SUGGESTED READING

There are many, many books that aim to teach you how to create great advertising; far too many to list here.

If you are interested in reading more about the specific subject matter of this book—the skills needed to be successful as a creative above and beyond creating great ads—there are no books other than this one that deal exclusively with that subject, though there is quite a bit of relevant material in the excellent Hey Whipple, Squeeze This, by Luke Sullivan, specifically Chapter 8 (The enemies of advertising) and Chapter 9 (Presenting and protecting your work). However, most of the writing that goes beyond ‘how to write adverts’ is to be found on the internet.

I would humbly recommend my own blog Scamp (scampblog.blogspot.com), a dubiously useful advertising digest, but which does contain a collection of tips for young creatives.

Far better than my blog is that written by Dave Trott, co-founder of famous-in-the-80s British ad agency Gold Greenlees Trott, and currently running Chick Smith Trott. Dave Trott’s blog (cstadvertising.com/blog) is a daily masterclass in the attitudes and behaviors that lead to success for creative people.

Someone called Alex Bogusky has also started a blog. Very, very interesting stuff. If you don’t know it already, the web address is http://alexbogusky.posterous.com/.

I also recommend reading about how the world’s top creatives approach the job, in their own words. There is an excellent series of creative profiles at Creativity magazine (creativity-online.com; the interviews are in their ‘Creative Culture’ section), and at ihaveanidea.org.

In addition to acquainting yourself with the thoughts of the industry’s leaders, I also think it’s tremendously useful to know what’s happening down in the trenches. There are several blogs written by young creative teams trying to break into the business, which are full of stories about how to approach placements, how to get in to see creative directors, and the like. The best known in the UK at the time of writing is Creative in London (creativeinlondon.blogspot.com) by Jai & Wal. However, by the time you read this, they will most likely have a job, and won’t be blogging about how to get a job any more. But someone else will be.

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