8, 10t Waterstones brands; Client: Waterstones; Agency: TBWA, London; Copywriter: Nigel Roberts; Art Director: Paul Belford. 10b “A poster should contain no more than eight words…”; Creatives: Tony Strong & Mike Durban; Agency: AMVBBDO. © The Economist Newspaper Limited, London. 11 Shark (Olympus Mju 790 SW); Client: Olympus; Agency: The Red Brick Road, London; Executive Creative Director: Justin Tindall; Marketing Director: Mark Thackara; Copywriter: Dean Webb; Art Director: Matt Allen. 12 Waitrose Cooks’ Ingredients labels; Client: Waitrose Ltd; Design Group: Lewis Moberly, London; Design Director: Mary Lewis; Designers: Mary Lewis and Christian Stacey; Copywriters: Mary Lewis, Christian Stacey and Ann Marshall; Typographers: Mary Lewis and Ann Marshall. 13 Design: Innocent Drinks. 14 Colgate Maxfresh—Talk with Confidence; Client: Colgate Palmolive; Agency: Prolam Y&R, Santiago, Chile. 16t Various Artists Holding Page; Creative Directors: Adam Rix and Simon Griffin; Copywriter: Simon Griffin; Designer: Adam Rix; Developer: Jono Brain. 16b Copywriter and Designer: Olly Cooper. 17 Hoxton Street Monster Supplies; Design and copywriting: We Made This; Photographs © alistairhall.co.uk. 18 Red Brick Beer: Beer From Around Here; Client: Red Brick Brewing; Agency: 22squared, Atlanta; Creative Directors: Curt Mueller and John Stapleton; Art Directors: Ryan Hoelting, Josh Robinson, and Isvel Rodriguez; Copywriter: Curt Mueller; Designer: Ryan Hoelting; Illustrators: Ryan Hoelting and Isvel Rodriguez; Photographer: Kyle Burdg; Release time: Summer 2009. 19 Manifesto Manifesto; Copywriter: Kim Mok. 20 Slavery Footprint; Client: Call + Response and the US State Department; Agency and Production Company: MUH·TAY·ZIK | HOF·FER, San Francisco and unit9; Executive Creative Director: John Matejczyk; Creative Director: Diko Daghlian; Copywriters: John Matejczyk, Melissa Blaser, Aaron Sanchez, and Mike Gallucci; Art Directors: Diko Daghlian and Omid Rashidi. 21 Real Crisps; Agency: HarrimanSteel, London; Copywriter: Jo Tanner; Designers: Simon Attfield and Nick Steel. 22 Penguin “Chapters” campaign; Client: Penguin Books, Malaysia; Agency: Y&R Singapore; Creative Director: Rowan Chanen; Copywriter: Edward Ong; Art Director: Kirsten Ackland. 24 The Last Place You Want To Go; Client: Dixons Stores Group; Agency: M&C Saatchi London; Creative Directors: Simon Dicketts and Graham Fink; Copywriter: Simon Dicketts; Art Director: Graham Fink. 26 2010 DM Holiday; Client: Dr Martens; Agency: Opolis Design, Portland; Art Director and Copywriter: Dan Richards. 28 LAGO New Mobility; LAGO S.p.A— Project by Diego Paccagnella. 29 Reproduced by kind permission of Pret A Manger. Photograph © Ambernectar 13: www.flickr.com/photos/16036153@N04/5035764242/ 30 “What are you waiting for?”; Agency: M&C Saatchi, London. 31 © BBH, London. 32 Chain stitching; Client: Howies; Agency: Dye Holloway Murray, London; Creative Director, Writer and Art Director: Dave Dye; Photographer: Laurie Haskell. 33 Millets’ “Long List”; Client: Blacks Leisure Group; Agency: Miles Calcraft Briginshaw Duffy, London; Creative team: Emer Stamp & Ben Tollett. 35 Roger Horberry. 36 Big Bang; Client: Rosendorff; Agency: Marketforce, Perth; Copywriter: Tom Wilson; Art Director and Creative Director: Andrew Tinning. 38-39 Barnardo’s “Believe in Children”; Photography: Kiran Master. 40 D&AD Workout brochure; Client: D& Concept and design: Radford Wallis; Copywriting: Mandy Wheeler and Radford Wallis. 41 Google Voice Search Mobile App; BBH London. 42 RNIB “You’re one of the lucky ones.…”; MRM Meteorite, London. 43 “Dear 16-year-old Me”; Evidently. 46, 48 Image Courtesy of The Advertising Archives. 49 Flick My BIC® Special Edition® lighters; Reproduced by kind permission of BIC UK & Ireland. 51 Why Not Associates, London 53t Image Courtesy of The Advertising Archives 53b Reproduced by kind permission of AB InBev UK Limited. 54-55 Squirrel Life; Client: The Royal Parks Foundation; Agency: My Agency, London; Copy: Jason Scott; Design and Art Direction: James Crosby and William Cottam; Creative Direction: Luke White. 56 Rolls Royce. 57 Primi Piatti Wine Bottles; Agency: The Jupiter Drawing Room, Cape Town; Creative Director: Joanne Thomas. 58t “Think Small”; Client: Volkswagen; Agency: Doyle Dane Bernbach, New York. Volkswagen Trademarks and advertisement are used with permission of Volkswagen Group of America, Inc. 58b Nike Air “Jordan 1 Newton 0” © NIKE, Inc.; Agency: Simons Palmer Denton Clemmow & Johnson, London; Creative Directors: Chris Palmer and Mark Denton. 59t Marston’s Pedigree Ashes; Client: Marston’s; Agency: DLKW Lowe, London; Art Director: Richard Prentice; Copywriter: David Adamson; Photographer: Laurie Haskell; Creative Directors: Keith Terry and Jon Elsom; Executive Creative Director: George Prest; Marketing Manager: Des Gallagher. 59b Granny Smiths; Client: Tesco; Advertising Agency: Lowe London; Copywriter: Sam Cartmell; Art Director: Jason Lawes; Photographer: Colin Campbell; Creative Director: Paul Weinberger. 60 Merchants of Attraction; Client: Penhaligon’s; Agency: Dye Holloway Murray; Creative Director: Dave Dye; Copywriter: Fran Leach; Art Director: Christopher Bowsher. 61 PDIP website. Client: Paul Dalling, independent proofreader; Design: Wheatcroft& Copywriter: Nick Asbury. 62 Philco widescreen “It’s a Whole Different Story.” Client: Philco; Agency: Lew’Lara TBWA, Sao Paulo. 63 Dutch Railways Textbus; DDB° Amsterdam. 64 Costa Coffee—“Alarm Goes Off…”; MRM Meteorite, London. 65 © BMIHT British Motor Industry Heritage Trust. 67 “Strut Like a Fish” © NIKE, Inc.; Client: Nike, ACG; Agency: Wieden+ Kennedy Amsterdam; Executive Creative Directors: John Norman and Jeff Kling; Copywriter: Brandon Davis; Art Director: Craig Williams; Art Buyer: Andrew Koningen; Project Manager: Sharon Kwiatkowski. 68t VW Blue Motion and DSG; Client: Volkswagen; Agency: DDB London, UK; Creative team: Graham Hall and Hunter Somerville. 68b Waitrose Fresh Herbs; Client: Waitrose Ltd; Design Group: Lewis Moberly, London; Design Director: Mary Lewis; Designer: Poppy Stedman; Copywriter: Mary Lewis; Typographers: Mary Lewis and Ann Marshall. 69 Musica—“Wanna Be a Rock Star”; Agency: The Jupiter Drawing Room, Cape Town; Creative Director: Joanne Thomas. 70 Breakthrough Breast Cancer—“I’m Sorry London”; MRM Meteorite, London. 72 Lurpak Butter; Agency: Wieden+Kennedy London; Creative Directors: Dan Norris and Ray Shaughnessy; Photographer: Nadege Meriau. 74 Mondadori Portfolio via Getty Images. 76 Politics and the English Language by George Orwell (Penguin Classics, 2013). Cover reproduced with permission from Penguin Books. 77 “We Deliver” ADNAMS; Writer and Art Director: David Dye. 78t © NIKE, Inc. 78b Image Courtesy of The Advertising Archives. 80 MUM DAD IOU. Client: Andrew Warner, Expedia; Advertising Agency: Ogilvy & Mather, London; CCO: Gerry Human; Copywriters and Art Directors: Jon Morgan and Mike Watson. 81 Waldo Pancake greeting cards by Jim Smith. 82 Toyota Yaris “It’s a Car,” reproduced with permission Toyota. 83 TBWAChiatDay. ©Apple Inc. Use with permission. All rights reserved. Apple® and the Apple logo are registered trademark of Apple Inc. 84 BMW X3: World’s Longest Banner; Client: Marc Belcourt, BMW Group; Agency: Cundari, Toronto; Chief Creative officer: Brent Choi; Copywriter: Brian Murray; Art Director: Marcella Coad; Associate CD/Art Director: Raul Garcia; Associate Creative Director: Cory Eisentraut; Account Director: Daryn Sutherland; Flash Designer: John Filleti; Account Managers: Katie Lynn and Devon Enright; Developer: Jonathan Lee; Media: Media Experts (Karel Wegert). 86 Erich Auerbach/Getty Images. 88 © Jen Pedler. 90 Hipster Doofus; Client: Urban Eatery, owner Farzad Fre; Agency: Hunt Adkins, Minneapolis; Creative Director / Writer: Doug Adkins; Art Director: Steve Mitchell. 92 “I Want to Make a Horror Movie”; Client: Canal+; Agency: BETC Paris; Global Creative Director: Stéphane Xiberras; Creative Director: Olivier Apers; Art Directors and Copywriters: Gregory Ferembach and David Troquier; Graphic Design: Les Graphiquants. 93 “Timberland—Tactical Prints”; Client: Timberland; Agency: Leagas Delaney London; Creative Director: Tim Delaney; Art Director: Chris Clarke; Copywriter: Matt Moreland; Photography: John Ross. 95 Paspaley Polo in the City Series; Client: Polo in the City; Agency: M&C Saatchi Sydney; Writer: Andy Flemming; Art Directors: Michael Jones and Salvator Gullifa; Typographer: Michael Tonello; Creative Director: Ben Welsh. 96 Stannah Print—“If YouThought It Was Hard Leaving Home at 18, Try Doing It at 72” Client: Stannah Stairlifts; Agency: Leagas Delaney London; Creative Director: Rob Burleigh; Art Director: Colin Booth; Copywriter: Ben Stilitz; Photography: Kelvin Murray. 97, 98 “I’ve Just Split Up” and “I’m Hungover” from the “Create Your Own Collection” campaign; Client: Tate Britain; Agency: Fallon London; Copywriter and Art Director: Juan Cabral. 99 Adopt a New Life; Client: Toronto Humane Society; Agency: Leo Burnett Toronto; Art Directors: Anthony Chelvanathan and Monique Kelley; Copywriter: Steve Persico; Creative Directors: Israel Diaz and Judy John. 102 Morphart Creation/ Shutterstock. 105 Attention All Shipping tea towels and oven mitt; written by Roger Horberry, designed by The Workshop for Nick Munro and RNLI. 106 Pastiche Playbill; Client: University of Lincoln, Creative Advertising Degree Show 2009; Art director: Mike Belton and Luke Buxton; Copywriters: Gyles Lingwood and Anys Brown. 107t AP/Press Association Images. 107b Design: Innocent Drinks. 108 Copywriter: John Simmons; Illustrator: Robin Heighway-Bury. Reproduced by kind permission of Diageo. 109 Back to Work—Iron; Client: Honda UK; Agency: Wieden+Kennedy London; Creative Directors: Tony Davidson and Kim Papworth; Art Director: Fabian Berglund; Copywriter: Ida Gronblom; Photographer: David Sykes. 110-111 GRRRR; Client: Honda, UK; Agency: Wieden + Kennedy London; Creative Directors: Tony Davidson & Kim Papworth; Art Directors & Copywriters: Michael Russoff, Sean Thompson, Richard Russell; DIRECTED BY SMITH & FOULKES @ NEXUS PRODUCTIONS. 116, 117 Image Courtesy of The Advertising Archives. 118t Vespa “Our Ride” Print campaign; Client: Piaggio; Agency: Ace Saatchi & Saatchi Manila; Executive Creative Directors: Andrew Petch and Raoul Floresca; Copywriters: Tony Sarmiento and Bogey Bernardo; Art Directors: Biboy Royong and Gelo Lico; Final Artist: Rod Alonzo; Print Producers: Dennis Obien and Rodel Quitain. 118b Specsavers Long Copy “I Saw You on the 16.51 from Finsbury Park to Brixton…”; Creative team: Naomi Bishop, Catherine Thomas, and Xara Higgs at Specsavers Creative. 120 Mercedes Stories in Oil; Client: Mercedes-Benz Trucks; Advertising Agency: BBDO Stuttgart. Copywriters: Wolf-Peter Camphausen, Armin Jochum, Achim Szymanski, and Friedrich Tromm; Art Director: Sebastian Gaissert; Client Marketing Manager: Sascha Thieme. 122 Philip and Karen Smith/Getty Images. 125l Reproduced by kind permission of AB InBev UK Limited. 125r © BMW Group. 126 TBWAChiatDay. ©Apple Inc. Use with permission. All rights reserved. Apple® and the Apple logo are registered trademark of Apple Inc. 128-129 © BBH, London/British Airways. 133 Foundation Querini Stampalia Onlus, Venice. 134 “X” of people; Halifax Bank. 135l Chris Rank/Bloomberg via Getty Images. 135r Rob Wilson/Shutterstock. 138 Joey Boylan/Getty Images. 140t Raising the Roof—Nothing But Potential; Client: Raising The Roof; Agency: Leo Burnett Toronto; Chief Creative Officer: Judy John; Creative Directos: Judy John and Lisa Greenberg; Copywriter: Steve Persico; Art Director: Anthony Chelvanathan; Print Producers: Gladys Bachand and Kim Burchiel; Account Director: Natasha Dagenais; Art Buyer: Leila Courey; Planners: Brent Nelsen and Ian Westworth; Photographer: Anthony Chelvanathan. 140b Reproduced by kind permission of Thomas Erdelyi. 141 Save Troy Library; Leo Burnett Detroit; Writer: Peter McHugh. 142 Run Yourself Ugly Brochure © NIKE, Inc.; Client: Nike Australia; Agency: Publicis Mojo, Australia; Copywriters: Alex Derwin and Darren Spiller; Art Director: Tony Haigh; Creative Director: Darren Spiller; Designer and Typographer: Niels Nolta; Photographer: Adrian Cooke. 143t “Great Minds Like a Think”; Creatives: Tony Strong & Mike Durban; Agency: AMVBBDO. © The Economist Newspaper Limited, London. 143b UHU Glue—Best Use; Agency: Y&R Singapore; Copywriter & Art Director: Ted Royer; Creative Director: Rowan Chanen. 145t I Am; Client: Illamasqua; Agency: Propaganda; Creative Director: Mark Williams; Art Director: Ben Bateson; Copywriter: Simon Griffin; Designer: Craig Hill; Account Director: Natalie Hargreaves. 145b Waterloo Gin ads/posters; Proof Advertising, Austin; Art Director: Rob Story; Writer: Kathy Farley; Typography: Jon Contino; Creative Director: Craig Mikes. 146t “Leader’s Digest”; Creative: Aaron Adler; Agency: AMV BBDO. © The Economist Newspaper Limited, London. 146b SNBTS “Crash” and “Broken Waters”; Client: Scottish National Blood Transfusion Service; Agency: The Bridge, Glasgow; Art Director: Simon Parker; Copywriter: Ali Taylor. 147 Stamp; Client: Honda UK; Agency; Wieden+Kennedy London; Creative Directors: Tony Davidson and Kim Papworth; Art Directors: Chris Groom and Sean Thompson; Copywriters: Sean Thompson and Richard Russell; Photographer: Guido Mocafico. 149t Reproduced by kind permission of Bloomsberry & Co. Limited, New Zealand. 149b “Trump Donald”; Team behind the campaign: Agency: Ogilvy & Mather Malaysia/RedCard Singapore; Copywriter: Kenneth Yu; Art Director: Johnnie Tey; Executive Creative Director: Daniel Comar; Client Service: Robert Doswell and David Mayo. 150 Bisto Gravy—Shared Pledge; Client: RHM Foods; Agency: McCann Erickson, London. 152 © Metro Trains Melbourne, Dumb Ways to Die ™. 153 Are You Dead? Client: Lothian and Borders Fire and Rescue Service; Agency: The Union, Edinburgh; Art Director: Gordon Quinn; Copywriter: Adam Smith. 154 Maximidia Seminars; Client: Meio & Mensagem; Agency: Moma Propaganda, Sao Paulo; Creative Director: Rodolfo Sampaio; Copywriter: Adriano Matos; Art Director: Marco Martins; Assistant Art Director: Fernando Lyra; Illustrator: 6b Estúdio; Account Managers: Izabella Vilaça, Luciana Linares, Tomáz Espírito Santo; Approval: Maria Laura Nicotero, Salles Neto, Lilian Calábria. 155 Research; Client: Timex; Agency: Fallon McElligott, London. Copywriter: Andy McLeod; Art director: Richard Flintham. 156 “Expert” and “Gee thanks”; Client: Enable Scotland; Agency: The Union, Edinburgh; Art Director: Ruth Yee; Copywriter: Stuart Anderson. 158 James Brey/ Getty Images. 161, 162, 164 Allotment website; The Allotment Brand Design, London; Creative Directors: James Backhurst, Michael Smith, and Paul Middlebrook; Photosonic. 167, 168, 169 Release the power of social media; Reproduced by kind permission of Radley Yeldar, London; Illustrations by Paul Dixon. 170 Mr OTT; Designed by The Workshop for Nick Munro. 172, 174r, Gyles Lingwood. 174l Roger Horberry. 175 Wispa: “From a Time When…”; Client: Cadbury Trebor Bassett; Agency: Publicis London; Copywriters and Art Directors: Alex Ball and Andy Johns; Creative Director: Nik Studzinski. 178tl, 178b © TfL from the London Transport Museum collection. 179 Life’s Turns in a Sentence; Client: Swiss Life; Agency: Spillmann/Felser/Leo Burnett, Zurich; Copywriters: Thomas Schöb and Simon Smit; Art Directors: Daniele Barbiero and Reto Clement; Executive Creative Director; Peter Brönnimann.