INDEX

A

Abbott, David 6, 44, 46

above-the-line advertising 29, 30, 99, 152

account handlers 52–3, 60, 74–7, 118, 151, 152

agencies

bad agencies 33, 100, 102, 105, 116

salary issues 33, 99–100, 102, 103

starting/closing 28, 47, 129, 141–3, 146, 147

types of 28, 29, 152

Allen-Perry, Deb 149

ambient ads 17, 152

animatics 60, 61, 152

Arden, Paul

(Saatchi & Saatchi) 116, 137

art directors (ADs)

copywriters compared 12, 15, 123, 124

in partnerships 15, 39, 41, 42, 123, 124, 129, 151

qualities 12, 15, 123, 124–5

awards 27, 29, 64, 93, 94, 97–8, 128, 139, 145

B

Barker, Larry (DDB London) 75

Barrett, Jamie (Goodby Silverstein) 60, 134

Barrie, Bob (Fallon) 102

Beattie, Trevor (Beattie McGuinness Bungay) 126–9

Belford, Paul 56, 86, 87, 140

below-the-line advertising 29, 30, 152

Benjamin, Jeff (Crispin Porter + Bogusky) 64–7

Bernbach, Bill (DDB) 38, 61, 118, 124

Birdwhistell, Ray 116

Bogusky, Alex 56

books see portfolios briefs 21, 23, 78–9, 90–1, 92, 105, 119, 152

Buffett, Warren 44

Burke, Paul 149

C

Campbell, Walter (AMV. BBDO) 39, 52

Cannes Lions International Advertising Festival 27, 33, 64, 93, 94, 97, 98, 114

Carey, Peter 148

Carty, Tom (AMV.BBDO) 39, 52

chip shop ads see ‘scam’ ads Christie, Neil (Wieden & Kennedy) 77

clients 43, 54, 55, 56, 118, 119, 127

commercials 29, 30, 48, 56, 60–1, 71–3, 91–2

Cooper, James (Dare) 54, 133

copywriters

art directors compared 12, 15, 123, 124

in partnerships 15, 39, 41, 42, 123, 124, 129, 151

qualities 12, 15, 122–3, 125

Cox, Tony (BMP) 136

Craigen, Jeremy (DDB London) 26–7, 51

creative directors (CDs)

becoming a CD 129, 132–4, 147

intuition 24, 35, 133

presentations 50–1, 65, 83

qualities 32, 35, 81, 82–3, 92, 132–4, 138

relationships 80–3, 118, 122, 132–3, 134, 135

reviews 62, 63, 69, 80, 82

role of 69, 80, 129, 132, 147, 151, 152

see also executive

creative directors

D

D&AD (Design and Art Direction) 26, 27, 97, 98

Davies, Russell (Wieden & Kennedy) 79

DDB London 27, 61, 75

Delaney, Tim (Leagas Delaney) 101

DeLillo, Don 148

Denton, Mark 142, 146, 148

designers 86–7

digital advertising 16, 17, 30, 65

directors 71–3, 85, 145

Droga, David (Droga 5) 6–7, 51, 62

Dye, Dave (Dye Holloway Murray) 85, 135, 137, 142, 143, 146

E

Eastwood, Matt (DDB Australia) 137

Edmonds, Elisa (Ogilvy) 80

Ericsson, Anders 101

executive creative directors (ECDs)

becoming an ECD 135, 147

qualities 115, 135, 136, 140

relationships 135, 136–7, 140

role of 115, 132, 147, 151

salary package 137

F

Fink, Graham (M&C Saatchi) 114, 129

Fraser, Andrew (JWT Sydney) 110

Freakonomics (Levitt and Dubner) 99

Fred & Farid 114, 115

G

Gama, Alexandre (Neogama BBH (Brazil) 111, 122, 141, 143, 146

getting a job

changing jobs see under managing your career and college 7, 15–16, 26, 34, 38, 45, 144

contacting agencies 19–20, 107

fitting in 22, 23, 24–5, 45, 116–17, 119–20

luck, importance of 24, 26, 126

personal attributes 13, 14, 24–5, 26, 34, 64, 126

placements 21–3, 153

portfolios 16, 17–20, 22, 34, 106, 126

salary 33, 100

where to look 28, 29–30, 32, 126

Gill, Nick (BBH) 48

Gladwell, Malcolm 24, 101

‘Good Things Come To Those Who Wait’ campaign 52–3, 97

Goodby, Jeff (Goodby Silverstein) 78

Graf, Gerry (Saatchi & Saatchi) 135

Green, Bill 68, 149

Guinness 52–3, 97

H

Hackworthy, David (The Red Brick Road) 78

Harris, Tim 149

headhunters 20, 38, 104, 107

Hegarty, Sir John 147

Heiss, Flo (Dare) 34–5

Heller, Joseph 148

Hieatt, David 148

Hoffman, Bob (Hoffman/Lewis) 136

Hofmeister 61

Hughes, John 148

Huntington, Richard (Saatchi & Saatchi) 80

I

illustrators 84, 85, 86

Isherwood, Bob 149

J

January, John (Sullivan Higdon & Sink) 56

K

Kassaei, Amir (DDB Germany) 138–9

Kay, Ben 142, 143, 146

Kaye, Tony 148

L

‘Labour Isn’t Working’ campaign 57, 58

Lee, Owen (Farm Communications) 141, 143, 146

Lubars, David (BBDO New York) 80

M

managing your career awards 27, 64, 90, 93, 94, 97–8, 128, 139

briefs and opportunities 90–1, 92, 103

changing jobs 32, 33, 34, 66, 102–4, 128

freelancing 104–7

hours 65, 101

leaving advertising 47, 129, 147, 148–9

media, choice of 91, 92, 145

pitches 96–7, 146

the sack, dealing with 108–9, 128, 137, 147

salary 99–100, 102, 103, 104–5, 107

self-initiated projects 33, 93–6, 145

work/life balance 65, 101, 107

Marmite 61

Mathias, Lorelei 104, 105

Mayle, Peter 99

Meszaros, John (Audi) 60

Molla, Jose (La Comunidad) 141

Morris, Ed 23

Morris, Jim 105, 107

Mother 75

Myers, Richard (Saatchi & Saatchi) 109

N

Niccol, Andrew 148

O

Ogilvy, David 113

O’Keeffe, John (WPP) 97

P

Parker, Alan 148

Parker, Grant (DDB London) 85

partnerships

breaking up 42, 43, 44

finding a partner 15, 16, 38–9, 142

relationships 27, 30, 38, 39–42, 43

PAs (personal assistants) 68–9

Paterson, Ewan  (Clemmow Hornby Inge) 135

photographers 84–6, 151

planners 60, 61, 78–80, 153

portfolios 16, 17–20, 22, 34, 106, 109

posters 13, 25, 57, 90, 92, 93, 98

presentations

body language 52, 57

to clients 50, 54–7, 65, 127

to creative directors 50–1, 65, 83

creatives as presenters 54–5, 65, 126, 138

format 50, 53, 59, 65

material 56, 58, 59

objections 14, 57, 58–9, 111

the preamble 50, 52–3, 56

preparation 56

reference 48, 50, 56, 83

to teams 52–3

timing 50–1

Priest, Ben (Adam & Eve)

142, 143, 146

print ads 26–7, 29, 30, 56, 95

Procter & Gamble 119

project management 69–70

Q

qualities of a creative 12, 26, 34, 44, 64, 126, 138, 144

individuality 7, 25, 26, 114, 118, 119

initiative 13, 25, 118, 139

intuition 12, 13, 141

passion 13, 26, 37, 40, 44, 54, 64, 121, 145

self-belief 6, 44, 57, 110–11, 114–15, 118, 119, 126

time-management 17–18, 46, 118

toughness 14, 62, 63, 118, 126

R

radio ads 29, 30, 92

Reddy, Mark (BBH) 84, 85, 86

Reilly, Rob (Crispin Porter + Bogusky) 134

Reynolds, Simon (Photon Group) 44–7, 114

Rushdie, Salman 148

S

Saatchi & Saatchi 57, 108, 119

‘scam’ ads 33, 93–6, 127, 138, 145, 153

‘scamps’ 48, 124, 153

scripts 48, 50, 52, 53, 60, 61, 72, 73, 153

selling your work

objections, dealing with 14, 57, 58–60, 111

presenting your work see under presentations

rejection, dealing with 14, 20, 60, 62–3, 108–9, 111

research process 60–1, 80

Silburn, Paul (Saatchi & Saatchi) 144–5

‘spec’ campaigns 16, 17, 25, 93, 95–6, 153

Sree, Kash 108

storyboards 48, 60, 61, 153

succeeding as a creative appearance 24–5, 45, 116–17

behavior 118–19

fitting in 119–20

inspiration, finding 66, 112, 129

keep learning 111–12

media profile, raising 46, 114–15, 128, 139

persistence 110–11

personal life 120, 121

socializing 113–14, 119, 120

workspace 7, 119–20

T

T-Mobile 148

Taddeucci, Francesco (The Name) 143

Tanner, Jo (Us) 141, 142, 146

teams 26, 30, 68–73, 74, 84–7, 126, 127, 141–2

see also partnerships Thatcher, Margaret 57, 58

through-the-line advertising 29, 30, 153

Tindall, Justin (The Red Brick Road) 134, 141

traffic department 23, 69–70, 153

Trott, Dave 44

Turton, Nathalie 104, 106

TV ads see commercials typographers 86–7

V

Volkswagen 49, 58, 78

Vonk, Nancy (Ogilvy) 94

W

Waites, Mark (Mother) 119

Watson, Sarah (DDB London) 80

Webster, John 48, 61, 112

Welsh, Simon (BBDO Guerrero) 68

Wieden & Kennedy 101