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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!
“Ihaveafolderonmydesk– andit’sgettingbiggerallthe time.WheneverIheara phraseinconversationorany place,whichstrikesmeas
“Ihaveafolderonmydesk– andit’sgettingbiggerallthe time.WheneverIheara phraseinconversationorany place,whichstrikesmeas
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“Ihaveafolderonmydesk– andit’sgettingbiggerallthe time.WheneverIheara phraseinconversationorany place,whichstrikesmeas The Art of Writing Advertising (Vintage Wisdom from Legendary Mad Men)

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“Ihaveafolderonmydesk–
andit’sgettingbiggerallthe
time.WheneverIheara
phraseinconversationorany
place,whichstrikesmeas
beingparticularlyaptin
expressingandidea,Iscribble
itdownandstickitinthere.

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