"Hey Whipple, Squeeze This "has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict.
Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out
Today's consumer has seen it all, and they're less likely than ever to even "notice" your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. "Hey Whipple, Squeeze This" provides the knowledge to create impressive, compelling work.
Table of Contents
Chapter 1: Salesmen Don’t Have to Wear Plaid
Chapter 2: A Sharp Pencil Works Best
Chapter 3: A Clean Sheet of Paper
Chapter 4: Write When You Get Work
Chapter 5: Concepting for the Hive Mind
Chapter 6: Big Honkin’ Ideas
Chapter 7: In the Future, Everyone Will Be Famous for 30 Seconds
Chapter 8: But Wait, There’s More!
Chapter 9: Radio Is Hell. But It’s a Dry Heat
Chapter 10: “Toto, I Have a Feeling We’re Not in McMann & Tate Anymore”
Chapter 11: Only the Good Die Young
Chapter 12: Pecked to Death by Ducks
Chapter 13: A Good Book or a Crowbar
Chapter 14: Making Shoes versus Making Shoe Commercials