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T H E A R T O F W R I T I N G
ADVERTISING
Conversations with Masters of the Craft.
William Bernbach • Leo Burnett
George G...
HI!
I WRITE ABOUT MARKETING/BRANDING FOR HONIGMAN
MEDIA AND IDEON
AND TEACH DIGITAL MARKETING AT GENERAL ASSEMBLY
I’M JOE
...
In 1965 Dennis Higgins, the Senior Editor of Ad Age
Magazine went around Madison Avenue and asked
five advertising giants ...
The following presentation
provides a short summary of
Whattheysaid.
Wantthefullstory?
Get the fantastic book for even
more vintage advertising
wisdom!
CLICK HERE!
1.BillBernbach
Co-founder of Doyle Dane Bernbach, the agency
that pioneered advertising’s “creative revolution.”
Produced ...
ButIcan't.
IwishIcouldgivean
equation,sothatallyou
havetodoisfollowit.
Wewonderedwhethertheadvertisingcommunity
waslovedbytheAmericanpeople.
We’renotevenhated!
Theyignoreus.
“
“Oneofthedisadvantagesofdoingeverything
mathematically,byresearchandbymandate,isthat
afterawhile,everybodydoesitinthesamew...
stillaproblemtoday…
theseareallgood,butalllookthesame!
“Youmusthave
inventiveness
butitmustbe
disciplined.”
Bernbach emphasizes over and
over that advertising that is not
differ...
“Everythingyouwrite,everythingonapage,every
word,everygraphicsymbol,everyshadow,should
furtherthemessageyou’retryingtoconv...
2.LeoBurnett
Founder of his eponymous agency, Leo Burnett
Worldwide. Mastermind behind such iconic
figures as the Marlboro...
“Alwaysstressthe
inherentdrama
ofthingsbecausethere’s
almostalways
somethingthere.”
Burnett had the idea to shoot this
mea...
“Ihaveafolderonmydesk–
andit’sgettingbiggerallthe
time.WheneverIheara
phraseinconversationorany
place,whichstrikesmeas
bei...
“Ihaveafolderonmydesk–
andit’sgettingbiggerallthe
time.WheneverIheara
phrasein conversationorany
placewhichstrikesmeas
bei...
3.GeorgeGribbin
Chairman of famed advertising agency Young &
Rubicam and company mastermind of landmark
campaigns such as ...
Awriter
shouldbe
joyous,an
optimist…
“Centraltogoodwritingofadvertisingisan
understandingofpeople,aninsightintothem,a
sympathytowardthem.
[Afteryouwriteanad]
Askyourself: Willtheheadlinemakeyouwanttoread
thefirstlineofcopy,andwillthefirstsentencemake
youwantto...
Ever the master of the
headline, this institutional
ad for Young and
Rubicam certainly
passes Gribbin’s self-
imposed test...
4.DavidOgilvy
Widely hailed as the “Father of Advertising,” Ogilvy
championed a precise style that birthed famous ads
for ...
“Ididalotofwork
thatwasoriginal.
Ididn’tknow
enoughtobe
unoriginal.”
“A lot of copywriters
think they’re good judges
of their own work.
I know I’m not.”
Ogilvy intimates that when
he wrote th...
“If you have all the research, all the ground rules, all the
directives, all the data – it doesn’t mean the ad is written…...
5.RosserReeves
Early trailblazer of television advertising and inspiration
for Mad Men’s Don Draper, he famously coined M&...
EnduringLegacy
Arecent study by Texas
Tech found that Rosser
Reeves’slogan for M&M’s
“Melts in your Mouth, Not in
your Han...
“Perhaps it could have been phrased 15 other
ways, but the idea for the campaign (that these
candies do not melt because o...
“Let’s say your sales are tanking. Now what do
you want from me? Fine writing?
Or do you want to see the goddamned sales
c...
The public doesn’t… the public
either acts or it doesn’t.
Only advertising men hold seminars and judge advertising.
Hope you enjoyed this summary.
Happywriting!
JoeGelman.com
Follow WriteMe Connect
THANKS FOR READING!
KEEPINTOUCH!
The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)
The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)
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The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)

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Keeping up with all the various innovations in marketing is certainly important, but its crucial not to forget that some core truths never change.

I took the time to summarize one of my favorite books, The Art of Writing Advertising by Dennis Higgins and distill the vital, evergreen lessons for your modern enjoyment.

Happy writing and hope you learn something.

EMAIL: Jig813@gmail.com
TWITTER: twitter.com/JoeandTell
LINKEDIN: linkedin.com/in/josephgelman

Published in: Marketing
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The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)

  1. T H E A R T O F W R I T I N G ADVERTISING Conversations with Masters of the Craft. William Bernbach • Leo Burnett George Gribbin • David Ogilvy •Rosser Reeves A REDUX FOR THE MODERN AGE
  2. HI! I WRITE ABOUT MARKETING/BRANDING FOR HONIGMAN MEDIA AND IDEON AND TEACH DIGITAL MARKETING AT GENERAL ASSEMBLY I’M JOE GELMAN
  3. In 1965 Dennis Higgins, the Senior Editor of Ad Age Magazine went around Madison Avenue and asked five advertising giants what they thought it takes to Writeagreatad.
  4. The following presentation provides a short summary of Whattheysaid.
  5. Wantthefullstory? Get the fantastic book for even more vintage advertising wisdom! CLICK HERE!
  6. 1.BillBernbach Co-founder of Doyle Dane Bernbach, the agency that pioneered advertising’s “creative revolution.” Produced landmark campaigns for VW and AVIS.
  7. ButIcan't. IwishIcouldgivean equation,sothatallyou havetodoisfollowit.
  8. Wewonderedwhethertheadvertisingcommunity waslovedbytheAmericanpeople. We’renotevenhated! Theyignoreus. “
  9. “Oneofthedisadvantagesofdoingeverything mathematically,byresearchandbymandate,isthat afterawhile,everybodydoesitinthesameway.”
  10. stillaproblemtoday… theseareallgood,butalllookthesame!
  11. “Youmusthave inventiveness butitmustbe disciplined.” Bernbach emphasizes over and over that advertising that is not different doesn’t get looked at. This restrained inventiveness is on fine display in this legendarily striking campaign for Levy’s Jewish Rye
  12. “Everythingyouwrite,everythingonapage,every word,everygraphicsymbol,everyshadow,should furtherthemessageyou’retryingtoconvey.”
  13. 2.LeoBurnett Founder of his eponymous agency, Leo Burnett Worldwide. Mastermind behind such iconic figures as the Marlboro Man and Tony the Tiger.
  14. “Alwaysstressthe inherentdrama ofthingsbecausethere’s almostalways somethingthere.” Burnett had the idea to shoot this meat on a bright red background to emphasize the inherent dramatic qualities in the product.
  15. “Ihaveafolderonmydesk– andit’sgettingbiggerallthe time.WheneverIheara phraseinconversationorany place,whichstrikesmeas beingparticularlyaptin expressingandidea,Iscribble itdownandstickitinthere.
  16. “Ihaveafolderonmydesk– andit’sgettingbiggerallthe time.WheneverIheara phrasein conversationorany placewhichstrikesmeas beingparticularlyaptin expressingandidea,Iscribble itdownandstickitinthere. Leowould’ve beenallabout Pinterest!
  17. 3.GeorgeGribbin Chairman of famed advertising agency Young & Rubicam and company mastermind of landmark campaigns such as Ohrbach’s.
  18. Awriter shouldbe joyous,an optimist…
  19. “Centraltogoodwritingofadvertisingisan understandingofpeople,aninsightintothem,a sympathytowardthem.
  20. [Afteryouwriteanad] Askyourself: Willtheheadlinemakeyouwanttoread thefirstlineofcopy,andwillthefirstsentencemake youwanttoreadthesecondsentence? Yougostraightthroughthecopy. Itoughttobethelastwordwhenthereader wantstodropoff. “
  21. Ever the master of the headline, this institutional ad for Young and Rubicam certainly passes Gribbin’s self- imposed test. Even today. Wannareadon?
  22. 4.DavidOgilvy Widely hailed as the “Father of Advertising,” Ogilvy championed a precise style that birthed famous ads for Rolls Royce and Schweppes.
  23. “Ididalotofwork thatwasoriginal. Ididn’tknow enoughtobe unoriginal.”
  24. “A lot of copywriters think they’re good judges of their own work. I know I’m not.” Ogilvy intimates that when he wrote this ad for Rolls Royce (among the most famous of all time) he wrote “26 different headlines for it and then got half a dozen other writers to go over them and choose the best one.” If he needed a second opinion you certainly do.
  25. “If you have all the research, all the ground rules, all the directives, all the data – it doesn’t mean the ad is written… Then you’ve got to close the door and write something –  that is the moment of truth.”
  26. 5.RosserReeves Early trailblazer of television advertising and inspiration for Mad Men’s Don Draper, he famously coined M&M’s “Melts in your Mouth, Not in your Hands.”
  27. EnduringLegacy Arecent study by Texas Tech found that Rosser Reeves’slogan for M&M’s “Melts in your Mouth, Not in your Hands.” was the most liked slogan of all time.
  28. “Perhaps it could have been phrased 15 other ways, but the idea for the campaign (that these candies do not melt because of the sugar shell) was the easiest thing in the world because it was inherent in the product.”
  29. “Let’s say your sales are tanking. Now what do you want from me? Fine writing? Or do you want to see the goddamned sales curve stop moving down and start moving up?
  30. The public doesn’t… the public either acts or it doesn’t. Only advertising men hold seminars and judge advertising.
  31. Hope you enjoyed this summary. Happywriting!
  32. JoeGelman.com Follow WriteMe Connect THANKS FOR READING! KEEPINTOUCH!

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