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Hey
Whipple, Squeeze This*
by Luke Sullivan
Equal parts about putting
together a portfolio and the job of actually working in an ad agency,
Luke Sullivan writes about the business of making ads as only an ad
guy could (and should):
to-the-point, irreverent and true. |
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Cutting
Edge Advertising*
by Jim Atchison
In
addition to that thing about not judging a book by its cover, so it
would also seem that you shouldnt judge a book by its title.
But a great book nonetheless. Early chapters about the "creative
work before the creative work" explain strategic insights are
absolutely necessary to make great print creative.
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Hitting
the Sweet Spot*
by Lisa Fortini Campbell
A simple explanation of how account planners
attempt to develop insights about consumers in an effort to make better,
more effective creative. |
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Truth,
Lies and Advertising
by Jon Steel
Goodby-Berlin may well be the best advertising
agency in world. Jon Steele's introduction of account planning may
well the reason why. Planning with original consumer insights help
create more powerful ads for greater results. (Got Milk?) |
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Under
the Radar: Talking to Today's Cynical Consumer
by Jonathan Bond, Richard Kirshenbaum
They advertised soft drinks on fruit and underwear
on sidewalks. They employed Ed Koch to sell Snapple to the American
heartland. They even used Imelda Marcos to sell Kenneth Cole shoes.
Jon Bond and Richard Kirshenbaum tell the story of their agency and
how they see the world as their billboard. |
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Where
the Suckers Moon: The Life and Death of an Advertising Campaign
by Randall Rothenberg
A New York Times reporters almost day-by-day
true story of an ad agency shootout, all gunning for a coveted car
account. |
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The
Book of Gossage
by Howard Gossage, introduction by Jeff
Goodby
Once upon a time, in a small San Francisco firehouse,
Howard Luck Gossage had an ad agency. |
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The
Copywriter's Bible
Published by D&AD
A compilation of work and advice from 32 of the
world's best (English speaking) copywriters. |
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Advertising
Today
by Warren Berger
A huge coffee table book, it includes over 500 advertisements originally
seen in a wide range of media: print, television, billboards, internet,
and street marketing ideas capturing the heart and soul of great
advertising. |
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Five
Giants Of Advertising
by Philippe Lorin
The book breaks down
into five sections covering in the beginnings of the greatest five
agency builders of all time founders of Lord & Thomas (Lasker),
Leo Burnett (Leo Burnett), O&M (Ogilvy), Publicis (Bleustein-Blanchet)
and DDB (Bernbach). |
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Communication
Arts Magazine*
Examples of great advertising and design
8 times a year. The Chicago Portfolio School doesnt use a textbook
but this is as close as we get and every student gets a free one-year
subscription. Study your copy and your ads get better. Take mine and
you lose your hand. |
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Geometry of Design: Studies in Proportion and Composition
At last, a mathematical explanation of how art works presented in a manner we can all understand. Kimberly Elam takes the reader on a geometrical journey, lending insight and coherence to the design process by exploring the visual relationships that have foundations in mathematics as well as the essential qualities of life. |
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Digital Classroom Design Manuals
The Aquent Creative Team has put together a series of well-developed and extremely helpful software guides for designers of all levels. Learning is reinforced with video tutorials and lesson files on a companion DVD that were developed by the same team of Adobe Certified Instructors and who have created many of the official training titles for Adobe. |
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The Elements of Typegraphic Style
Author Robert Bringhurst writes about designing with the correct typeface; striving for rhythm, proportion, and harmony; choosing and combining type and a number of other topics. The Elements of Typographic Style teaches the history of and the artistic and practical perspectives on a variety of type families that are available in Europe and America today. |