, 252, 290
- Bar stool scenario, 35–36
- Bartle Bogle Hegarty, 65
- Basadur, Min, 149–150
- Baze, Joshua, 257
- BBDO Auckland, 202
- B&B Dorland, 9
- BBH, 337
- Beginner's mind, 149
- Bell, Ted, 4
- Belsky, Scott, 269
- Bennet, Mitch, 157
- Benton & Bowles, 2
- Berger, Jonah, 169, 214
- Berger, Warren, 150, 214
- Berlin, Andy, 330
- Bernbach, William, 4–6, 9, 286, 336
- Berry, Norman, 3, 46
- Best Buy, holidays campaign (sample brief), 51f
- Beveridge, W.I., 293
- Big Tobacco, lies, 338–339
- Billboards
- Billion Point Giveaway, 198–201, 308
- Bird by Bird (Lamott), 56, 271
- Blewett, Bob, 314–315
- Blood, Andy, 196, 212, 218–219
- Blue-skying, 79
- BMP London, 73
- BMW Films, 193–194
- ad, example, 192f
- Boches, Edward, 182, 187, 196–197
- Body copy, 108
- Bogusky, Alex, 36, 165, 184
- Bond, Jon, 161
- Bookstores, usage, 275
- Boulder Digital Arts, 304
- Bozell & Jacobs, 11
- Brain, rewiring, 147
- Brand
- action, direction change, 62, 181–182
- activation, 204
- adjective, equivalence, 7 1f, 26–27, 46
- archetype, 134–136
- broadcast messaging, focus, 184
- core value, 26
- customers, relationship, 43
- direction, 186
- emotion, relationship, 41
- equity, 19–20
- experiences
- idea, questions, 152
- installations, 231
- manifestos, 106, 106f
- mission, alignment, 197
- party arrival, pretending, 108–109
- platforms, 129, 136–141
- positioning, examination, 44
- power/totality, 20
- presence, engineering, 196
- research, 41–46
- show, 27
- statement, 181–182
- storytelling, 143
- verb, equivalence, 26
- visualness, 66–67
- voice
- writing, 20–22
- Branded content
- Branded experiences, capture, 236
- Brand X
- Breaking In (Spencer), 230, 317, 337, 348
- Break Out (Wallace), 315
- Brevity, importance, 81
- Brier, Noah, 201
- Brigham Young University, 303
- British Airways ad, example, 124, 126f
- Brown, Tim, 149
- Buckhorn, Dean, 40
- Buckley's cough syrup campaign, 37, 37f
- Buirge, Brian, 274
- Bull Durham (movie), 25
- Burger King, digital ad, 186f, 308
- “Burke Scores,” 8
- “Burn That Ad” (Burger King app), 187, 308
- Business
- Campaign
- 2D campaigns, 321
- creation, 150
- defense, strategy basis, 294–295
- Economist, The (outdoor campaign), 87, 87f
- executions, creation, 75
- ideas, 74–79
- presentation, 308–309
- movie, analogy, 137–139
- one-sentence setup, 322
- patterns, equivalence, 77–78
- platform, contrast, 136
- selling, practice, 283
- sense, 75
- student approach, 309
- thumbnails, usage, 84f
- Campopiano, Javier, 309
- Cantral St. Martins College of Art and Design, 304
- Capone, Al, 282
- Carroll, Ryan, 318, 320, 321, 328, 330, 331
- Carson, Johnny, 2
- Catch-22 (Heller), 22
- Cereal box, history, 9, 10f
- Cezanne, Paul, 119
- Charmin commercials
- Chasing the Monster Idea (Mumaw), 35, 47, 143
- Chen, Jenn, 215
- CHE Proximity, 198, 235
- Chew With Your Mind Open (Day), 262, 327
- Chiat/Day, 172, 218
- Chik-Fil-A ad, example, 125f
- Chivas Regal account, example, 8
- Choi, Brent, 94
- Churchill, Winston, 57
- Citizen Kane (Welles), 164
- Client
- battles, selection (care), 287–289
- business, understanding (development), 43–44
- concerns, repair (timing), 295
- corporate culture, learning, 282–283
- customers, knowledge, 41–42
- education, 297–298
- intangible idea, presentation (problem), 294
- listening, meaning, 287
- names, memorization, 328
- negative approaches, problems, 296–297
- objections, outlasting, 298
- presentation assurances, avoidance, 285
- previous work, studying, 44
- problems, solving, 47
- relationship, improvement, 300
- work
- Cluetrain Manifesto, The, 105, 181
- Coding languages, usage, 231
- Cognitive Surplus (Shirky), 215
- Coke Zero ad, 137–138, 138f
- Colenso, 225–226
- “Colgate Comedy Hour, The,” 5
- Commercials
- Common sense, reverse, 164–165
- Communication Arts, 298
- Communication, words (barrier), 65
- Communities
- Comparison, example, 61f
- Competition, 305–306
- research, 41–46
- Competitors
- Completion, perfection (contrast), 201–202
- Computers, usage/avoidance, 274–275
- Concepting, 49, 53, 211
- Confessions of a Copywriter, 289
- Conflict, 129–132, 296
- Connected capitalism, values, 340
- Connected devices, usage, 236–238
- Contagious (Berger), 169, 214
- Contemporizing, example, 60f
- Content
- Continuous partial attention, 265
- Contrast, usage, 133–134
- Convergent thinking, 76–77
- Conversation strategy, 213–214
- Cook, Marshall, 63
- Cooper, Alan, 233
- Copywriter position, landing (approach), 317
- Copywriting, art, 81
- Costner, Kevin, 25
- Cox, Daniel, 251
- Cox, Tony, 119
- Creative Advertising (Pricken), 58, 63
- Creative brief, 48, 151
- Creative Circus (Atlanta), 303
- Creative Companion, The (Fowler), 63, 257, 295
- Creative department, entry refusal, 333
- Creative Direction in a Digital World (Harrell), 233
- Creative director, assistance request, 276
- Creative engine, ignition (methods), 268–269
- Creative idea, 154–155
- testing, 280f
- Creative leaps, making, 147
- Creative mind, monkey mind (contrast), 265
- Creative process, 17
- Creative Process Illustration, The (Griffin/Morrison), 63–64
- Creative Revolution, 5–6
- Creative silences, 271
- Creatives, sites (studying), 307–308
- Creative subconscious, representation, 264f
- Creative Suite (Adobe), usage, 312
- Creative technologists (creative techs), 230–240
- Creative testing, problems, 289–293
- Creativity
- Crichton, Michael, 197
- Crispin Bogusky + Partners, 36
- Crispin Porter + Bogusky, 76, 170, 218
- Crompton, Alastair, 294
- Cross-functional grouping, 232
- Cultural tensions, 132
- Culture, understanding, 183–184
- Customers
- Cutting Edge Advertising (Aitchison), 70
- Cybersmile Foundation, social campaign, 224, 224f
- D&AD, 212, 261, 298, 310
- Data, creative usage, 202–206
- Davidson, Tony, 230
- da Vinci, Leonardo, 47
- Day, Cameron, 262, 327, 329
- DDB Chicago, vertical-only ad, 245
- Death by a thousand cuts, 294
- “Deep Dig” (divergent thinking), 77
- Delashmet, Clark, 112, 239
- Demographics
- Desert of Damn, I Suck at This, 272
- Destiny, Mike, 20
- Devil's advocacy, avoidance, 63
- Dialogue, impact, 261
- Digital developers, 230–240
- Digital technology, impact, 124–125, 229
- Disinterest, 130
- Disruption (Dru), 47, 136
- Distrust, disarming, 36
- Divergent thinking, 77
- DiVito/Verdi, 101
- Do-invite-capture-share, usage, 203–206, 205f, 217
- Do-It-Yourself Lobotomy, The (Monahan), 151–152
- Domino's, turnaround, 36–37
- Donato, Rafael, 182
- Doyle Dane Bernbach (DDB), 5–6, 14, 69, 104
- Draconian reductionism, 120
- Draconian simplicity, impact, 27
- Drama, conflict, 130, 296
- Droit de Regard, advertising fun, 208, 209f
- Drugs, avoidance, 270
- Dru, Jean-Marie, 47, 136
- Durant, Will, 175
- Dyson, James, 165
- Earned media, 162
- Economist, The (outdoor campaign), 87, 87f, 317
- Editing, importance, 78, 108
- “Ed Sullivan Show, The,” 4
- Eliot, T.S., 12
- Elm, Jason, 38
- Emails, ignoring, 266–267
- End of Advertising, The (Essex), 194
- Energy, control, 276
- Energy panic, 265
- Engage (Solis), 179
- Essex, Andrew, 194
- Exaggerate technique, 59–62
- Exclamation points, avoidance, 109
- Exorcist, The (movie), 283
- Experience designers, 230–231
- Facebook (FB)
- Facts, example, 39f
- Failure
- Fake names, avoidance, 109–110
- Fakery, 33–36
- Fallon McElligott, 314
- recruitment ad, 302f
- FCB, 346
- FCB&FiRe, 207
- Fear, importance, 25
- Felton, George, 85, 100, 102
- Fenske, Mark, 39, 167, 299, 346, 347
- First Savings Bank of Mankato (ad), 13f
- Fisher-Price ad, 73, 74f
- Florida State University, 22
- Focus groups, usage, 42, 280f
- problems, representation, 293f
- Ford Expedition ad, example, 117f
- Forsman & Bodenfors, 253
- Four Corners, headline example, 101f
- Fowler, David, 63, 257, 275, 295
- Freelance work, 300
- availability, 333
- Freezing up, avoidance, 268, 272
- French, Neil, 119, 120f
- Friend-vertising, 226
- Galaxies, creation, 157–158, 158f
- Garcia, Matt, 316
- GEICO “Raccoons” ad, 258
- Generation Stream study, 213
- Gen Z
- Geofencing, 242
- Gerlernter, David, 31
- Giga Selfie (web app), 244, 244f
- Gimmick, creation, 24
- Glaser, Milton, 276
- Glassdoor, usage, 328
- Goal-directed design, 233
- Gobry, Pascal-Emmanuel, 259
- Godin, Seth, 54, 165, 179
- Goldman, William, 291
- Goodby, Jeff, 162, 332, 338
- Goodby Silverstein + Partners, 39, 131, 283
- Gossage, Howard Luck, 127
- Gotlib, Daniel, 188
- Got milk? campaign, 131, 155
- Grace, Roy, 69
- Grant, John, 35
- Gregersen, Hal, 150
- Group ECD, 218
- GSD&M, 71, 157, 316
- GS+P, 155, 171, 332
- Guerilla advertising, 126
- Haanel, Charles, 63
- Half-Rational Half-Random Word Collider, 89–90
- Hampel, Al, 2
- “Happy woman with shopping bags,” 34, 34f
- Harley-Davidson ad, example, 102, 103f
- Harrell, Adam, 233
- Hashtags
- Hayden, Steve, 346
- Headlines
- Hegarty, John, 29, 65, 154, 186
- Hegarty on Advertising (Hegarty), 154
- Heinz
- Heller, Joseph, 22
- Hero's Journey, 134
- Hidden Persuaders, The (Packard), 314
- High-fidelity mock-up, creation, 234
- Hive mind, concepting (usage), 211
- Hoffman, Susan, 74, 309, 313
- Hogshead, Sally, 94
- Holland Mark Digital, 290
- Holmes, Reid, 346
- Honda, billboard ad (example), 123f
- Hoopla (Berger), 214
- Hoover, Amy, 305
- Hopkins, Claude, 343, 346
- Houdini Solution, The (Schenck), 253
- Household income (HHI), 42
- How Might We (HMW) process, 149–150
- “How to Have More Insights” (Rock), 273
- How to Succeed in Advertising When All You Have Is Talent (Minsky), 74
- Hucksters, The (Wakeman), 3
- Hughes, Mike, 337
- Human truth, usage, 39–40
- Humber College, 304
- Humility, 287, 347–348
- Hunches, 173–175
- Hyper Island, 304
- Icons, fall, 33
- Idea-as-Press-Release, 168, 204, 205f, 235
- Ideas
- additions, 299
- client request, 295
- approval, vigilance (continuation), 299
- architecture, 96–102
- art/copy/technology, combination, 187–188
- blowing up, 162–163
- change, 274
- chasing, 147
- clarity, 86f
- completion, 112
- contagiousness, 169–170
- creation, 75, 308
- creative ideas, 154–155
- defense, strategy basis, 294–295
- delight, 126–127
- development, paradigm, 64–65
- disapproval, depression (avoidance), 299
- discussion, 165–167
- emergence, 43
- encoding, 116
- essence, 119–121
- files, keeping, 300
- finalization, 24
- fuse, length, 115–121
- generation, 21, 269
- hashtags, creation, 157–159
- headlines, writing, 93–95
- layouts, comparison, 307f
- mistakes, importance, 277–278
- monstrous ideas, 308
- multiplicity, 76
- negative approaches, problems, 296–297
- objectivity, 78
- participation, 185–186
- partner creation, 63
- pitching, assets (creation), 220
- presentation, 281
- press release, identification, 168
- problems, 249–250
- protection, 281
- revealing, 100
- review, 76–77
- reworking, 274
- science, usage (limitations), 292–293
- sharing, 62, 185–186
- shining through, 306
- size, increase, 193
- sketches, testing (problems), 291–292
- strategy, contrast, 78
- tension/release, 100–101
- usage, client permission, 167–168
- visuals, impact, 92–93
- additions, 299
- Idea writers, role, 209
- Idea Writers, The (Iezzi), 82, 179
- Ideo, 149
- Idiom list, creation, 83
- Iezzi, Teresa, 82, 179, 209
- Ikea ads, examples, 114f, 160f, 166f, 308
- Image
- finding/story incorporation, 251–252
- Image list, creation, 55
- Imagery, exploitation, 250–251
- Images, inauthenticity, 34
- Impact BBDO, 174
- Itch, rectal, 155
- Industry events, attendance, 326–327
- Information, encoding, 129
- Inspiration, 23
- role, 23–24
- Instagram (IG)
- Intangible idea, presentation (problem), 294
- Interactive engagements, user/viewer takeaway, 215
- Interesting, funny (subset), 107
- “Intergalactic Thinking,” 155–157
- Internet
- Internet of Things (IoT), 238
- Internship, acceptance decision, 337–338
- Interview, 329–338
- arrival time, 329
- book, presentation (precision), 330–331
- chemistry, 330
- confidence, appearance, 329–330
- grunt work, offer, 332
- hard work, readiness, 332–333
- instincts, trust, 331
- money, discussion (approach), 334–335
- opinion, demonstration, 332
- relaxation, 331–332
- return call, anticipation/timing, 335–336
- running commentary, usage (decision), 330
- strategic thinking, ability (demonstration), 331
- talking, preparation, 330
- thank-you note follow-up, 333
- Invisible thread (Barry metaphor), 111
- Isaacson, Walter, 267
- Kalamut, Anthony, 304, 307, 319, 327
- Kassaei, Amir, 40
- Keller, Andrew, 218–222
- Kemeny, Thomas, 86, 95, 109, 159, 284
- writing/erasing, 112
- Kendall Jenner Pepsi commercial, 35
- Kestin, Janet, 303
- KFC
- Kick Start: A Methodology for Producing Ideas (Pricken), 58
- “Killing Whipple” (Benton & Bowles), 2
- Kirshenbaum Bond Senecal + Partners, 161
- Kling, Jeff, 106
- Klump, Valdean, 230
- Kneller, George, 270
- Knob Creek bourbon, brand list/ideas, 88–92
- Knoll, Thomas, 212
- Koenig, Julian, 14
- Koestler, Arthur, 97
- Komar, Vitaly, 292
- Krone, Helmut, 6, 14, 54
- Kyle, Chris, 190
- Labors, death, 282
- Lamott, Anne, 56, 268, 271–272
- Landa, Robin, 126, 212
- Land, E.H., 25
- Landing page, appearance, 319f
- Land Rover
- Laughon, Tom, 22
- Law, Nick, 187
- Lead, burying (avoidance), 109
- Lebowitz, Fran, 3
- Lee jeans ad, example, 122f
- Legacy functions, changes, 216
- L'Engle, Madeleine, 55, 273
- Lennon, Dany, 334–335
- Leo Burnett, 113, 134, 173
- Leo Burnett London, 120
- Leonard, Elmore, 317
- Lescarbeau, Mike, 24, 78
- Letter, writing (pretending), 104
- Levenson, Bob, 14, 104
- Levi's ad, example, 128f
- Life After the 30-Second Spot (Porter), 170
- Listening
- meaning, 287
- Listening, importance, 213
- Lister, Jonathan, 215
- Living billboard (British Airways), 236–237
- Lo-fi production values, 253
- London, Jack, 275
- Lung Association ad headline, end change, 99f
- Lürzer's Archive, 307
- Lusitania sinking, 116–117, 118f
- “Mad Men,” 18, 107
- Main idea, representation, 77
- Mai, Toan, 307
- Manage Your Day-to-Day (Belsky), 269
- Manifesto, usage, 106
- “Man on the Moon” ad, 255, 255f
- Marcus, Ken, 258
- Market Faires, 238
- Marketing
- Martin Agency, The, 258, 312, 338
- Mathieson, Rick, 241
- Mayer, Martin, 1
- McAlhone, Beryl, 96, 97
- McCabe, Ed, 14
- McCann, 19
- McCarthy, Joe, 32
- McDonald's ad, example, 165f
- McElligott, Tom, 11, 26, 83, 286
- campaign creation, 87
- McGregor, Jena, 57
- McKay, Pat, 82, 317
- McKee, Robert, 129
- McKibben, Bill, 339
- McLuhan, Marshall, 8
- M&C Saatchi, 115, 315
- Medawar, Peter, 167
- Media
- Media Design School, 304
- Mediocrity, fear (absence), 298
- Meditation, 267
- Medium, term (usage), 112, 113f
- Meeting, problem-solving (avoidance), 295
- Melamid, Alexander, 292
- Memes as DVDs (Connect ad), 210f
- Mental processes, usage, 57–58
- Mentos ad, example, 173f
- Mercedes-Benz ad, example, 121f
- Messages
- Messaging, 38–41, 148–149
- Messi Messages, 182, 183f
- Metaphor
- Me-too products, commercials, 5
- Miami Ad School, 184, 303
- Michener, James, 299
- Microinteractions, 234
- Minsky, Laurence, 74
- Mitsubishi Space Wagon ad, 65, 65f
- Mixed reality (MR), 238
- Mobile ads, usage, 245–246
- Mobile devices, behavior (differences), 219–220
- Mobile functions, 240–246
- Mohawk College (Hamilton), 304
- Monahan, Tom, 62, 151–157, 289
- Mona Lisa (painting considerations), 293
- Monkey brain, control, 267
- Monkey mind
- Monstrous ideas, 308
- Moore, Bob, 155
- Morals, impact, 338–339
- More Beautiful Question, A (Berger), 150, 155
- Morgan, Ted, 8
- Mt. Sinai Hospital ads, examples, 102f
- Mudra Institute of Communications, 304
- Multimedia campaign, creation, 87
- Multitasking, nonexistence, 265
- Mumaw, Stefan, 35, 57
- Murray, David, 155
- Mystic Lake Casino ad, example, 122f
- Naked Sudsy Guy Old Spice ad, 260, 260f
- Nationwide outdoor ad, 124f
- Native apps, usage, 243–245
- Near-field communication (NFC), 239, 242–243
- Negative approaches, problems, 296–297
- Networking, 326
- Neural networks, 239
- New How to Advertise, The, 2
- New media, 125–126
- Newspaper ad, writing process, 16f
- New York Art Directors Club (ADC), 327
- Night of the Living Dead (movie), 281
- Nimble (Landa), 212
- Nixon, Richard, 2, 33
- Noble, John, 14
- Nonlinear storytelling, 141–144
- Objectivity, 78
- O'Driscol, John, 104
- Office, exit (necessity), 273–274
- Office politics, avoidance, 271
- Ogilvy Brasil, 96
- Ogilvy, David, 292
- Ogilvy & Mather, 3
- Old Spice Naked Sudsy Guy ad, 260, 260f
- Omission, example, 60f
- On-Demand Brand, The (Mathieson), 241
- One Show, 261, 277, 298
- One Show Week, 327
- Online branded content, example, 207f
- Ontario College of Art and Design University, 303–304
- Opt-in function, 242
- Oreamuno, Ignacio, 314
- Oreo ad, example, 169f
- Original voice, presentation, 309
- “Ought culture,” 31–32
- Outdoor boards, technical add-ons, 124–125
- Out-of-home advertising (OOH), 121–124
- Owned media, 161
- Packard, Vance, 314
- Paid media, 161
- Palau, Josh, 240, 241
- Paprocki, Joe, 83, 84
- Paraprosdokian/parallelism, 99–100
- Parker, Dorothy, 108
- Partner, ideas
- Partnership, formation, 306–307
- Pascoa, Marcelo, 194
- Paste-Up (Blewett), 314
- Pasteup, work, 11
- Patience, usage, 276–277
- Patterns, campaigns (equivalence), 77–78
- Pauling, Linus, 75
- Pepsi, Kendall Jenner commercial, 35
- “Perception/Reality” Rolling Stone campaign, 26
- Percolate, 201
- Pereira, P.J., 198, 201
- PetSmart ad, 139–140, 140f
- Physical environment, usage, 71
- Picasso, Pablo, 172
- Pick Me (Vonk/Kestin), 268
- Pictures, usage, 65–73
- Pig washing, exercise, 22, 23f
- Pig Washing: The McGuire Four-Step Method, 22
- “Pizza Turnaround, The” (case history), 37
- Platform
- PlayStation ad, 146f
- “Play the City,” 235–236, 236f
- Plymouth ad, 32f
- authoritarian cluelessness, 31
- Poe, Edgar Allan, 12
- Polaroid account, example, 8
- Pop culture engineering, 184
- Pope, Suzanne, 304
- Portable Document File (PDF), viewing orientation, 319
- Porter, Chuck, 170
- Portfolios
- apps, inclusion, 316
- client work, inclusion, 316
- competition, 315
- digital/interactive ideas, 315
- editing, 317
- goods/services, inclusion, 310–311
- media, usage (variety), 308–309
- monstrous ideas, 308
- original voice, 309
- presentation quality, importance, 313–315
- safety, avoidance, 309
- styles, variety, 311–313
- TV commercials, inclusion (consideration), 316–317
- usage, 303
- work search strategy, preparation, 324–325
- Positioning, 8–9
- Positioning: The Battle for Your Mind (Ries/Trout), 44
- Postcards
- Posters, simplicity, 121–123
- Power, Gary, 32
- Pre-ramble
- Pressfield, Steve, 54
- Pricken, Mario, 58, 63
- Pringles ad, example, 256, 257f
- Print, importance, 53
- Problem
- Problem-finding, 149–151
- Problem-solving process, 272
- Procter & Gamble
- Product
- change, 171–172
- client testing, 290
- creation, 19, 171–172
- importance, 182–183
- defense, 297–298
- desire, reasons, 44–45
- information, obtaining, 276
- magic, 43
- mentioning, timing (client input), 297
- positioning, examination, 44
- purchase
- sale, dullness/brilliance (impact), 85
- science, usage (limitations), 292–293
- selling, 18–19
- studying, 100
- testing, 290
- truths, 38
- Productive working hours, identification, 269
- Projects, intimidation, 271–272
- Proof point, creation, 171
- Proofreading, 112
- Prototype, creation, 234
- Provost, Gary, 110
- Public opinion, measurement, 291
- Publisher, digital approach, 199–201
- Punch line, revealing, 100
- Puns, avoidance, 83
- Purchase funnel, 195f, 219
- Pytka, Joe, 63
- “Raccoons” GEICO ad, 258
- Radical Careering (Hogshead), 94
- Radio frequency identification (RFID), 239, 242
- Ramos, Anselmo, 187
- Recklessness, erring, 309
- Redford, Robert, 2
- Reductionism, demonstration, 120f
- Reese, Madhavi, 107
- Reeves, Rosser, 5
- Research
- Résumés, creation/presentation, 323, 327
- ReThink, 77, 169, 171, 188, 204–205
- Rethink, “Deep Dig,” 77
- Rethink the Business of Creativity (Grais/Shepansky/Staples), 56
- Rewriting, importance, 108
- R/GA, 183, 187
- Rick and Morty (Pringles ad), 256, 257f
- Riddle, Todd, 337
- Ries, Al, 8, 44
- Riley, Sean, 258
- RMIT University, 304
- Robinson, Phyllis, 14
- Rock, David, 273
- Rolling Stone
- Rong, 164–173
- Rose, Frank, 33, 142
- Rowling, J.K., 137
- Russell, Bertrand, 278
- Russell, Jay, 76
- Saatchi, Maurice, 115
- Saatchi & Saatchi, 37
- Sales, advertising (impact), 9
- Salesmanship, 11
- Schenck, Ernie, 253
- School for Poetic Communication, 304
- School of Communication Arts 2.0, 304
- School of Visual Arts (NYC), 303
- Schwartz, Rob, 309
- Science
- Scott's Grass Green Screen posting, 205–206, 206f
- Search strategy, 324–325
- Secondary benefits, 28
- Seducing Strangers (Weltman), 130, 268
- See-say ads, 101, 259
- Seneca College, 304, 307, 319, 327
- Sentence length/pacing, variation, 110–111
- Shirky, Clay, 215–216
- Shore, Nick, 20
- Silver, Eric, 19
- Silverstein, Rich, 171
- Simplex Process, 149–150
- Simplicity
- Singer, Isaac, 63
- Sjoenelle, Pelle, 131, 197–198
- Skill set, widening (value), 230
- Skittles ad, example, 173f
- Slickness, avoidance, 284
- Smart code, usage, 241
- Smile in the Mind, A (McAlhone/Stuart), 96, 97
- Smith, Red, 18
- Social campaigns, examples, 221–227
- Social conscience, avoidance, 340
- Social currency
- Social marketing, usage, 211
- Social media
- Social morals, 31
- Social platforms
- Solis, Brian, 179
- Sony ad, example, 248f
- Souder, William, 6
- SparkFun, 238
- Speech
- Speed of the Get, 115–116
- Spencer, William, 230
- Spotify, listener data usage, 203
- Square (drawing), content (insertion), 83–85
- Squarespace, usage, 317
- “Starch Readership Numbers,” 8
- Starkman, Aaron, 205
- Steele, John, 39
- Stegner, Wallace, 111
- Stevenson, Robert Louis, 119
- Stories
- Story (McKee), 129
- Storytelling, 129, 187, 296
- Strategic thinking, ability (demonstration), 331
- Strategist (role), 38
- Strategy, 46–47
- Stuart, David, 96, 97
- Stupidity, cessation, 25–26
- Style, avoidance, 73
- Subconscious, impact, 63
- Sublime, term (usage), 314
- Substance, focus, 73
- Sussex Safer Roads Partnership, imagery (example), 250–251, 251f
- Swan, Greg, 221, 223
- Swiggy food-delivery service app, 244–245, 245f
- Symbols, usage, 60f
- TAB cola, introduction, 239–240, 240f
- Tagline, crafting, 112–113, 122
- Talent Zoo, 305
- Talking, writing (comparison), 104–106
- TBWA/Chiat, 309
- TBWA/Chiat/Day, 346
- TBWA/Hakuhodo, 243–244
- Teagle, Andrew, 48
- Television
- Tensions, 131–132
- “Think small” (Volkswagen), 6, 7f, 54
- This Is Advertising (Williams), 232
- This versus that, 133–134
- advertising structure, 225f
- Thompson, Charles, 274
- Thumbnails, usage, 84f
- Time
- Tired Old Visuals, 67
- example, 68f
- Toddler Socratic Method (Monahan), 154
- Tortured creative person, myth, 270
- Toscano, Joe, 234
- Tourism Australia (web app), 243–244
- Tran, Quynh, 307
- Trigger, connection, 170
- Troiano, Mike, 35, 290
- Trout, Jack, 8, 44
- Truth
- T-shaped, term (usage), 229–230
- Tucker, Adam, 113
- Tuition, affordability (decision), 303–305
- Twitchell, James, 347
- Twix campaign, conflict, 134
- Valley of Low-Hanging Fruit, 64–65, 67, 271
- Value proposition, 28
- Vandalism, 162
- VCU Brand Center, 212
- Velcro approach, 216
- Verbal metaphors, success, 70f
- Video
- Virgin Australia Airlines, 198–199
- advertising idea, avoidance, 199f
- Virginia Commonwealth University Brandcenter (VCU Brandcenter), 303, 316
- Virginia Holocaust Museum, 312, 312f
- Virtual reality (VR), 231, 238
- Visual clichés, avoidance, 67
- Visuals
- Voice
- Voice of Authority, 31
- death, 33
- Volkswagen, 6
- Volvo ads, examples, 252–253, 252f, 253f
- Vonk, Nancy, 303
- Wakeman, Frederick, 3
- Wallace, Dave, 315
- Want Makers, The (Destiny), 20
- Ward, John, 9
- War of Art, The (Pressfield), 54
- Watford Course (West Herts College), 304
- Web-based apps, usage, 243–245
- Web content, keyword stuffing, 217
- Webflow, usage, 317
- Website
- 2D campaigns, 321
- About Me section, writing, 320
- body copy, inclusion, 318
- campaign
- creation, 317–323
- landing page, appearance, 319f
- name/job title, positioning, 320
- Portable Document File (PDF), viewing orientation, 319
- speed/clarity, 318–319
- videos, usage (caution), 322–323
- visit, reason, 325
- work, appearance (order), 321–322
- Welles, Orson, 164
- Wells, H.G., 274, 287
- Weltman, Josh, 130, 268
- Wendy's ad, 142–143, 143f
- Whatever Happened to Madison Avenue (Mayer), 1
- Whipple commercials
- problem, 4–5
- Whipple commercials, airing, 3
- “White bull” (Hemingway), 54
- Whitener, Wes, 157
- White space, dimensions, 53
- Wieden, Dan, 26, 64, 149, 277
- Wieden+Kennedy, 106, 184, 230, 309, 313
- Williams, Eliza, 232
- Wilson, Dick, 2
- Winmo, usage, 327
- Wireframe, making, 234
- Wit, participation invitation, 96
- Wix, usage, 317–318
- W+K, 149
- Word list, creation, 55, 83
- Wordpress, usage, 317
- Work, 75–76, 308–317
- WOW factor, 214
- Wright, Steven, 96
- Writers
- Writing
- Xaviers Institute of Communication, 304
- Zeldman, Jeffrey, 218
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