Hey, Whipple, Squeeze This: A Guide to Creating Great Advertising (Adweek Magazine Series)
$10.62
Insights that are getting long in the tooth. - Luke Sullivan s tome to advertising is entertaining but showing it s age. While fun and crafted in small bites for the attention-deficit crowd, Hey Whipple... presents a rather limited approach to crafting ideas given the mash-up nature of the current media and creativity paradigm. The chapter on clients is enough to make aspiring art directors and copywriters take up a Hatfield/McCoys posture before they even cash their first pay check (see Mad Men ). People, brands and the many relationships that exist between them are not given the amount of attention they deserve and the nature of ideas that create and extend brand experiences in today s multi-platform communications environment need more than the update and revisions that are in evidence here. The us against the world attitude and the how-to suggestions certainly make for a breezy, fun read but lack the real substance required in today s marketplace. Sadly, what was once a must read has become more time-capsule than timely.
Hey Sullivan - After more than 45 years in the agency business I feel very qualified to say Sullivan, you are full of crap, an idiot, stupid and brilliant. You pick the order.I have read way more than my share of advertising books and management books and this one is a tough slog through one man s opinion about a complex process. What you don t understand about smart research is legion. What you espouse about agency life proves you have no idea what the real world of advertising is like. You have a lovely and accurate view of the myopics for New York agencies and clients and processes and even though you now call Austin home you have never really worked in the world of small agencies, smaller clients. And it shows.Of course that doesn t make you a bad guy or some of your opinions to silly to count - after all I did say your were at times brilliant - but it does mean you need to warn the unwary. Naive readers might actually think you know what you are talking about on all subjects!Burke proved if you put the advertisers name in the first few seconds of a commercial it has a better chance of being remembered than if you wait until the end. Should every ad the start with a logo .. of course not but have a good reason for not doing it. You don t say that.Account Planning is NOT an advertising tool it is a advertising agency management tool. Shame on you for not knowing that and discussing it.Qualitative research can lead the way .. if .. it is conducted by smart people and not pure researchers. You don t say that.I judge numerous AD Shows every year and while a ton of your examples are great most of your own work doesn t cut it.Sorry Sully. You book was a disappointment to me.donbrownbrownchild ltd incdon.brown@brownchild.com
It just gets better - I already reviewed the first edition of Whipple here in 2001. The third edition is even softer and more absorbent. The two new chapters add to its value- and are so entertainingly written that I even stayed awake for the bit about short-form versus long-form DRTV. (The new media chapter merits a book in itself though- why not go for it, Luke?) Meanwhile this book comfortably retains the title of the best all-round book on the business. Thanks again.