Picture credits

Chapter 1

p.10 The Economist, www.economist.com. AMV BBDO, www.amvbbdo.com.

p.12 NHS, www.nhs.uk. Design by Lucid Design Ltd. Copy: Gabrielle Teague. © NPSA.

p.15 Agency: M&C Saatchi, Melbourne, www.mcsaatchi.com.au. Creative: Steve Crawford. Creative director: Murray Bransgrove. Head of art: Rebecca Hannah. Art director: Doogie Chapman. Photographer: Christopher Tovo. Client: Australia Post, www.aupost.com.au.

p.16 Writers: Rob Mitchell and John Simmons, The Writer, www.thewriter.co.uk. Design: 3 © Hutchinson 3G Ltd.

Chapter 2

p.27 Axel Albin and Josh Kamler, www.languageincommon.com.

pp.28–9 The Richard Group, www.richards.com. Creative director: Glenn Dady. Art director: Jimmy Bonner. Writer: Rob Baker. Photographer: Andy Anderson. Client: Go RVing.

p.31 Universal/The Kobal Collection.

p.32 Miles Calcraft Briginshaw Duffy, www.mcbd.co.uk. Creative directors: Paul Briginshaw and Malcolm Duffy. Art director: Jeremy Carr. Copywriter: Jeremy Carr. Typographer: Kerry Roper. Art buyer: Amanda Robertson.

Chapter 3

p.38 Carmichael Lynch, www.clynch.com. www.porsche.com. Simon Stock Photography Ltd.

p.41 Leo Burnett USA Inc., www.leoburnett.com. www.greenpeace.org. Courtesy of Greenpeace.

p.44 www.motherlondon.com. www.boots.com.

pp.50–1 Design and layout: Irving Designs. Illustrations: Adrian Johnson. Copywriting: Toby Ingram. Concept and direction: Harry Cragoe and Gregor Sokalski. Clever Wally’s, www.cleverwallys.com.

pp.52–4 Alzheimer’s Association, Greater Illinios. www.ddb.com.

p.56 www.ogilvy.com. Photographer: Rankin, www.rankin.co.uk.

p.61 Diane Sinnott, www.dianesinnott.com. Client: Intechra.

pp.63–4 Amnesty International. Writer: Nick Holmes, Different Kettle, www.differentkettle.com. Art director: Dave Sturdy. Amnesty marketing team: Matthew Beard, Sonya Burke, Alistair Bagg.

p.66 Steve Wexler, www.wexdirect.com.

Chapter 4

p.69 Martin Knox, www.mknox.co.uk.

p.70 Household, www.household-design.com. Head of brand: Amanda Clift. Client: Currys.

p.74 Copywriter: Meredith Mathews. Senior art director: Jim Brooks. Half Price Books, www.halfpricebooks.com.

p.76–7 Copy: Dan Germain. Design: Kat Linger. © Innocent, www.innocentdrinks.co.uk.

p.83 Adams Fairacre Farms, www.adamsfarms.com. Marketing director: William Lessner. Artist/copywriter: Vicki Frank.

p.84 Concept: Lee Newham and Adrian Whitefoord, www.p-and-w.com. Words: Anelia Varela, The Writer, www.thewriter.co.uk. Client: Loseley Ice Cream.

p.90 Method, www.methodhome.com. Industrial designer: Josh Handy. Graphic designer: Stefanie Hermsdorf.

p.92–4 Pret A Manger, www.pret.com. Co-founder: Julian Metcalfe. Commercial director: Simon Hargraves. Head of communications: Jay Chapman. Marketing communications agency: Fox Murphy, www.foxmurphy.com.

Chapter 5

p.98 Wickes, www.wickes.co.uk.

p.102–3 Howies, www.howies.co.uk.

p.104 Patagonia, www.patagonia.com. Copy: Vincent Stanley. Photos: Glenn Denny.

p.106 Design: Jupiter Design, www.jupitercreative.co.uk. Client: Boots.

p.111 Palümba, www.palumba.com. www.camdenrose.com. All text and photos are the work of Jason Gold, Mickey Dean, and Judy Alexander.

p.115 MacKenzie Childs, www.mackenzie-childs.com. Copywriters: Jennifer Ellsworthy and Pleasant Rowland. Designer: Myland McGevey. Graphics coordinator: Beth Colvin. Photographer: Rudy Hellman.

p.117 FatFace, www.fatface.com. Photographer: Zed Nelson.

p.122 The Territory Ahead, www.territoryahead.com.

p.124 Argos, www.argos.co.uk. Creative direction: Sunita Yeomans, Argos Head of Design. Front cover: The Core. How to shop icons: Taxi Studio. Wow roundel: Argos Creative Team.

Chapter 6

p.128 Met Office, www.metoffice.gov.uk. Senior editor: Sarah Tempest, Met Office. Copywriter: Simon Jones, Ink Copywriters. Joint managing & design director: Ian Robson. Project manager: Robson Dowry. Senior design associate: Tony Grady. Images and design: Robson Dowry.

p.131 Courtesy British Airways, www.britishairways.com. Photography: Warren Potter.

pp.136–7 Fairmont Hotels & Resorts, www.fairmont.com. Morris Visitor Publications.

p.139 © American Medical Association, www.ama-assn.org. AMA copywriter: Randy Liss. Editor: Conan Kisor. Photographer: William Thomas Cain. Art director: Dan Fox. American Medical Association. Used with permission.

pp.142–3 Lush writer: Sarah McCartney, www.littlemax.co.uk. Designers: Reena Matharu and Michelle Leahy. © Lush, www.lush.co.uk.

p.145 The Crescent, Pearson Education, www.pearsoned.com.

p.146 Boots company magazine, www.boots.co.uk.

pp.152–5 www.landrover.co.uk. Redwood Publishing, www.redwoodgroup.net.

p.156 Kodak, www.kodak.com.

Chapter 7

p.160 Legal and General, www.legalandgeneralgroup.com.

p.161 Catherine Toole, www.stickycontent.com. Energy Saving Trust, www.energysavingtrust.org.uk.

p.166 The Motley Fool, www.fool.com.

p.168 Creative director: Vincent Romeo, Romeo Empire Design, www.romeoempire.com. Product manager, mobile downloads: Heather L. Wright, The Weather Channel, www.weather.com.

p.171 Catherine Toole, www.stickycontent.com. Fortune Cookie, www.fortunecookie.co.uk.

p.172 Catherine Toole, www.stickycontent.com. Aon, www.aon.com. Site designed by Sonaa, www.sonaa.co.uk.

p.175 www.bldgblog.blogspot.com.

p.178 Broad Stripe Butchers, www.fairfaxmeadow.co.uk, Created by Jupiter Design, www.jupitercreative.co.uk.

p.180 Daily Candy, www.dailycandy.com. Editor-at-large: Dannielle Kyrillos.

Chapter 8

p.185 Agency: Liquid Agency, www.liquidagency.com. Chief creative officer: Alfredo Muccino. Designer: Joshua Swanbeck.

p.187 John Simmons, The Writer, www.thewriter.co.uk. www.ila-spa.com.

p.190 Steve Manning, www.igorinternational.com.

p.193 Creative director: Paul Owen, Heavenly, www.heavenly.co.uk. Strategy director: Nick Sunderland, Heavenly Account director: Sara Weston, Heavenly. Marketing director: Mike McKibbin, ESPN EMEA.

p.194 Vertebrae Agency, www.vertebrae.us. Creative director: Jim Allsopp. Art director: Aimee Kilmer. Brand strategist: Aimee Kilmer. VegNews magazine. Publisher/editor-in-chief: Joseph Connelly. Associate publisher: Colleen Holland.

p.198 Vertebrae Agency, www.vertebrae.us. Design director & partner: Aimee Kilmer. Creative director & partner: Jim Allsopp. Brand stategist & partner: Alison Kilmer. Photographer: Scott Beale/Laughing Squid. Ritual Coffee, www.ritualroasters.com.

p.201 Story Worldwide, www.storyworldwide.com. Designers: Graham Sturt, Steffen List, Ross Timms, Wee Bing Tan.

p.206 Agency: Elmwood. Designer: Kevin Blackburn. Account handler: Jonathan Sands. Copywriter: Roger Horberry, www.alp-associates.com. Client: Serious Waste Management, www.weareserious.co.uk.

p.208 Agency: Liquid Agency, www.liquidagency.com. Creative director: Alfredo Muccino. Writer: Alfredo Muccino. Designer: Justin Vandeberghe. Client: Olive, www.olive.us.