PEOPLE DOn’T READ ADVERTISING BOOKS. THEY READ WHAT INTERESTS THEM, AND SOMETIMES IT’S AN ADVERTISING BOOK.
Apologies to Howard Luck Gossage for bastardizing his brilliant insight. If you’re gonna steal, steal from the best. If you don’t know Gossage, you should. Jeff Goodby wrote a whole book about the SF adman who inspired both him and his remarkable agency.
I’ve been on a big ol’ advertising book-reading binge and it’s making me appreciate the business in the wake of presidential election jitters, the COVID-19 pandemic, and the worst economic downturn in my career.
Which brings me to advertising books.
Reading great books is a surefire way to inspire your brain, and get a jump on your cohorts whether you’re in an advertising program, already up to your ears in it, or are higher-up trying to make sense of it all.
The sheer volume of wisdom at your fingertips is enough to kick a career back into motion. Rockstar planners. Killer account guys. Art directors, graphic designers, and writers on both sides of the pond who are ready to make your brain tingle with intellectual glee.
And all you have to do is open a book, fire up Kindle or lend an ear to an audiobook.
Sure, it’s hard to find heroes these days. Maybe you’re looking in the wrong places. Try Amazon books. Or, if you’ll indulge me, C’amazon Books.
Purchase any of the books below and one of the wealthiest dudes in the world will give me a little action. And for those who are interested, I’ve included links to my reviews of many of these books, some of which are out of print or rare as hen’s teeth, and priced accordingly.
What’s that? You think $50.00 is a too much for an advertising book? You clearly don’t know Gossage.
THE HOUDINI SOLUTION
Ernie is one of the greatest advertising writers of our generation. He didn’t have to write a book giving tons of useful tips on how to think inside the box and beat creative blocks. But he did, and if you haven’t read it, shame on you. Mark my words. Ernie’s advice is awesome Get it.
Read my review of The Houdini Solution.
HEGARTY ON ADVERTISING
I admire John Hegarty. He knew exactly what kind of work he wanted to do right from the get-go. I wish I’d read this book earlier in my career. It might have changed the way I rolled. Too late for me. But not for you. Get this book and apply its wisdom. You’ll thank me later by purchasing my book.
Read my review Hegarty on Advertising.
PRETTY MUCH EVERYTHING
Aaron Draplin makes me laugh. Hard. He’s a vastly talented graphic designer and a brilliant storyteller. See for yourself. Feast your eyes and your mind on a working-class genius. Get this book.
Read my review of Pretty Much Everything.
ROUND SEVENTEEN & 1/2
Rich Siegel is one of my funniest freelancer writers I know. Maybe the funniest, in fact, apologies to the fabulously warped Kathy Hepinstall. Years back, Rich wrote many of the infamous “Yellow ABC TV” posters that came out of TBWA Chiat/LA and seemingly landed in all the awards books. Killer stuff, and right up there with the Economist and Citibank, for great writing, IMHO.
He has written three books but this one, Round Seventeen & 1/2 is actually about advertising, hence its inclusion here. A great writer. A helluva storyteller. A curmudgeon with a heart.
JUNIOR
This sucker is loaded with great problem-solving insights and ways to get ahead without being a total D-Bag. Sure, Thomas Kemeny could have written this after my book came out. But no. Nonetheless, I begrudgingly recommended, quite highly in fact. Get it.
Read my review of Junior.
THE INSANITY OF ADVERTISING
Fred S. Goldberg was an account guy and agency owner who worked with my father at Chiat/Day until he had the opportunity to buy the SF office. GMO ultimately grew to 500 million in billings. Get Fred’s book and read his stories. He’s everything a creative should look for in an agency owner and a leader. Bravo, Fred.
Read my review of The Insanity of Advertising
I CAN’T BELIEVE I LIVED THE WHOLE THING
Yesterday Howie Cohen’s book showed up in my mailbox. I’m about halfway through it and so far, it’s great. If you’re unfamiliar with Mary Wells Lawrence, or the infamous Wells, Rich, Greene, this is as much a tribute to one of the best creative agencies as it is to wit and wonderful wisdom of Howie Cohen. Order your copy here and be on the lookout for a full review this week. Get this book.
Read my review of I Can’t Believe I Lived the Whole Thing.
BRONZE SEEKS SILVER
Mat Zucker’s book is packed with great advice, and in particular leans into digital platforms, where Mat’s career has blossomed. As you’ll find, Mat started shortly before the advent of the Internet and leveraged an natural curiosity in new media into career-defining work.
That’s the first thing, but only part of what makes it an interesting read. Matt writes with empathy, vulnerability, and a level of honesty that is damn refreshing.
Can you get ahead by reading Bronze Seeks Silver? I not only believe you can but will.
Read my review or order your copy here. Well done, Mat.
WELL-WRITTEN AND RED
Alfredo Marcantonio has given us all an incredible opportunity to be in on the ground floor of one of the greatest ad campaigns ever created, The Economist’s iconic “White of of Read” press ad and poster series. This book not only shows the work, but takes you through the planning and the creative evolution of a campaign that is as timeless and awe-inspiring as any prior or since. If you’re a writer, you’ll be blown away. If you’re a planner, you’ll be mightily impressed. If you’re a fan of great advertising, get ready to have your socks relocated to another zip code. Abbot, Mead and Vickers BBDO was the agency and this book is the story of the campaign and the telented individuals who created it. The work speaks for itself.