The Idea Writers by Teressa IezziPosted on the 06 May 2011 by Happygrc
Of the ad books I’ve read, this is by far the most comprehensive and up-to-date snapshot of where the advertising industry (if we can still call it that) is today and how we got here. Iezzi places today’s ad industry in a historical context, going back to the industry’s founding fathers like Rosser Reeves and David Ogilvy, the first creative revolution sparked by Bill Bernbach and DDB, on through the changing styles of epic television spots in the 80s and 90s. But the book is primarily about the current creative revolution, sparked by digital technology, and how evolving media is changing the jobs of copywriters (although most of the book is applicable to anyone in the creative department).
The role of the copywriter has gone from writing television scripts and print headlines—pieces of one-way communication—to constructing and articulating more complex narratives that include longer-form content, cross-media experiences and dialogues between the brand and consumers (or consumers and other consumers). Iezzi covers some of the seminal cases that shaped this new landscape—BMW films, Whopper Sacrifice, Halo 3, and the Old Spice guy to name a few. She also conducts interviews with various people in the industry to get their take on how they do what they do. I was happy to see a few of my former students interviewed and credited with creating some of the best work in recent years.
The evolving nature of the industry makes it hard to capture “how it’s done.” One of the main things to take away from The Idea Writers is that there is no one right way. It’s no longer about simply being creative with what goes on the media. It’s about being creative with the media itself, the process, even the structure of the companies creating it. We’re in such a new and strange space that it’s hard to say exactly where we are. But this book gives a great overview of how we got here. A must read for anyone working or hoping to work in “advertising” today.
These articles might interest you :
People keep saying to me, “Oh your little girl must be loving the normality of being back home in Australia.” I smile, nodding meekly, not wanting to seem... Read more5 hours, 48 minutes ago by Mint Mocha Musings
EXPAT, SELF EXPRESSION, TRAVEL
Another Month has come and gone! We are travelling through 2017 far too quickly! As much as I would love time to stand still for a moment – it can’t, and it... Read more5 hours, 58 minutes ago by Mischieviousmum
US soda sales are at the lowest since 1985. And they're not likely to pick up soon, as reports about the potentially brain-damaging properties of sugary drinks... Read more7 hours, 19 minutes ago by Dietdoctor
DIET & WEIGHT, HEALTH, HEALTHY LIVING, MEDICINE
Number 41 of my semi-regular instalment of biodiversity cartoons, and the first for 2017. See full stock of previous ‘Cartoon guide to biodiversity loss’... Read more7 hours, 33 minutes ago by Bradshaw
Seriously what is going on with the weather? I woke up yesterday morning looked out the window and was greeted by beautiful blue skies, brilliant I though to... Read more8 hours, 25 minutes ago by Ashley Crombet-Beolens
Sitting or standing, underhand or overhand, front-toss is tough to beat.There are several ways to practice hitting. Live BP and hitting off a tee are popular... Read more8 hours, 45 minutes ago by Meachrm
Judge R. David Proctor (center), with family members whohave benefited from ties to corrupt Trump AG Jeff Sessions(From facebook.com)How many ways can a... Read more9 hours, 43 minutes ago by Rogershuler